Interactive Archives - Red Bricks Media

Bite Acquires Asia Arm of Red Bricks Media

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HONG KONG: Bite Communications has acquired the Hong Kong-based Asia operations of Red Bricks Media (RBM – Red Bricks Media). RBM’s search team will join Bite, and Bite will provide expanded digital services coverage for RBM clients across Asia Pacific.  The RBM deal is the third specialist team Bite has acquired in the last two years (the others are OneXeno and Interlink Systems), and the new search capabilities add to the content, social media and web development strengths that are the anchors of Bite’s integrated digital service offering.

Bite specializes in integrated marketing and corporate communications campaigns that start with strategic insights and which are then rolled out across multiple markets with compelling, locally relevant content. Red Bricks Media is a full-service interactive agency with more than forty employees and continues to serve global clients from its offices in San Francisco and New York.

“Our clients are increasingly look for Bite to integrate great storytelling with strategic communications support throughout the sales funnel, from brand awareness, to customer engagement, to purchase intent, and all the way to CRM,” said David Ketchum, President of Bite Asia Pacific and Bite’s global digital development lead. “Adding RBM’s team and search strategies strengthens Bite’s integrated communications capabilities, and deepens our ability to build search into every campaign we do.”

“We recognize that search is core to any integrated service offering, and our clients gain considerable value from this capability in-house, delivered by our own teams working with world-class technologies and platforms,” said Paul Mottram, Bite’s Executive Vice President, Asia Pacific. “With the addition of the RBM team, we can now handle most search campaigns in-house. The difference between working with outsourced vendors and having in-house agency capability is like night and day for clients.”

“For RBM, this marks our continued migration from a specialist agency to one providing a broader set of digital capabilities. The Bite partnership will give RBM clients access to a deep digital footprint across APAC,” said Elliott Easterling, RBM’s CEO.

Marketing Trends for the Future

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Recently, a complete and comprehensive infographic on the history of marketing was published from HubSpot. It is important to understand the direction that digital marketing is going in this ever-changing landscape.

Here are the most important takeaways from this infographic:

  • The 2000s are the age of Inbound Marketing. Focus on creating value for consumers by placing emphasis on information-sharing, user-centered design and collaboration.
  • Consumers are social. Every time they share your product/content within their social network, you are winning. So use social networks to engage and chat with your fans.
  • People are actively searching. You need to understand how and what people are searching online when they are in need of your products and services. Companies should be focusing on developing a strong search strategy and integrate Google+ going forward.


As the marketing landscape continues to evolve towards a socially collaborative communication style, those who focuses their marketing strategy and resources on the three takeaways will reap the most benefits.

Infographic courtesy of

Premium Digital Media: The Future May Be Brighter Than We Think

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RBM has a longstanding relationship with some of the publishing industry’s most venerable brands, including Condé Nast, Hearst Magazines, the Financial Times and the Los Angeles Times. Working for these clients has revealed to us unique insights into online content consumption: from the fluffiest entertainment to the weightiest news analysis. How content is discovered, bought and sold is rapidly changing—the effects of these changes affect all marketers.

It comes as no surprise that in the last five years the print journalism industry has been struggling to find its place in the media marketplace. Print circulation for major US newspapers has fallen steadily over the last decade, and now less than half of US adults read any print edition in a given week.

Yet it’s also important to bear in mind that only in 2010 have interactive advertising spends overtaken print newspaper (not including magazines or other print ad vehicles) amounts at $26B according to the IAB. In comparison, at the beginning of the last decade the newspaper publishing was a $50B business.

Until the advent of the Web, newspapers controlled customer relationships via the newsstand and direct subscriptions. Now, however, two new channels dominate content discovery: search and social media. As a result, a new breed of content has emerged online to take advantage of these channels. Publishers reverse-engineer audience demand with low-quality content farms. The two most obvious examples, AOL and Demand media, are now serious players in online news. The Google Finance charts below illustrate recent revenue declines at The New York Times and rapid rises at Demand Media (AOL has not fared as well, but that is a long and complicated story):


Previously content quality was a requisite for owning relationships. In the last few years, online publishers have learned that they can instead master the nearly free discovery pathways of search and social media. This spring, a horde of AOL journalists, Paul Miller, Joshua Topolsky and others left after learning that they would be required to produce content based on trending interest according to Google and Twitter reporting.

Ironically, it is this approach to audience marketing that appears to worry Google. In recent weeks, Google announced it’s +1 listings feature, which allows account users to rate both organic and paid listings, increasing their favorability by the engine directly or indirectly. Meanwhile, earlier this year Google also announced changes to its search algorithm meant to mitigate the effect of low-quality content pages. Quantcast and comScore reported significant traffic declines for the standout content farm, eHow by Demand Media, shortly afterwards. I believe that Google realizes that the quality of its listings is critical to its continued success as the de facto navigational and discovery tool for online content. As Matt Cutts recently stated on the official Google Blog: “Our goal is simple: to give people the most relevant answers to their queries as quickly as possible.”

In the long run, we believe there will be plenty of opportunity for high-quality content. The Wall Street Journal, the largest newspaper in the country with a print-and-digital paid circulation of 2.11M, charges for access to its content. Likewise the risky and much-criticized move by the New York Times to gate its content has resulted in year-over-year gains in digital ad and circulation revenue, stemming the ongoing sales loss faced by this incredible brand in recent years. This event has particular meaning to RBM because in the past, the major media brands able to survive with gated content were large financial news outlets. The New York Times, by contrast, is squarely general interest.

Despite the high profiles of free and user-generated content brands, we believe professionally produced content looks forward to a long and profitable future in the digital media world.

We are excited to announce that rbm is now part of geary LSF

Even more exciting?

We're now able to provide a full suite of digital marketing services to help our clients Do Better

Take a look at what Geary LSF can do for you.

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