Conversation, community and content: a new democracy.
Democracy rules. Control has shifted from advertisers to consumers, who want and can get content when and where they want it. Or, they create their own: from blogs to videos on YouTube. It’s easy to see how all this has impacted consumer marketers, who are shifting dollars to online and frantically searching for ways to engage an increasingly fragmented audience.

How about business-to-business marketing? First of all, when Tivo-wielding, Web-crawling consumers go to the office, they become your BtoB audience. Well-trained by the internet, they expect instant gratification: tell me what I want to know, now.

What has really changed?
Advertising that is an “invitation to a dialogue” about solving a problem has always worked better than advertising that talks “at” you. Our reality-based approach to communication is particularly relevant today, but it’s always been relevant.

What’s changed is that there are more and more platforms for marketers to consider. Some are absolute musts, such as a website that truly represents who you are; targeted landing pages; online “outreach” marketing, judicious use of opt-in e-mail; and CRM applications. Beyond these, we will help determine what are the best picks for you, among all the technologies clamoring for your attention.

Our role: filter and brand steward.
With everything coming at you at once, it’s hard to keep a perspective. We act as a filter, helping you evaluate what forms of communication make the most sense for you right now. For example, an online social networking strategy may not be right for you if your audience doesn’t tend to network on the internet. And if they do, you need to be sure you’re on highly targeted networks that attract the kinds of people you’re looking for. Not all companies should have a Facebook page.

We handle the creative execution for each platform, managing project approval with you and delivery of correct digital formats. Our goal: make sure you get the most out of the opportunity.

And most important, we will make sure that the message is true to the core principles of your brand positioning.