DW's Blog

Marketing is…A Journey, A Dance, A Dream

by DW Green — March 12, 2012

In the world of similes and metaphors, a mixed metaphor is a combination of images that do not work well together. “The fullback was a locomotive, running up and down the field like a ninja.” Only Ali could float like a butterfly and sting like a bee; this football locomotive can’t move like a ninja! In today’s rich world of marketing channels, mixing traditional advertising mediums inside new digital ones is like the metaphor above, it doesn’t work very well. The weekly print ad has an important role to play in the overall marketing and communications plan. But its effectiveness and influence has decreased with the advent of new digital marketing channels. In the last three quarters of 2009 mobile and internet advertising grew by 18.1% and 9.2% respectively, and older media advertising saw declines: −10.1% (TV), −11.7% (radio), −14.8% (magazines) and −18.7% (newspapers). And most certainly these trends will continue. Newspaper print ads do not translate well in websites or mobile devices. Desktop websites do not translate well in mobile devices. Print pdf’s are not user friendly on websites nor are desktop websites user friendly with the mobile experience. So why then do so many supermarkets present their weekly ad offerings in new media channels with non-digital material? Or why do they expect their desktop website to satisfy the mobile user experience? The beauty of new technology is its ability to connect to changing demographics and generational preferences. To effectively reach millennials, for example, a company must be skilled at using digital marketing in meaningful and relevant ways that emotionally connect their brand with their target audience. It’s important to remember that every advertising medium has a distinct and unique purpose. So it’s wise to employ them when and where they are most effective. There are so many different ways to connect with the consumer. The challenge is to match the appropriate medium with the appropriate venue while maintaining the Brand’s voice, position, and graphic expression. Marketing channels are constantly changing and choosing the appropriate advertising media that play well on those channels is critical. In today’s landscape, the importance of digital marketing cannot be overstated. It’s no longer just a complement to traditional methods—it’s the core strategy that drives brand visibility, engagement, and growth. As audiences shift toward mobile-first experiences and instant content, digital campaigns allow for targeted messaging, real-time interaction, and measurable outcomes. For a Las Vegas based company looking to make its mark, leveraging digital tools like SEO, social media, influencer partnerships, and data analytics becomes essential. These strategies help businesses not only reach broader audiences but also refine their messaging to suit specific preferences and behaviors. Digital marketing also offers flexibility. Campaigns can be adjusted on the fly, content can be tested and optimized, and insights can shape future direction with precision. In short, it turns marketing into an ongoing conversation rather than a one-way broadcast—an invaluable shift in a time when connection and authenticity define a brand’s relevance. Strategic content creation, organic engagement, and performance-driven tactics must all work in harmony to maintain brand consistency while adapting to ever-shifting consumer trends. In industries where trust and expertise are crucial, such as healthcare and dental services, the marketing approach needs to reflect authority without losing warmth. This is precisely the balance achieved by The Dental SEO Group, whose specialized strategies fuse technical SEO proficiency with storytelling and UX design to amplify online visibility while preserving a professional, approachable tone. Their work demonstrates how thoughtful digital marketing isn’t just about ranking high—it’s about earning that spot through relevance, trustworthiness, and real-time connection, ensuring long-term growth in a space where reputation is everything.

Filed Under: DW's Blog