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Marketing and advertising agencies have had to change the way they do business. “Three years ago they were thinking we have to do something,” says Pat Finken, Owner of Odney. “Now it is a mandate.”
Odney has at least two dozen clients in some state of social media development or execution of social media. “The online and social media element has really permeated the need for what we do in every aspect,” Finken states. “In every age group it has to be part of the mix. We haven’t replaced traditional media but it has certainly become an important and powerful tool in the list of channels that we can use to communicate with people.”
Robert Sharp, CEO of Robert Sharp and Associates in Rapid City, adds that this is the new brick and mortar. “It is not going to be a brochure,” he states. “It is an active part of the people’s decision making process. This trend in marketing is going to be around to stay.”
Libby Hall, a specialist in social media strategy and planning for the Flint Group, headquartered at Flint Communications in Fargo, ND, explains that new technology helps to make sure businesses are talking to the right people. “There is a huge shift to opt-in marketing and building relationships with customers, through social media and online technology,” she says.
LaRoy Kingsley, President of KK Bold, says social media is the topic on everybody’s agenda. Three years ago five percent of the businesses in the United States were involved in social media. Today 66% of the businesses using social media as an integral part of their marketing program started doing so within the past 20 months.
“It is such a big deal because of the explosion of information and people’s demands for instant gratification,” he explains. “The most important thing we try to express to our clients you need to have a plan and social media needs to be a component within your complete marketing plan. It needs a lot of attention and a lot of caring.”
Lawrence & Schiller, based in Sioux Falls, SD, keeps a constant pulse on new technology opportunities for its clients. “We are always bringing new ideas to the table to capture audiences where they live,” states Robin Temple, Director of Message Delivery. “Think about the day in the life of an audience member – that’s where we need to reach them.”
From Anchor Marketing’s standpoint, this shift is less about technology and more about what the technology does. “It is more about transitioning from being one-way communication to being two-way communication,” states Jay Mindeman, who is the Creative Director for Anchor Marketing, headquartered in Grand Forks, ND. “The consumer, the viewer, gets to vote on how they want to be communicated with. We look at that first and what technologies can accomplish that.”
Anchor Marketing is evolving into the new marketing world by listening to what target group they are trying to reach. “How is this target audience learning about our product? We need to find out what media is getting their attention. That is the direction we need to go,” he explains. “We need to find out what the audience wants first and then tailor the message to them.”
At Flint Communications, part of the attitude of the organization is to engage employees in the growth. “That means having a staff that is always passionate,” says Chris Hagen, Public Relations Director. “Not only do we hire specialists in all disciplines and areas of communications but we invest in continuous education across the Flint Group to stay on top or even ahead of what’s next.”
As social media becomes part of a new marketing agenda, Mindeman is concerned about the advertising content. “It is relevant because the more content the internet needs, unfortunately the more the quality of the content seems to be compromised,” he says. “That mean good content – and marketing – will stand out. Before I thought the Internet was going to take over Cable TV. Today, I think the Internet is going to become Cable TV.”
Clearly the world is changing rapidly, Finken says. “There is no question that the way to stay on top is to find the most successful way to use new and traditional media to achieve our clients’ goals,” he explains. “With the rapid evolution of these media, one of the challenges is to make sure we have a high degree in competency in all these areas. The impact of online on the traditional also forces us to continually re-educate ourselves on how we can best use these tools for our clients.”
Finken is a proponent of first understanding human nature and effective behavior. “Once we’ve done that, then we need to find out how we can best reach out and communicate with the target audience in the most efficient, effective manner with the budget available,” he explains. “That is where you blend different media.”
Like many marketing and advertising groups, KK Bold gives its staff freedom and flexibility, as well as mixing in with ongoing training. “We have great clients who want to push the boundaries,” Kingsley says. “Content can influence a large group of people and can do it very quickly.”
KK Bold continues to hire people with a lot of desire. “They push us,” Kingsley explains, adding that in 2000 the company had one server that was half full. Today, there are six servers. “We have to make that investment in new technology to be competitive.”
Sharp says Robert Sharp and Associates saw this coming because of his involvement with an alliance of marketing and communication agencies. The alliance was formed with 10 agencies that went to seminars to learn about new media and marketplaces. The companies stay in touch throughout the year.
“It makes us stronger and it makes us wiser,” he explains. “It gives us a network.”
Part of it is about building a website that is optimizing information for people when they do a search. “Database development is where we are going,” he says. “The purpose of all that is lost if we don’t gather some data about that customer.”
Temple adds it is all really pretty simple. “Don’t be overwhelmed by all the technology options,” she says. “Focus on those that are most applicable to your target audience. Yet, always keep an eye on the future and what happens after what happens next.” PB
Alan Van Ormer - avanormer@prairiebizmag.com
Tags: business advice
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