As the digital age takes further hold over the industry, John Sawyer's advice is to stick with the basics - and no matter how cool the technology, it's still the message that matters.
Quite often clients are so taken by emerging interactive marketing techniques and technology that they ignore that first they need a strong marketing and branding strategy. Then they can identify the tool that works best for their company and brand.
"This enthusiasm about this new technology gets them going in a certain direction, and we find out later it wasn't the right use of their resources," said Sawyer, the chief strategy officer at the Grey Matter Group in Grand Rapids.
"They forget about their objectives or their marketing strategy."
[ Read Entire Article ]
Quite often clients are so taken by emerging interactive marketing techniques and technology that they ignore that first they need a strong marketing and branding strategy. Then they can identify the tool that works best for their company and brand.
"This enthusiasm about this new technology gets them going in a certain direction, and we find out later it wasn't the right use of their resources," said Sawyer, the chief strategy officer at the Grey Matter Group in Grand Rapids.
"They forget about their objectives or their marketing strategy."
[ Read Entire Article ]
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