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The Claro Group emerged from a former Big Four accounting firm as a major international provider of economic and financial consulting services. Claro clients are law firms, governments, institutional investors and corporations in major litigation, antitrust disputes, and large-scale insurance challenges. Read more here.

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Brand Thinking
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Digital Marketing 2010

By Greenfield/Belser
August 8, 2016
Digital Marketing 2010

Foreword and back[word]

Every time we, as marketers, think we’ve seen it all, we see it again; something new, that is. That something is the promise and complexity of digital marketing, which needs to be figured and woven into your offline, relationship-building marketing plans. Got your printed materials down pat. Great. Still valuable, but marginalized. Mastered the art of educational and social events. Congrats. Now figure out how to make them pertinent and resonant with netizens. Know how to reach your targets with advertising and direct campaigns. Nice. Now rethink that outreach with an audience that spends as many hours in a day online as off.

Today, the web drives everything. Haul in that old fishing line because the web’s sonar has taken over. Digital dominates, even transcends, other channels because the others seem more static, less energetic, less muscular than the web. We can learn virtually anything with just a few keystrokes—or so we have come to believe. Moreover, personally, we get to be “random” on the web; in other words, we can entertain passing fancies, passing thoughts without losing track of the main line of thought. The Internet has become—or will become soon enough—the perfect expression of the human mind. Chaotic, playful, sexy, serious, thoughtful, soulful and, mentally—well, there’s that word again, “muscular.” It’s a cool tool. No?

Most websites fail to understand that strong sonorous chord, that dominant future that is the web. They continue to be about brochures or store fronts or worse. Inactive, uninquisitive, unengaged, isolated. The best websites have figured out that they represent one point in a constellation of points that is web presence. Web presence finds its expression on Twitter, in Facebook, on LinkedIn and in a million other corners of the Internet and ultimately, yes, ultimately, in relationships! Isn’t that interesting?

Bottom line: We as marketers need to make the most of all things digital. If you’re up for it, it’s sure to be a fun ride. If you’re not, well, you might want to go back to the future. Right?