“Successful Marketing Looks a Lot More Like Grassroots Organizing than Ever Before,” Social Driver Tells DC Inno

According to DC Inno, “On the corner of 15th and L, a minutes walk from McPherson Square, Social Driver Chief Strategy Officer and co-founder Anthony Shop can look out from his digital agency’s new office space and see 20 new hires, an almost 45 percent growth of staff, in the coming months. Digital marketing strategies — possibly more so than any other sector — have needed to quickly evolve in the face of the rising influence of social media. Companies should no longer ask the question of how to market to their customers, but rather they must realize their customers are their marketing, Shop told DC Inno.

“Marketers used to win by interrupting people. Today, it just doesn’t work. If you’ve ever been to Times Square, the most expensive place in the world to interrupt people with your ads, this becomes very clear: no one is looking up at their ads. They are all glued to their phones. Successful marketing looks a lot more like grassroots organizing than ever before,” Shop said.

D.C.-based Social Driver builds websites, develops mobile apps and runs social media campaigns to help businesses connect with their audiences. Last year, the digital agency worked to expand the e-rate program, which funds Internet in schools and libraries across the country. Social Driver worked with the Alliance for Excellent Education on this campaign to activate thousands of teachers, students and community members, stated the DC Inno story.

(NOTE:  Shop, shown above, has been featured in Capitol Communicator’s “up close and personal” profile series.)