The Original Digital: Top Draw’s 25-Year Journey in Edmonton’s Digital Marketing Evolution
We’re throwing it back to where it all began.
Looking back with nostalgia and ahead with ambition: Isn’t that what a quarter life crisis is for? Our 25th anniversary campaign, The Original Digital (The OGD) is set to celebrate all the awesome people who’ve made this milestone possible, topped off with a lil 90s kitsch.
From flip phones and pagers to dial-up internet and floppy disks, tech sure has come a long, long way since we opened our doors back in ‘93. Before Google, before the internet hit mainstream and way before the dawn of the socially connected world we know today, Top Draw was shaping the digital marketing landscape with its ambitious clients and team.
Get the DL
Our 25th year has us gearing up to be more in tune with digital change than ever. We’re making moves toward meaningful growth by investing in our culture and our capacity as an agency.
Over the next few months, we’ll be sharing some exciting changes through our social channels and blog, so keep an eye out for:
A sneak peek: Top Draw’s rebrand
Next month on our blog, we’ll share the DL on our agency rebrand. Be sure to follow along on our social channels for a surprise or two as well.
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From Humble Beginnings to Digital Marketing Powerhouse
Top Draw’s journey began in 1993, when the digital landscape was vastly different from today. The company started with a small team of visionaries who recognized the potential of digital marketing. These early pioneers faced challenges in educating clients about the importance of online presence.
In those early days, Top Draw focused on website design and basic search engine optimization. The team had to manually submit websites to search engines like AltaVista and Yahoo. Keyword stuffing was still a common practice, and mobile optimization wasn’t even a consideration.
Navigating the Dot-Com Boom and Bust
Top Draw weathered the turbulent dot-com era of the late 1990s and early 2000s. While many digital agencies faltered, Top Draw’s commitment to solid digital marketing strategies helped the company thrive. The agency adapted quickly to changing algorithms and user behaviors.
During this time, Top Draw expanded its services to include pay-per-click advertising and email marketing. The company’s forward-thinking approach allowed it to stay ahead of industry trends and provide cutting-edge solutions to clients.
Embracing Social Media and Content Marketing
As social media platforms emerged in the mid-2000s, Top Draw was quick to recognize their potential for businesses. The agency developed expertise in social media marketing, helping clients build engaged online communities. Top Draw’s early adoption of platforms like Facebook and Twitter set it apart from competitors.
Content marketing became a cornerstone of Top Draw’s strategy during this period. The agency emphasized the importance of valuable, informative content to attract and retain customers. This approach helped clients establish authority in their respective industries.
Adapting to the Mobile Revolution
The rise of smartphones in the late 2000s presented new challenges and opportunities for Top Draw. The agency quickly pivoted to mobile-responsive web design and mobile-specific marketing strategies. This foresight ensured that clients’ websites and campaigns were optimized for the growing mobile audience.
Top Draw also developed expertise in app store optimization and mobile advertising. These skills became increasingly valuable as mobile usage surpassed desktop browsing.
Pioneering Data-Driven Marketing Approaches
As digital marketing matured, Top Draw embraced data analytics to drive decision-making. The agency invested in advanced tracking tools and marketing technologies to provide clients with actionable insights. This data-driven approach allowed for more targeted and effective campaigns.
Top Draw’s commitment to measurable results set it apart in an industry often criticized for lack of transparency. The agency developed custom reporting dashboards to demonstrate the ROI of digital marketing efforts clearly.
Cultivating a Culture of Innovation
Throughout its 25-year history, Top Draw has maintained a culture of continuous learning and innovation. The agency regularly sends team members to industry conferences and encourages ongoing professional development. This commitment to staying at the forefront of digital marketing trends has been crucial to Top Draw’s longevity.
Top Draw also fosters a collaborative environment where team members are encouraged to share ideas and experiment with new strategies. This approach has led to numerous industry awards and recognition over the years.
Looking Ahead: The Next 25 Years of Digital Marketing
As Top Draw celebrates its 25th anniversary, the agency is well-positioned for future growth. The digital marketing landscape continues to evolve rapidly, with emerging technologies like AI and voice search presenting new opportunities and challenges.
Top Draw remains committed to adapting and innovating in this ever-changing field. The agency is investing in AI-powered marketing tools and exploring applications of virtual and augmented reality for clients.
Continuing to Shape Edmonton’s Digital Future
As an Edmonton-based agency, Top Draw has played a significant role in shaping the city’s digital marketing landscape. The company is committed to supporting local businesses and contributing to the growth of Edmonton’s tech sector.
Top Draw’s success over the past 25 years is a testament to the vibrant digital ecosystem in Edmonton. The agency looks forward to continuing its legacy of innovation and excellence in the years to come.