The Cruel Crossroads of Communication Channels
I sit at an unusual junction of media convergence. This “cruel crossroads,” as I call it, includes creative, marketing, print and education. Now don’t get me wrong, I’m not an expert in all of theses channels, but I do have a unique and unusual view of the traffic that heads up and down the highways of these related industries and that collides at the cruel crossroads.
As I see it, there is a need for collaboration across these and many other channels—or verticals—to achieve profit and business success for all today.
Recently, a “Print Confessions” blog on PIworld.com shared five “things” that a print salesperson should should share with young designers. BTW, things are defined by experienced based knowledge.
Well, I see this as a problem. We no longer live in a business world in which one helps another. We live in a business world in which the need to collaborate across identified and covert channels is the future.
Sure, a print salesperson should tell a young designer those five “things” mentioned in the blog (a well-written blog, I may add), but the young designer should tell the print sales person five more “things” in turn. And the marketer should hear those 10 things and share his/her own five “things.” Same goes for the educator when he/she has been included in this expanding discussion.
The cruel crossroads is a roadblock of sorts. The crossroads is a trap—trapping knowledge by bypassing the exchange point that a crossroad offers by using a series of short cuts.
I’m not saying the “Print Confessions” blog is wrong. I’m saying its right, but did not go far enough.
I have said this many times before…print is NOT the only link in the chain of communications; it is one of many links that can be duplicated within the chain depending on the program and the marketing need. Print—as well as other related media—is, as they say, “Not alone.”
Thad Kubis is an unconventional storyteller, offering a confused marketplace a series of proven, valid, integrated marketing/communication solutions. He designs B2B or B2C experiential stories founded on Omni-Channel applications, featuring demographic/target audience relevance, integration, interaction, and performance analytics and program metrics.