Blog

In the days when a company website was the only aspect of a business' online presence, controlling brand consistency was pretty simple. With everything all in one place, you only had one shot at getting your audience's attention, but once you had it, there was only one set of branding you had to manage.

In the traditional, offline marketing models, often things were compartmentalized and kept completely separate. Your newspaper ads probably had little to do with your mailing list, except that the overall goal was to bring more business in. These days, the online marketing model is a little bit different, with every aspect contributing to the overall goal of gathering an audience so that everyone can join in on the conversation, in the expectation that some of those audience members will become and remain customers.