iMediaConnection: Jaffe Juice: Interview with Rob Norman

In this interview by Joseph Jaffe, Rob Norman, chairman of media communications agency Mediaedge:cia UK, says he thinks the interactive marketing community is building specialized silos of practice that lack integration between them:

"[W]hat's happening is, you're having people doing interactive advertising, you're having people doing interactive customer service, you're having people doing interactive brand experience, you’re having people doing interactive PR, you're having people doing interactive retailing and so forth. And so what we’re doing, we're drifting, into broadly speaking, the same silos as our analog counterparts and we're going to create the same degrees of separation and lack of integration, across discipline, across functions and therefore not leveraging where we want to take it."