This year my blogging efforts are taking a different tack. I will introduce an interactive blog, one that will provide answers to the questions “What is integrated marketing communications and media convergence?” and “How can you the media provider provide and profit from these interrelated and interlinked marketing solutions?”
Thaddeus B. Kubis
Such a strange industry! Heidelberg and Fujifilm announce a collaboration, and most people I know within the industry did not even know about it. This collaboration is as much a manufacturing and idea convergence as media convergence is the future route to find consumers’ buying sweet spot.
To brew up your cauldron of success, start with a very deep examination of your skill set, your marketing program, your communications effort (yes, marketing and communications are different), and your ability to collaborate, inform, and educate your prospect or current customer.
If you have been a regular follower of this blog, you know I have been looking to redefine print for some time. Over the past 12 months, I offered several different definitions, none of which I really found to be "the" definition. So I decided to rethink the process and create, develop, conceive of a brand new characterization.
If your company is going to survive and prosper in this new world, then you may need to transform it into an app. Why? Apps are constantly being used and used again, and sometimes again and again, revised, changed, updated, rated, praised and condemned.
Media convergence is convergence of media across all media—many into one. The recent purchase of The Washington Post by Jeff Bezos is to me the starting line, the famous line in the sand of defining future media—converged media.
In his blog this week, Thaddeus Kubis shares his thoughts on the future of the printing industry, addressing consolidation, convergence, integration and interaction.
There are many faces to convergence and you cannot expect anyone to support your business if you do not focus on the customer and, in our fast-moving world, keep your customer close and informed. The NYU – Prism Award Luncheon, and Graphic Communications Scholarship Foundation (GCSF) and the APC–NYC Awards Event, are two examples of events that support the concept of customer convergence with a singular focus on the customer.
Listening is critical, understanding what you heard is also critical. But asking the correct questions, and understanding the needs of your customer and prospect base on a regular basis are the most critical of all. You may not like what you will hear, but at least you will be advised of any concerns before you discover that your customers have left the building.
Hey, packaging printer, if you have not heard, social media is a great tool to start the dialogue with clients/prospects to maintain and expand the engagement process and social media is a great CRM tool. Social is just one more tool that printers MUST use on a regular basis to get their service offerings to a new media-defined marketplace.
Keeping the tools and learning sources flowing via a partnership—a new business/education partnership and relevant high schools, colleges/universities—based on a clear, achievable defined goal, can create a diverse base of future employees.
Print has not been included within the trending universe for some time and I doubt that it will ever make its way back to any of the top trending lists in the future. Not because print is dead (for it is not), not because print is an old-fashioned technology (again it is not), but because print will not get back in vogue until the “identity” of print is changed and updated.
When a printer “sells” their traditional products and service mix does it matter to the client if the additive or subtractive method of color reproduction is to be used? No, the client in most instances looks to the printer for that specific level of expertise. Yes, you will need to let the client know the end process since that may in some ways define the need and effect the price, but the technical aspects of the process are covert.
Let’s start off with the simple premise: All of us in business need new business, and you want to develop a plan that will provide fertile ground to harvest sales season after season. Do you agree?
I am a very strong proponent of the process of media convergence, integration and engagement. Engagement, to me, is a more important result than the immediate or impulse sale. The prospect engagement zone, or PEZ, is a multi-level and dimensional zone of profit that once established can become the Holy Grail of the sales process.
Recently, I have been hired by corporations to review, analyze, and comment on the performance of a multitude of integrated cross-media marketing programs. I have discovered a lack of post-program review and assessment, particularly from the print end of the business.
You may have heard of SoMoLo, which translates to social-, mobile- and local-based marketing. This “new” concept will kill PRINT as we know it today...NOT! SoMoLo is an effective and integrated process for marketing, but so is print and mobile, print and social, print and local marketing, and print and media and, yes, print and much, much more.
I sit at an unusual junction of media convergence. This “cruel crossroads,” as I call it, includes creative, marketing, print and education. There is a need for collaboration across these and many other channels to achieve profit and business success for all today.