Let’s be honest, there are a lot of “interactive digital media agencies” out there pitching lots of marketing fluff and spin. But their answer to one simple client question can tell you a ton about the way they see your business. Ready for the question? Here it comes:
“What does your agency do?”
If they say, “We’re an interactive media agency” (or interactive anything) ask them again, “Yes, but what do you DO?” Then, watch a shudder ripple through their body.
We can relate because this was us. Once upon a time, we said we did “interactive” too. We made cool digital stuff you could, uh, you know, interact with. The problem was, no one understood what we could do for their business. And quite frankly, if an agency says they do interactive in their intro, they may not know either.
Why? Because interactive, in and of itself, doesn’t really mean anything to a business.
Here’s the question again, “What do you do?” with a different answer. This answer didn’t come easy. It came from years of experience with progressive clients and the thinking of some pretty sharp minds:
“We are a creative app agency that specializes in B2B. An “app” is any digital product that performs a valuable function and fulfills an important purpose or need. Anytime you click on one of our apps, something happens and that something educates, entertains, challenges and changes your knowledge and perception in a positive direction with significant, measurable benefits. Tell us your particular problem and we’ll design and build an app to solve it better, faster and with real ROI.”
Okay, it’s a long answer but it means something. And it can be supported with business examples. We think this “App Thinking” approach will be recognized and perhaps copied by other agencies this year. It’s too compelling. Because now we can make a difference beyond content and interactions but with power tools for customers, sales people and partners on their websites and mobile devices.
That’s why we think “interactive” is passe. It’s so…2010.
Tags: apps, B2B, interactive, marketing
