Definition 6: Why Unified Marketing is So Important in the "Always in Motion" Ecosystem - Michael Kogon

Welcome Definition 6 our newest MediaBizBloggerImagine waking up and hearing an ad on TV for a quot99 Chicken Strip Mealquot then checking your iPhone on the way to grab some coffee and seeing an email for a quot99 Chicken Strip MealquotThen when you fire up Pandora for your workout you hear ads for a quot99 Chicken Strip Mealquot while on your Yahoo mail you are served a banner ad for aquot99 Chicken Strip Mealquot and then on the subway signage for a quot99 Chicken Strip Mealquot and on the billboard outside your office and in online video ads and then as you checkin into the Shake Shack amp8211 Bam You get a Foursquare Deal NearBy with you guessed it aquot99 Chicken Strip MealquotSome marketers would call this an quotintegrated approachquot delivering the same message across multiple platforms consistently In the world we live in today you can see how this approach can be flawed Do you really want your brand to turn into a creepy stalker alienating your customers rather than appealing to themThat39s why a unified approach is so important and very different from an integrated approach As the CEO of Definition 6 a unified marketing agency I realized that having the same message is not as important as the same experience that a consumer has with a brand Wordofmouth marketing is now exponentially amplified with the prowess of social media A brand relationship built with a consumer can be argued that in this connecteddriven society is more of a personal relationship having many brandtoconsumer touch points That being said a brand has more responsibility to its consumers to adhere to the level of service and quality it has been so good at communicating through its advertisingSome people may ask what the difference is between quotintegratedquot and quotunifiedquot To me integrated translates to an quotall under one roofquot plan whereas a unified approach will look to deliver quotone experiencequot for the consumer That can mean very different tactics for each platform including onlinewebsite mobile and traditional marketing efforts It becomes less about managing a brandclient and more about guiding The world is not a static environment and in order to communicate a brand39s message with its core audience it will need to be able to create true connections while people are in a constant state of motion For example last year we helped one of our clients VeriFone launch their PAYware Mobile product It involved a combination of TV trade print online and mobile with a message that was consistent yet tailored to the user39s consumption point And in many ways frame of mind The results were great and PAYware Mobile can now be bought in a myriad of places including the Apple store and online The important thing for the program was not only content delivery and messaging but understanding the experience that the prospect neededChallenger brands those that are not number one or two in their category can benefit tremendously from this unified approach simply because when a company is focused on growing market share their bravery grows allowing creative freedom to blossom Cuttingedge innovative brands have also been keen to adopt this philosophy since they are looking to quotjuicequot their current course while maintaining the gap between them and their pack of competitors The challenger and the innovator display and inspire the bravery for creative freedom The creative freedom I39m describing isn39t just for design messaging and storytelling It39s for the unique approach of looking at everything amp8211 budgets customer service trade support PR TV social mobile etc and putting it together then torching previously held assumptions to come up with new ways of breaking through old barriers Unified is a belief that when brand strategies are aligned from the onset ie created at the same time for the same purpose compared to integrated ie created at different times out of necessity the results are better and the customer experience is elevated to one of delight versus simple satisfaction I truly believe there will be a significant shift made over the next few years from brand marketers to this unified approach amp8211 and those who do so will not only survive in the constantly evolving quotalways in motionquot landscape in which we currently live our lives but they will ultimately excel and succeed Ferris Bueller said it best amp8211 quotLife moves pretty fast If you don39t stop and look around once in a while you could miss itquotMichael Kogon is CEO of Definition 6 the unified marketing agency he founded in 1997 Michael has consistently refined the agency39s focus over the years helping it evolve from the largest independent digital agency in the Southeast to one of the fastestgrowing unified marketing agencies in the country Michael can be reached at MichaelKogondefinition6comRead all Michael39s MediaBizBloggers commentaries at Defining InsightsCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerMediaBizBloggers is an openthought leadership blog platform for media marketing and advertising professionals companies and organizations To contribute contact Jackmediadvisorygroupcom The opinions expressed in MediaBizBloggerscom are not those of Media Advisory Group its employees or other MediaBizBloggerscom contributors Media Advisory Group accepts no responsibility for the views of MediaBizBloggers authors

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Definition 6: Why Unified Marketing is So Important in the "Always in Motion" Ecosystem - Michael Kogon

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