When explaining that Defero is a Digital agency, I’m often asked “What does that mean?” And when I go on to say it’s combining both marketing and technology, I’m answered with “So you do Web sites and stuff?” I find it’s better to offer some real-life examples here, which is why I’ve also put together the following nine tips for ’09. Here are some imaginative ways to use technology in your marketing efforts – all which generally cut down on the use of paper, replace often high-cost traditional marketing methods and maximize reach in a way that is more engaging and dynamic. With each, I’ve included visuals from work Defero has performed for clients in recent months.

1. Digitize Your Marketing and Communication Materials.
By digitizing your marketing materials, you’re able to dynamically present what used to be static. One of the single most expensive print pieces a company distributes each year is its annual report. By making it virtual, you cut down on the cost, do your part for the environment and easily (and inexpensively) expand your list of recipients. Check out the interactive report we did for Mt. Sinai Hospital.

2. Piggy Back On What’s Popular.
There’s arguably nothing more popular right now than reality television, social networking sites and any opportunity to vote on something. So, when marketing and PR budgets are strained, let your audience market on your behalf – after all, they are the most powerful ambassadors of your brand. By utilizing social networks and a voting concept, we launched a contest for Cold Stone Creamery where high school students mixed it up with peers across the country, harnessing the power of social media to self promote their personal creations. Cold Stone spent zero dollars on additional marketing and instead, allowed their core audience to act as an extension of their marketing department.