Agency Portfolio

b digital agency, inc is focused on bridging the gap between traditional and digital media for maximum impact.  We call this strategy ‘tradigital’ and it leverages the power of traditional media to drive digital.

Our full-service agency will work with you to address  your needs and create a comprehensive marketing plan to achieve your goals.  It sounds kinda hokey, but the basics of successful marketing have never changed.  Craft a message that will resonate with your audience, and then deliver the highest possible level of customer service when they reach out to work with your company.

The key is that how you use media has changed significantly.  Ads with ‘call’ or ‘come in today’ call to action, are not offering the value or information that is truly being sought by today’s tech-savvy audience.  Ads need to offer a digital response, such as a custom landing page, a mobile website, or a specific page on a website that speaks specifically to that offer or message.

b digital can help you not only craft an ad that resonates, but we can also build all of the creative and digital assets.  Our network of contacts that span over 30 years in the business, also gives us the ability to buy media at the best possible rates.  Everything under one roof, with seasoned pro’s dedicated to the success of your company.  Don’t think your business is ‘too small’ to work with an agency.  Call or email us for a free consultation.

TRADIGITAL – Traditional media’s new role in a digital world

We hear it every day.  No one reads the newspapers, people TIVO passed the commercials, everyone tunes into Pandora instead of the radio…traditional media is dead!

Well, not so fast.  Just like consumers have changed the way they buy, advertisers need to recognize this and change the way they communicate with their audience in their ads.

A recent report:  Excellent Analytics Tips #12 Unsuspected Correlations are Sweet by Avinash Kaushik proved once again, that when traditional media and its messages are properly leveraged the correlating results in digital can be quite impressive.

In his report a radio campaign that promoted a vanity URL for an auto dealership showed just how powerful a medium radio can be to drive traffic to the site.  Upon further review, the report also shows a significant increase in branded searches, direct visits to that site and searches for the corporate site which was also mentioned in the copy of the ad.

As a Digital Solutions Account Manager I have seen all too often the less than optimal results when a campaign relies too heavily on an ‘outbound’ campaign with the majority of the buy going to digital media.  This is especially so for smaller companies that have a lesser known brand or product.

Typically, digital ads or campaigns can be less ‘expensive’ than their traditional counterparts, and with their targeting ability can seem more efficient.  That may be the case, but on their own, without any traditional media efforts in the local market the results often fall far below the advertiser’s expectations.

I heard it said recently traditional media can support itself but digital can’t, and I see the point.  Bottom line is the internet is a much larger world than say the local paper.  If the demo can be reached with a traditional medium, using it to drive your audience online, to your blog, to your Facebook page to your website can deliver much more effective results than a purely digital campaign.

Ultimately we are firm believers that the whole is greater than the sum of its parts.  Your strategy should combine the proper traditional channel with an engaging message that offers the listener, reader, viewer, etc a value added proposition to visit the digital location.  The results can be tracked in an immediate increase in traffic directly and through search.

A proper conversion strategy awaiting this traffic will result in increased fans on a Facebook page, additional subscribers to your email or Blog feed, Twitter followers, etc.  The ‘ROE’ or ‘Return on Engagement, will ultimately be the best way to build your ROI.  All of this thanks t a proper ‘TRADIGITAL’ campaign, which effectively integrated traditional media with digital.

I know what I don’t know

Lately I have been coming across well-established advertising agencies with a long list of loyal clients. While they have proven themselves to deliver results in traditional media, most continue to struggle with the dynamics of digital marketing, and how to deliver the same results.

I can appreciate that no agency wants to turn away a new account, or not be able to offer an existing account a continued one-stop shop service, however, at what point are they doing more harm than good? The best agencies know what they don’t know, and at the very least hire vendors or small digital agencies to service the growing marketing needs of their accounts.

But how do you know if ABC Advertising has gone through these lengths to insure quality or if they’re just learning as they go and using you as the guinea pig? And as a follow up, can you really afford to find out the latter is the case?

When a ‘traditional’ agency all of a sudden adds ‘Digital Services’ to their list, I recommend you have a candid conversation and find out if they are doing this ‘in-house’ or if they have partnered with a reputable digital marketer that understands what’s at stake. A second post on this topic will feature a list of questions you should ask before hiring any agency that offers digital services, for now lets focus on the basics.

The problem I’ve found most often is that the ‘soft-sell’ of social media or inbound marketing has a disarming effect and many advertisers are lured into a false sense of security. By that I mean, advertisers are ‘sold’ on the long term process that it takes for social media to deliver results, as compared to an aggressive direct-marketing campaign through traditional channels.

I have seen enough examples to insure you that’s not the case. A strong social media campaign can deliver impactful results in short amount of time. I am a big fan of Michael Stelzner writer of the Social Media Examiner blog and a new book called Launch. His blog is already over 90,000 opt-in email subscribers in just about a year!

I have met with hundreds of businesses, even the very Newspaper where I work, which is the largest newspaper in 5 counties, that do not have a list of 90,000 email subscribers. Can you imagine what that would do for your business?

This kind of success takes dedicated individuals who have a yearning to learn something new everyday, and write about it. Successful digital agencies understand the true meaning of inbound marketing, which is often very polarizing to traditional marketing messages and efforts.

The digital landscape has created a new form of interaction between client and customer. In the digital space the client is first a student of sorts, that with the right type of content will lure that student in and out of his own free will want to be exposed to more.

We realize the old tendencies of ‘doing business’ will continue to rear it’s ugly head, and traditional agencies will more than welcome the opportunity to ‘print another coupon’. The point is the approach to the digital audience is very different than the approach to the traditional audience, but the lines are starting to blur quickly.

In fact, I am a big fan of using traditional media, be it newspaper, radio, tv or billboards to drive traffic to the digital space. The key is in the message…it must appeal to the audiences appetite for information, and not to push the agenda/product/service, etc. of the advertiser.

This is a conversation not easily had with most advertisers and most advertising agenceis for that matter. If you want to be successful in the digital space I suggest you partner with an agency that understands the inbound marketing philosophy and can work with traditional media to get the best results.

Knowing what you don’t know, can often be just as valuable as what you do know!

John Garcia
Digitally Inclined