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.

Tv and the Web. Correction – Web and the TV.

So how do your spend your time after work/kids/etc? Watch TV? or surf? or multitask? At our home there is always an laptop present in our coach. Now there are some interesting stat out there on this –

More than three-quarters of the US adult Internet users surveyed by Harris Interactive in February 2008 went online while watching TV. More than one-third of the respondents to the survey, which was sponsored by blinkx, said they did so “always” or “often.”

internet usage while tv watching

Some consumers are not multitasking. They are just watching less TV. More than one-third of respondents to a July 2007 TNSAOLGoogle survey said that increased Internet use was a reason why they watched less TV. However, only 9% said they watched more TV shows or other video content online.

reasons why people watch less tv

Note that this is US stat only but I am sure it is similar on this site of the water. Read the full article here.

Excellent opportunity for some smart multichannel marketing, right. Yes one would think so, but it seem that many are missing the boat here.

Just take a look at this years Super Bowl as an example. Lots of spending, some good stuff produced for TV, and almost no integration? Not true for all, of course (the beaver thing as example), but most did not have an message to continue online, not even an clear url (interesting article here). Now, due to the surfing behavior many got some good stat anyway. And of course YouTube helped. But the transparency and the opportunity to build more was lost. Why is this? It is beyond me… Spend a large amount on some good exposure and do not use it to its full extent.

There are may more exemples here but still… why? We have stats, we have success cases, we have ROI…

May reasons – I think the now old thinking of “online as an afterthought” is very prevalent and still the major reason, especially for the bigger corps. Even is transparency and multichannel was in the mix I do think that they are still missing the boat. So what to do?

A few humble suggestions – start with integration of campaign, all channels, define purpose and goals for each and cross link. What is the goal, what should the outcome be, relevance, niche, time? Most likely forget the campaign site, think one experience for the user. Use current stat and behaviors of your target – social?. With a clear picture make the most of each channel while still thinking seamless integration. Making the consumer a part of the experience should be high prio. Don’t forget the long tail, how long will this live and how can that be used most effectively. Have a complete road map and time line. Measure everything with relation to goals. Follow up on all and analyze based on set criteria. Success!

In short – provide a seamless experience that offers relevance to your consumer.