September 1, 2012
For those of you who are regular followers of this blog please note…I’ve decided to shift gears.
I’m no longer a book reporter. I’ve decided to return to my roots, which is being a creative strategist.
One of the things I learned early in my long marketing communications career was to put the importance of messaging before the mechanics of media. More important than how messages are distributed is their content. So let’s put “da’message” before “digital”.
What I’ll be promoting is “It’s the message, not the medium” which directly contradicts Marshall McLuhan’s famous, but misunderstood message of 1964 “The medium is the message”.
McLuan’s book impacted the advertising world. See Wikipedia for the details. Or if you want to encounter heavy thinking, and the proper perspective on McLuhan’s comment, read Mark Federman’s article.
So, I contend, that before exploring the complexity of social media and the endless array of digital tools, it is important to define, and manage, the desired messaging. To compete at marketing communications, and improve the odds of eating your competitor’s lunch, you’re better off with a wordsmith, than a computer engineer.
I was inspired to make this shifting of gears by comments I discovered in the July 23, 2012 issue of Crain’s Chicago Business in their article Marketing’s focus turns to digital world. They were made by Shawn Reigsecker of Centro LLC, a Chicago-based provider of media logistics services, who stated “The…downside of data…is that marketers may be focusing on it at the expense of creativity. Advertising has always been about telling a story about a brand that makes consumers want to engage…and when it’s just about data and analytics, you miss the creativity and you miss the story.”
(Interesting that Shawn is defending creativity when his living depends on promoting media and analytics)
From Chris Brogan, “Don’t get hung up on tech”
In a year old (June 10, 2011) email/newsletter on the topic of the value of mobile vs. the value of the material being distributed Brogan says, “Think instead about how you can enable your buyers to connect with experiences in meaningful ways. That’s powerful. Who cares about the tech that brings it to you? Focus on the experience of what that’s going to do for your buyer.”
As my reinvigorated blog moves ahead over the coming months it’s my intention to help CEOs and CMOs better craft messages that are strategically appropriate to the digital world your customer now lives in.