Communication. Connected.

By the time a consumer is ready to choose you, they already have done their homework.

The good news is that most organizations have the information, testimonials, and reviews¬†that consumers are looking for. The bad news is that they are hard to find, served up at inopportune times, and/or don’t guide the consumer through the assessment and buying journey.

If you come at the problem from the PR side, you’re probably doing brand journalism. If you’re coming at it from the marketing side, you’re probably doing content marketing. Regardless, you should be integrating your efforts with your colleagues across the aisle in order to see the consumer from exploration, through consideration, and to selection. Then link up with your customer service teams to integrate marketing and communications to retain that customer.

About Connected Communication

Steve Krizman was a newspaper reporter, photographer, and editor for 21 years before starting his career in integrated marketing communication. His emphasis is on compelling content presented in the formats preferred by target audiences. Technology is used in service to building engagement and relationships, including search optimization, social media, automated marketing systems, and automated customer relationship management systems.

Why shouldn’t you call us white guys racist? Because that’s name-calling and in “post-racial” America we should be neo-mature. Besides, we white males don’t have to be racists to help perpetuate inequality. We can do that by being unaware and/or […]

Read more

I bet all of us who make the jump from newspapers to PR ask, just before making the plunge: “When will they figure out I don’t know what I’m doing?” And I bet all of us quickly discover that we […]

Read more

Frank Sanchez saw that there were many parents among the auditorium full of entering college freshmen. As the convocation for new students drew to a close, Frank, my university’s associate vice chancellor of student life, shared this story: The eagle […]

Read more

There are no comments so far

Leave a Comment

Don't worry. We never use your email for spam.

Don't worry. We never use your email for spam.