Since the phrase “Modern Marketing” appears on our website—and on our office door, if you’ve been to see us at the Indiana Design Center in Carmel—you may have wondered what the term means.
At its core, modern marketing represents the fusion of digital know-how, data-driven insights, and a customer-centric approach across a spectrum of digital channels—websites, social media, SEO and SEM, video, and more—in an effort to connect with audiences in a personalized and impactful way.
As a modern marketing agency, we understand the importance of reaching out to target audiences where they are most active and engaged. However, modern marketing goes beyond simply being present on digital channels. It’s about harnessing the power of data analytics to decipher consumer behavior and tailor messages that resonate with individual preferences. By understanding the unique needs and desires of our clients’ target audiences, we can create not just engagement but enduring customer relationships.
Central to modern marketing is the creation of valuable and meaningful content. By providing informative, entertaining, and relevant content across various platforms, brands can convey authority, build trust, and foster a sense of connection and loyalty with their audiences.
It’s worth noting that while modern marketing primarily focuses on digital strategies, traditional marketing methods—such as print materials and direct marketing—still have their place. That’s why we don’t have “digital marketing” on our door. A well-rounded approach often involves a blend of both digital and traditional tactics, depending on the specific needs of your business. Digital marketing agencies that have eschewed more proven and traditional marketing methods may be missing out on valuable opportunities to connect clients with potential customers. By leveraging a mix of digital and traditional channels, businesses can create a more comprehensive and effective marketing strategy that reaches customers at various touchpoints and maximizes the impact of their messaging.
Here’s one example of Rare Bird following its own advice. In April 2024, a total solar eclipse was visible across central Indiana. To commemorate the event, we designed an “eclipse box” with eclipse-viewing glasses, two small bottles of moonshine and a recipe for our special eclipse cocktail, a short message, and a QR code linking to 10 different eclipse-themed playlists we curated for the occasion. We weren’t trying to sell a service or impress prospects. We just wanted to do something nice for our existing clients—and engage them with something more tangible than an email. A few clients shared photos of the open box on their social media channels.
Maya Angelou said that “people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” It’s clear the eclipse boxes—a surprise that arrived one unexpected afternoon merely to delight them—made our clients feel special.
While modern marketing primarily focuses on digital strategies, it’s important to recognize that traditional marketing methods—such as print materials and direct marketing—still have their place. Since it’s common for marketing companies to specialize in specific areas, however, such limitations can create a challenge for clients in need of a wider range of solutions. Web developers, for instance, can create a new website for your business, but can they produce a top-shelf video or manage an SEO strategy for driving organic traffic to that website? What about creating a full marketing strategy or campaign? Similarly, many firms that otherwise emphasize digital marketing and analytics often struggle with the complexities of custom web development, which leads to outsourcing this crucial element to other companies. Such a fragmented approach usually hinders the overall effectiveness of any marketing effort.
Our commitment to modern marketing doesn’t mean we’ve abandoned traditional approaches. We still design attention-grabbing billboards, craft compelling sales and marketing collateral, and develop targeted direct mail campaigns to communicate your brand’s message and drive meaningful results. To showcase the expertise of Archos Advisors and engage potential customers, we crafted a multi-faceted campaign that combined direct mail, personalized emails, landing pages with video content, and clear calls-to-action.
The results? Increased brand awareness, consultation requests, and positive feedback—and a lot of people happy for a week of free coffee.
Go Answer, an innovative Business Process Outsourcing (BPO) company, asked us to generate interest among their enterprise-level prospects before a major industry conference in Las Vegas. In the first few weeks of our collaboration, we focused our messaging on how Go Answer helps solve the “headaches” of customer support solutions. To reinforce this theme, we designed a recovery patch (also known as a hangover patch) as a conference giveaway. We promoted that giveaway through a series of emails leading up to the event. Additionally, we provided guidance on their booth design and crafted targeted social media messages to enhance their conference presence
Strategy. Email marketing. Printed promotional items. Event-related design. Social media outreach.
When you partner with a company that seamlessly traverses the entire spectrum of both traditional and digital marketing services, you gain a versatile and dynamic ally ready to tackle any challenge head-on. Our clients benefit from such a holistic and adaptable approach. Rare Bird’s in-house team of award-winning designers, full-stack developers, and digital marketing experts (content creators, video storytellers, and analytics specialists) tackle even the most complex projects with ease, ensuring that your various marketing efforts click together in unison.
Ready to work with an agency that has a proven track record of delivering real results for companies across nearly every industry and market sector?
You Might Also Like:
- How the Discovery Phase Shapes Custom Web Development
- Why Custom Websites Make Audiences (and Businesses) Happy
- The Power of Storytelling—Web Design (Ep. 4)
- Email Marketing Works
- Typography in Web Design
- Video in Web Design: Balancing Technical Requirements with Creative Vision
Sign up for Bird Feed, our monthly newsletter, to receive articles like this in your inbox.
