As marketers, one of our greatest challenges as of late has been staying aware of and applying the uses of emerging media. Today however, the challenge seems to be staying on top of how media and multimedia platforms are converging and overlapping as a result of the demand put on them by today’s consumers. Our new mountain to climb and where our new focus should lie is to understand the world of merging media.
There are examples of merging media everywhere; IP TV, mobile web, iPad publishing and social search and optimization to name just a few. As a result, there is now more than ever the need to organize and map out an approach, and then determine how to implement it effectively within the structure of our organizations.
My advice for understanding the world of merging media is to start by:
- Identifying concentrations of “emerged media” (SEM, social marketing, mobile marketing, etc). How do they frame up?
- Work with your team members to come to a unified approach. This is not easy. Take search for example, even within this undeniably well-established space there are vast differences in the language and approach that people grew up practicing.
- Identify the strengths among co-workers and implement teams that can assemble quickly and nimbly tackle projects. You will be surprised where this talent will surface. Today’s marketing solutions come in all shapes and sizes so don’t rule out the possibility that you have hidden skill sets in unexpected places.
- Get the word out. Distribute roadmaps and get everyone involved and talking in the same language. A consistent voice is essential as clients more and more look to us to simplify and solve today’s unique marketing challenges.
What have you found when evolving from emerging media to concentrating on merging media?
