As a continuous advocate for integrated messaging, cross platform interaction, and customer relationship management that extends beyond one interaction and builds upon all interactions, I get frustrated when the dots aren't connected. By mapping out these various touch points and the decision process of a customer, we should be able to get a clear understanding of how things need to work together... but in our siloed world of corporate culture or segmented agency life, this simply doesn't happen. In a world of too much communication and noise, what we need more of is communication. Not just any communication, but effective, communication, between teams, between agencies, between company - consumers.
In a world of too much communication and noise, what we need more of is communication.
With the ever-increasing number of touchpoints to interact with a consumer, this internal effective communication has never been needed more. If a consumer engages with our brand, whether a TV spot, a tweet, a website, with a specific call to action and that call to action doesn't deliver on the initial promise... we have lost that consumer. We've lost the opportunity to amaze, all because we, as marketers, failed to effectively communicate internally.
While planning out your next marketing project or campaign, get to know all stakeholders involved and make an internal communication plan and pact. Strategize together; collaborate; and set timelines together. Keep an open mind and break down the walls of your silos. Reach out and respond. Get everyone involved for a stronger strategy and outcome.
If not, you'll lose that interested consumer...