A MUCH BIGGER PICTURE: Many companies consider their web presence the essential domain, but in fact that is a very limited view. The content, channels, communities and resources that connect people to the brand are the key to everything.
RELEVANCE OF MARKETING MESSAGES IS KEY - BECAUSE NOBODY WANTS TO TALK TO A ROBOT
Marketing has been evolving rapidly for the last 15 years. In the mid-90's Integrated Marketing combined brand, direct and promotional efforts across a broad range of channels.
Then Social and Digital Marketing realized another quantum shift - fostering closer direct relationships.
Next In-bound Marketing delivered on the promise of measurable results. Marketing existed to feed the sales engine with actionable leads.
We are now deeply engaged in Content Marketing -using strategic content to prime organic search and to establish strong, credible social and interactive relationships with customers. Marketing automation and CRM tools have taken relevance in messaging to a whole new place.
Perhaps the most interesting aspect is that start-ups have always had to work this way: Integrated, intimately connected to the customer and always ready with the right information.
RELEVANCE - THE RIGHT MESSAGE TO THE RIGHT PERSON AT THE RIGHT TIME.
The diagram above details the path most relationships take as they become stronger. Obviously, marketing really starts with the challenges of getting the brand noticed (at #1 on the left) then overcoming skepticism (2), becoming known (3) and then finally valued (4).
Once a product is valued, a transaction can take place. After the transaction, the relationship progresses - it can get closer and more trusted... customers become evangelists as loyalty is mutually advantageous. This all works to dial in the marketing efforts and ultimately to optimize the cost of customer acquisition.
Just as there are many stages to personal relationships - so do brand relationships evolve. In digital marketing it is very productive to use the state of the relationship in determining the message, motivation and purpose.
DRIVEN BY RESULTS
Most marketing consultants are in the business of doing marketing consulting, (making websites and campaigns) rather than focusing on the results. How many website developers do you know of that measure success as lead conversions?
Our approach is iterative and always looking to make adjustments with metrics and points of validation from the market. A prime difference in our outlook is that we do not see the products we produce as names, or brands, websites or ads - but rather view the project success as a whole.
With this approach, only contextually relevant and actionable data matters. The objectives are clarified, the flow is cohesive and driven by actionable metrics as we dial in the lowest costs of customer acquisition.
We have a deep understanding of design, information technology, digital media and marketing and are focused on finding traction. We build great brands, sites and campaigns - but do not consider ourselves in the business of those deliverables - our approach is more entrepreneurial. We are in the business of delivering customers for new products and ideas. We are engaged in getting new ventures funded, to the next stage of development etc.
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