Archive for June, 2007

Are modern marketers up to the “challenge of channels”?

The challenge I see modern marketers being faced with is that they need to use multiple channels to communicate with to be successful. This I call the “challenge of channels”.

Marketers need to select the appropriate channels to accomplish specific goals. And, with more and more channels becoming available, that means the job of marketing is getting more complex. So, if a marketer is not able to select, manage and align numerous channels at once, then their marketing efforts will be less effective and less cost efficient than they should be.

I suspect some marketers will step up to this challenge, and some won’t. The former will be the high flyers and the latter will be relegated to the position of “marketing administrator” who gets brochures printed.