If you have read any of Jeff Stewart's blog entries, you may have seen a reference to something we call the "Content-Centric Marketing Model". I’ve put a thumbnail here for you to reference. This really illustrates our “belief system” as related to how we view today' marketing communications landscape. 

It’s very simple...refer to the diagram on the right and substitute yourself for the picture in the middle. Now picture anyone and everyone you know and have a relationship with, personally, professionally, formally and informally. Now consider the method, mode and or means by which you communicate with this diverse audience. Some you have direct discourse, others via mail, email, fax, phone or through an intermediary and so on. In any event, you and the party in question have agreed upon rules and expectations about how this discourse is conducted. These unspoken rules govern the rate, tone, importance, emotion and expectation of what is being communicated. What I'm describing is basic human interaction.

When we talk about Cross-Media we mean the same thing, Cross-Media, when applied to corporate and marketing communications, is more or less a metaphor for professional human interaction. It not only governs the way organizations speak to its various audiences, it also opens the dialogue in the other direction. Dialogue. You speak...I listen. I speak..you listen. We agree or disagree. Someone takes appropriate action based on the informal contract we have established. If you agree with this premise, watch for future blog entries that explore the ramifications for marketing.

Refer to Jeff Stewart's blogs for the “How in the hell do you do that?” technical discussions. With a little faith, we can continue to explore these ideas and learn together. 

Posted by MJ Anderson at 07/31/2007 04:49:30 PM |