Drip, drip, drip.

That’s the sound of wonderful, creative, sometimes funny, sometimes annoying and usually pricy TV advertising going away. Down the drain. All that talent. All that money. Gone from TV.

I don’t know where all the talent is going, but we all know where all the money is going. And it’s going, going, gone to the Internet.

In fact, the American Marketing Association says that in 2018, companies will spend more money on digital than on TV. Literally. And half of their digital is going to be mobile.

So much for my dreams of managing mega-million-dollar TV ad shoots with beautiful models on exotic locations. I guess I was born too late. Thanks, Mom and Dad.

Whoosh! That’s the sound of everybody rushing to get their stuff online. But don’t they know people are just as annoyed by stupid pop-up ads blocking their view as they are by stupid TV commercials interrupting their favorite show?

Oh, sure, digital’s a lot cheaper than TV – and more targeted. In fact, it’s so cheap why not just throw everything you got out there and see what sticks? But do you really want to risk making people hate you just because you can afford to?

And it’s not just pop-ups or social media. Now everybody’s doing content marketing. But how many pedantic, boring, optimized articles are people going to read when they could be doing something they actually enjoy instead? Like watching cat videos.

OK. I know you have to have a digital presence to be in the game. But how do you stand out in a tsunami of digital information? Even I, as a lowly junior account executive, know there’s a limit to what the human brain can notice, absorb and remember.

So, what’s your option? Maybe you shouldn’t go digital till you’ve gone non-digital first.

What if you started with the basics before venturing into that wild world of bits and bytes? What if you had a plan that unified your message across all of your media? What if that message told people what they really want to know about you? What if you talked to them in a way that said they mattered to you and that you mattered to them and that you could address their needs in a way that mattered to both of you?

Take that a step further. What if everyone in your company gave the same message to people inside and outside the company so that you and your prospects were engaged everywhere you encountered each other? In your office, in their office, on the phone, at trade shows and – yes – on the Internet? What if everybody and everything were synchronized or synced so that even a Tweet could help build your brand and your sales people all gave the same spiel?

Enough with the what-ifs.

There’s a little marketing firm in a modest office space in suburban Atlanta that has a non-digital process that can give you the tools to give the right message to the right people at the right time – every time.

This little firm will look at every aspect of your marketing and pull it all together for you in such a consistent across-the-board meaningful way that when you finally go digital, you’ll have a better shot of connecting with all your peeps and actually growing your brand.

If you get involved with these guys, you’ll be so impressed you’ll almost think you’re at some swanky firm on Madison Avenue – minus the swank. But as I’ve told you before, I’m just a lowly junior account executive. So, lest you think I’m exaggerating, please check out BizSynced®.



I’m a junior account executive with an MBA from a school you may have actually heard of. I plan to continue sharing my views on what works and what doesn’t in the world of branding and marketing as long as I have even one reader. I welcome all comments. If you have a particular topic you’d like me to expound on, email me at BuzzTalksBiz@gmail.com.

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