Despite what the best-meaning digital start-up would have us believe, not everyone needs to Snap and Insta to reach their customer base. Thankfully, it’s not a choice between ‘dead tree media’ and ‘new age wizardry’ when a lot of the time, it’s ‘option C, all the above.’ So, how to make sure messages are integrated, channels are balanced, and the brand is consistent across its external surfaces? Well, asking for help is a sure start, but this step can often take businesses in the wrong direction when the help they opt for is a hastily-appointed internal Content Manager.
Is there really a hard divide between the new agency that’s niched into pure digital, and what the world insists on calling the ‘traditional’ agency, where multi-channel messaging (print, online, outdoor, SoMed, event and so on) is akin to a science, learned through crafted experience? Only if you want to limit the reach of your brand. DGE customers, for instance, understand that it’s never black & white, and that finding and reaching an audience is only the start; touching and keeping them is next, which is where multi-channel marketing comes into its own. With integrated messaging—consistently applied and competently followed through—both the ‘traditional’ forms and the digital perform as they should, reinforcing each other, supporting not competing.