DuckMedia. Insights

Understanding Technology



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A big part of the mindset for Accountants, Lawyers and the like in adopting new digital technologies for marketing is the realisation that there is a difference between a firm and a business… Scarily, many partners just don’t see their firm as a regular business.

Referrals come, the business grows – why would we market ourselves?

Because digital technology has changed everything – including the ongoing viability of your business if you are slow to adopt the technologies of the future. Along with Value Added services and a strong point of difference, firms will need to find a niche within digital and online platforms and social media. The advantage: an extended audience beyond traditional geographical boundaries. The challenge: understanding the technology and commercialising your niche.

A firm consists of partners and those on the tools. A business consists of that team working to promote and build the business utilising marketing and sales insights, and adopting digital technologies. Professional services firms are now competing for a space online. The rules have changed and your mindset needs to orientate towards your business,
not your firm.



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Well, in simple terms, if the firm and partners are intending to exist in the near future, they will need to be marketed digitally…in some form.

Webinars, Social Media, Website Traffic and Web Networking – all components of the new online commercialisation of firms.

This is the direction in which the Accounting industry is moving – Like it or not. Scary isn’t it!!

Well, it doesn’t have to be… The early adopters are kicking goals, they realise that they can’t continue to do things the traditional way. They are finding opportunities to grow and finding niche’s that compliment their growth plans.

Increased competition, reduced geographical boundaries, new offerings and a hundreds of cloud apps ready to take your place… People aren’t just going to turn up on your doorstep any more. Traditional referrals will be replaced with referrals for great experiences found online – through likes and shares.

So how are you going to get involved, and when? When will you admit that your business needs a marketing plan – a real one that is proactive.

It’s time.



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A step into the world of SEO, or Social Media, or an actual Website is no doubt confronting for many businesses. Where do you start? What will I get? How much will it cost? Will it actually work?

This technology really isn’t new and the concepts are continually being developed to greater levels than ever before. Many companies are already receiving the rewards of early adoption, though many businesses we have spoken to, and that have been successful in their own right for many years, are just not exploring the value of these new technologies and communication platforms.

Truth is, adopting these technologies, understanding how to best gain value from them for commercialization and brand equity generally takes some blood, sweat and tears. Learning how to use these platforms, practising and measuring your results takes time. It takes patience and at times it does seem a little like black magic…

Not all these technologies represent genuine value to all businesses. It’s no surprise though that a concept like LinkedIn, with a captive audience of senior industry professionals is potentially very attractive to recruitment agencies and JV entrepreneurs. Other services like Facebook get a message to market very effectively for big brands with strong following like Coca Cola. Tweets mean we can know what Ashton Kutcher had for lunch which is engaging for some of his followers and those that care about his brand… These are all businesses, leveraging these platforms to create brand equity and to enhance their social interactions with prospects.

Right now, there are options for enthusiastic and open-minded businesses to explore these new technologies, to find where these technologies may be of help, and to learn how they can be tools for both the further commercialization and growth of your Brand. Following the crowd gives you the same result as the crowd, really thinking about how you can pioneer the technology, how you can adapt the technology to you and your intended audience actually gives you an edge. Whilst the early adopters are already discovering winning, the opportunity is still in it’s infancy and it’s not too late to  jump on board.

Consult a professional, talk to those that use Social Media platforms and new technologies for process improvement and ask them what they are getting from the experience. Ask them what their goals are, and how they believe it will enhance their business. Be open-minded, find the best way to gain value for you and your business. Then build a serious approach to exploring this thing – it’s too important to leave business on the table, it’s too important not to adapt.

DuckMedia are experts in digital technology. We can help you increase your businesses digital footprint, efficiently and effectively, ensuring the right return on investment.

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