Making It Happen
Better still, how can I increase my ROI?
Well these are difficult times, and as I mentioned, the past five years have not been the old cake walk (what ever that means) that we all figured they would be. Yes, there are firms making money, some even growing. Those that are, well they are “making it happen.”
But the next five years do not need to be the same tension-filled half of a decade. You can control—in part—the future; you can make it happen. How, by accepting change even when the current industry savants are saying hold the line.
I am not saying that you go out on a limb, take new heading and change course. What I am saying is that you need to look beyond the horizon and look to change; change that can help and assist you make it happen. Remember, everything changes. Think change.
You need to think convergence. Think of the way you receive, divest, ingest, inhale and exhale and react to media—ALL MEDIA. Print or not, think about it. How do you and your family buy? What research, if any, do you use? Where does that research come from? What do you do with it? How do you check and verify the data? What provides the trust? Have you been asked to participate in the process, or are you assumed to be part of their process when everything changing indicates it is YOUR process?
Media convergence is just that; it’s your process. You define the type of communication, the delivery vehicle by which you receive the communication, what the communication should say and contain, and, yes, the how, why and what of the offer you selected to fit your needs must be surveyed, tracked, analyzed, data based and built upon. Did I say the ROI needs to be tracked as well?
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.