Putting Channel Orchestration into a Magical Context

Those who know me will tell you that I’m a real nerd at heart. When I’m not composing phat tweets for Sonoran Schools or DJing up a storm, I love to play the card game Magic: the Gathering.  If you’re not familiar with it, I won’t burden you with the details, other than to tell you that it’s a strategy-based game that rewards creativity and critical thinking.  Recently, in the midst of a bout, I made a connection.  Just like sports coaches will draw metaphors from volleyball to life, I started connecting the game to my work.

It’s All About Value

Although there are dozens of strategies to winning Magic, my favorite way is to rely on value.  Here, value is defined as card advantage: if your opponent is attacking you with a Crazed Goblin card and a Lightning Dragon card, and you are able to obliterate them both with a single Fireball card, then you have just gained card advantage.  Since both players start with an equal number of cards, if you can consistently maximize card advantage, you will almost always win.

In Magic, veteran players achieve this extra value by cleverly integrating synergy into their decks.  They understand that real value isn’t achieved through a single powerful card, but in the interplay of all the cards to achieve the deck’s strategy.

This general concept correlates to digital communications as well.  By considering how each message you craft interacts with the others to support the strategy, we can gain extra efficiency.  To maximize the possibilities, we should consider participation in new channels and see how they support our mission.

Putting It Into Context

Forrester Research identifies this concept as “channel orchestration.”  It’s “an approach to marketing that focuses not on delivering standalone campaigns but instead on optimizing a set of related cross-channel interactions, that when added together make up an individualized customer experience.”

In their 2016 State of Marketing ReportSalesforce determined that “top teams are 3.2x more likely than underperformers to strongly agree they’ve integrated their social media activity into their overall marketing strategy. High performers are also 3.4x more likely to strongly agree they’ve integrated their email marketing — and 5x more likely to have integrated their mobile marketing — with their overall marketing.”

Convinced yet?  If you haven’t already incorporated channel orchestration into your organization’s marketing strategy, get on it!  Start blasting those Crazed Goblins and Lightning Dragons hindering your organization’s marketing efforts , and build a strategy that can win.

I Can Help

If you need some help, or if you have any questions, I would love to be of service.  Feel free to message me at my LinkedIn page, or share your thoughts in the comments below.

 

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