The Digital Umbrella

It is clear that the world is going digital and that is impacting on the ability of companies and marketers to effectively market their wares. Whether it is websites, search engines, social media, email, video, marketing automation, digital advertising, or a multitude of other media or marketing techniques, digital in itself is becoming a miniature industry, with numerous specializations entwined within it.

You don’t need the stats to know that this is happening. Just look around you. Read Josh Bernoff’s article: “Why marketing will be more digital, more interactive and more social” at the end of this newsletter. See how people are communicating with you and with each other. And the trend is not going to reverse any time soon, if at all. We are just entering this new reality and being a part of the wave is a better place to be than trying to swim against it.

As marketers with the best interests of our clients at heart, it would be foolish, and indeed irresponsible for us to ignore this trend.

In order for us to at Mastermind to continue to supply leading edge strategies and tactics for our clients, we are embarking upon a unique approach to provide specialist digital expertise where clients require it. This expertise will come in two distinct forms:

1. where we have existing associates and sister companies with specific expertise available to us – this expertise will be supplied by those experts through Mastermind directly, with Mastermind overseeing the strategy and execution through these experts;
2. where the expertise requires specific technology that cannot be supplied by our associates and colleagues, we have (and continue to develop) existing relationships with specialists that can provide such expertise. In this case we will recommend a suitable vendor to you and through Mastermind, we will oversee the strategy and execution provided by these third-party companies.

By doing this we will be enhancing our ability to support clients with digital services, under a Digital Umbrella – something that will be available to all clients that do not have sufficient digital talent and resources in-house. These services are not only strategic in nature, but are specifically designed to implement hands-on campaigns for and on behalf of clients themselves. Not only will the digital team be able to help to design the strategies, but they will do the work as well, if necessary.

You will most probably agree that technology is changing so fast that it is becoming more and more difficult for everyone to keep up. This is a challenge for all marketers. By working closely with the individuals that specialize in each of their own disciplines, we can provide this knowledge and expertise through them, and still ensure that your marketing strategies stay consistent with your business strategies.

The development of this Digital Umbrella has already begun. We already have a number of areas covered off and as the discipline of digital grows, so will the list of services that we provide. It will be a moving target and we intend to stay current with those moving trends.

Mastermind is ready to help you strategize how to make Digital an integral part of your marketing plan, and to help you execute. You in turn will, of course, be part of the process.

About the Author

Neville Pokroy is a principal of Mastermind Solutions Inc. He runs the Marketing practice, which includes strategic marketing planning and execution, and now also includes the Digital Umbrella. Neville has over 25 years experience in corporate marketing and consulting in entrepreneurial businesses across an extensive range of industries. Neville’s special skills include the ability to translate his corporate marketing expertise into a disciplined set of marketing skills ideal for entrepreneurial businesses.

If you have any questions or are interested in finding out how this can be implemented for your organization, please feel free to contact me: neville@mastermindsolutions.ca or 905-886-2235. Our discussions always start with YOUR needs. It’s the SMART way to go.

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View Neville Pokroy

Read Josh Bernoff’s article: “Why marketing will be more digital, more interactive and more social”