|MARKETING IN THE INFORMATION AGE: Begin with a Vision|
"We have reached one of those fulcrum points in history, where everything that was is tipping over into everything that will be."
Do you ever get the feeling you're going so fast you can't get anywhere; that the world is spinning out of control? It's one of the paradoxes of our time that change has become a primal agent, cause the result of effect. We live in a world where change is the only constant, speed the point of the journey. Sometimes, it's enough to make you dizzy.
In communications especially, we are bombarded with information--with more and more messages, more and more media, more data, more choice. Technology opens channels of information faster than we can assimilate them. There are more books and magazines, more mailing lists, more demographics and databases. Computers have revolutionized print production and the internet has spawned an entirely new dimension of interactive communication.
For marketers, this poses a curious dilemma: while it has never been easier to reach prospects, never has it been more difficult to get their attention. There is so much noise it's almost impossible to hear the message. At the same time, it has never been more crucial for marketers to communicate. No longer is communication just an opportunity to increase sales. These days, effective communications have become a requirement: you must communicate just to stay in the game. Those who do not, abdicate.
So what do you do? There are always more things to spend communications dollars on than there are dollars to spend, and there are always 'experts' around to assure you that their particular product or medium is the best, most cost-effective, absolutely indispensable thing you could possibly do. How do you choose?
Leading marketers have learned they must engineer their communications programs as carefully as their products. They know that to lead does not mean that others follow: it means they chase. And staying ahead of the pack means taking advantage of every opportunity, making every dollar count. Leading marketers use every avenue to communicate their messages to the right people, at the right time, and in the right place.
To do this requires sound strategic planning and program integration. No single tool will do the job. What's needed is a balanced mix of communications tools, all subordinated to a single, driving vision.
Begin with a Vision...
Putting Things in Perspective.
A Primer on Strategic Planning
How to Make an Apples to Apples Comparison of PR and MarCom Services.