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


connect with blackwhalegroup

Choose how you'd like to read our industry leading content, whether you tweet, "like", subscribe, or watch.

14 Responses to “Screw Silos and Talk as One”

  1. jamiedentims March 20, 2012 3:27 pm #

    hello again – re your “larvin post” 19/03 16/03 send me an email and i will definatley sort you out try this link
    kind regards
    james dentims

  2. twitter followrs July 2, 2012 2:30 pm #

    Thanks for your publication. I would also like to say that the very first thing you will need to complete is find out if you really need repairing credit.
    To do that you will need to get your hands on a replica of your credit report.

    That should never be difficult, since the government makes it necessary that you
    are allowed to obtain one free copy of the credit report on a
    yearly basis. You just have to consult the right individuals.

    You can either browse the website with the Federal
    Trade Commission and also contact one of the major credit agencies straight.

  3. melbourne fl dentist August 23, 2015 3:28 pm #

    I enjoy your writing style really enjoy this website.

    my blog melbourne fl dentist

  4. September 6, 2015 4:39 am #

    Pretty! This has been an extremely wonderful
    post. Thank you for providing this info.

  5. Michele November 1, 2015 3:24 pm #

    Sus fotografías son muy creativas y sus retratos le han abierto las puertas del planeta profesional pese a su juventud.

  6. Hershel November 13, 2015 9:05 pm #

    Y así como se charlaba previamente, podrás hacer cursos online con diferentes clases de fotografía profesional.

  7. Tanja November 14, 2015 2:35 pm #

    En nuestro equipo encontrarás desde viejas glorias” de la fotografía, que nos aportan una impagable experiencia,
    a jóvenes promesas con una creatividad explosiva y transmisores de las más novedosas tendencias.

  8. privatleasing din bil December 4, 2015 12:49 am #

    privatleasing bil
    privatleasing bil stockholm
    privatleasing bil tilbud
    privatleasing bbil stockholm

    This value refers the car’s value in the time if your lease final part.
    So there you save yourself 5 figures twelve months there. Automatically read outt mileage aand adjust
    directly when ever.

    privatleasing bil billigt
    privatleasing bil jämför
    privatleasing af bil fleggaard
    privatleasing av bil sverige

  9. Loretta December 7, 2015 9:57 pm #

    Creamos una lista de reproducción para cada una de las sesiones de fotos que nos ayuda a contar
    la historia y crear un buen ambiente, como la
    música para una película.

  10. Stephen December 8, 2015 2:19 pm #

    Mi estilo es actual y moderno y nace de la pasión de captar las sensaciones y emociones que se viven a lo largo del día más especial
    y bonito de vuestras vidas.

  11. fotografo profesional book valencia December 30, 2015 9:36 pm #

    Que somos más niños todavía… que nos lo pasamos pipa con ellos, ¡¡¡que los gozamos!!!

  12. Margareta January 11, 2016 9:26 am #

    Durante los próximos 5 años, Mantoani generaría los retratos de
    sobra de ciento cincuenta fotógrafos de renombre.

  13. carrie underwood July 11, 2016 6:18 am #

    For newest news you have to go to see web and on web I
    found this site as a finest website for latest updates.


  1. Search+ Social Converging Means More Than You Think | blackwhalegroup - January 11, 2012

    [...] the Search+ move what you want, but it is shining a blinding light on the need for an overhaul within our marketing organizations and agencies. The future is upon us. We must [...]

Leave a Reply to twitter followrs