The Emperor has Virtual Clothes

I've noticed that many of our agency competitors have virtually morphed overnight (pun intended) from fully-integrated agencies to digital/social marketing specialists. This transformation reminds me of all the lemmings in the late 80's that preached the gospel of direct marketing, while predicting the demise of all other media. Or, the dot-com start-ups dismissing "brick & mortar retailers" as passe and in the process raising millions of $'s for virtual online business models that virtually never existed.

Social and digital media are reshaping the marketing world at an exponential rate. OK&D believes that this change has to be managed within a broader marketing context. Strong brand positioning and consistent communications still resonate in a social media environment, albeit at a much more personal level. While there are notable exceptions, social media should typically be employed after other core campaign elements are in place, including a good website.

OK&D's approach is to help marketers speak with "one voice" across all marketing channels. This ensures continuity of message and is more cost effective. We've formed strategic alliances with specialist firms like Herd the Noise to monitor social media activity and mobile specialists MyThum, to take advantage of emerging PDA marketing opportunities. Our clients' social media marketing is built from a clear understanding of what is being said about them and where it is being said. Many of our clients' digital/social media programs have grown organically from long-established programs launched through other media.

Arla Foods, manufacturers of the Tre Stelle and Rosenborg-Castello cheese brands, are now more closely connected with Canadian cheese lovers, who initially subscribed to Arla's Melt and Blue Note print magazines, migrating to online versions and now fully engaged in recipe sharing, contests and consumer reviews. The Canadian Cancer Society achieved a record number of registrations for their Driven to Quit smoking cessation program with presence on Twitter, Facebook and YouTube. Email registrants were encouraged to "stay the course" through ongoing online contact. Tourism Hamilton recently launched their new website with multiple blogs, visitor reviews, shared content and interactive maps.

Given the rapid growth of digital and social media, it's become fashionable to predict the immiment demise of other media such as newspapers, radio and even television But for the forseeable future, each of these mediums still delivers broad audiences and powerful brand-building impact. OK&D can help you stay true to your brand, while broadening your marketing efforts with strategic use of social/digital media. Your "one voice" will resonate more powerfully with consumers on many levels.