Screw Silos and Talk as One

As we move towards the future of our industry and the involvement and transparency the consumer is requiring, we are faced with a legacy dilemma that has been building over the past several decades. This dilemma is the communication of our channel silos. Especially over the past 5-10 years, we have experienced a myriad of new and emerging communication opportunities and channels to which we can communicate with our consumers. In turn, we have seen and explosion of new marketing units, new specialized agencies, new gurus that allow for the distinctive inevitability of fragmented strategies and conversations. This is a HUGE problem for brands.

we have experienced a myriad of new and emerging communication opportunities and channels to which we can communicate with our consumers.

Imagine being a consumer where you come across a great display ad on FastCompany that drives you to a Facebook promotion. You’ve never heard of this company but you’ve become intrigued with their messaging. You engage in the Facebook promotion, then you desire to visit their website. However the display unit, Facebook strategy, and website were built by different marketing units and various agencies. The website is a completely different experience than the Facebook page, now you become confused with what the brand / company stands for or offers. But you’re still interested, so you sign up for a catalog and an email newsletter; again different marketing units, different agencies, different message focus. Now you leave the experience, almost put it out of your mind when you search for a topic on Google, up pops an ad for that very company delivering a message that was similar to the original display unit, but looks and feels very different. You see it, but it doesn’t draw you to click like the display. Now you check your email and get a catalog in the mail… another disappointing, confusing mess from the original reason and excitement you had when you to the leap and clicked on that amazing display unit on FastCompany.

This is just a small example of how many touchpoints a consumer could have in the marketing funnel from awareness to consideration. Now if we take that through consideration to purchase and into loyalty, advocacy and passion, we are then running up against a multitude of new touchpoints, other marketing units and alas more agency work. Just talking about it makes me tired. I don’t envy any CMO in today’s day in age.

However, I believe there is an opportunity here… An opportunity for a brand optimizer, a person or agency that sets the future state of the brand, collaboratively maps out the marketing environment, then sets the standard for the consumer journey, ensuring the right message hits the right person at the right time…. And that message stays consistent throughout the lifetime of the consumer – brand relationship. With channels and platforms changing daily, this is no easy task. But with a little internal restructuring, new agency relationship guidelines I think it can be done both for the benefit of the consumer as well as the Top and Bottom line of the organization.

And that message stays consistent throughout the lifetime of the consumer – brand relationship.

What do you think?

 

Photo Courtesy of Flickr – cstreet360

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