“Integrated marketing can’t be a mandate. It has to be a mindset.”
– Steve Radick VP, Director of Public Relations at Brunner in Pittsburgh
The tweet-worthy quote Steve shared with me in the interview below highlights the quality of thought leadership content that will be shared with attendees at the INTEGRATE conference.
Registration is still open. However, early bird rates end on March 31st.
@Julie_Long_: On your blog you stated, “Integrated marketing involves a lot more than simply bringing the SEO guy to the meeting.” How do you define IMC and who should be attending meetings?
@sradick: There’s this misperception in the industry that integrated marketing means having a bunch of boxes on an org chart. Just because you have a Director of Search, and a VP of Media, a Director of PR, a Senior Social Media Strategist, and a User Experience Czar doesn’t mean that you’ve got an integrated marketing agency. You’re actually more likely to have an old-fashioned game of Hungry Hungry Hippos on your hands – everyone’s scratching and clawing to get more money and power for their respective discipline. Integrated marketing is about more than giving each department a seat at the table – it’s about making sure the people in those seats are more concerned with the business than themselves.
If you focus only on involving people because of where they are on the org chart, you’ll get people who build from the bottom up. That is, the social media guy thinks social media will solve everything. The paid media guy wants a paid media solution. And so on and so on. You end up with a bunch of strategies and tactics that someone then has to cobble together into a single, coherent strategy. Shouldn’t we instead strive to build strategies from the top down? Get the people in the room who are focused on meeting the business objectives first, not his or her line of business. Integrated marketing can’t be a mandate. It has to be a mindset.
@Julie_Long_: At INTEGRATE 2015, your presentation will be focusing on the arms race currently taking place in content marketing. Can you tease us with any of the topic areas that will be discussed?
@sradick: Just like the hammer in search of a nail, marketers are spending more and more of their time and energy reducing every conversation, article, and photo to a piece of data, all in an effort to maximize their ROI and deliver the most eyeballs at the lowest price. There was a time wayyyy back when, in 2010, when content marketing best practices were to write a blog post and post to Facebook 3-4 times a week. As more content was created, it became harder and harder to stand out though. Marketers took this as a challenge and figured that the best way to solve this problem was to pump out even more content. The more you post, the more chances there are of people seeing it right? Instead of a world where brands created content that solved problems, added value, or created deeper relationships with customers, we created a world where more simply equals better. That’s why there’s so much spam and so many banner ads. It’s easier to spam a million people in the hopes that 1% of them will click rather than creating something valuable for 50,000 people where 20% will click. Where does it stop?
Content marketing gives us the opportunity to rethink how brands market themselves for the better – if we can stop ourselves from trying to game the system and instead think about how to best optimize our relationships with our customers.
@Julie_Long_: Students/Alums: Submit one career advancement question for Steve and the winning question will be personally answered by him at INTEGRATE.
Post your question in the comments section below.
A special thank you goes out to Steve for taking the time to provide his thoughtful contributions to this article.