Channels – How We Think About What We Do
Agencies used to be concerned primarily with advertising, but today’s consumers intersect with brands through two other critical channels as well – applications and conversations.
All the experiences a customer has with a brand can be thought of as a part of one of these three categories. Advertising is the sum of all the interruptive communications we put in front of people to invite them to interact with us. Applications are all the destinations where people go (whether that be a physical location or a virtual one) to find out more and to transact business with us. And Conversations are the dialog that brands have with customers, and which they have amongst themselves about a brand.
All these interactions that we foster must take place in a consistent strategic framework, so that they’re aligned to the goals of the business; they must have consistent measurement, so that we can examine their performance; and they must be part a consistent optimization strategy, so that we’re putting our resources where they’ll have the greatest impact.
This is how we view our agency’s role: building outstanding experiences for customers in every channel where they encounter a brand, refining the mix of activities on an ongoing basis, and continually ensuring that those efforts are driving results for our clients.