Category Archives: Business Relationships

Eminent SEO Pitches In to Help Phoenix Graphics Firm Rebuild Scorched Office

Phoenix Graphics Firm Think Graphics Rebuild - Eminent SEO

In August, one of the worst things that could happen to a business owner came true: A fire ripped through the office overnight, rendering the space useless.

That’s what happened to Randy Phillips of Think Graphics & Printing Solutions in Phoenix. He’s not sure how the fire was started, and the official investigation is ongoing.

Think, as they like to call themselves, has currently lost its esteemed spot on the hallowed Roosevelt Row in downtown Phoenix. Think’s workshop was right in the center of a monthly event known locally as First Fridays, perhaps the preeminent recurring cultural event in all of Arizona. First Friday is where local artists gather to sell their wares to thousands of visitors.

Luckily, Think has an office in the Tempe suburb where it could host the displaced Phoenix employees for the time being. But with its Phoenix office in tatters, Think is missing out on the opportunity to capitalize on the huge Friday audiences and become more embedded in the local arts scene.

The Fire Catches Our Attention

Think Phoenix Graphic T-Shirts - Eminent SEO

Members of Eminent SEO show off their “Think Phoenix” T-shirts, which go toward helping Think Graphics & Printing Solutions rebuild its downtown Phoenix office.

When the Eminent SEO team first heard Think’s heartbreaking story, we started devising ways to help out and turn Think’s fortunes around. Many of our employees have a strong passion for art, especially local art, so the news about Think’s burned-down shop hit close to home.

“When we found out about the fire, we knew we had to help!” our CEO Jenny Stradling said.

Under our CEO’s direction, we have been vigilant about building partnerships locally and supporting Phoenix-area businesses, artists and more.

“Phoenix is our home, too, and we know that by helping Think Graphics, we are helping good people, artists and our own community,” Stradling added. “They are going to reinvest in Phoenix, and that is important to us all. We believe artists are the heart and soul of Phoenix, and we want to prove it by supporting our partners when they need us most.”

Think Graphics’ Campaign

To help get its downtown Phoenix office rebuilt, Think Graphics launched a T-shirt campaign. The Phoenix graphics firm created a new, one-page website for the ongoing fundraiser, offering various T-shirts with designs from local artists. The campaign is called “Think Phoenix” and it encourages Phoenicians to take some hometown pride and support local vendors and businesses.

Think’s goal is to sell at least 2,500 T-shirts. Prices range from $25 to $30, and each design is available in several different colors. Think is periodically adding new designs to the page, as contributed by local artists.

Eminent SEO’s Contributions

So how did we decide to help? For starters, our boss bought a T-shirt for every person in the company, letting us choose which design and color they wanted. We even submitted two T-shirt designs, which Think now offers on its campaign website.

Meanwhile, several members of our team began shooting a short video to promote the “Think Phoenix” campaign. We interviewed Think’s owner on camera and captured footage (including some with a drone and GoPro) of the burned-down Phoenix shop.

See the “Think Phoenix” campaign video here:

We have also begun running strategic marketing campaigns to build up Think’s visibility online. It’s a mutually beneficial partnership, too, as Think is receiving more attention to its fundraising campaign while we were given the chance to refine our emerging video production capabilities in addition to working with a client outside of our usual realm of businesses.

How YOU Can Help

No matter where you are in the country, YOU can help Think Graphics raise money to rebuild its downtown Phoenix shop, too!

Eminent SEO Funny Faces Think Phoenix T-Shirts

Team Eminent SEO geeks out in their new “Think Phoenix” T-Shirts.

It’s easy: All you have to do is visit and buy a T-shirt (or two). There are several styles and colors from which to choose. Share the page with your family and friends and see if they want to pitch in too. You get a cool shirt out of the deal, plus Think will give you a coupon code for a custom shirt on for your purchase!

Another option you have is to visit the GoFundMe page created for Think Graphics. There, you’ll have a chance to donate whatever you’re comfortable with – and you can make the donation anonymously if you desire. Think is aiming to raise $50,000 with the GoFundMe page.

If you’re a local artist and you want to contribute to the fundraiser in another way, you can submit a “Think Phoenix” design to for the chance you see your handiwork on a custom T-shirt.

To learn more about Think Graphics & Printing Solutions, visit the company’s main website.

Thanks for your consideration in helping out a Phoenix business that would truly appreciate your support in 2017.

Andrew Gilstrap

Content Manager at Eminent SEO - I enjoy writing, editing and photography. I'm here to make YOUR website read better and rank better!

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Personality Traits of a Successful Digital Marketing Expert [INFOGRAPHIC]

This entry was posted in Business Relationships and tagged on by .

Becoming a successful digital marketer doesn’t happen overnight. It takes knowledge, experience, and hard work in order to become a digital marketer people trust and want to hire.. CEO’s and business owners often wonder what personality traits and qualities to look for when hiring an expert.

Below we’d like to share with you what personality traits we think each marketing expert should employ:

digital marketing expert traits

Problem Solver

In the world of digital marketing, you have to be quick to answer questions and understand the industry in its entirety. Each campaign should start off with goal setting and milestones. In order to meet your goals and milestones, you need to have the right tools and people in place if you expect to tack and see results. Being able to constantly re-evaluate your campaign and solve problem areas that aren’t working is an important trait to for every digital marketer to have. Why? Because the internet is ever evolving and not everything you try for the first time works.

Creative Thinker

Part of being a digital marketing expert is having creative copywriting and design skills. Not only that, but an expert marketer needs to be able to help you to think outside of the box in terms of marketing your business. You don’t want to copy what your competition is doing, but surpass your competition with creative and effective methods of marketing your products or services.

Passionate About Learning

Since digital marketing is a dynamic field, an expert marketer needs to be self-driven but also open to receiving ongoing education. Digital marketing has many different areas any professional can further explore. Someone who broadens their skillsets will be able to continue to communicate on a number of additional different levels of marketing and at very least be able to evaluate the work of another expert.

Great Listener

Being a great listener is important because an expert marketer has to work with a team and understand every department’s goals and objectives. By listening to everyone’s pain points and where they need to be, an expert can determine a better holistic marketing plan .This way the marketing strategies are more effective and everyone is happy.


Having experience isn’t just about how long an individual has been in the industry, although that is part of it. It’s also about how long that person has been managing full digital marketing campaigns and the success of that work. Ask a potential marketer about their work and if they were successful. A true professional should have case studies and analytics to back up their experience and successes. A true marketing expert should not only have experience managing websites, but also have experience getting their past clients results.

Expert Competitor

Marketers should always be aware of the competition. By monitoring the competition, they are more aware of what’s needed to be done in order to effectively optimize your campaigns. A true expert knows how to perform a competitive analysis, provide real data, benchmark the numbers and evaluate it on an on-going basis. At the end of the day marketing is really all about outdoing your competition.


With the combination of marketing and technology an expert marketer needs to have skillsets in both fields. A lot marketers are great at what they do because they can multitask like you wouldn’t believe. Having the ability to work in multiple systems throughout the day and have set processes to stay organized is a necessity with today’s evolving marketing technology. A true expert should know and have access to the right tools to be able to quickly analyze a website at the drop of a hat.


Learning leads to knowledge. Knowledge leads to expertise. Once an individual becomes an expert, part of their job should be to share their knowledge with others. Teaching team members skills along the way turns an expert into a respected and trusted leader.

In Conclusion

We believe that when a business owner or CEO is seeking out a marketing expert you should consider all of the personality traits above. However, we also believe that a professional who shows promise in many of these areas can continue to learn and grow and develop skills in areas they may be lacking in –of they are dedicated to the task. It is more important to hire someone you trust that you and your team can work well with, then it is to hire someone who simply “looks good on paper”.

Lacey Chic

Account Manager at Eminent SEO - Passionate About Digital Marketing. I love music, pitbulls, traveling, hiking, yoga, and learning.

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Eminent SEO is Celebrating 4 Years – A Personal Journey

Eminent SEO is Celebrating 4 Years

How I Got Into Marketing

Roughly 9 years ago I was a young single mom with 2 little kids. I was tired of working the long hours required of a restaurant manager… and I found myself at a career crossroad. Do I continue pursuing the restaurant management path I was on, which, although it was tiring and stressful, offered security – or, do I take a leap of faith and start over in a totally different field?

I made the tough decision to leave restaurants altogether and humbly accepted an entry level position at a young internet marketing firm as a billing assistant. Uneducated, but hungry, I was eager to learn and excited to work in this new space.

Initially I was not required to understand marketing or even the products we offered- I was in billing, so I was to perform basic billing tasks.  I spent several months perfecting my basic daily tasks and found myself questioning processes which lead to many questions and a lot of time researching on my own. I found the idea of organic website marketing fascinating and my desire to learn more continued to grow.

Because the company was small and young, there was a lack of internal process and training, so I took it upon myself to study at home and teach myself as much as I could about Google’s algorithms, keyword research, link building, customer service and strategic marketing.

After a few months of studying and learning, I requested to be considered for an opening as a sales assistant. My boss was surprised at my request and felt I was not equipped for the position. I explained that I had been studying and asking questions and felt prepared. He decided to give me a shot – but I sensed he was hesitant.

I was excited for the chance, but I quickly learned as the only female in the sales room, I was in for some serious testing. I was not only going to have to prove myself as a competent sales assistant, I was going to have to prove that a girl was just as capable as the boys.

You know how the saying goes… what doesn’t kill you makes you stronger? I would happily share the nitty gritty details of how I was treated and the shocking things I discovered… but for now I will leave it at this: Never underestimate a young single mother with multiple mouths to feed.

That year I was top sales person. That year I became the first ever female sales manager. That year I discovered my passion for marketing. That year I found my true career path. That year changed me forever.

Eminent SEO Was Born

Several years later in October of 2009, after many changes, learning experiences and new opportunities, I found myself at a crossroads yet again.

I had a choice to make. Do I leave this space and start over yet again? Or, do I persevere and continue doing what I love, knowing I would have to sacrifice a lot?

What happened next was a blur… two of my best friends and I started working, not knowing then that what we had actually set in motion was the beginning of our own company – what was later to become Eminent SEO.

I like to joke that we started the company with a Hotmail account and a spreadsheet. We literally had nothing. Days ran into nights and for months and months we worked around the clock trying to satisfy the client demands while still learning how to set up systems, structures and build a team.

I thank God every day for my dear friends who stuck by me and worked their asses off to make this happen (a special shout out to Tatiana and Chris). Our team of 3 turned into 4, then 5, 6, 7… then the referrals kept coming in and we were expanding our services and before we knew it, our small group turned into a large team and Eminent SEO is now supporting a full time staff, several dedicated partners, dozens of resellers and hundreds of client websites.

When we started, we didn’t do it for the money. We did it for the people. The client’s that came to us were desperate for help. They had been burned and found themselves at a dead end and needed to find people who they could trust. Chris, my partner, and I knew that in order to find success and also contentment with who we are, we had to build our business on doing the right thing. Sure, it’s easy to make a quick buck doing SEO – but we were in this for more. At the end of the day you have to be able to look at your staff, your clients… your kids… and say, no matter what we always tried to do the right thing.

Eminent SEO has been in business now for 4 years this month. We celebrate client successes regularly in the office and find it extremely rewarding that we are able to put forth products and services that help our clients reach their own business and website goals. Our team is made up of an eclectic group of hard working people who are committed to doing the very best job they can do.

A Big Thank You

I wake up every day feeling blessed for this continued opportunity and I just want to end this blog post with a huge thank you. Thank you to the team for sticking with us and choosing to be part of this exciting journey with us. And, thank you to our partners and our clients. You gave us a chance, some of you even when we were just getting started, and we grew together in the process. Now, as we all continue to grow, I look forward to many more years of continued successes in our business and personal lives.

I love marketing. I love helping others grow. And, most of all, I love knowing that I am investing into something that I can always be proud of.

Wishing you the same.


Jenny Stradling

Eminent SEO, CEO

Owners of Eminent SEO

Chris Weatherall and Jenny Stradling – Owners of Eminent SEO

Jenny Stradling

Owner and CEO at Eminent SEO in Mesa, Arizona. I started doing SEO and marketing work in 2005. I'm a {very} busy mom of 4 and I owe my sanity to my partner in work and life, Chris Weatherall. I love sharing and engaging in business and marketing conversations, and I'm heavy into social media and blogging on these topics. I love coffee, wine, food and other people who enjoy the adventure of seeking out the best places to eat and drink. In my free time (what's that?) you'll most likely find me studying philosophy and spirituality, cooking for my family or relaxing with a nice glass of wine, a funny movie and the people I love.

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Making the Most of Communication Technology

Making the Most of Communication Technology

Text messaging, online interaction and mobile media have already transformed the ways we communicate. The Pew Research Center reports that 56% of Americans now own smartphones. On an average day, 36.6 billion messages are sent via SMS-text message or chat apps like iMessage and WhatsApp. By 2014, that number is expected to surpass 50 billion messages. An increasing number of us spend most of our days using some form of electronic communication to manage workplace and personal relationships.

At the same time, few things can ruin a relationship faster than a miss-timed text or a message taken out of context. A report from Forbes, candidly entitled “Don’t Include Me On a Group Text Message Unless You’re Trying to Punish Me,” reminds us that the rules for proper e-communication etiquette are changing almost as quickly as the technology itself. Because communication technology holds such a prominent place in our daily lives, it’s more important than ever to consider how text messaging, email, and other mobile media are also changing how we build and maintain relationships.

The Upside

When it comes to the upside of communication technology, some of the most promising aspects involve improving collaboration and strengthening existing relationships. Initially, consumers are making good on professional and educational technologies that allow for increased collaboration. Three of the biggest providers of Cloud technology – Dropbox, iCloud, and SkyDrive – report a combined 675 million users. Google’s new(ish) Drive provides not only online storage, but also a platform for synchronous document editing across remote locations.

These types of technologies in addition to text messaging, instant messaging, and video-conferencing have created increased opportunities for convenient collaboration across time and space. In doing so, human communication experts argue that workplace relationships are strengthened in several key ways:

  • Co-workers develop close relationships that some describe are as comfortable as friendships. Text messaging, instant messaging and social networking at work allow employees convenience and efficiency in their communication, so these relationships develop rather quickly.
  • Employees also enjoy increased task interdependence, in that they can use communication technology to manage each other’s availability. When individuals are collaborating on a project, sometimes a quick text message or Google chat is appropriate to answer technical questions, without getting bogged down with the small talk that sometimes accompanies a face-to-face interaction.
  • Finally, employees often create a sense of community around their online collaborations. Communication technology simply brings more people to the table, allowing individuals to grow their social networks and online communities in ways previously limited by time and space. Such features are important in an expanding global marketplace.

These benefits of communication technologies are also evident in personal relationships. In an increasingly competitive and unpredictable economy, more families are living apart for employment purposes. This rise includes not only extended families, but also spouses and their children. As such, text messaging, videoconferencing, and mobile media are often vital technologies that families need to keep in touch. Additional benefits include:

  • A strengthening of existing relationships. Whereas text messaging is not always the most effective way to initiate and form a relationship, mobile communication devices help existing bonds stick together.
  • Combatting loneliness. One of the biggest risks that long-distance relationships face is loneliness, and videoconferencing, in particular, helps to alleviate the burdens of maintaining relationships across great distances.

The Downside

As more and more devices, programs, and platforms are developed, it is important to take a practical and somewhat cautiously optimistic approach to this topic – especially because of the downsides of our growing reliance on communication technologies. The drawbacks also focus on workplace and interpersonal relationship maintenance.

As workplaces become more connected and collaborative, there is a growing concern among organizational scholars that we’re becoming too plugged in. Employees are expected to do more with fewer resources, a phenomenon that Communication scholar Sharon Kleinman called the “culture of efficiency.” Communication technologies are a part of this culture, because they are believed to help speed up several of our workplace interactions. However, there are consequences for this emphasis on efficiency. Colleagues have grown to expect immediate responses to a text message. Employees are expected to respond to emails and text messages after work hours. These changes in communication practices also place significant burdens on workplace relationships.

  • Managers and supervisors now assume that their employees are “always on.” This can lead to work-family spillover, where individuals take time away from their personal relationships to deal with their workplace relationships – often without compensation.
  • The assumption of “always on” also increases the likelihood for employee burnout or other productivity problems – especially when individuals spend more and more of their days answering text messages and emails than doing the work that they’ve been hired to do.
  • Finally, if communication technologies have made workplace relationships more like friendships, then missing a text or failing to respond to an email immediately can prompt a much harsher reaction from our co-workers.

The workplace is not the only space where communication technologies often make our relationships more challenging. On an interpersonal level, text messaging, email, and videoconferencing do keep us more connected; however, they are not a magical fix for all relationship maintenance problems. Psychology Professor Mark Becker from Michigan State has argued that media multi-tasking, or using multiple communication technologies at once, is directly linked to increases in anxiety and depression. Communication scholar Lisa Stafford outlines some additional downsides that we might encounter when it comes to communication technology and personal relationships:

  • A loss of privacy and control. Individuals have little control over the texts or emails that they send, pictures that they post, or other communications that they put on the Internet. Those messages can be forwarded by well-meaning friends or family members in ways that the original sender never intended.
  • Paradox of constant connection. Text messaging can help romantic partners stay close even when they are apart; however, some partners get annoyed when their significant other interrupts them during work or time with their friends.

Developing Your Tech Etiquette

When it comes to managing the upsides and downsides of communication technology, there is no lack of tips for text messaging or rules for relationships. The most important lesson, however, is to develop your own tech etiquette. Here are a few suggestions:

  • Be mindful with your messages. In other words, think before you text. Think about how and when the person on the other end will receive your message, as well as any follow-up messages (e.g., be wary of tech features like group messaging, because they often lead to unnecessary disruptions in the receiver’s day).
  • Take safety seriously. No matter how good your privacy settings are, if you don’t want something public, then don’t post it to the Internet. Additionally, be careful mixing your work and home texts. The Supreme Court has ruled that your employer has the right to view any text messages sent from a work phone – no matter how private you think they are.
  • Formality is ok. LOL, SMH, and other abbreviated text-speak are not for everyone – there is nothing more awkward than a well-meaning grandmother who thinks LOL means lots of love. Chat apps like iMessage and WhatsApp have taken over the market from SMS text messaging, meaning that text messengers can now squeeze in many more characters in a single text. And it’s ok – preferred even, when it comes to business and professional settings – to ditch the text-speak and start using full sentences and proper grammar.
  • Turn it off. Give your brain, your anxiety levels, and your ego a break and turn off the technology every once in a while. The world will go on if you miss a text message. Some industry professionals even suggest declaring “email bankruptcy,” (e.g., kicking up your out-of-office notification to tell senders to re-send their message next week, because you’re not reading anything this week). It’s more important for you to pay attention to other relationship maintenance practices that get lost when we rely on too much technology. Balancing our use of technology with other forms of communication – like a good old face-to-face conversation – is an important part of managing healthy relationships.

How do you think communication technology has changed your relationships?


This Article was written by Marianne LeGreco, Ph.D., is an Associate Professor in the Department of Communication Studies at the University of North Carolina at Greensboro. Her research focuses on organizational and health communication, and she has published research on using communication technology to assist with community-based initiatives.

Team Eminent SEO

Eminent SEO provides strategic SEO campaigns with measurable results along with expert website design, development, pay per click, content and social media and organic website marketing. 800.871.4130.

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Advertising Direct Response – Show Me the MONEY

Advertising Direct Response – Brave New World for Agencies and Advertsiers Alike

Moving products and services using advertising direct response methods can deliver ROI that will allow for a sustainable revenue flow if what we spend on advertising is less than the revenue we generate from the direct advertising spend.

Having spent the first 15 years of my career working with some of the top direct response advertising agencies in New York City most of our direct response advertising was only direct mail. During this time the DRTV Infomercials were taking off and direct response direct mail agencies were taking off. In my experience it seemed that the direct mail and direct response TV agencies were completely separate disciplines and cultures and a typical direct mail agency tended not to be in DRTV production and vice versa.

The DRTV direct response agencies seemed not to delve into the direct mail world. I think that this was a cultural issue more than anything else. For example, the direct response advertising agencies that specialized in direct mail had suppliers who were midsized and large direct mail printers and list companies. So too for the direct response agencies that specialized in television, infomercial and video production along with media buying these outside suppliers were of a completely different culture than the direct mail print people. It was like oil and water they did not mix well.

Depending on the genesis of the direct response advertising agency founders background the agency seemed to lead towards DRTV or direct mail but not both. Also during the 1980’s and 1990’s and even today there was and is mass consolidation in the advertising world. There are a handful of holding companies that control most of the large advertising agencies. When a client required advertising direct response media the holding companies could easily acquire a smaller boutique shop that specialized in direct mail or infomercial production and keeping them operating as a separate business so not to create disharmony in the culture.

Fast forward into 2012 and direct advertising response methods have had some tectonic shifts. The television and newspaper industry have taken the biggest hit in their advertising revenue. Why, because it is clearly much harder to measure their advertising effectiveness and their impressions and circulation have declined. We can measure the response rates in terms of phone calls and website visits and different offers in different markets in television and newspaper advertising. However, from a testing standpoint it can become expensive to test so direct response advertisers have moved primarily towards the Internet just because it is so easy and cost effective to test on a smaller scale.

Companies like Google, Facebook, Yahoo and Bing have become the biggest direct response ad agency facilitators helping them advertise using direct response. Google is so tuned into direct response advertising that they are not only running auctions on PPC advertising they have expanded into other media including television. Where Google is seeing huge success is in speed to market, scale, ease of use and tracking efficiency for the advertisers.

Google in effect has become the biggest advertising direct response agency or facilitator in the world but Facebook is nipping at their heels. It will be interesting to see where this all evolves because it appears that Facebook defiantly has the upper hand in consumer engagement, eyeballs and time on site however they really aren’t there in buying mode as if the consumer is on a search engine looking for a pair of blue suede shoes.

The direct response advertising business is a moving target experienced professionals can help set expectations and guide you through the process. If you want some ideas or want to learn more about what is direct response marketing call Jim Peake at SpeechRep Media, Inc. at 781-990-8844 or click on the button below.

Easy, Affordable Videos for Companies of All Sizes

Video Bar Eminent SEO

A company’s audience – these days – is more apt to respond to visual stimuli than ever. We want eye-candy; we want it quickly and simply.

Because the majority of internet content is now a mix of both written content and appetizing images and video, companies are gearing their marketing strategies toward sating the visual thirst.

With a growing number of companies needing video services that can be created within their budget, many video-creation services are adjusting their packages to allow any company – big or small – to add stunning videos to their web properties.

At Eminent SEO, not only are we an SEO firm, a Phoenix web design agency, and developer, but we can also produce high-quality videos that showcase your brand/company and give you a new reach of clients. Whether your video budget is $100 or $100,000, we can produce videos that tantalize your client-base and leave them wanting to know more about you.

Contact us today to get started on your new video.

Here are some samples of our favorite corporate videos that have spread across the web, promoting the companies’ brand name to millions of viewers.







Jack in the Box

Jack In The Box Funny Ad







Heineken Vintage Ad

Zachary Ankeny

After attaining my Associates Degree in Visual communications in 2000, I set off on a long career as a freelance writer and graphic designer. I have designed and headed many marketing campaigns for companies big and small all around the country. It is my belief that graphic design and writing go hand-in-hand, as they are both forms of communication. My non-fiction works have been published in dozens of magazines and publications. I have written for – and worked with – organizations such as: Banner Hospitals, The Jerome Historical Society, The Arizona Historical Society, City of Tempe, City of Bakersfield, Town of Gilbert, Wildhorse Ranch Rescue, Cynic Magazine, e|Fiction Magazine, and many more. Writing and designing is my passion and I look forward to continuing on with it for many years to come.

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Online Advertising Agency – Focus on industry niche(s)

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In my experience since about 1994 I have been working for an online advertising agency before the Internet got white hot and Netscape was all the rage and the browser wars were in full bloom.  I had been working in direct response advertising for fifteen plus years and in the “direct marketing” world and the direct marketing disciplines was the step child divisions of the big ad agencies.  However, the financial guys noticed that the direct marketing guys were holding their own with the general agencies in terms of profits.

Fast forward to 2012 and almost anyone who is a web designer can technically call him or herself an online advertising agency.  But if we go back in time in this Wikipedia citation in 1864, ad agencies had to be flexible and “create demand,” i.e. William James Carlton began selling advertising space in religious magazines.  James Walter Thompson joined this firm in 1868. Thompson rapidly became their best salesman, purchasing the company in 1877 and renaming it the James Walter Thompson Company, which today is the oldest American advertising agency. Realizing that he could sell more space if the company provided the service of developing content for advertisers, Thompson hired writers and artists to form the first known Creative Department in an advertising agency. He is credited as the “father of modern magazine advertising” in the US.

The distinction here is that the “true ad agencies” not only bought media for their clients they also created content as described above.  Today we see some of the very same similarities where an online ad agency will create content such as a video, game, widget or maybe an infographic then place these bits of content on various outlets and hope the viral buzz of social media can pick it up.  The challenge for both client and online advertising agency is that this really is not “bought media” but more like bought content with the hopes of getting some viral distribution.

There is a very distinct cultural divide between general print and TV ad agencies vs. an online ad agency.  In my experience the online guys tend to move a little quicker and also tend to be a little more willing to learn and take on new challenges just because in the online world change happens at a much faster clip.

Back in the late 1990’s many of the large multinationals felt the need to supplement their advertising spends by hiring smaller interactive and online advertising agencies just because their larger general agencies just weren’t up to speed with digital and online advertising.  However, it did not take long for the “big boys” to get up to speed by not only hiring away some of the best talent in the smaller firms but just outright acquiring firms like Modem Media at record pace.

While many of these smaller online advertising agencies could provide “online advertising” for just about anyone, in my experience the larger ad agencies broke down some of their skill sets into “healthcare advertising niches.”  Having this level of focus allows the ad agency to focus on some of the technical aspects of HIPAA, OTC and DTC regulations especially when it came to pharmaceuticals and privacy.   This can be extremely important because when the regulators come into play and liabilities for the clients.  A lot of this type of online and offline advertising requires different writing and editing skills for “normal advertising.”

In summary if you are considering hiring an online advertising agency see if they have been working in your niche industry because this can help shorten the learning curve for testing different marketing strategies.  At the same time even if the online advertising agency does not have experience in your field it always helps if they have experience in media buying in print, tv and radio and the traditional standby’s.  The biggest reason I think this is important is I think you can usually test online advertising for a lot less than traditional media and should you want to go to tradition media since your online advertising is so successful it is an easier pathway having the same agency involved in both online and offline.  For any questions or immediate pricing call Jim Peake @ SpeechRep Media, Inc. 781-990-8844.