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Matthew Mamet
Embarc has some exciting news. As of today, we have entered into an agreement to be acquired by one of the largest marketing agencies in the United States focused on healthcare and technology brands.The Garfield Group is an award-winning communications firm comprised of Garfield Group Branding, and Garfield Group Public Relations. Located just outside Philadelphia, in Newtown, PA, they have distinguished themselves with dynamic, results-driven programs for both billion-dollar leaders and up-and-coming challenger brands. You can learn more about them at http://www.garfieldgroup.com.
What does this mean for Embarc customers? Now, working with your Embarc team, you can go beyond Internet marketing—developing comprehensive 360-degree programs that include brand strategy, advertising, lead generation, and public relations. Of course, you can continue to depend on your Embarc team for leading interactive strategy, exceptional quality and unmatched service.I look forward to answering any questions you may have, and introducing you to the new people, talent and capabilities we can now offer. You may view the press release on our website. Also, feel free to contact me at mmamet at embarcgroup.com or 617-581-6238 x298.
On October 11th, I was fortunate to be invited to speak at the Mass Biotech Council’s panel discussion titled “Positioning your website as an effective communication tool,” along with the presidents from two other local Internet Marketing Agencies.
I was joined by Steven Ertel, VP Business Development at Acceleron Pharma, who shared his insights on the process that Acceleron and Embarc undertook in late 2006 to redesign the Acceleron website. Also in attendance was Dane Vannatter, from the Harvard Clinical Research Institute who is spearheading the redesign of his organization’s site with iMarc.
Overall, it was an informative session for both attendees and panelists. Rather than just speak about Internet Marketing in an abstract manner, I’m glad the panel was able to share actual case studies of recent projects along with input from the actual clients.
Personally, I was able to learn a few things from the other panelists. I hope that I was able to do the same for them, and for the rest of the attendees. For those interested, Embarc’s Mass Biotech Council presentation is available for download. Feel free to provide any comments or suggestions (good or bad) by commenting on this blog post.
I work for an Internet Marketing company. That means my team works with a client organization’s existing marketing or brand development group. We bring to bear the most effective internet tactics that currently exist, to translate their existing brand and message to the web and help achieve their overall marketing goals. In other words, we understand that the internet is only one channel. It must work in concert with all channels such as print, TV, radio, and tradeshows. The objectives accomplished online must support the organizations overall marketing objectives.
This concept has always been apparent to me, but for others it has not. This “realization” has given rise to the concept of Integrated Marketing. Integrated Marketing is the act of combining several marketing channels to communicate the same marketing campaign. For example, a TV commercial directs viewers to visit a specific web page to place orders. More complete examples tie in several channels with the same branding and messaging – TV, radio, web, email, billboards, print advertising, guerrilla marketing, etc.
Consider your own marketing efforts. Not all organizations have budgets and resources for TV commercials, but any organization that’s been around for a few years has accumulated marketing campaigns and assets. Are they integrated? Does it appear to belong to the same company, even? When thinking about your next marketing campaign, be cognizant of the fact that all channels and materials (past and present) contain opportunities to both help and hinder the overall effectiveness of your efforts.
Above all else, make sure that all outside consultants and agencies share this same mindset. If your marketing efforts are silo’d into individual channels that are not aware of one another – you and your organization is missing out on huge opportunities.
