MIMA – Integrated Communications Panel

The integrated communications panel came to the conclusion that marketers still have room for improvement in integration, and this room is not shrinking fast enough 😉

Andrew Eklund,  the moderator, started from the introduction of media ecology changes improvised from one of MIMA summit presentations a couple of years ago.

Media Ecology 1975 was much simpler (though this understanding still present in media plans now)

Media Ecology 2008 became more complex…

Media Ecology in the nearest future…. will be complex 😉

Integration is necessary.

However, the spend is still disproportionally in traditional marketing channels, even if consumers migrating to the new channels faster and faster.

Agencies are trying to use tactics based on their competencies rather than any other considerations, what prevents them from being completely objective. Possible solutions in the future: an agency “integrator” or clients developing integrating competency in-house.

I personally think that competency would have to be developed in-house for some companies – particularly companies in complex industries that can not be quickly understood by outside agent.

From another side – client as an integrator would be similar to building a house without a general contractor…

Marketing landscape is changing very fast – trends are appearing in unpredictable directions; this environment requires constant experimentation.

However, the technology changes and opportunities to communicate changes – human behavior remains the same – all new communication opportunities is the incarnation of fundamental human needs and desires.

Oh, breakfast was absolutely marvelous!

Mobile Twin Cities

Mobile Twin Cities event was a little too technical for a marketer, but still useful  for understanding mobile opportunities.

UMobility was the discussed solution; the product allows any enterprise to use office phone and mobile phone interchangeably.  The same number seamlessly transferred from office to mobile and phone calls “appear” to come from the office number rather than employee’s mobile number. An employee can “switch” from using personal phone to using office phone on the same device.

Interesting: I asked the presenter about customer preferences for specific mobile devices. The presenter noted that BlackBerry is prevalent in companies (security setup for the enterprise is simpler).  However, the consumers prefer iPhone and Androids to other devices.

I happily boasted my employer’s policy to allow any device of employee’s choice and providing help desk support to setup work email on our beloved devices.  🙂

Book – Linchpin

So far I read three of Seth Godin’s books, and wish I had time to read more… 😉

Linchpin is a different book comparing to the rest – it is not a book for marketers to help us do our job better, but it is a book for employees and businesses to help us all to benefit more from doing our jobs.

Though some recommendations seem obvious (I was following similar guidelines instinctively for over a decade), the book is very realistic. An average marketer does not have to be the star of the industry  to benefit from the ideas, and an average company does not have to be a well-funded startup to maximize its employees’ potential.

A couple of interesting points from the book:

Passion isn’t project-specific. It’s people-specific. … Perhaps your challenge isn’t finding a better project or a better boss. Perhaps you need to get in touch with what it means to feel passionate.  People with passion look for ways to make things happen.

If I meet you at a party, I hope you’ll ask me for free marketing advice.  I’m always amazed that people are willing to listen to what I have to say and I’m happy to share. The act of giving the gift is worth more to me than it may be to you to receive.

My favorite point is Seth’s approach to ideas. He notes that when people complain that they don’t have any good ideas, he is asking how many bad ideas they have…  We need to have a number of bad ideas for some of them to be good…. and then act.

Isn’t it wonderful?  I always have a dozen of bad ideas! 😉