Krywosa, IMC

Ugh. I’m soooooo sick of hearing about the Millennial. Are we done with this yet? Has it passed? Do we have to wait for the next generation to finally stop being lazy and over typecasting these kids?

I dont know why its been everywhere lately, from the business angle to the college angle. But I’m happy that someone is coming out against it.

It seems like we’re seeing more and more of both. Which may sound bad, but the rise of the anti is actually very welcome. How can we consider an entire generation of students across the globe as extremely well versed in everything digital?  Sure they have the option, ones we never dreamed of and probably dont take advantage of. But, for many of them, they dont take the place of real communication: they only facilitate more of it.

I was recently converted to the anti movement when I asked a bunch of college students if they knew what Twitter was and most of them did not. Only 1 or 2 used it. On the flipside, think of how they use Facebook or other social networking sites: many times, they do not distinguish between what they read on Facebook, and what they are told directly. In conversations, they (and other digital natives), use the information to facilitate conversations in real life as if there is no divide or difference in how they learned what they know. These communication tools serve to provide them with a tether that usual means of contact have not allowed so that they are free to be more involved in each others lives. I say this, because I know its how some of us – non-millennials – live.

We need to remember what good marketing is. Its not the next best thing. Its the original thing: one on one communication. Web 2.0 can be used for this, but a generational blanket does nothing but leave out those who need contact and communication the most.

Remember: when pitching new media usage to your management team that they have no clue what you are talking about. All they know are the negative issues they’ll have to deal with in trying to keep a hold of the reigns. After you walk them through the actual technology, you can then remind them about the importance of transparency. It not only helps you build great credibility, it also allows you to combat those negative comments. The ones you’d never have known if you didn’t implement the two-way channel.

I was recently reading Dr. R Craig Lefebvre’s blog post on social networks or mobile usage in health communication campaigns. And I couldn’t agree more with the major assessments.

In working with non-profits its hard to see past the fact that the audience you are serving is poor or maybe even negatively affected by the ‘digital divide’. But I’m skeptical that this divide even truly exists anymore. What the barrier is now,  is what speed are they accessing content at – something that you need to be excruciatingly aware of in developing interactive content.

Many non-profits or community based campaigns may be able to raise funds for television, radio or print ads that feed into a web presence. But, if this web presence requires the use of flash players for content or other media rich content they may be a big fat waste of time.

Further, what good is media unless it has a purpose? Social media and mobile media can serve a purpose where general mainstream media may only serve to build awareness of an issue or of a free service. Beyond that, these venues are also a waste of money, time and usually the big fight it takes to pull them all together in a organization that fears bad press, transparency or change.

Social media, on the other hand allows for ownership of the campaign beyond what an organization can sustain. It provides a space for ideas, support and information sharing.

Mobile media provide updates for pertinent events and deadlines that may hinder your target from taking the actions that you would like them to for their own benefit. They also allow instant access to the social media platforms that you are creating for their use.

No matter what, groups targeting the hard to reach need to create something that will better the lives of their target – not push messages to them. People are already overly inundated as it is and can pick and choose more easily than ever which messages to turn off, avoid or dismiss. By providing content and platforms that integrate seamlessly into their already over-saturated media lives would serve any purpose – profit or not – best.

I often find that people confuse marketing with sales. Or that people just dont get marketing. Lets start with what marketing is not:

1. Marketing is not the tshirt, pens, pencils, backpacks, and other free swag I can give away department.

2. Marketing is not the logo police.

3. Marketing isnt including your marketing department at the final hour to proof read, set up logistics, or carry out your plan.

Now that we’ve gotten that out of the way – what IS marketing?

1. Marketing is a conversation between your organization and the people that it SERVES. Thats right…serves.

2. Marketing is solving a problem, not your’s, but your CLIENT’s.

3. Marketing is integration of all program components and strategies. This means from the get go, even if you think your MD doesnt have content knowledge. Believe me, they do.

Beyond this, you may work with people who may be in the marketing department, or have been marketers their whole lives but who do not subscribe to the same marketing ideals as you. Some may think its primarily PR, or sales, or advertising. You need to determine what marketing is to YOU as a marketer and stay true to this – even if it means ruffling a few feathers now and again.

Marketing to me is researching your audience’s problem, creating an innovative answer to this problem, and communicating with them to help them achieve this new answer with you. It is not serving it to them and walking away, nor is it giving it to them because you and 2 other people thought it was what was needed. Its a give an take. Its trial and error. But most of all its a challenge and a love.

If you dont think this way, get out while you can.

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