In today's frenzied, hyper-connected environment, a disconnect between science (think data) and art (think communication) can diminish even the most well-intentioned marketing and PR efforts.
By thinking about these things in tandem, and by looking at the intersection between them, we can unlock a treasure trove of useful insights into how we should "manage" customers today. It’s not enough to cull data and develop targeted campaigns, only to beat customers to death with factual product information, special promotions and sales pitches.
We ultimately need to reach and converse with customers in a way that feels (yes, feels) authentic and meaningful.
As of late, I've observed hundreds of conversations on everything from CMO LinkedIn groups to PR blogs about the "convergence of marketing and PR." What is the difference? Who owns what? Is marketing about the product and PR about the relationship? Does it even matter?