It’s not often that one has an opportunity to witness and work in not just one, but two major industry transitions. I’m fortunate enough to do just that. When I began my career in PR and Communications in 1987, the technology industry was still nascent. Microsoft was only the 3rd largest software company in America and the concept of creating proactive PR campaigns was foreign to most companies – regardless of their size or industry. Forward-looking companies (such as Microsoft and Apple, to name two) at that time recognized the potential power of positive publicity and visibility – and smartly shifted marketing dollars away from strictly magazine and broadcast advertising buys towards strategic public relations agencies and teams. My first job after graduating from the University of Oregon School of Journalism was as an account coordinator for The Waggener Group (now Waggener Edstrom) and given that Microsoft was their largest client, I was able to participate in and witness the tremendous growth and influence of the industry first hand. I left Waggener Edstrom in 1992 and after a three month sabbatical riding my bicycle around Europe, returned to Seattle and decided to open my own PR agency with a partner, Kaufer Miller Communications. This was the early days of interactive technology and our clients included “multimedia” CD-ROM publishers, game companies and wireless technology companies. This transitioned into the launch of the Internet and we were one of the first PR agencies in the country to have our own website. Fast forward to 2013 and the world of technology and business today and we’re seeing another huge transformation in marketing and communications. The days of “outbound” marketing are rapidly dwindling. The combination of consumer savvy and technology solutions makes it too easy for audiences to ignore or tune out the waves of messages consistently blasted at them. The power has shifted to the consumer – they are now able to search for and seek information and solutions for their unique problems.
Welcome to the New Age of Inbound Marketing.
Kaufer DMC is designed to help companies and organizations navigate and manage this new era. I’m excited that we are in the first wave of this marketing revolution and in a position to again impact our clients and the industry. My goal, vision and expectation for Kaufer DMC are twofold:
- To deliver client service and results so outstanding that companies look to us to help overcome their marketing challenges and fulfill company goals – as a trusted partner AND an integral component of their internal marketing team.
- To build a company culture that rewards creativity, celebrates achievements and creates an empowering and motivating environment in which to learn, grow and succeed.
I’m extremely active on social media and I love to interact with fellow entrepreneurs, marketers and professionals. You can find me on Twitter @DavidKaufer. Please don’t hesitate to reach out if you have any questions or thoughts about Inbound Marketing and this new era of communications. This is going to be a fun ride!