assure businesses that their services are
something you use twice a day and are
good for you.
For businesses, the challenges lie else-
where — their biggest problem is getting
more customers and keeping the ones
they have. Oftentimes, they lack the time
and expertise to focus on digital solutions,
a business strategy that can effectively
boost sales. For those who make digital
products, there is no distribution method
to reach out to businesses.
“Building a technical solution is easy. Pro-
ductizing it and making it into a platform
that you can resell and can serve your cus-
tomers’ needs is really hard so you have to
have a strong vision, a strong set of criteria
and be persistently moving towards that
goal,” King said.
King’s advice to emerging businesses is to
recognize the importance of utilizing and
maintaining an identity in the digital world.
One key to entrepreneurial success is to
have a good virtual doorway. Neglecting
your company’s digital identity is compara-
ble to ignoring a customer who walks into
your store — neither is good for business.
“After saying everything I’ve said about
digital, traditional still works. You have to
have a full set of marketing,” King added.
Big businesses come equipped with mar-
keting software and experts to operate it,
but that is not the case with smaller com-
panies. The best solution is to find a suit-
able media partner that can help with the
technical side of things.
“When we started in 2008, we placed a bet on these services and that’s paying
off now.”
JUNE 2016
H
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