The Marketing Playbook: Defense vs. Offense

In today’s hyper-digital world, brands invest heavily in online campaigns—social media ads, email blasts, search engine marketing. These strategies are essential, but if your marketing team only plays defense, your growth will plateau.

Enter the offense: human impact marketing.

While digital campaigns keep your brand in front of eyes, real-world conversations and in-person interactions are the plays that score. Studies show that people remember experiences far more than ads. Consider these stats:

• 70% of buying decisions are influenced by personal interactions with a brand or its representatives (Harvard Business Review).

• Word-of-mouth referrals generate 2x higher conversion rates than digital campaigns alone (Nielsen).

• Consumers who engage with brands in person are 90% more likely to recommend them to others (Forrester).

Digital marketing is essential—it’s your brand’s defensive line. It keeps you visible, builds trust, and nurtures leads. But it’s human interaction, outreach, and real-world conversations that drive measurable ROI and lasting relationships. Think of it like football: defense prevents losses, but offense scores points. Your brand needs both.

At Lane Nine, we design campaigns that balance defense and offense, combining targeted digital strategies with in-person marketing that makes a human connection. The result? Increased engagement, stronger relationships, and tangible growth for our clients.

Ready to go on the offensive? Connect with our team and see how human impact marketing can score big for your brand.