It’s important for integrated marketers to understand the environment in which they are launching a campaign. To differentiate, we need foundational understanding of competitive creative. To impact, we need to understand our competitor’s strategies. Here is a handy list of tools help uncover what the competition is doing online. Continue Reading
I am regularly asked what the “industry standard” is for click-through-rate (CTR) for online advertising. The answer is more complicated than one might think as there are multiple variables including the type of advertising, the quality of the venue, and whether the creative is compelling. That said, integrated marketers know the importance of selling in an idea, and industry standards are one way of forecasting success for a certain tactic. Here are some great resources for determining a benchmark for your campaign. Continue Reading
Companies like Chipotle are promoting their responsibility efforts through social and digital media. But, just being in these channels isn’t good enough. You need a strategic approach. Continue Reading
When I brainstorm, I always like to reference successful integrated campaigns that have caught my attention over the years. Understanding the Return on Investment (ROI) or Return on Objective (ROO) of these campaigns are great insights that lead to better work. Continue Reading
Every marketer wants to know the secrets of Search Engine Optimization (SEO). It is the mysterious holy grail of website marketing. To experience its treasure is a challenge each of us face for clients, our companies and even ourselves. Continue Reading
To create connection, marketers need to think above the literal product features and benefits when creating commercials. This means not actually showing the product or if they do, it’s incidental at best. This means using storytelling to affect an emotion. This means letting consumers be the heroes in the journey.
I’ve curated some really good examples of brands embarking on digital storytelling Continue Reading