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Always On: Marketing Your Small Business in a World Where No One Unplugs…Ever.

Always On: Marketing Your Small Business in a World Where No One Unplugs…Ever.

The fine folks over at CivicScience have just released the results of their research on American’s technology usage habits. It turns out that over 40% of people are never, ever unplugged: through their smartphones, these individuals are perpetually connected to social media, email, messaging platforms and apps. Another 17% only log off a few times a year, and 20 % log off completely at least monthly. One out of every 5 people reports logging off every day.

Let’s think through what this state of near perpetual connection means in terms of marketing your business. In terms of cultural norms, we’ve seen that people expect to have all kinds of information available to them the instant they think about wanting it while they simultaneously resent demands upon their attention. In other words, there’s tremendous hunger for content, but the customer wants to be wholly in charge of the experience.

This makes having a content-rich website and social media presence essential; the depth of content must answer your customer’s most common questions and concerns while the dynamism of your social media presence creates engagement and attracts interest. Just presenting this information isn’t enough, however. We’re business owners, not philanthropic organizations. The content needs to be strategically partnered with well-designed and compelling calls to action that move customers into sales channels effectively and consistently.

We also have to think about the problem of overwhelm. Even though the amount of data currently in existence is more than double what it was just two short years ago, our capacity to process that data remains the same. Clear, concise communications are essential as our customers are willing to give only a handful of seconds to anything that captures their attention. We have to be faster if we want to go further.

Once upon a time, business owners were challenged to create an elevator speech, where you had a minute and a half to communicate everything essential a listener needed to know about your brand. Today, you have five seconds – maybe. How much can you say in three words or less? Obviously, visual cues become much more important in this environment: the images, color and design choices you make now are more important than they’ve ever been.

To serve the always on customer, we need to provide a deeper, richer experience, when the customer wants it, with exceptional speed and professionalism. It’s a challenge, but it’s one that will, when met successfully, deliver rich rewards. The numbers of people who are always on will continue to grow, day by day, year by year. The time to develop best practices and focus on marketing to the perpetually connected customer is now.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office