A Creative Communications Agency

In a recent Adage.com article they review how a number of companies are making the mistake to go after the “multi” marketing approach.

“Multi” is one of the most dangerous words in the dictionary. Multimedia, multiplatform, multifunction, multichannel, multidigital, multifaceted. Whenever you hear the word “multi,” you can be pretty sure it’s a sign of trouble. - Al Ries

You may be wondering why and it is because people try to go in too many directions with one message. The article goes into detail about how effective companies have been trying to go into other mediums such as cnn.com, wsj.com and the trouble they are running into. It may seem like a great idea but really look at what it is going to take in terms of time and resources to convert all of your magazine issues into electronic files available online. People are still watching TV, listening to the radio and reading magazines and newspapers nothing has been eliminated so far and it doesn’t look like it is going to happen any time soon, new media just gets added to the mix.

Link ‘Multi’ is the Most Dangerous Word in the Dictionary (Via Adage.com)