Traditional media gets a bad rap. In this era of social media, mobile devices and shrinking “mass appeal”, the old ways of advertising on television, in print, and outdoors are being abandoned for the perceived greener pastures. Small Businesses whose sole focus is to reach the most customers with the best ROI are being persuaded that the only way to do so is to venture out into the world of Facebook likes and Twitter follows.
Well, the truly innovative marketing companies are not the ones with the most progressive approach to digital content. They are the ones that can actually navigate all of the channels available to a company. Robust marketing strategies are those that meet consumers where they are looking, whether that is in traditional, outdoor, interactive, or digital advertising. One company that seems to have figured out the right balance of these strategies is Capitol Media Solutions. Their blended 361 degree strategy is one of the only ones available to bring to bear all of the possibilities of this new lead generation world order.
Their experience and integrated approach in media buying and planning has propelled them to sit at #243 on INC’s list of fastest growing companies, which is no small feat in the face of an ever-changing marketing landscape. Some of the most turbulent years for media buying have been felt as Capitol Media Solutions had sales growth of 1,493%. The convergence of Traditional and Digital marketing strategies is a wave worth riding.
Another, and complementary, convergence that has been coming for some time in this arena is that of Social, Local and Mobile. Sometimes called SoLoMo (by people who want to be as obtuse as possible), this convergence is one that is helping to redefine what advertising actually is. For decades, the advertising paradigm has been about interruption rather than convenience. It has been about getting people to come “look at what your small business has to offer” rather than simply serving up what customers already know they want. The convergence of Social, Local and Mobile are shifting this expectation, much like Capitol Media Solutions has been able to shift the expectation on ROI for a balanced approach to media buying.
The social element of this triumvirate means that more people are talking about products than ever before. The local piece is that they are doing this talking in a geotagged fashion, which means that people are providing data on where they are. And the mobile component is the medium by which most people are doing their talking. This convergence is ripe for innovation, especially from someone who understands the marketing landscape like Capitol Media does.
We would love to see them disrupt location-based traditional marketing by embedding data from folks like Place IQ. By leveraging existing APIs, a company like Capitol Media could easily build tools to help their clients (and their media buyers) better target all of their advertising. By presenting the just-in-time nature of this Social, Mobile, Local convergence, Capitol Media could take full advantage of their market expansion and bring their 361 degree approach to even more clients.