As well as targeting traditional media who have an online presence, there’s a whole host of other clever ways to both get the word out about your campaign on the net, as well as creating genuinely exciting brand experiences for audiences who have become understandably cynical of conventional marketing. Most marketers now realise that experience is the brand, and the customer is in control.
There are also nifty ways of pushing your campaign or website up the search engine rankings, or bringing a campaign to life using social media.
As I’ve got to grips with the online world, there’s one thing that has struck me repeatedly: there’s a fair number of ‘online specialists’ around who charge a small fortune to blind clients with science and, frankly, talk utter twaddle.
If someone tries to prove their SEO skills by suggesting you search for “jaded listless sexual appetite of a 60-year old colonel” and then points triumphantly when their site comes up number one on google, call them an idiot and suggest they resume their career as an estate agent.
There will always be those who are keen to keep that blue smoke rolling over the surface of those highly polished mirrors.
As well as marketing my own clients online, I’ve come up with digital plans for brands including Speedo, Discovery Networks Europe, Deutsche Grammophon, Sellaband and Piczo while working with Cohn & Wolfe.