If you build it…

We all know the phrase (If you build it they will come)  but in digital marketing, this saying is – well wrong.  Dead wrong.

Yet, unfortunately many of our clients seem to believe it.  They fill up on cool websites and see the strategy as something they can’t invest in right now.  So after building their new sites, we add on the analytics package.  A couple of months later when clients return for services we go over the data for their sites.  That meeting is more compelling than any sell we could make on analytics, because they find that building it doesn’t necessarily result in traffic and conversion.

It’s a hard lesson but valuing strategy is the right thing to do.

The Street Team Goes Digital

We’ve started doing strategy for a couple of independent music labels and in this realm we’ve discovered digital street teams.  We didn’t coin the term but it’s like the people that used to give out fliers at venues like concerts and clubs, are now promoting their artists and events online.  It’s a very interesting approach.

By the looks of things the approach these digital street teams take tends to be general blanketing.  Some of the tactics they use can vary but that’s true for plenty of marketing agencies, particularly those delving into digital.  There are some benefits.  One of the benefits is credibility.  There are a million artists pushing their own music, so having a team is helpful.  Also tackling a lot of message boards and spreading the word using social media is easier with a team.

Digital street team.  Interesting…

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