Everywhere we look or listen, there’s noise. Content proliferating. New and proven media outlets claiming their turf. Everything, it seems, is a potential platform where marketers promote their message and get their stories heard.
The noise is getting louder – and more confusing, especially as companies communicate across ever-growing touchpoints and disciplines. We see the results: social media gains followers, but with unaligned audiences. PR drives site traffic but visitors bounce because of confusing messages or weak calls to action. Salespeople follow up on leads only to report that prospects misunderstood the product. AR insights delight the C-suite but never reach digital marketing teams. Employees describe the company in their own words, adding to the confusion.
We all know we can do better. The question haunting most marketers is: HOW?