The Value of Conversations over Campaigns

I had lunch today with a colleague in marketing and communications. She is a social media maven and an esteemed professional in media communications and public relations. We had a great conversation about the value that an organization's media relations team can bring to the table when putting together a strategy for a social media marketing campaign. We both agreed that the reason this team adds value is that they are professional communicators who typically have an intimate understanding of how to effectively communicate your company's mission, values, practices and products.

As marketers, when we think about an idea in the framework of a "campaign", we may limit ourselves in thinking about it as a one time, event-specific occurrence. It may last a day or a month, but if we're thinking about it as having a start and and a finish, we may miss the opportunity to focus on the bigger picture - the idea that a solid marketing strategy it truly "integrated" across channels. It also takes advantage of the immediacy and the reach that technology has provided us with social media and email to communicate with our audience continuously and meaningfully, targeting our message by media type and inviting the recipients of that message to engage with us and respond.

I found Brian Carroll's post about Conversations over Campaigns. It has several great points about the "start and stop" nature of a campaign versus the more holistic view of the "conversation" in marketing.
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Marketing is undergoing a remarkable evolution at this moment. The multitude of mediums we can use to speak to our marketplace is revolutionizing how we work. I believe the days of campaigns – where we start-stop-measure-tweak and start all over again – are over. Today, for marketing to effectively drive revenue, it must be a continuous, meaningful conversation. 
The most successful marketers will know how to lead that conversation both internally and externally so they can communicate to their customer the right things in the right way at the right time.