Magazine article Marketing

Interconnected: Malicious Obedience, Jeopardy, Hand Grenades. Are We Really Only Talking about Marketing?

Magazine article Marketing

Interconnected: Malicious Obedience, Jeopardy, Hand Grenades. Are We Really Only Talking about Marketing?

Article excerpt

We recently hosted a meeting of marketing minds around the breakfast table at London's Haymarket Hotel to discuss the challenges and major wins of interconnectedness. Despite it being a hugely genial affair, some of the descriptions that bubbled up during the conversation would have found a natural home in a war reporter's package for News at Ten.

It's a telling reflection of the myriad intricacies, minefields and invasion tunnels that beset anyone charged with making interconnectedness work.

The very notion itself is up for dispute. For some, it's about the connective tissue that runs through a communications campaign. For others, it's the embodiment of the brand within its communications (see Iris Worldwide on brand integrity). Yet others see it as a force-field that locks together consumer needs and a satisfying user experience across platforms, devices, content and journeys (check out MBA and TVC Group's takes on this).

Then there's the hoary question of whose job it is to marshall the whole process. Are chief integration officers the answer? …

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