25 Jul What Works, What Doesn’t: Our Honest Review of Today’s Communication Tools
By Charles Poulter, Account Director at SWM Communications
In the marketing world, tools and trends come and go quickly. We’ve learned not to get distracted by hype. Instead, we focus on what actually works, for us and our clients. From AI to email to Google Ads, here’s what we’ve adopted, what we’ve moved away from, and why.
- Content AI: Smarter, Faster Content Creation
AI has changed the way we work behind the scenes. We use it to help draft content ideas, build outlines, and even speed up repetitive writing tasks summaries. It’s not about replacing people – it’s about freeing up our creative team to focus on strategy and quality of output. It’s become a reliable tool for getting started quickly and avoiding blank-page syndrome.
- Design AI: Fast Visual Direction Without Full Design Time
When we need a visual concept to bring an idea to life quickly, AI delivers. It helps us explore creative directions, pitch campaign visuals, and spark design thinking – without going straight into a full design phase. This is especially helpful during early brainstorming or when clients need to “see it” before signing off. It’s never the end product, but it moves projects forward much faster.
- Email Campaigns: Still One of the Best ROI Channels
Email continues to be one of the most reliable marketing tools out there. Whether we’re sending newsletters, promotions, or service updates, we use a variety of platforms for client communications. The difference lies in how you build and manage your list. Smart segmentation, clean design, and clear messaging make the difference between an email that gets opened – and one that gets ignored. When done right, it delivers steady engagement and real results.
- Chatbots: Not Always Worth the Investment
Chatbots seemed like a great solution – automated, always-on communication. But in industries like tech, construction, or engineering, users often want to speak to someone who understands their problem in detail. We’ve found that expensive chatbot setups don’t always deliver the return clients expect. Most users still prefer to deal with a real person when it comes to technical or high-value inquiries. In these cases, it’s better to focus on clear contact paths and fast human response times than investing in a bot that feels impersonal.
- SMS Marketing: A Channel on Its Way Out
There was a time when SMS marketing drove fast clicks. But that time is mostly over. High costs, growing regulations, and the sheer volume of promotional texts have led to serious fatigue. Most people either ignore them or unsubscribe. Today, we recommend using channels like WhatsApp, email, or app-based notifications where you can create more tailored and less intrusive messaging. SMS still works in a few specific cases – like appointment reminders or time-sensitive alerts – but we’re using it far less than before.
- Animated vs. Basic Websites: Know What Your Audience Needs
Not every brand needs a flashy, animated website. For some clients – especially in creative or consumer-facing industries – movement and interactivity can help tell the brand story in a compelling way. But for others, especially in B2B or technical fields, a fast, simple, SEO optimised and easy-to-navigate site performs better. We help clients decide based on their goals and user behaviour. A clean, functional site usually wins when the priority is clarity, trust, and fast access to information.
- Google Ads: Still the Top Tool for Lead Generation
If you’re looking for high-intent leads, Google Ads is hard to beat. Whether it’s search, display, or remarketing, it puts your business in front of people who are actively looking for what you offer. With the right targeting, keywords, and landing pages, it becomes a predictable and scalable way to grow. For most of our clients, it remains the single most effective channel for generating measurable results – and quickly.
So, what the bottom line? We’re constantly testing new tools, placing our attention on the ones that truly work. Communication is changing, and it’s easy to get caught up in shiny new platforms. Our approach is to stay curious but realistic. Whether it’s AI content, email, or paid search, we keep our focus on what helps our clients connect better – and grow faster.