>> Monday, May 11, 2009
We were quoted in today's AdAge article regarding digital marketing. You can read it here: http://adage.com/article?article_id=136538
From my perspective "digital marketing" (or any other form of marketing like crm or promotional) is all about integrated marketing. And to tell you the truth, I don't really even like the word "integrated". In my mind, marketing has always been integrated. One brand, one voice, one marketing plan. Sure, lots of executions, including digital, but one marketing plan.
To me the future of digital marketing and our clients' ability to embrace it lies in our ability to develop a sound marketing plan that resonates with our consumers and that intersects with them in their lives.
So sure, we've done great work on the Ambien CR "Rooster" campaign (http://silenceyourrooster.com/) and we are very very proud of the work we are doing for Acorda Therapeutics (http://iwalkbecause.org/) -- but the work is fundamentally powerful because of the integrated marketing approach that we took.
The digital applications are our attempt to bring the brands to consumers' where they are living and interacting with each other. On the consumers' terms. That's good marketing, digital or otherwise.
Hope this finds you well -- Jim.