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The importance of integrated marketing communications:Well, about 20 years ago it was a novel thought. Today, it's pretty much the norm as an idea (although, not always well executed).Integrated marketing communications (IMC) is important for a lot of reasons, but I'll summarize what I believe to be most important:The paradigm of customer first (as opposed to product first) approach to marketing. IMC is founded on customer-centric thinking. This perspective is pivotal to making IMC work. To this day, I see leaders who give it lip service, but have not crossed the chasm to actually demonstrate they truly get it.Speaking with one voice through an ever-expanding and changing plethora of media. IMC emphasizes communication coherence. People don't have time (or desire) to decipher your message. There's too much noise. There are some shades of this I won't cover here, but this is the gist of this point.Continuous learning through measurement. The idea that one can no longer afford all media, so one must choose wisely, and learn from wins and mistakes. The result is that one can improve communications (which are 2-way, ongoing, and not static) and, ultimately, sales.I could go on, but it is enough to fill a book–and, in fact, has–Integrated Marketing Communications by Tannenbaum, Schultz & Lauterborn (the former two under whom I studied and am grateful to for the education).Best to you.

Those aren’t the same populations. The jobs being outsourced to India are jobs that can be done by the less-qualified, only cheaper in India. The H-1B jobs are high-tech jobs that companies in the USA simply can’t find enough qualified workers for.The H-1B visas aren’t taking jobs away from Americans. They’re filling slots that Americans can’t, or won’t, do. We’ve got too many marketing communications majors and not enough electrical engineering majors. There’s a case to be made for H-1B visas depressing wages, though: Why H1-B Visas Aren't So Great for Silicon Valley Workers. H-1B workers also have no employment flexibility (can’t change jobs without losing the visa) and some of the biggest H-1B visa employers actually are Indian outsourcers, paying much less than American corporations hiring H-1B visa holders: Top 100 H1B Visa Sponsors -2017 H1B Visa Report. American companies, on average, pay as much for an H-1B visa holder as for any other American worker, Indian outsourcers 30% less on average.As for the outsourcing: what is responsible for this is the law that says that corporations have to care about shareholder value and nothing else. A corporation isn’t allowed to care about its employees. If it does, it’s simply a means to an end. It will fire them fast enough if it seems that the employees are hurting its bottom line.Corporations need to be redefined as entities whose function is to gainfully employ people, not to make do-nothing shareholders rich.

You and I pay to solve ancient problems.Let me explain…Time has proven that people pay for the same old problems likecommunication,transportation,and lodging.Hence, we have successful startups likeFacebook,Uber,and Airbnb.Such old old problems that my great grandparents have been paying to solve.The key is to build for the very narrow niches.Communication is a very hot space, filled with so many players from Google to Snapchat to Viber.Where did Facebook start, though? Before becoming a communication juggernaut dealing with lasers and free wifi, it was a Harvard student social network. Zuckerberg had his Harvard student niche. Super narrow and specific.Let’s take a super random niche: children’s party suppliers.Let’s say you’re serving those business owners who help make children’s parties awesome. From clowns to food suppliers. What are the old old problems?Marketing communications is a very old problem, right? These children’s party supply business owners want to reach kids and parents who are about to host that high-budget 7th birthday party.How would you help caterers, entertainers, etc. reach their audience?The key: solve old problems in a way that’s specifically tailored to a specific group of people that’s willing & able to pay.Transportation for traveling executives. Marketing communications for event suppliers. Food for large corporate events. The list goes on.Questions? Message me!