As a continuous advocate for integrated messaging, cross platform interaction, and customer relationship management that extends beyond one interaction and builds upon all interactions, I get frustrated when the dots aren’t connected. By mapping out these various touch points and the decision process of a customer, we should be able to get a clear understanding of how things need to work together… but in our siloed world of corporate culture or segmented agency life, this simply doesn’t happen. In a world of too much communication and noise, what we need more of is communication. Not just any communication, but effective, communication, between teams, between agencies, between company – consumers.
In a world of too much communication and noise, what we need more of is communication.
With the ever-increasing number of touchpoints to interact with a consumer, this internal effective communication has never been needed more. If a consumer engages with our brand, whether a TV spot, a tweet, a website, with a specific call to action and that call to action doesn’t deliver on the initial promise… we have lost that consumer. We’ve lost the opportunity to amaze, all because we, as marketers, failed to effectively communicate internally.
While planning out your next marketing project or campaign, get to know all stakeholders involved and make an internal communication plan and pact. Strategize together; collaborate; and set timelines together. Keep an open mind and break down the walls of your silos. Reach out and respond. Get everyone involved for a stronger strategy and outcome.
If not, you’ll lose that interested consumer…
Earlier this week I had the pleasure meeting a lot of interesting people, sit in on a lot of interesting conversations, and watch a lot of interesting “forward thinking” happen right before my eyes at the Social Media & Community 2.0 Strategies conference. Of course listening to everything with the filter of my own mind, with my own thoughts of what was coming… The slow collision of our physical and digital realities. But something struck a chord this week… Something a bit groundbreaking…
Not only is our digital and physical worlds colliding, but our entire world as we know it is converging in on itself. With uprisings in the Middle East being spawned and coordinated by the use of Facebook, to the massive response during this devastating time in Japan, to the amazing support Best Buy provides using Twitter, to the shift in product development using insights garnered through real time conversations and engagements, the use of technology is becoming a driving force towards an integrated, interconnected world.
The world economy is slowly shifting towards a converged infrastructure of passion, transparency, and empowerment through the use of technology. This shift, affecting everything from education, government, business, philanthropy, personal lives, etc, will prove to be the biggest opportunity for greatness or decline to complete and utter failure in society as we know it.
Each use of technology needs to add value and support the various ecosystems in which we live. The education ecosystem must support business to ensure our society is creating a workforce that will continue to grow and prosper in the future. The business ecosystem must support the transparency of our social lives and values regarding sourcing, labor, wages, and propel the activation of the philanthropic ecosystem, which in turn provides the support to the world issues and matters needing the most attention. Using technology, we, together, can accomplish great feats.
Deciding to do so is the hardest step.
