William Newman, Managing Principal, Newport Consulting Group

Small- to mid-sized companies will continue to establish an online presence before they establish a “brick and mortar” presence, according to William Newman, managing principal at Newport Consulting Group. “Online has become the first point of entry into market and it will continue to be that way until ‘the next big thing,’” he says. “For Newport Consulting, our office is our website. We focus our time on our site and with our customers, or their customers.”

Newman predicts further segmentation of digital brands and more outsourcing of digital media logistics, similar to the model Microsoft is using. He says that even smaller companies will adopt the model. “You can’t do everything inside your own four walls anymore,” he says. “And you can’t do all things well at the same time. We will see more outsourcing and an effective price point for digital advertising.

William Newman, Managing Principal, Newport Consulting Group

Part 2 of 3

Newport Consulting Group offers digital media outsourcing to its clients seeking to grow in specific markets, or enter new market segments. “In many high-growth companies, the marketing function is underfunded,” says William Newman, managing principal at Newport Consulting. “While there may be a marketing director providing overall management of activities, you still need people to develop content and place it appropriately in given markets. Since these skills are not typically found within a company – particularly in global companies operating in many different national markets – outsourcing can be an effective solution. “

Newman points out that most companies lack the requisite experience and expertise to create effective messaging for different national markets, particularly in digital media channels. “They develop their messaging in their home markets, and try to repurpose it in other markets. The result is “franglish” or “germish” – a muddled message at best. These companies are spending significant money to develop their message and use the right digital media, and yet the message fails to reach its audiences. By working with a savvy service provider, the company would be able to better align its communication to its target audience.”

William Newman, Managing Principal, Newport Consulting Group

Part 1 of 3

William Newman is the managing principal at Newport Consulting Group, which helps high-growth companies enter new markets and diversify into new segments. Digital media is often required in these efforts, and Newman works closely with his teams who provide that expertise.

From an internal perspective, Newman manages digital and social media coordination with a number of digital media partners, developing core themes and sharing those themes in webinars and white papers, social media campaigns, and Newport Consulting-branded social media channels.