• What to Do?  

    Digital. Social. Mobile. That new thing everyone's talking about. What to Do? Where to start?

    It's true. Advertising and marketing have changed once again.

    Well, not so much changed as evolved. But in serious and fundamental ways. Simply broadcasting a message is no longer an option. Okay, it is an option, but not it's not in step with your customers today.

    Naturally, in a communication landscape that is barely a few years old, many claim to be experts. But, one could argue that experience is a better benchmark. Having lived and breathed the new frontier for some of the world's biggest brands, I can tell you first-hand what worked and what didn't. And more importantly, why.

    The key takeaway is: I can bring you world-class agency experience, creativity and expertise, without all the overhead.

    And since you're still scrolling, here are some helpful links.

    More than 3 years old now, this Forrester research on the future of the social web is an excellent and still relevent read. Fortunately, things aren't changing as quickly as predicted so there's still time.

    Some more recent research that explains how social is changing brand building.

    And 9 amazing mobile marketing statistics, perhaps most impressive: mobile coupons get ten times the redemption rate of traditional coupons.

  • Where to Start?  

    Let's Start with Market Realities.

    Social Media is now the #1 reason why Americans go online (Inc.)

    By 2013, mobile phones will overtake PCs as the most common web access device worldwide. (gartner)

    73% of social media followers have recommended their brand. (Biz Report 2012)

    But the number 1 reason that consumers unlike a brand is because they post too frequently (pr daily).

    Needless to say, the place to start is acknowledging that things are moving forward at a ridiculously fast pace...yet again. What worked digitally as recently as 3 years ago has now been eclipsed.

    So start with the basics. Where are your customers? What do they want from you? How are you going to engage with them in a relevant and on-brand way? Digital these days is a conversation between you and your customers, so let's start with a conversation between us.

    For now, I can tell you that a proven key to success is agility. Agile Development has taken over the programming world, and I would argue it needs to take over the digital marketing world. Digital marketing is a plastic, dynamic thing. It's about listening, responding and revising. And yes, it very much blurs the lines between customer service and messaging.

    Try thinking about it this way: If your brand marketing is your communication. Then your digital marketing is your conversation.

  • How To Do It  

    How to execute in the digital space?

    Too many brands and businesses stumble simply because they rigidly bring a traditional marketing communication timeline to a digital effort. Executing in the digital space can either happen much more slowly or much more quickly.

    Concepting, developing and launching a branded mobile app can take anywhere from 3 to 12 months.

    Whereas concepting and launching a social campaign can happen in a matter of days.

    Knowing the real costs, the real timing implications, and the real hours required, I can help keep your efforts integrated and up to your standards.

    But ultimately, it's about coming up with an idea that is right for your message and the medium. This is where earned media can trump paid. Where a concept drives the placement, not the other way around. Those are the types of ideas I've been developing and delivering for years now.

  • Work that Worked  

    Beneduci Shoes
    A startup California shoemaker that we launched slowly and steadily using only social media.

    Small Business Saturday
    A twitter campaign helped transform a credit card promotion into a national day.

    An integrated mobile device and website created a new travel product for American Express.

    Miracle Whip: Zingr
    A browser plug-in that let users zing their friends anywhere on the web.

    Flip Video
    A crowd-sourced show for MTV created from footage shot on the product itself.

    A Times Square digital billboard showing the cost of not using AMD processors.

  • World-Class Agency Thinking.
    Minus the Overhead.  

    With over 20 years of marketing and advertising experience, Dan Ligon has been at the forefront of every new advertisng frontier. Delivering successful, breakthrough solutions in both the traditional and digital space, he has suffered the new media arrows so you don't have to.

    A conceptual writer and creative thinker, Dan's most recent accolades came with the success of Small Business Saturday. As one of the initial architects of this massive, integrated campaign for American Express, he helped shape the social stratgey and the plan for the "alpha tweet" which eventually culimated in Small Business Saturday being recognized as an official day by the U.S. Senate and President Obama. Small Business Saturday was also recognized with 2 Cannes Lions Grand Prixs, one of the most coveted and competitive awards in all of advertising.

    Realizing that many brands and businesses were struggling with yet another changing communication landscape, he broke away to form Ligon Digital to offer world-class agency thinking without all the overhead.

  • Let's Connect    

    Ligon Digital, Boulder, CO, 80301
    +1 415 517 5770Phone:
    E-mail: dan@ligondigital.com

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