The New Normal is the Old Normal: People and Personalities
That is where integrated marketing needs to go. Once the need has been defined (such as being fed or relived), the proper media needs to be selected (a sound, lick, paw or cuddle) and they—the consumer, with great belief in the message—will complete the sale. The dog is fed and happy. You, the marketer, feel that you accomplished something and even though you left your warm bed, you hold no anger and would lovingly do it all again. That is true customer-centric marketing.
Little was lacking from this DMA event; perhaps, as already mentioned, the need to look to media convergence and other emerging technologies, but a good job all around. Personally I was well treated.
A sideline comment—there had been a number of “Jersey Shore” imitators at the event, nearly evenly split via gender. The conference was an interesting mix of corporate dress, causal dress, Jersey Shore and a broad mix of everything in between. Sort of like the world of marketing; direct or not, there are many flavors that make up the world and integrated marketing—as well as media convergence—has the formula to reach each one.
So how does this fit within the greater needs of the print industry? Well, from a service integration angle, you need to be aware that your message needs to be defined, on target and ready for view from many angles and with many possible interpretations. You need to control those interpretations so that they will be as close to your message mapping as possible. If you don’t, well you are toast.
Personalities can be great, but they can also be a negative if the personality in question—perhaps an owner—cannot deliver on what he/she presents or if their personality is in conflict with the truth. Larry Kimmel is in the groove with not only what he offers, but also with what he says.
Need to get woken up at 4:30 in the morning to be fed? Don’t call me. But if you wish to discus this blog, then reach out to me at (917) 597-1891 or e-mail me at email@example.com.
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.