Everything includes digital. Seriously. Every marketing campaign, every sponsorship, every event, experience – it all needs a digital component. Digital extends reach, connects more people, and is the lasting imprint (we all know nothing is ever truly deleted from the internet). It’s how brands share info, post content, advertise, promote what’s happening IRL, tell others what happened IRL, talk to their consumers, get others to talk about them; the list goes on and on.
Social media is a cultural engine. Of course, it’s where we connect with family and friends; it’s also where grassroots social movements are born, where brands go viral overnight (in good ways and bad), and where true dialogue – both one-to-one and one-to-many – is sparked.
We believe the brands who do social best don’t buy attention, they earn attention -- and to succeed on social demands obsessive curiosity. It requires marketers deeply understand the subcultures and nuances of each channel’s audience and community and talk with users – not at them – on their level.