When we are in the business of organizing experiences, how we split the work on the back end should not bleed onto the front end. It is the same phenomenon that held and in some cases still holds company sites within the constraints of an organization chart.
This short quote from an article in The Guardian# spells out the challenge:
The first step in reimagining marketing is bringing every single marketing discipline and role together: everyone in the entire world of marketing. From retail to customer relationship management (CRM), branding to PR, SEO, media planning, experiential, product design and more. Everyone in marketing is now a block of skill waiting to be reassigned.
Second, we banish the words digital, media, social, content and mobile. For these words to have meaning, there would need to be a world of non-digital advertising, marketing with no content, or an action that isn’t social. We’d also need the concept of something that wasn’t media.
We then forget about all existing ways to slice marketing; channels are concepts that make no sense in an age where the name of the device no longer correlates with the media channel. When you watch TV on your phone, and read magazines on a tablet, no channel makes any sense.
We need media, creative and technology to work together. We need to think of new ways to connect.
How do we advertise in the notification layer? What media do car screens or maps become? What new platforms await?
The answer to how is putting time in its place. Companies can and do have it all when they play the long game. Short-er term results become easier to arrange when there is a time and place for everything within the experience.
Valeria is an experienced listener. She designs service and product experiences to help businesses rediscover the value of promises and its effect on relationships and culture. She is also frequent speaker at conferences and companies on a variety of topics. Book her to speak here.