Filed under: Content Strategy, John Kovacevich, Target Audience, Web Content
Today is my last day at Tendo. I’m taking a job at an ad agency.
It was a difficult decision to leave Tendo. Not just because the people here are great (they are) and the Tendo work is good (it is), but because I really believe that Tendo is on the cutting edge in terms of providing the type of marketing service that most companies really need…even if many don’t know it yet.
In some ways, it’s ironic that I’m going to work at an ad agency. During my years at Tendo, whenever I met somebody new and explained the type of work we do at Tendo, the person would inevitably look a little confused and say, “Oh…are you an ad agency?”
And I would usually say, “No…Tendo creates the thing that you want the customer to do after they see the ad.”
It’s not a perfect definition of the work of a “custom media agency,” but I still like it.
The marketing world has gotten jumbled up in the last couple of years. The Web didn’t completely obliterate the old models of marketing communication—we still want our customers to DO something—but media consumption is different and it has changed the way you engage an audience.
How are you engaging your audience? An advertisement by itself is not enough. What does the customer do after they see your television commercial? Where do they go after they click your banner ad? What is the experience they have in interacting with your company?
Whether creating Web content, or interactive modules, or print publications, Tendo is all about helping a company deliver more value to a prospect or customer. As a result, that customer has a stronger relationship with the company, which increases sales, loyalty, etc.
More and more companies are realizing this and it’s one of the reasons that the agency landscape is in such flux—there is a great deal of convergence between the worlds of advertising, PR, interactive, and custom media.
Yes, it’s important to grab somebody’s attention. But what do you do with that attention once you have it? Are you providing a rich experience that allows them to learn more, to take the action they want, to interact? Don’t forget what happens with your customers after they see the ad. —John Kovacevich, VP, marketing services
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