The Marketing of Digital Marketing

by · October 14, 201310 comments

There are very few agencies – advertising, public relations, digital or otherwise – in the world that like their website. The case of the Cobbler’s Shoes gets everyone in the marketing business. We’re supposed to be experts at building awesome marketing campaigns, yet seldom stop to focus on building them for ourselves.

Digital marketing agencies probably have less stress about this than traditional ones. There’s certainly something to read into the situation when the firm telling you they can make your web presence pop has a web presence that just fizzles.

But if you think about it, a digital marketing agency having an incredible website and online presence is good proof to the pudding, but quite a miss for their target audience, to a degree. The companies that really need help with their websites aren’t looking to other websites to find solutions to their problem. They’re probably still looking at more traditional channels for ideas and inspiration.

Logic+Magic Magazine from LeapImagine my surprise when my friend Thomas Rasinen handed me a copy of Logic+Magic, the new magazine – yes, printed on paper and saddle-stitched and all – of Leap (formerly Leapfrog Interactive), a digital agency in Louisville. I few weeks later, I got mail – yes, using an envelope and stamps – with the latest two issues and a note from Leap – yes, using ink and paper – introducing me officially to the new magazine and inviting me to read and even jump online for more.

Leap is smart enough to know that their ideal customer isn’t the one that is going to shop for a digital marketing shop online, but one that gets their news and information and even recommendations and referrals in more traditional ways. So taking content they would (and do) position on the company blog and turning it into an uber-useful periodical is smart marketing.

And for all you smart-asses out there, no, I’m not Leap’s ideal customer. But I’m writing about them, aren’t I?

Don’t get me wrong – Leap has done and is more than equipped to do dynamite work for a company wanting to push the envelope, too. But for the older, more conservative company lacking much digital marketing savvy and likely looking to traditional channels for ideas, Leap has a leg up on its web-only competition.

Are you using all the available marketing channels that make sense to reach your audience? Or are you one of those hipster groups so stuck up you wouldn’t think of using printed paper for communications anymore? If you’re the latter, you’re probably missing out on a fair amount of business.

Did you enjoy this blog post? If so, then why not:Leave Comment Below | Subscribe To This Blog | Sign Up For Our Newsletter |

About Jason Falls

Jason Falls

Jason Falls is the founder and chief instigator for Social Media Explorer's blog and signature Explore events. He is a leading thinker, speaker and strategist in the world of digital marketing and is co-author of two books, No Bullshit Social Media: The All-Business, No-Hype Guide To Social Media Marketing and The Rebel's Guide To Email Marketing. By day, he leads digital strategy for CafePress, one of the world's largest online retailers. His opinions are his, not necessarily theirs. Follow him on Twitter (@JasonFalls).

Other posts by

Comments & Reactions

Comments Policy

Comments on Social Media Explorer are open to anyone. However, I will remove any comment that is disrespectful and not in the spirit of intelligent discourse. You are welcome to leave links to content relevant to the conversation, but I reserve the right to remove it if I don't see the relevancy. Be nice, have fun. Fair?

  • http://pushh.me/ pushh me

    Great article, Jason.

  • malendore

    Direct mail marketing is expensive but has a great ROI.

  • brennan bennett

    Thanks for the good review Jason. Our Q4 publication (e-commerce) is due out soon!

  • Pingback: Less or More? NOMAS mediaproducties

  • gejooxind87

    Recently I was REALLY low on money and debts were eating me from all sides! That was UNTIL I decided to make money on the internet! I went to surveymoneymaker dot net, and started filling in surveys for cash, and surely I’ve been far more able to pay my bills! I’m so glad, I did this!! With all the financial stress these years, I really hope all of you will give it a chance. – e49d

  • http://www.gmrwebteam.com/ Ajay Prasad

    Thanks for sharing this article Jason! It was informative.

  • cherylepeterson

    TKhl – Recently i was low on money and debts were eating me from everywhere! that was UNTIL i found out how to generate money on the Internet. I went to surveymoneymaker p net, and started filling in surveys for money, and doing so I have been much more able to get around financialy!! i’m very happy I did this!! VA7q

  • cherylepeterson

    TKhl – Recently i was low on money and debts were eating me from everywhere! that was UNTIL i found out how to generate money on the Internet. I went to surveymoneymaker p net, and started filling in surveys for money, and doing so I have been much more able to get around financialy!! i’m very happy I did this!! VA7q

  • konleecha

    TKhl – Recently i was low on money and debts were eating me from everywhere! that was UNTIL i found out how to generate money on the Internet. I went to surveymoneymaker p net, and started filling in surveys for money, and doing so I have been much more able to get around financialy!! i’m very happy I did this!! VA7q

  • konleecha

    TKhl – Recently i was low on money and debts were eating me from everywhere! that was UNTIL i found out how to generate money on the Internet. I went to surveymoneymaker p net, and started filling in surveys for money, and doing so I have been much more able to get around financialy!! i’m very happy I did this!! VA7q