There is a great case study here of how to use a multi channel media strategy to bring a product to market, and align everything around keywords and key messages supported by varied media types. I have seen this integrated marketing and PR strategy work very well for many of Viewstream’s clients. If played right, using this strategy creates significant competitive advantage.

As companies like google continue to dominate, vertical content sites are growing slower than the big content sites (Social Networks, YouTube, Google) – which means an integrated communication/search strategy is a better place to spend your dollars then on online advertising. From the data that I have seen, the long tail is beginning to look like The Stumpy-Tail Cattle Dog (a dog that has no tail).

I am simply amazed at how many times clients tell me that they got a call from someone who found them on Google and then closed a huge deal. By the same token, ROI from online advertising has never looked sadder – with a decline in online ad click through rates and the unreliable data from advertising properties. Search drives sales – we have always known that – and the data shows this more and more.

Viewstream is well positioned in this changing environment as we are able to work quickly in many mediums (integrated search, digital media, website, creative, messaging) to get companies to market faster, better and cheaper than the slower advertising conglomerates that companies have traditionally relied on.