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PharmaVOICE Editors' Blog

Tuesday, August 24, 2010

Don Draper Closes Gap in New Media




Dan Limbach


The Internet started out as a research tool (ARPANET), morphed into a hobbyist/geek/artist playplace, and eventually became the juggernaut we have today. As the commercial applications began to blossom, New Media agencies began to sprout up all over to meet the needs of a tech-hungry business culture. The Old Guard agencies were stuck in the "Mad Men" era, and weren't in tune with digital technology. So they say.

ADWEEK features an article about how the gap between new media agencies and traditional agencies has narrowed. Marketing on the Internet has become less about Flash ads and building websites using the latest technologies, and more about getting people to talk about a product/company using the social tools of the Internet.

Go wide, not deep.

Agencies no longer need the deep tech chops that used to be required to create a complex company website. They need to know how to leverage the wide variety of new tools and encourage other people to use these tools and talk up their clients' products. Any online campaign worth its salt includes a strategy for Facebook, Twitter, and a blogging platform such as Blogger or Wordpress. Select YouTube, LinkedIn, Foursquare, and other social tools as side dishes. Add an analytical tool for dessert and you've got quite a meal. None of these tools requires a Ph.D. in technology or a battalion of programmers banging out code 24/7.

A video uploaded to YouTube that goes viral (via email, Facebook and Twitter) can reach more people in a month than the company's website may reach in a year. Think about the ROI of that for a bit.

Marketing on the web has become less about coding and more about facilitating conversations. While technology skill will always be needed in agencies, we've actually come full circle in some ways. Don Draper is probably smiling.

Read the ADWEEK article

1 comments:

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