In my career I’ve experienced first hand dramatic changes in communication technology. When I first moved to the Washington, DC area in the mid 1990s, I was the marketing director at the Cellular Telecommunications Internet Association (CTIA) during the explosive industry growth that followed the 1996 Telecom Act.
A few years later, I served as vice president of corporate communications at Advertising.com, the company that invented pay-per-click online advertising. As the Internet exploded in size and popularity, I gained a strong understanding of domain name and Internet infrastructure issues as a senior communications manager at VeriSign, the operator of the .com and .net TLD extensions.
Until 2014 I supported clients as managing director and partner at Strategic Communications Group. While there I saw another dramatic change take place in how companies market themselves. The rise of social media and the contraction of traditional media have changed how B2B and B2G companies communicate with their target audiences.
There has never been a better time for companies to tell their own story, put that story directly in front of their target audience and prospects and empirically track how that effort is performing. It’s easy to describe, but not easy to accomplish. It involves not just using new tools but also adopting a new outlook and culture. I help clients make this transition and move from interruption marketing to conversational marketing.
I can’t counsel clients in this area without practicing what I preach. I’ve written and published articles on these issues for over ten years. My work has appeared in MarketingProfs, E-Commerce News, CommPro.biz and Social Media Today. I publish a monthly column for WashingtonExec.com, and I’ve served on the marketing committee of the Association for Corporate Growth, National Chapter.
What’s Your Story?
StoryTech Consulting LLC
info (at) storytechconsulting.com