The struggle to achieve ROI and real business impact with new media strategies is a direct result of focusing on individual tactics. Rather than simply discuss integration, an easier approach may be to consider building from the customer’s viewpoint.
Marketers need to harness media convergence and integrate to maximize the impact of their various communications, on and offline.
Convergence has been brought about by the arrival of mobile and social media. The combination has empowered customers to access the Internet anywhere and discuss it.
The resulting anytime anywhere access to the Internet breaks the isolation of any one type of media form, including radio ads in the car and newspapers in a local subway.
Convergence creates the need to integrate, the process in which all communications from a company or organization — regardless of form — work together to present a unified brand experience for a customer. Integration yields more leads, creating better ROI for marketers. It includes cross promotion of ideas, themes, and calls to action, including participation in social media.
It’s funny how much we talk about content frequency, retweet ratios, comments, etc. as key determinants of influence. What really matters in interactions with people, particularly as a content creator, is consistency.
Not that content, retweets and interactions aren’t important. They are (depending on your goals).
They’re just public and measurable, making them easily quantified. Go Klout.