A friend asked me the other day why my brand is Keith Ritter Media when most of what I do is in digital and/or sports. Not a bad question and since I’m always using the screed to encourage everyone to keep rethinking the business world around them, I did the same about his question.
Choosing “Media” instead of “Digital” was not an accident. Having spent most of my formative professional years in what is now called “traditional” media (local and national TV), my approach is less focused on the technology and very focused on the business. Here’s the bulletin: it’s all media. Sure, it’s also getting to be all digital but these technologies are nothing but other channels of communication that can be used in a smart marketing/business mix. They’re other tools in the box. The business and all of the relevant best practices remain pretty much the same.
I’m not sure that’s what some of the charlatans out there want to hear. I’ve had clients hand me stuff from other digital specialty shops (most of whom are run by folks with all of 5-7 years in business) that was very tool-intensive but missed the entire reason of why those tools should or should be used. Think about it. Have you only heard of a “print” or “TV” or “radio” ad agency? Sure, some folks focus on the various types of creative but your better shops take a 360 degree view of media because THAT’S HOW YOUR CUSTOMERS INTERACT WITH THE MEDIA WORLD. Sorry for shouting but the notion of a digital or social agency bothers me.
“Digital” can be anything. Website development to content creation to hardware to mobile and social applications. I don’t think it’s precise enough. After all, we call them “carpenters”, not “hammers”. It’s not about the tools – it’s about the business.
Am I thinking clearly about this?