Delivery, Touches or Communicate?

Sorry for the delay in making this next post, a viral convergence (the flu) stopped my intended delivery to you, my intended recipient.

I think the term delivery no longer works in this high-tech world. Delivery, for me, is a guy riding a bike with a package under his arm or the FedEx/UPS person dropping of that overnight delivery.

No, we need a new term. Some say “touch” is the correct word; that could work, but not for me. I like communicate.

One of the many definitions of communicate includes additional cool marketing terms such as sender, message and INTENDED recipient. The end result of delivery is to get the item to the intended recipient. What is your definition of delivery? Actual delivery can be defined as distribution or logistics.

Today, you need to define the methods to communicate (OK, delivery) early on in the process or develop a marketing plan and make sure the intended recipient is ready and willing to be touched. You also need to make sure that you can get the message out and across multiple media channels while keeping the message map clear and limiting redundancy. Delivery also means not only getting the message to the intended recipient, but to that person via a media that adds to the value of the message.

Delivery, no matter what we call it, is a difficult and complex operation and often under estimated in its importance. Delivery has been made even more complex in this post-digital converging world.

The Internet offers endless delivery options, so many that some refer to the once famous and loved Internet as the “splinternet.” How fast we turn on those things we love. There’s text, mobile, direct mail, print, banner, online, offline, social networking and social marketing (Yes, they are different.), and the list continues.

Thaddeus B. Kubis is an integrated marketing communications, media convergence, and experiential marketing evangelist.

A passionate believer in the integration of all online and offline media, inter-digital integration, unified communications, the measurement and ROMI of any marketing program based on results, Thad acts as profit advocate for his myriad of clients.
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