Is Your Organization Practicing Concurrent Marketing?

F. Scott Fitzgerald said, "The test of a first-rate intelligence is the ability to hold two opposed ideas in the mind at the same time, and still retain the ability to function." In marketing communications today, we have to hold far more than two ideas—and reconcile them all. Just ask the CMO, a position with continually shrinking job tenure.

With business moving at a much faster pace, budgets being squeezed and new technologies enabling almost real-time target, test and tune cycles, we've entered the era of what can be called "concurrent marketing."

This new model for marketing and communications addresses the dwindling gap between the now and the next. It demands simultaneous, rather than sequential, coordination of all marketing and communications components—and frees us to innovate the products and services that drive demand, create value and help us avoid having the urgent crowd out the important.

Click here to download the complete article, published in the Spring, 2012 issue of Marketing Management, a publication of the American Marketing Association.

Ron Cappello is the founder and CEO of Infinia Group, a brand strategy and design firm based in New York City. He can be contacted at 212-463-5101 and rcappello@infiniagroup.com.