A funny thing happened on the way to digital. Marketing started looking like Communications and Communications started acting like Marketing. Now for the purists, I’m not juxtaposing the need to uphold corporate efficacy and policy nor am I diminishing the important role of customer experience and sales. Rather, I’m speaking from the perch of rethinking how opinion is formed, where advocacy can be found, how insights shape thinking, and the importance of relevance in an organization’s strategic direction.
The wall that once separated both functions no longer exists. It simply can’t in a digital world where customers and employees are in control. So, what does this new paradigm mean for professionals in each area?
From my vantage point, there are at least 6 specific pathways to explore that now envelop both marketing and communications:
- Analytics and Insights
- Relevance
- Influence
- Story
- Artificial Intelligence (AI)
- User Experience (UX)
Read the full article by Mary Corcoran on the W2O Group Website here.