Event recap: Integrated communications panel
The programming committee continues to impress with the quality of the monthly presentations they plan and host. If you need proof, just look at the more than 200 MIMA members and guests who showed up at the Metropolitan Ballroom bright and early Wednesday morning for the July event: a panel discussion on integrated communications.
The panel format works well for challenging topics, such as integrated communications, for a number of reasons. You get to hear more than one point-of-view. You get to learn from some of experts we have right here in our local professional community. And you get to participate in the conversation yourself, as was evidenced by the many thoughtful questions and insights offered by the audience.
Moderator Andrew Eklund, CEO and Founding Partner at Ciceron, set up the conversation by showing three charts describing the media environment that underscore the degree of difficulty marketers have with integrated communications.
The first chart showed media channels available in 1975. It featured a dozen or so data points – television, radio, newspaper, outdoor, direct mail, etc. – and corresponding arrows pointing at how they touch the consumer of the media. Very neat, organized and easy to look at.
The second chart showed the media channels available in 2008. With the addition of digital media, the number of data points and delivery arrows mushroomed. Imagine a chaotic web created by a hyperactive spider on mescaline. (That’s a powerful and dangerous mind altering substance, kids; leave it alone.) There were many nods of agreement when this slide was displayed.
The third chart showed the media channels available in 2010. With the addition of social media, the number of data points and deliver arrows was so dense that it was, indeed, a solid black box, with every pixel filled with information. This got a few knowing, and nervous, chuckles.
Eklund then opened the discussion by stating that, with our evolving media environment, integrated communications is like a holy grail to marketers and asking if we have found it.
Paul Ratzky, Interactive Director and Vice President at Olson, observed that the concept of integrated communications keeps changing, because the integrator is shifting from the agency to the consumer, as people select their own channel pathways. Which means marketers need to follow their audience and deliver messages in the audience’s preferred channel, as opposed to trying to move them into the marketer’s channel of choice.
Glenn Karowski, Managing Director, The Business of Ideas, added that effective integrated communications is about conversation and relationships. And the key is to be a good listener.
When asked who is responsible for listening to consumers (marketing? branding? advertising?) Erik Erickson, Owner of Erickson McGee, LLC and former Vice President and Creative Director for Target commented that we are still in the early stages of figuring out how to listen. And that figuring out what to do with what we hear is the next big challenge.
Download the podcast (available soon, please check the Resources section next time you visit this website) and listen to the complete conversation for a number of practical insights. And be sure to leave your comments here, to share the key take aways you think are important.
July 25th, 2010 at 3:35 pm
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