Halloween isn't even here yet, but I've been thinking recently about what I want out of my professional world in 2018. Not so much from a "New Year's Resolutions for the Marketing Set" point of view but more about how I can better steer my agency in the coming year. I have been fortunate in the last several years to work with some fantastic B2B, B2C and nonprofit organizations. From each of them, I have drawn an ever-sharper sense of what Message & Medium does best, what types of people and companies we can help most, and what markets and industries are genuinely engaging and in which we'd like to work more in the future.
We've always worked best with nimble organizations in which senior management is actively involved in the marketing and communications realms. This has been true since the day the agency was founded (and in the days of its predecessor, Nahil Communication Group). We also work best with creative people and people who don't necessarily come to us with an intransigent and preconceived idea of the marketing fix that they need. Message & Medium can do its best for clients with a clean sheet approach. Tell us your business problems at a high level and, together, we'll sort out how marketing and communications can address those and create a plan and program that does so.
Message & Medium is especially adept at messaging and positioning. The agency does best when it can help clients craft a story that is compelling and credible. Audience identification is a big part of this, too. It is as critically important to know who you need to address as it is to know what you want to tell them. This foundation work makes the creation of a plan, supporting programs and the content to drive them a far more targeted activity. Organizations who are willing to open up their messaging to us are perfect clients for Message & Medium and we've found that startups, high-growth companies or companies in transition/evolution are our best partners.
Our heritage is in the technology world but, increasingly, that means less and less as technology becomes thoroughly ingrained in every facet of human life. Instead, we look for clients that may be technology-enabled but that can demonstrate some type of real impact in a market or industry. This can be as simple as a firm using chatbots to genuinely improve something as simple as sharing a video or delivering a new dimension to customer service in an established industry. Or, it can be a firm using 3D scanning and LIDAR to change the way major construction and engineering projects are done. Fundamentally, because almost everything we encounter today has a technological element, Message & Medium focuses hard on the implications of the technology, not the technology itself.
The upcoming year will provide several opportunities for smart and fast companies to create real impact in fast-evolving markets and industries. Some of these are legacy industries that are being thoroughly roiled by new technologies and existential challenges like media, music, financial services, transportation, and security of all types. Others are new markets seeing a flood of competitors and little differentiation, like legal cannabis, analytics of all kinds, ubiquitous AI and bots, drones (airborne, undersea and on the road), and the IoT. As my agency looks over the horizon, these are the areas we'd like to focus on more closely in 2018.
I'm curious as to my readers' 2018 plans. What are going to be your top areas of interest and emphasis in what promises to be another gripping year? And what, if anything, will change for how you steer your own businesses and careers in the fast-approaching new year? Please get in touch and let me know. In the meantime, Happy New Year!