Pink Socks & Pocket Protectors
Posted by Bob Prewitt | Filed under Advertising, Dana News, Design, Interactive, Media, Technology, Tips and Trends Series
Marketing in the Age of the World Wide Web
Marketing has always been a combination of art and science. There have always been creative types and account types. Just watch Mad Men.
But today, with the explosive growth of interactive marketing (the Web), there is a huge distinction between creative brand development behavior (Pink Socks) and web engineering behavior (Pocket Protectors).
Both behavioral types are necessary to the development and execution of a successful marketing operation. But you need to pay special attention to managing the interaction between the two because, often, they don’t relate well to one another.
Dana participated in a speaking engagement at this year’s PCMA Annual Meeting, and we addressed this very topic. The presentation defined the marketing process that must be employed in the current age—one in which marketing is dominated by the World Wide Web. We identified situations in which you should be utilizing Pink Socks, as well as those in which Pocket Protectors are needed.
Our attendees came away from this event with a basic understanding of the marketing vehicles available through the web (PPC, rich media, optimization, behavioral tracking, etc.). They gained an understanding of the conflict that can exist when Pink Socks and Pocket Protectors are brought together to create marketing communications.
Your marketing efforts don’t have to be obsolete or out-of-touch just because marketing thinking has changed so quickly. But you do need to have a basic understanding of the radically changed and still-changing marketing scene.
To learn more about making Pink Socks and Pocket Protectors work for you in today’s interactive age, contact bprewitt@danacommunications.com.
March 26th, 2010 at 9:55 am
Great idea! I love this!