Where to Begin: Advertising

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The hardest part of starting anything, from a small project to trying to launch a business, is the beginning. You want to get off to a good start but rushing the beginning of a project is a sure way to rush your demise as well. It’s important to really have an idea of what you want to accomplish before creating any content—all the top advertising agencies know this.

When it comes to trying to figure out where to start with your advertising campaign, you have to ask yourself a few questions: what is the goal of this campaign? Who is the target audience? Where should I advertise? These questions are going to help you determine what your content is going to look and sound like, so here are some important tips on where to begin when it comes to advertising.

What is Your Campaign Goal?

The first thing to establish before you start creating content is what the goal of that content is. Are you trying to push a service, sell a product, or simply grow your following? This will help you gear your content toward the appropriate audience and help your team determine what the intention behind the content is. Top advertising agencies get together with their clients to discuss the end goal; If you’re serious about starting a solid campaign, you should meet with your client and make sure both parties are on the same page.

Make Sure You’re Tracking Conversion and Efficiency

You have to be able to track your progress. If you don’t, you won’t be able to see if your campaign is working or not. Top advertising agencies use programs such as AdWords to track parameters like conversion rates, click through rates, and cost per click. This is a crucial step in getting started with advertising, as it’ll help you determine what methods are working and what methods aren’t.

Determining Your Target Audience

In order for your advertisements to be successful, you have to make sure you’re targeting the right audience. Top advertising agencies really take the time to study their clients and conduct the proper research in order to pinpoint their target audience. To really run a successful campaign, try to run surveys on your client’s social platforms to get an idea of who the consumer base is. This will help you gear your content toward the audience appropriately.

Where Should You Advertise?

Where you run your advertisements depends on where most of your target audience is located. Once you’ve done some research, surveys and polls, you should analyze the data and determine where you’ll get the most traction on your posts. However, you shouldn’t just limit yourself to one platform. Top advertising agencies spread their advertisements to all sorts of social platforms in order grow a client’s database. You should always be looking to grow your audiencethis is the best way to ensure that your advertisements are being seen as much as possible.

Getting a good start can be hard, but once you get the ball rolling, you should be able to get a good idea of how you want to run your advertisements. Top advertising agencies once started at square one just as you are, so don’t get discouraged. Go out there and make the digital advertising world a better place.

The Difference Between Digital and Traditional Marketing

By | advertising, Brand marketing, content marketing, digital marketing, marketing, Mobile marketing | No Comments

When it comes to marketing, there are various methods out there for a digital marketing agency to consider. From radio campaigns, to online video ads and even traditional newspaper or magazine ads, there’s no one way to advertise; however, some of these methods are more effective than others, and in today’s technologically advanced world, it comes as no surprise that traditional marketing is beginning to fall behind in some of its methods.

At this point, you may consider digital marketing as the new “traditional” marketing, especially since most people today send their time online. But, does the rise of digital marketing really mean that traditional marketing has met its end? Here is how these two forms of advertising differ from one another.

 

Traditional Marketing at Work

 Traditional marketing has been successful, even to this day, because internet connection isn’t required to reach the audience. This form of marketing was huge before the internet became popular, because it had a strong presence in the world, whether that was through television ads, radio ads, or newspaper campaigns, the consumer was given the content right there and then. Traditional marketing definitely has its benefits, as you can easily reach your audience through physical materials like flyers and magazines.

Not only this, but the materials can be kept by the consumer, and when someone has a physical copy of something like a magazine or book, they’ll often find themselves flipping through it over and over again. Often times, traditional marketing material is easier to understand as well, simply because people are used to this marketing strategy. Traditional marketing allows the targeting of those who aren’t tech savvy or those who don’t have access to internet connection.

But, with its benefits, traditional marketing also has its downside. Physical print such as flyers and magazines can start to get costly, and ad placement is often static and unchangeable. The audience may also feel as if the content is being forced on them, and it’s hard to measure the success of the campaign without analytics. You might also have a harder time reaching your target audience than you would with the help of a digital marketing agency.

 

Digital Marketing: Advertising Reimagined

 With the decline of one method comes the uprising of another, and traditional marketing may soon have to pass the torch to the mighty digital marketing method. The beauty of digital marketing is that it adapts with the advancement of technologies and social platforms. A digital marketing agency has the power to reach an international audience, which can lead to more results when it comes to ad campaigns. Traditional marketing can be limiting, but with the help of a digital marketing agency, you’re opening up options to both you and your consumers. For example, most people can’t stand seeing flyers in their mailbox or on their car windshield, so digital marketing lets your audience choose how they receive ads. Making your audience feel like they have a say is the best way to improve conversion.

Digital marketing also allows for audience interaction. When you send out a flyer, you’re putting all of your trust in that piece of paper. After it reaches the consumer, all you can do is hope that it has enough information and appeal to it to make that person really consider its message. With digital marketing, you can point consumers to your website, where they can review your product or service, see what others think and even get in touch with your staff if they have any questions.

A digital marketing agency will also give you real time results, and you can track how well your campaign is doing through analytics tools. This will allow you to see what is and what isn’t working so you can tweak things accordingly. However, the best part about digital marketing is that it’s cost effective and easy. If you’re looking to run an ad campaign, you won’t have to worry about printing, radio, or tv costs. A digital marketing agency will just give you a flat rate, and they will take care of all of the advertising for you.

There are so many benefits to digital marketing, and while traditional marketing may not be as efficient as it used to be, it set up the basis of advertising and has helped us improve upon advertising methods to better engage with audiences across the globe.

 

Sources:

https://www.digitaldoughnut.com/articles/2016/july/digital-marketing-vs-traditional-marketing

https://houndstoothmediagroup.com/marketing/the-differences-between-traditional-and-digital-marketing/

 

Gearing Your Content Toward Your Audience

By | advertising, content marketing, digital marketing, marketing, Millenials, Mobile marketing, Social Media | No Comments

One of the most important things when it comes to digital storytelling is understanding your target audience. If you’re wanting your blogs to generate results, you can’t just go in writing blindly, you have to know who you’re trying to reach before your fingers even touch the keyboard to make sure your content is as engaging as possible. Digital marketing companies know this all too well, which is why they take the time to create guidelines for each of their clients.

If you’re struggling to pull in readers, you may want to consider taking a different approach to your style. Here are some of the ways you can tailor your content to your target audience.

 

Determining Who That Audience Is

 Of course, the first thing you’re going to want to do is pinpoint who your target audience is. Digital marketing companies often times produce content for multiple clients at a time, so it’s important for those companies to make sure they keep each of their client’s voices and brand styles separate. For example, if you’re writing for a technology manufacturer, you’re going to tailor your content to millennials, seeing as how this generation uses more advance technology than the previous one. Of course, you’ll still get an older demographic that consists of professional scientists, medical practitioners and engineers, so throwing in a few blogs for them may also benefit you.

The best way to determine who your target audience, is by sending out a survey on the your clients’ social media platforms. Digital marketing companies can’t succeed without the right research.

 

Creating Brand Guides

As we lightly touched on in the previous paragraph, you’re going to want to create brand guides for each one of your clients. Digital marketing companies benefit from this because it allows their employees to be able to know exactly what the content should look and sound like. If the marketing company is successful, the client they are working for is more likely to use their services further, and this is what separates great digital marketing companies, like Fusion 360, apart from the rest of the competition¾ it’s all about the quality of the content and how it will benefit the client in the long run.

Your brand guides should have things such as the clients writing style, target audience, color scheme, font style, vision, core values and their mission. This guide helps digital marketing companies produce content that is on brand and on voice, something that clients will appreciate more than you can imagine.

 

Find Out Where Your Core Demographic Spends Most of Their Time

 Along with determining who your target audience is and creating efficient brand guides, you should also determine where your target audience spends most of their time online. With all kinds of social media platforms out there, you don’t want to be focusing the wrong one, as this will lead to wasted time and poor results. For example, it is important to know that younger audiences are more inclined to use Twitter while Facebook has a much more mature audience. Instagram can have a healthy mix of the two, but it is not a bad idea to send out a survey to determine where most of your audience is at to make sure you’re targeting the right platforms.

In the end, gearing your content toward your audience is all about the research. Digital marketing companies are expected to keep their clients afloat, and bulletproof content is the best way to make sure your company stands out from the competition.

Marketing Companies Vs. Advertising Agencies: What is the Difference?

By | advertising, Brand marketing, content marketing, digital marketing, marketing, marketing agencies, Mobile marketing | No Comments

Whether the closest you get to the business world is about as close as an athlete is to a paintbrush or you have been a part of a business team for over a decade, it is still difficult for people to explain the difference between marketing companies and advertising agencies.

In a way, they both work towards the same goal: help their client grow.

This goal is common for a lot of businesses, but the reason marketing and advertising is so intertwined are because there is quite a lot of overlap. You cannot take a marketing 101 class at college without going over advertising, and that is what creates all the confusion—advertising falls under the wing of marketing. The reason advertising is not always under the management of marketing companies is because advertising has too much depth and importance to simply ask marketing companies to include it within their other services; this is why many colleges have advertising tracks separate from marketing degrees.

Ultimately, the difference between advertising agencies and marketing companies comes from the different purposes and roles that each firm seeks to fulfill. 

Marketing Companies

To put it simply, marketing companies aim to enhance sales and profits for their respective clientele. In order to do this, they will create in-depth strategies that entail product sales, retail distribution, pricing discounts, and more. Instead of simply creating content for their client to use, a large portion of their work comes from consulting. In order to fulfill these services, marketing companies have communication managers, product managers, research analysts, and marketing directors on their team.

Advertising Agencies

A lot of the same work is done at advertising agencies (such as research, consulting, and etc.), but the overall focus is ever so slightly geared differently. Instead of profits and sales, ad agencies focus on branding and the company’s reputation. Advertising agencies work towards this improved image for companies through creative content and written and visual media. In an advertising agency, you are likely to find video producers, photographers, writers, graphic designers, and web designers working together for the client.

The contrast between purpose and position is enough to distinguish a marketing company and an advertising agency even if there are some overlaying goals and roles. In this article, we have not mentioned social media managers, but you may find them at both types of firms. Not all agencies are the same and their specialties alter what service they perform, and this only adds more confusion. However, if you can recognize the difference between marketing companies and advertising agencies purpose and positions, then you will likely be able to tell the difference.

Whether you are looking for a marketing company or advertising agency, if all you want is to promote your brand or product, look no further than Fusion 360. We have talented teams that will fulfill your needs and take your company to the next level.

The Different Roles Within an Ad Agency

By | advertising, Brand marketing, content marketing, digital marketing, marketing agencies | No Comments

Marketing companies and advertising agencies aim to do the same thing: fulfill the goals of their clientele through creative channels. However, advertising agencies and marketing companies are filled with different roles and responsibilities that differentiate between the two firms. This blog will explain the specific roles within advertising agencies and how it is different from marketing companies.

Depending on the focus of the firm, there will be different positions within an advertising agency, however, you are likely to find video producers, photographers, writers (blog, copy, script, etc.), graphic designers, and web designers working together at a firm. Even though social media managing is an in between when it comes to marketing and advertising, there are firms with social media managers that will post the content for the client. These positions are the key to the actual creation but, like every business, beyond all this work there are executive positions, HR personnel, and financial departments (but we will only focus on the positions that create the work rather the positions that keep the company organized).

Each position constructs a different role within a firm, but they all unite to promote their clientele’ brand and product. In most firms, these positions will make up different teams—the most common teams are Content, Creative and Social Teams.

Content Team

Writers  The Content Team is frequently filled with all kinds of writers. As briefly mentioned before, these writers might focus on blog/articles, the copy found on billboards or websites, and scripts in videos. Blog writing is used to help raise the online presence of clients by using keywords and writing pieces that are anywhere from 400-1200 words. This helps optimize the client’s relativity on Google or other search engines—in other terms, a blog writer at an advertising agency or marketing company is an SEO writer. Copywriters’ work is more concise; copy is typically around seven words in length but hammers home an impactful message. Depending on the video, scripts can be short or long but tend to fall right in between.

The writers of a firm make up the content and provide research, statistics and material that the other teams can then work off of.

Creative Team

Video Producers, Graphic Designers, and Photographers – Once content is found and created, the positions under a creative team take the written work and condense it into visual masterpieces. It is these positions that a lot of visual creativity is constructed through shooting and editing videos, photos and graphics. These graphics can be made for infographics or billboards, and the videos can be used for websites, commercials or YouTube channels. Once this work is finished, all that needs to be done is posting it to the correct media source.

Social Team

Social Media Managers – While social media managing is found within many marketing companies, advertising agencies find no problem with posting the work for the client. Social Media Managers receive the combined written and creative work and will add captions and schedule the posts on certain days at specific times.

These three separate teams definitely have their own roles, but the combined work constructs a finished product that promotes the client. Every aspect of advertising is to help the client stand out so creativity is critical for all teams. While marketing companies create in-depth strategies that entail product sales, retail distribution, and pricing discounts, the positions within advertising agencies are geared to specifically promote a company’s brand and product. It is ultimately these unique roles that create enough difference between marketing companies and advertising agencies to split entirely.

If you are looking for an advertising agency to promote your brand or product, look no further than Fusion 360. We have the talented teams that you need to take your company to the next level.

What Makes an Advertising Agency Successful?

By | advertising, Brand marketing, content marketing, digital marketing, marketing, marketing agencies, public relations | No Comments

Successful companies all have one thing in common: a service to the public that is ideally incomparable—something that brings a positive outcome to their consumers and stands the test of time. It’s all about the quality of the service. When it comes to advertising, an advertising agency needs to give their clients actual results—not just a pitch with empty promises. When it comes to digital marketing, we here are Fusion 360 have created the perfect recipe for success.

Our advertising agency offers everything from brand development to pay per click advertising, but aside from our wide array of services, there are a few other things that help us stand out as the top advertising agency in Utah. Here are some of the things to consider if you’re looking to grow your advertising agency to its full potential.

Client Knowledge is Key

You can’t help your clients grow if you don’t take the time to get to know them; marketing blindly can be the ultimate recipe for disaster. One thing that an advertising agency should always do is understand each clients’ goals, constraints and customer needs. Since writers at an advertising agency will be creating content based around the company’s specific services, they not only need to know everything about the company but also the product inside and out.

With the right amount of understanding and research, you’ll be able to create strong campaigns and bulletproof content that will see excellent results.

A Knowledgeable and Capable Staff

The core of any advertising agency is the staff. The success of the company depends on results and those results come from a team that not only has advertising expertise but oozes with creativity. In addition to this, your staff should work well together and understand each other’s individual roles. The more the cooperation there is, the better the chances of all aspects coming together.

A Vigorous Online Presence

You can’t expect to market someone else’s company if you can’t market yourself. That would be like a local, unknown artist trying to promote an even smaller artist. Your advertising agency should have a strong social pull and be able to draw mass online crowds to make an impact on your client’s business. You should consistently rank high on search engines. If you’re pulling in massive numbers, other companies will tend to take you more seriously and establish a dominating presence as an adverting agency.

Clear Billing and Valuable Services

Once you’ve pulled in a client with your services, you have to seal the deal with your pricing. This doesn’t mean you have to lowball yourself or others, but just be sure that your prices are competitive, fair, and reflect the quality of your services. Also, it’s important to be clear when it comes to billing. Making your billing process as simple as possible is the best way to keep them happya happy client is a successful one.

Ultimately, an advertising agency relies on this success, so making sure your agency is strong enough to produce results is the number one way to thrive in the world of digital advertising.

Reasons to Embrace Video Marketing

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You want the best for your business and you want to make the most out of the tools technology has given you to market with. So, you hire an advertising agency to help you come up with best content for you brand. One important thing that they will help your brand do is to come up with video content to drive sales. Video marketing is a vital part of your brand and will benefit your company in countless ways.

Customers Love Videos 

Try to think about how many videos you’ve watched today. From snapchat to Instagram alone, the number could be in the hundreds. With the technology available to everyone, posting and engaging in video content is simplistic in everyday life. Videos create engagement, which is why customers love them so much. They are a great tool of influence and content marketing companies know how to push them out for your brand.

Connection

Videos create a connection with your customers that other content does not quite match. Videos are a way in which you can connect to your customers without seeing them face to face. Customers are able to view your videos and see your products in a similar viewing to what they would see in person. The connection made with videos is has a big influence in customer decision making.

The Drive 

The ultimate goal of video content is to drive more traffic to your site. Those who work with SEO in Utah know that videos are a great way to optimize your reach online. When people visit your site, Google pays attention to how long they stay on the page. Having video content on your website will keep people engaged for a longer period and help your Google standing. This means that when sites are searched on google, yours has a better chance of being found.

 

Sources:

https://tarproductions.com/10-reasons-all-small-businesses-need-video-marketing/

https://www.campaignmonitor.com/blog/email-marketing/2017/07/5-reasons-use-video-marketing-drive-sales/

Top 5 Brand Building Strategies

By | advertising, marketing, SEO | No Comments

Brand building is the process of generating awareness of your brand through marketing strategies and tactics, such as SEO. Despite what some people think, building a brand requires a lot more than communication and exposure. Brand building encompasses everything that consumers know, feel and experience with regard to your business.

Whether you have a marketing team or work with an advertising agency based in Utah, these five brand building strategies will help your brand grow.

Define

The first thing you need to do, and the most critical step, is to define your brand. Create a checklist of your company’s greatest strengths. When writing or posting content, go through this checklist and make sure that your writing reflects your company’s strengths. By reflecting your company’s strengths in your writing, consumers will be able to clearly identify and define your brand.

Your brand values are also an important aspect in defining your brand. Show consumers that you care about the environment and society by supporting local and national organizations. Depending on the industry you’re in, you could even vow to use as much recycled material as possible or conserve energy and water.

Differentiate and Position

If you want your brand to stick out, you need to differentiate and position your brand. Why should consumers buy your product? How is your product better than competitors? Pinpoint the unique advantage that your product has and use that to position your brand in a way that helps customers see why your brand is better than the competitors’.

One of the main duties performed by marketing firms is helping brands differentiate and position their products. If you don’t show consumers how and why your product is unique, how can you expect them to buy it?

Build

Building your brand takes time and consistency. Create a voice for your brand using blogs, forums and social media sites. By creating a voice for your brand and consistently posting content, you will help your brand grow because people will start to recognize your brand.

Another important aspect of brand building is developing a brand personality. Your brand personality affects how consumers think and what they say about your brand. This is what drives people to identify with your brand.

Personalize

Give your brand an identity. Engage with consumers and let them see and experience your brand’s personality. Create a brand that consumers want to identify with and provide them with the opportunity to co-create the values of your brand. This will help consumers feel like a part of the brand and give them a reason to engage with your brand.

Review

Marketing agencies constantly review their client’s brands and how well they’re doing. The fact is that brands have their ups and downs. Sometimes, brand strategies will work well and your company will benefit from it, and other times they fall short. Don’t become discouraged if your strategies don’t seem to be working; look for new opportunities and ways that you can improve.

Like any good advertising agency, consistently review your brand and find out what’s working. Make sure that you have clearly defined your brand, as well as differentiated and positioned it in comparison to others. Over time and through consistency, your company will grow and your identity will become clearer to consumers.

Sources:

http://www.coxblue.com/5-effective-brand-building-strategies-to-attract-customers-2/

http://www.brandanew.co/top-five-branding-strategies-used-big-players/

What You Need to Know About Advertising Today

By | advertising | No Comments

Over the recent years, advertising has seen a great deal of change due to the advancements made in technology. The world has been reduced into one small global village. With the internet alone taking over 50 percent of all advertisement platforms, marketing firms, digital companies and advertising agencies are on a frantic race to take advantage of these methods. This is to keep them relevant in their fields and also increase business.

We’re going to highlight some of the top methods of advertising and why marketing firms and advertising agencies should adapt them.

Online or Digital Advertising

This is currently the biggest way of advertisement on the planet. All companies that do advertising, i.e. marketing firms, digital companies and advertising agencies, strive to keep up with all the internet has to offer in regard to advertisement. The internet has the potential of reaching anyone anywhere seconds after an advertisement has been posted.

Mobile Advertising

Today, almost 80 percent of the world’s population owns a smartphone and advertising through these devices has increased due to the social media platforms like Snapchat, Facebook, twitter, WhatsApp and Instagram.

Print Advertising

This method has been integrated with modern day digital methods and it has worked wonders in improving sales. It includes printed brochures, leaflets and fliers, periodical advertising and direct mail advertising.

Broadcast Advertising

Although this is not exactly new, it has become more effective with modernization because unlike the olden days, today everyone has access to a TV or a radio. Advertisements come on designated times and occasions like sport or programs that have massive viewership.

Endorsements and Testimonials

This is the use of celebrities or known and trusted figures in the society to promote a brand and boost sales. This is mostly effective to reach the younger audiences.

Modern advertisement has made it easier, faster and way cheaper to advertise your products to a global audience unlike anything before. Growing technology and the internet are to be credited for these advancements in Advertising. The technology-based advertisement is still growing, and businesses need to shift to such platforms to remain relevant.

Diet Coke’s New Advertising Campaign

By | advertising | No Comments

Diet Coke rose to the top of charts in 1983, earning the No. 1 spot for diet soda just one year after its release. Another year later, Diet Coke displaced 7UP and became the No. 3 soft drink of any kind. To this day, Diet Coke is still popular, as shown by its 26.3 percent dollar market share of the diet soda category. Diet Pepsi only has a 13.4 percent dollar market in comparison.

When Diet Coke launched nearly 36 years ago, the brand was targeting female baby boomers which still remains a loyal target market today. However, many baby boomers are growing older and are drinking less soda. As a result, Diet Coke is suffering and is in need of finding a new market to target. To help fix the problem, the brand’s advertising agency has given the diet soda a complete makeover.

Sleek. Slim. Simple.

The new can is taller, slimmer and features what the company calls a “High Line.” This “High Line” is a vertical stripe on all of the Diet Coke cans which the company says represents motion. The new Diet Coke cans also have a very sleek and contemporary look, as shown by the simplicity of the design.

Marketing to Millennials

Since many baby boomers are getting older and are drinking less and less soda, Diet Coke had to find a new target market—millennials. The brand’s advertising agency hopes that the new makeover will attract millennials and help Diet Coke sales regain momentum. They didn’t just give Diet Coke a makeover though . . . they also came out with four new flavors!

Research suggests that younger consumers tend to like bold flavors. So, Diet Coke released four new flavors including “twisted mango,” “feisty cherry,” “zesty blood orange” and “ginger lime.” The company and its advertising agency hope that the new, bold flavors—taste tested by more than 10,000 people across the country—will attract millennials.

Final Thoughts

Sometimes, even the most popular brands have to make some changes. Here at Fusion 360, we work to build your brand and increase brand awareness through our various services such as video production and web development. Whether you’re a local Utah company or a national brand, our award-winning team will help you grow.

Sources:

http://adage.com/article/special-report-super-bowl/diet-coke-s-super-bowl-ad-filmed/312246/

http://www.adweek.com/brand-marketing/diet-cokes-first-super-bowl-ad-in-21-years-will-debut-a-fresh-campaign-with-gillian-jacobs/

http://adage.com/article/cmo-strategy/diet-coke-new-look-adds-flavors/311906/