The digital component of an architect’s marketing plan isn’t just growing, it’s getting complicated. Every other day, there’s a new social media site, along with ever-changing predictions.
Impact. It’s driven by decisions about where you broadcast your message. But it’s also about what you say once you get there. While the digital age has delivered more opportunity than ever, there’s also more noise to penetrate. In the days of the early adopters, information, value and expertise might have been enough, not anymore.
Today, to grab even a nanosecond of attention, you’ve got to be a thought leader, seriously controversial or just about oozing with charm. To maintain it, you need to keep it up, across your entire marketing program. No matter how you slice it, to make an impact in the current digital world, you’ll need a marketing strategy, commitment and (here’s the new one) the courage to see that vision through, consistently…
That was a quick introduction to my marketing white paper based on the accredited seminar, Integrating Marketing for Impact in a Digital Age. The rest of the paper is available in the members’ area of the Ontario Association of Architects’ website. This paper is framed in theory but focuses primarily on an understanding of that theory through the analysis of 21 case studies and 5 examples.