WHAT IS MARCOM AND HOW IS IT CHANGING?
OLD DEFINITION: (wikipedia)
Marcom is targeted interaction with customers and prospects using one or more media, such as direct mail, newspapers and magazines, television, radio, billboards, telemarketing, and the Internet. A marketing communications campaign may use a single approach, but more frequently combines several.
NEW DEFINITION: (vic’s)
Marcom is a complex set of interactions that uses a variety of mediums to share a message, which attracts interest and builds awareness through meaningful interactions and conversations.
* The basis for MarCom today is connection and meaning, not presentation and message.
* To establish market presence, MarCom must learn to be present with its market.
* This can be done by shifting its perspectives …
FROM capturing an audience TO unfolding community engagement
FROM presenting elevator pitches TO building a story to tell
FROM one directional advertising TO interactive conversations
FROM posting social media content TO finding meaningful social context
FROM creating brand recognition TO aligning with revealed identification
FROM developing targeted markets TO delivering personalized value
FROM structured communications TO fluid shared knowledge
FROM mono-static presentations TO multidimensional dynamic information
FROM isolated media teams TO integrated communities of practice
CHANGING THE MARCOM MINDSET
MarCom experts today are no longer just those who are savvy in marketing techniques and communication infrastructures. They must also be aligned with how to enable meaning and metaphor from message, as well. This can not be done in the traditional way. Instead, they must be liaisons between people, not just ideas, as well as artists of the message that is based on a collective morphing of insights that emerge through shared conversation.
A MarCom agent must now also be able to connect deeply into the engagements of company and customer, where open inquiry and questions, not surveys and assessments, are primary tools for becoming informed of both customer need and company capability. Through ongoing engagements, meaningfulness emerges, creating the link between business opportunity and customer selection and satisfaction.
As a result, I believe that the old advertising agency, which is still afixed in our minds when thinking about ‘Marketing and Communications’ (MarCom), is evolving into a vehicle for healthy transformation and change beyond self representation. Thus making room for a world-wide awakening within corporate, company, and organizational, business systems.
Kinda cool right? What do you think?
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