Our industry has come a long way from the days of every banner flashing ‘Click Here’ or ‘You’ve Won a Free iPod’, but true creativity is still being shackled by the perception that ads meant to drive performance have to look and feel a certain way. In reality, everything a brand releases to the internet plays a role in how that brand is perceived, so why is there still such a disconnect between brands’ organic and paid content? Coegi’s Savannah Westbrock argues the real future of creative is not ads but content – performance-driven, consumer-centric, and driven by cross-discipline teams.
Tag: Showcase
The Drum – Your Data Strategy Can be a Community-Building Strategy
How do the world’s most beloved brands like Lego and Trader Joe’s earn lasting spots in the hearts of consumers? They use consumer data the right way, creating meaningful experiences that build relationships between individuals and the brand. Not to simply create transactions.
You can do the same (even without the theme parks or Hawaiian shirts).
Read more on The Drum:
PM360 – 5 Digital Media Tactics to Amplify Public Health Marketing
Mass media public service announcement (PSA) campaigns on print, billboard, and linear TV have been the status quo for years. But we can do better. Digital media is transforming what’s possible for public health marketing, allowing brands to raise awareness in a much more efficient, measurable way.
Here are five actionable digital tactics you can use to engage audiences and elicit the behavioral changes needed to support important public health initiatives.
Read more in PM360:
Retail Touchpoints – How to Drive Wine Sales with Digital Marketing
How can your wine brand stand out among thousands of competitors? It’s about more than having the most eye-catching packaging or best shelf spot — although these are important factors. To get people to reach for your product repeatedly, learn how to stand out across the customer journey using a digital-first media strategy.
To accomplish this effectively, wine brands need to:
- Establish emotional connection and awareness to drive brand trial
- Move into the consideration set for target audiences
- Grow in-store and ecommerce wine sales
Read more about how to drive wine sales through digital marketing on Retail Touchpoints:
The Drum – From Customized to Creepy: How to Get Ad Personalization Right
Personalization has been the gold standard for data-driven digital marketing for many years. But the role of personalization is changing as consumer expectations shift and technologies evolve. Personalization is no longer a value-add, but rather a need-to-have.
Failing to tailor your advertising to your highest-value customers will result in a lack of engagement and handing over the opportunity to convert to your competition. However, being personalized requires an element of restraint and nuance that is sometimes a difficult balance to strike without careful research and reflection on your marketing strategy.
Some methods of personalization are more impactful than others – and the best rule of thumb is to remember to treat your audiences as you would like to be treated. Losing sight of this golden rule can turn your ads from customized to creepy. So, here are three steps for staying on the right side of personalization…
MediaPost – Stop Running Campaigns, Start Creating Ecosystems
The vernacular of the marketing campaign — implying that consumers and brands are at war against each other — is antiquated.
Advertising shouldn’t exist if its goal is to simply influence and manipulate consumers into short-term purchases. Most people are too smart to fall for that anymore, but more importantly, it only serves the brand’s short-term interests.
Instead, modern marketing must exist to benefit the brand, the customers, and the world at large. Very rarely does one message, one piece of content, one execution, do that.
MediaPost – How MySpace Created a Gateway to the Metaverse
The marketing world has been abuzz with talk of the metaverse for over a year now. From Wendy’s to Louis Vuitton, brands are leaning into the possibilities of Web3.0 as an opportunity to further ingratiate themselves to their customers. However, there is still a gap with consumer adoption, despite the attention it’s being given.
Why?
For one, the average consumer does not understand what the metaverse means, according to eMarketer. Secondly, it requires an investment: in a headset, in a game, in time. And most marketers aren’t willing to make that leap when they don’t understand the value.
From my perspective, though, the industry has been overcomplicating the concept of the metaverse rather than making it accessible for audiences. Rather than pointing back to the origin of the word from the 1992 novel “Snow Crash,” let’s instead compare the metaverse to something widely known and understood — not the obvious like The Sims or Fortnite. Instead, let’s discuss how MySpace created the gateway to the metaverse…
The Drum – 2023: Marketing’s Year of… ?
2023 will be the year of content.
Great marketing content will become more important than individual ads or campaigns. One could argue that it’s the year of data privacy as audience targeting rapidly diminishes amid tightening regulations. But the response to those limitations is not to find data workarounds or audience-targeting solutions. The key to success will be bringing content and paid media under the same strategic umbrella to keep your brand from drowning under the weight of the shifting privacy landscape.
The Drum – 4 Ways CMOs Can Do More With Less
Want more bang for your buck? CMOs should focus on four key things: relationships, accountability, testing, and customer experience.
When times get tough and uncertainty causes unrest, marketing resources are often the first to be cut; too often, they’re seen as ‘non-business essential’. Right now, consumer concerns over inflation are resulting in fewer dollars spent.
Marketing teams are being asked to accomplish more with less and, for a chief marketing officer (CMO), these are challenging odds to overcome. In Q1 2022, 50% of the C-suite wanted to use marketing to grow revenue; 41% indicated reducing costs and finding greater efficiency as a priority. But not all hope is lost.
Here are four key steps CMOs should take to do more with less…
MediaPost – 2023 Media Planning – Strategize Macro, Plan Micro
The end of the year is both an exciting and anxiety-ridden time for marketers. Media planning for 2023 presents the opportunity for a fresh start, and yet there’s the sometimes-debilitating weight of not knowing where to begin.
So how do you forge a smart path forward for 2023 media planning without wasting time and energy? The answer: Strategize on a macro level, but plan on a micro level.
For a long time, annual planning was the norm. Now, media planning 12 months in advance is more challenging. As the digital landscape shifts on a continual basis, tactics must be adjusted on the fly to flex with the needs of your business.
