KCIA

We got channels, I mean we got channels and the consumers are using more and more of them. It is not easy to reach the right person with the right message in this channel rich world, right? Right, so why do some brands make it and some don’t. Think the fundamentals are straight forward, but when it comes to execution and communication, there lies the the tricky part. Read this great post form FutureLab on “10 Tips for 360° Marketing – Metallica vs Yael Naim: Steamroller vs Word of Mouth“. This one touches on big budget vs word of mouth (well in this case aided by a strong brad) and the importance of an integrated approach (360°). This got me thinking, how do you go about this on a fundamental level, came up with KCIA – Integrated Communication Model, see illustration below.

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Quite simple – knowing who {Knowledge} you are you talking to makes it possible to understand what {Concept} to say and where {Integrated Strategy} to say it so it gets heard. Once they hear, you must listen and evolve {Adapt} the message accordingly to stay “listed to”. There we go, a clear and simple way to communicate in today’s multi-channel environment ;). Well, it make scene in my head, thought? comments? please share.

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