Dennis McCafferty, W2 CommunicationsBy Dennis McCafferty

Five Minutes With … Chris Foss on Why Companies Fail at Online Marketing

Foss: “Companies are not thinking ‘big picture’ for online marketing, just as they do for off-line marketing.”

Today’s organizations need a bigger-picture focus when it comes to online marketing strategies. Companies invest heavily into advertising and communications for off-line efforts, while the digital side gets relatively snubbed. For success in today’s environment, online marketing must fully integrate into the entire scope of business planning. Such foresight will ultimately result in your online brand-building/product-positioning plan strengthening your off-line one, and vice versa.

In this “TechConnections: Five Minutes With …” installment, online marketing expert Chris Foss also reveals how organizations can “unravel the mystery” of optimal SEO. (Hint: It’s as much about good content as it is keywords.) Listen to our conversation about online marketing best practices.

About our guest: Chris Foss is founder of Ironistic in Alexandria, Va., a leading firm for Website development, design and online communications and marketing strategic consulting. His vast website experience includes work for such clients as the White House, U.S. Army, Washington Redskins and the Capitals.

This interview was hosted by Dennis McCafferty, Director of Content with W2 Communications, a high tech PR agency. Find out more about our full service communications offerings. Subscribe to our “Tech Connections: Five Minutes With …” series on iTunes.

Dennis McCafferty, W2 Communications

Dennis McCafferty, Vice President of Content

As Vice President of Content, Dennis McCafferty brings more than 20 years of experience in editorial, working in all forms of content: metro/national newspapers, regional/national magazines, custom publications/content marketing, radio, TV, blogs and social media. Since joining W2 Communications, Dennis’s projects have included white papers, industry-publication byliners, blogs, op-eds, podcasts and case studies for the range of the agency’s clients.

Previously, he launched his own B2B/B2G/custom-publishing business, DM Enterprises, and worked with clients such as IBM, Advanced Micro Devices, USAA, Nationwide, Amtrak, Ritz-Carlton, MasterCard, GM and many others for their content marketing needs. He has also contributed to Baseline, CIO Insight, Washington Technology and VARBusiness magazine, among other titles.

From September 1997 through March 2010, he served as Senior Writer at USA WEEKEND, for which he interviewed newsmakers such as Presidents Bush and Clinton, Caroline Kennedy, Donald Trump and Web founder Tim Berners-Lee. Before WEEKEND, he was a staff writer for the Atlanta Journal-Constitution, where he won a national, first-place award for investigative reporting.

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