And so it begins...

Over the past 15 years we have seen the rise of the digital age.  Well, we’ve seen the rise, fall, and rebirth of digital over that time frame.  Out of the ashes of the dotcom bust came a stronger, smarter marketer.  A marketer that understands the importance of measurement, ROI, brand, and business objective.  Also, out of the ashes came a smarter consumer.  A consumer who suddenly realized they have a voice, and the power to initiate change.  This combination has resulted in interactive marketing going from an afterthought in a CMO’s marketing plan to a focal point.  The web is now the hub of most marketing initiatives.  It is the place where we can create the deepest engagement, measure the most activity, and impact the audience the most by creating true brand experiences and real interaction with the brand. 

So traditional is dead, right?  Wrong.  Traditional mediums continue to be important. I have not thrown my HD flat screen out on the lawn yet.  My IPOD and my radio take turns in my car.  Occasionally, I still even read a magazine.  The real problem for marketers now is this: the interactive medium has gone from the smaller part of the overall mix, to the key driving factor that is the glue that enables a truly integrated experience for the user.  The advertising and marketing world has gone from a push to a pull.  Marketers need agencies who can execute a truly integrated plan by developing real interactive strategy…one message, one brand, many channels, multiple experiences. 
This fact has been the driving force for the recent growth and expansion of Definition 6.  For 13 years, Definition 6 has been creating interactive solutions that deliver measureable results for our clients.  We have taken great strides to build integrated strategies that work with our clients’ entire marketing plans.  And so today we announce the next evolution in Definition 6.

Definition 6 has acquired Creative Bubble  – A New York Based video design, production, and editing firm.  Creative Bubble is an Emmy Award Winning agency working with some of the best and brightest networks in the entertainment field including Nickelodeon, HBO, ESPN, Showtime, and USA Networks just to name a few.  This acquisition means a several things for Definition 6 and our clients...

First, we now have full in-house video production and editing capabilities, from script to screen.  As the lines between digital and traditional continue to blur, content becomes king.  We now have the ability to 100% in-house develop rich video content, coupled with our digital experience, enables us to develop and execute full integrated marketing campaigns that can be distributed across multiple mediums…Definition 6 has the capability to develop across the three screens that really matter: TV, Internet, and Mobile.  We also now have a fully functioning office in New York, the epicenter for the media world.  Again, with our existing strategy, social media, and analytics practices, we can develop more effective campaigns more efficiently that deliver real, quantifiable impact to the businesses of our clients. 

There will certainly be more news in the coming months from Definition 6.  But we are beginning to see the vision we’ve had for years come to fruition and we are very excited.  Marketing Integration.  Technology Innovation.  Building Brands that Matter.  That’s what Definition 6 has set out to do for our clients.  The game is changing everyday…and we can’t wait to see what tomorrow brings.

I've been in the online marketing space for almost a decade now.  I still remember the days of of brochure-ware and when the website was just an afterthought.  Today, the web has become the hub for most marketing efforts.  In the world of online marketing and website development, one area that marketers still fall short is embracing the real power of interactive...the constant exchange of value for action taken by the end user.  This ebb and flow of reward for activity is where the real power of interactive marketing lies.

As an interactive media agency, it becomes critical to not only understand where the target is and how to find them, but to understand the context in which the message will be delivered.  Only then can a real value exchange be created where the user is reward for taking the desired actions.   Search Engine Optimization solutions are the simplest example of this...creating targeted landing pages designed to be more relevant to the end user based on the specific search made.  Web Application Development also needs to take this into consideration...when asking a user to fill out a form of personal, specific information, that user should get a result that is personal and relevant to them.  Each exchange of information should reward the user and open up the possibility of taking another action with even more reward.