In the old days, marketing agencies, whether headquartered in Chicago or one of the coasts, were focused on designing direct mail campaigns, “buying time” for radio and TV commercials. Or creating billboards to fill our sightlines while driving on the expressway.
Nowadays, though, that little adjective, “digital” means an entirely new landscape for promoting company brands, products and services. At Comrade Web, a Chicago Digital Marketing Agency, we employ a variety of tools, systems and techniques to earn mindshare and marketshare for our clients.
Social media (facebook, twitter, linkedin, pinterest) continues to grow. Google+ has solidly entered the digital marketing arena, encouraging businesses to solicit reviews from their customers. Numerous platforms are busy carving out niche markets as new technologies emerge. Spacetag, for instance, uses smartphones’ location data to facilitate users’ ability to attach notes to specific objects and places.
Our job is to prioritize which digital channels can best be utilized to achieve our clients’ marketing goals. We create content that is tailored to the different delivery systems.
For instance, we know that Guy Kawasaki, Apple’s marketing, recommends 10 slides, 20 minutes and 30 point fonts for the best slideshare presentations. Tweets, on the other hand, as one of the briefest digital communications available, offer only 140 characters! Content delivered on this platform has to be immediately engaging, like a slap to the face.
Our attention to the granularity of digital marketing means that the rise of visual branding as a language has become another tool in our creative arsenal. We always consider imagery, whether it be on Pinterest, Vine and Snapchat. Did you know that Facebook’s engagement pales in comparison to instagram’s (.07% versus 4.2%!)?
Comrade Web Agency recommends pushing value-add content through multiple channels rather than putting all of your eggs in one basket, so to speak. That means multiple hits, instantly… without the inaccuracy (and wasted investment) of the just throwing the spaghetti at the wall and seeing what sticks.
Metrics for digital marketing success are critical, because companies are investing a large percentage of their mission-critical budgets in non-traditional media. Digital marketing Agencies must measure and report the value of each prong of the digital marketing plan they execute. The digital arena gives us unprecedented, real-time insights into customer engagement across all platforms.
Traditional marketing still “works,” and digital marketing is not a replacement for it. But in the same way that every company needs a website, they also need marketing support online to build an audience. Going forward, Comrade Web Agency is excited to be our clients’ digital partner as they take their brand online.
Do you want a marketing plan that fits your individual needs? Let us craft a strategy that drives results to your company based on your objectives.
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