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Integrated New Marketing is understanding how to market in an always on always connected world. We help you design the strategies, the interaction and empower your staff to participate in this new world.

Traditional agencies and marketers are stuck in a marketing model which is hopelessly out of date, it is based on the idea that homogeneous groups of consumers exist which are called target markets, and that loyalty can be built in these groups by repeatedly interrupting them with brand messages until they listen and when they do they will believe what they see and read.

Local digital agencies are often built around the concept of search engine marketing and the techniques of SEO. They drive the “direct marketing” concepts of measurability and conversions, turning interaction into sales.

Is either of them right?

The Internet has been alive for years with the view that Advertising is dead, and more and more we are hearing the view that SEO is dead. In the words of Mark Twain in both cases “The report of my death has been grossly exaggerated” although in both these cases there is a whole lot of truth tied up in those reports.

Lets propose a different set of views:

·      The Internet is essentially a social creation.

·      The Internet is not another medium as little as a discussion around the braai is a medium.

·      The internet is not only about analytics and conversions – about observation, it needs also to about understanding how people behave.

·      The real strength of the Internet is that it connects people.

·      Brands are created by the experience that customers have.

·      Because of the network of connections ideas (good and bad) can spread faster than ever was possible before.

·      There is too much information around and customers have too little time.

·      People don’t believe advertising, they are starting to not even search in the way they did. They ask their friends. (Real time search)

·      If it’s important, it will find me.

These thoughts fundamentally change the way we think about brands, branding and marketing.

New marketing is essentially understanding that the game has changed, that the connection created by the internet, however it is accessed, by computer or mobile phone has fundamentally changed the way that society operates in a way that will never be rolled back. Companies no longer have control of the information that customers can access. Brands will be built in new and different ways. They will use all the traditional tools but in a totally different way. They will be built by experiences and interactions.

Modern marketing was only invented in the 60s to understand the use of the most important communications tools of the era. The characters of the new tools are fundamentally different. Marketing has always been about making stuff and creating experiences that people want, making it available to them and getting them to talk about it. Branding in the final analysis is what people believe about stuff, what they talk about.