Brand building. Integrating online and offline marketing.
As a digital agency we think long and hard about the online
messaging and technology that we put out there. We obsess
about the merits of Facebook v Twitter, LinkedIn v Google + and
banner ads v SEO.
But really we should be even more obsessed about how our online
brand is marrying up to its offline equivalent. And haven't
you wondered how the far bigger world of "traditional" advertising;
TV, radio, outdoor, press, Direct Mail has so quickly been
unceremoniously dubbed "offline" as if to imply that it's the poor
relation of its online siblings?
The truth is that life is all about balance. If you're
working every hour your stay at home partner may have a thing to
say about balance and the same applies in the rapidly changing
advertising world. You might like to read what influential
and highly cynical advertising blogger the Ad Contrarian has to
say about the Emperor's New Clothes as he sees it. He
believes that online advertising (especially banner ads and
Facebook ads) are simply a black hole into which number-crunching
Stattos are pouring billions of dollars of wasted money because
they are bewildered by the vast numbers on show.
I fear he has a traditionalist agenda that actually marks him
out as a luddite. Balance, again, my dear is where it's
And that balance isn't just about spend. It's about ideas
and brand identity too. A brand that acts like Bambi online
and an old git offline (see I'm doing it) is a brand that has lost
its identity. On and offline channels are no more than media
platforms in which to broadcast (narrowcast if you want to be all
niche about it) your brand message. But don't act like your
Dad at a teenage party just because you're in a "young" medium
Be proud of what you are, what your values are, what your
proposition is and get that across in the same disciplined way that
you do "offline."
Before you know it, people will be accusing you of being grown
up, consistent, believable and necessary.
One last thought. Where do you see most advertising for
online superbrand Apple? Yup, I don't need to answer that, do
At Paligap we've been integrating communications on and offline
for longer than you can say Friends Reunited. Give us a call
and we'll show you better balance than Nadia Comaneci.