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.
I do have a solution.
If you have never read the 1995 book “Being Digital” by Nicholas Negroponte, you should. “Being Digital” details what some have described as the first shot across the bow in the battle to win market share between the old world of print and the new world of digital media.
I see—and have always seen—the book as diplomatic document of peaceful coexistence and cooperation between what Mr. Negroponte calls Atoms and Bits. In short, items that are made up of atoms—take paper, for example—are old, things that are made up of digits—such as e-mails—are new. (My confusion is that I always thought that everything was made of atoms, a small and unimportant point.)
Peaceful coexistence you say? Yes, in fact this cooperation could be called Bitoms or Atots (Forgive me, Mr. Negroponte.), since recent trends and data indicate that to get the best of any delivery program you need to link atoms and bits into an integrated, combined force.
In our example, unlike the real world of politics, peaceful marketing coexistence can and will work. Need another example, look to the latest issue of National Geographic, February 2011. A lead story on the cover is titled, “New Brain Science on Football Concussions.” It just so happens that the inside front cover spread has been placed by Toyota, and the ad copy is—did you guess—how Toyota can use it’s injury simulation software to make football helmets even safer.
Nice idea Toyota; you too, Saatchi & Saatchi.
Here the delivery supports the message and the vehicle of delivery is the very well respected magazine of exploration, science and adventure, National Geographic, kudos to all.
Delivery is too simple of a term to define the process in the world of atoms and bits; distribution is not that much better. I am as always open to your suggestions.
Next post, thinking differently.
You can communicate across vast distances, between living organisms and shared conductivity to get your message out. You can also communicate with me by email or call me and we can talk, firstname.lastname@example.org or (917) 597-1891.
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.