This past week Brad Jakeman, PepsiCo exec, spoke at the Association of National Advertising’s annual “Masters of Marketing”. One of his points was that digital marketing should be considered marketing. His thought behind this was most of marketing was done digitally. There is no need to silo digital any more 

I couldn’t agree more with this assessment . Working with small businesses doesn’t leave me the luxury to create different plans. I must include everything from traditional, social, digital and emerging media. This plan must tie in how they work together as well. Many times social and digital at agencies have been an after thought. The plan is made and then it’s “how can we fit digital/social in the mix.”  

I have worked at agencies before and many times it was hard to get a seat at the table to talk strategy. EVERYTHING needs to work together in marketing. Agencies often are myopic about strategy. In his speech Mr. Jakeman says there needs to be diversity in the creation process. He pointed out that a room full of white straight men wee trying to market their products. The market that buys the products is over 80% women. 

Working with small business has taught me how to tie everything together. When presenting to a client you must include everything at once. Then explain how it all works together. After approval the ways the client see success needs to be measured. This is different from client to client. 

This has to be matched with smaller budgets. The money must go farther with a small business. When working with large clients there is a chance they will spend more money. A small business has a finite budget. I have surprised myself on how I have stretched a budget and still had good results 

What does the future hold? The large agency model will change. At the same conference Harley Davidson spoke. They told how they have smaller boutique agencies and no main agency. This is going to be good for smaller shops and solo consultants. It will allow them to offer services the larger agencies can’t or won’t offer. This also will help smaller businesses because you will no longer need a large retainer to get marketing help. 

Time will tell how it all plays out over the next few years.