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Keeping Your Company’s Message Afloat in a Tidal Wave of Information

Keeping Your Company’s Message Afloat in a Tidal Wave of Information

The weather’s been horrific lately. Up here in the Northeast, we’re having some flooding – fairly significant in areas, to the point that some roads in nearby Baltimore were completely washed away. But I’m not a meteorologist, I’m a marketer, and when I see streets overflowing with water, I think about customers facing a tsunami of information.

There’s more content out there than ever before. At no point in human history have we been exposed to so many images, tag lines, articles, videos, posts, Memes, and whatever else people have devised to make their voices heard. It’s a real struggle to stand out.

As always, the big brands are throwing money at the challenge. An upcoming change to YouTube will allow companies with enough money to have their videos shown as “Google Preferred,” alongside heavily vetted & quite popular content. This spares the big brands the embarrassment of lining up next to some of YouTube’s more questionable content.

Other brands are sponsoring entire news platforms, using a veneer of objectivity to promote their corporate messaging: a subtle approach, but one that’s proven to work. GE has considerable experience in this arena – witness their long-standing relationship with NBC – and now has come up with a web version by underwriting Vox.com.

How are you going to compete if you don’t have that kind of money?

Well, there’s some really good news. In the digital marketing environment, bigger doesn’t necessarily mean better. Think about your own relationship with marketing messages. Do you sit there, 100% attentive, to every TV commercial that comes on? Or have they become background noise or something you zip though? What about online? Lots of people have ad blockers, and they’re adept at ignoring the ads on social media.

Maybe big doesn’t work. Maybe what we have to do is go small. Tactics like SMS marketing – sending texts to your customers – work because they’re personal. There’s a real connection between your customer and your brand going on when the conversation is relevant and interesting to them. Targeted campaigns are the future. Technology is giving us amazing tools to tailoring our messaging. Now is the time to learn how to best use them to build your brand.

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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