It doesn’t require an astral chart to comprehend that what all marketers are on this planet to do is get our messages in front of the people who need to know about them at the right time, wherever they are. In other words, matching media to message is the supernova in the marketing constellation.
It used to be so simple though. TV, radio, print and outdoor were mostly it. But then along comes Sir Timothy Berners-Lee with this pesky thing called the World Wide Web and everything changes. In March this year, it will be 25 years since that earth shattering moment. At the time most of us were happily oblivious to the magnitude of the change and how it would rock our world with all the impact of a meteor strike in terms of the changes it would bring to how we communicate, work and play. I don’t imagine even ‘Tim BL’ imagined in his wildest dreams where the first successful communication between a Hypertext Transfer Protocol (HTTP) client and server via the Internet in mid-November 1989 would lead … from email to mobile to smart everything. It’s incredible really.
Coming back to matching media to message, how much more complicated that has become in our digital, internet and mobile-enabled age with all the different channels and proliferating devices that people use to communicate with each other and do stuff? While space may well still be the final frontier, this communications challenge is definitely one of intergalactic dimensions. Not least for our own industry where effective communications are the lifeblood of successful events.
After a client meeting yesterday a few of us were ruminating about the black art of communications around events, particularly ones that involve an app. One of the big problems is that apps just don’t fit conventional marketing thinking because the smarts that make devices … well … er … smart … have also changed how people receive and share information. Applying old style thinking which tends to be instructional based monologue, in the context of mobile thinking is not going to cut it. App speak needs to be engaging, inclusive dialogue. Don’t try to fit the square peg of mobile and apps into the round hole of print-based event communications thinking. The people who can get their head round this and use the underlying functionality and brilliance of smart technology to shape their event communications and promotions are going to be the comets blazing a trail across the skies of the next era.