Back in the good old days (and we’re talking as late as 2000 here), marketing was pretty straightforward. You defined your target audience, chose your markets, got some creative built and bought as many GRP’s as you could against your target. “Campaigns” were the core of every marketer’s strategy.
Boom! Enter the digital age. The Internet has changed communications forever, and marketers and publishers are at the epicenter of that chance. In a relatively short period of time, marketing communications professionals have been forced to evolve from being advertisers, to being publishers.
Publishers are familiar with publishing systems, hiring and managing editorial folks, and anything to do with the business of publishing, both on the technical and the business side. They know how to then distribute that content, and how to develop, retain and engage an audience around targeted content.
Marketers are traditionally good at creating advertising or PR that (hopefully) moves specific goals and that creates brand loyalty, which hopefully turns into a measurable business metric such as sales.
Introducing the greatest mash-up of the 21st century:
(Digital) Marketing + Publishing + Content = Continuous Marketing
Continuous marketing is the new “Campaign”. The act of engaging in an always-on dialogue, and having a frequent, committed presence in a customer’s life is now imperative for brands.
So not only do today’s marketers need to understand how to be a publisher, they must also understand the new marketing – how to reach out into the digital universe, find and then engage influencers in order to create communities of common interest centred around great content.
At the end of the day, it’s about creating measurable business outcomes.
Willow’s Digital Marketing, Publishing and Content chops
This is where Willow comes in. We’ve been doing just this for years. Whether on behalf of the prestigious publishers we were fortunate to learn from, or for the clients we currently help, we are pioneers in the digital marketing, publishing, social media and ecommerce spaces.
We know what to do. We know how to help. We know how to create results.