Is AI Taking Over Content Marketing

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Content marketing is crucial for building a digital brand. Everything points back to the messages in the content. This is why, as an advertising agency in Utah, you’d want to hire a creative team that is capable of producing genuine and relevant content for your clients.

With recent developments in artificial intelligence (AI), experts are discovering how AI can make content creation more efficient. But many fear AI will “take over” in a negative way.

Should We Be Excited or Afraid?

The big question everyone is asking is whether or not AI will be a major game-changer in the near future. The realistic answer is no. AI isn’t going to take over the world anytime soon — knock on wood. However, AI is capable of many things including, writing generic content and analyzing market data, but so far AI lacks the empathy and emotion that humans need.

That doesn’t mean AI won’t have its place in content marketing. It has the potential to be a valuable tool for content teams. AI is good at following orders and completing templated jobs quickly and consistently. This is something that some agencies are already utilizing. Especially those industries that create data heavy, scientific content.

That being said, with the type of advancements we are seeing in the world of AI, we should be excited. The development of AI is going to expand the abilities of content marketing companies. Instead of focusing on monotonous tasks, your creative team can focus on the content that really matters — the content that strikes a connection with people.

Content Is Still King

 As they say, “content is king.” Long live the king. The development of AI isn’t a revolution to overthrow that hierarchy anytime soon. Rather, AI is another pillar of support to elevate content creation. Consequently, from this elevated content, brands will be able to better present themselves through modern mediums.

Sources:

http://www.econtentmag.com/Articles/News/News-Feature/How-AI-is-Impacting-Content-Marketing-119095.htm

https://scrunch.com/blog/5-reasons-why-content-is-king/

 

Why Aren’t Millennials Buying Stuff?

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As the Millennial generation is graduating from college and entering the workforce, finances and student debt are now a forefront issue for this age group. While the average student has $37,172 in student debt at graduation, saving every dollar is essential to financial freedom later down the road.

While many Millennials are quick to point at student debt to the sole contributor, there is also a lack of connection to consumers about their products. Millennials enjoy feeling connected and marketing firms are trying to figure out various routes to connect their consumers.

Here are some products that are lacking in the understanding and connection front.

Fabric Softener

While the title may seem self explanatory, many millennials have no idea what this product is supposed to do. If the purpose or value is not explained as clearly as possible, the potential for purchase is extremely low with this age group.

Also, brands such as Downy do not resonate with these consumers as they deliver no further value to their lives. Lastly, it is not a necessity in doing laundry, only an added bonus. With money being tight with this age group, they want to spend it only on necessities.

Golf

The sport of golf is extremely traditional, slower-paced and expensive. These three attributes do not align with this age group very effectively, resulting in a decline in revenue for some major golf brands. Also, the sport is extremely difficult to self-initiate. Many people were influenced into the sport by a family member or friend. Unless it is a group of friends hitting golf balls for an afternoon, this sport is lacking connection to the new age of adults.

With these products not aligning with the values of the new marketplace, Millennials will be quick to eliminate them because they’re unnecessary. Content marketing companies are constantly trying to figure out what these very complicated consumers are looking for in order to drive sales.

Many an advertising agency has zeroed in on what the consumer wants from major brands, and are bringing it to them through whatever means necessary.

Speed vs. Perfection

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Famous YouTube star and entrepreneur Gary Vaynerchuk of VaynerMedia states, “Speed is four billion times more important that perfection.” As technology has made our world become increasingly fast and efficient, there is room for debate on what is more important for advertising agencies. Speed or perfection?

As an advertising agency, clients want both. They want their creative to be done fast and perfectly. Unfortunately, this cannot be accomplished in almost any situation.

Speed

Being fast on a day-to-day basis is extremely important. A wise man once said “If you ain’t first, you’re last.” Thank you Talladega Nights and Ricky Bobby for the insightful knowledge. It’s extremely applicable in today’s marketplace where being first is important on many levels.

A perfect example is the New York Times. The famous newspaper is looking to eliminate copywriters to replace them with more journalists. In protest, people stood on the street with typo ridden signs to show that in the news industry, ethics and perfection are more important than speed.

Competition for business is at an all time high, and clients are demanding high speed from their agencies. With the amount of tools available for content marketing and web development, there is no reason for agencies to spend weeks on requests from clients.

Perfection

If you make a mistake large enough, it could be the very next viral meme online. With the speed that the marketplace is demanding, mistakes will be made. Whether clients are more or less forgiving, there is a fine line to be drawn for excusable and inexcusable mistakes. Quality control of content and production is essential to producing a product that has value to the marketplace.

The Balance

While both qualities are important, value and emphasis needs to be place on one or the other. The high-speed market will leave those trying to perfect every little detail in the dust. While making sure all of our work here at Fusion 360 is perfected, speed is the name of the game.

How Advertising Agencies Keep You Updated on Current Events

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If you’re wondering how a marketing agency knows what’s going on in the news and portrays that news to you then wonder no more. An advertising agency is about doing just that: advertising. Here’s how they keep you in the know on what’s going on in your town and the world.

Clients and Communication

Marketing agencies typically do work for one or more clients. With all these clients, it is important to watch the news and stay updated on current events that could relate to one of their clients specifically. Here at Fusion 360, we have all eyes on the news so we can use events happening now and create awesome content that is relevant to our audience at that moment.

We are lucky in that we’re not only professionals at advertising why our clients are amazing, but we’re also experts at relaying that applicable information about the news and relating it back to them to make them stand out among the rest.

The Agency

All marketing firms have clients, yes, but they are also responsible for taking care of their own content and social media channels as well. Just one quick visit to Fusion 360’s social channels or blog and you will most likely not only realize how fun Fusion 360 is, but also learn something new about what has happened in Utah or the world and how advertising agencies play a role.

Blogs and Social

What many people don’t realize is that almost every big company or business that has a website also has a blog page. These blogs are not just there to add professionalism to the look of the website, but for the consumers to read and enjoy.

If you’re reading this than you obviously know about Fusion 360’s blog, which is fortunate for you because Fusion 360’s blog is stuffed full with current events and facts that you might have missed out on. Blogs are the perfect way to get questions answered that you probably didn’t even know you had. It’s as if they read your mind before the question has even come into your head. It’s exciting.

Thanks to Fusion 360 and other marketing companies, you’ll be able to show off your dazzling wit to all your close friends and they’ll envy you.

 

Brands and the People Who Are Loyal to Them

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You know who they are: the people at your office that will absolutely die if they don’t have the newest Apple product. Your parents who say they’ll always buy a Ford because its an American car. Your friends who hate Marvel movies but love DC movies.Your friends, family and co-workers (and more than likely you as well) are experience brand loyalty.

Brand loyalty is when a consumer will continually buy a particular service or product from one particular company because they believe it is the best fit for them. Great marketing agencies will focus on brand messaging for its clients so that those businesses can gain an audience that sticks around for the foreseeable future.

Advertising and Technology – The Battle for Power

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In 2017, we are seeing the mass emergence of many different technological platforms such as Virtual Reality (VR), self-driving cars and dominance of non-traditional television platforms such as Netflix and Hulu. With this technology changing how we interact with media, products will emerge and others will fall. Innovation is the name of the game.

Our media consumptions habits are changing daily and large tech companies such as Facebook and Google are having larger pressures from large businesses to deliver higher quality ad-serving platforms. On the opposite side, advertising and marketing agencies are competing for business and trying to drive growth of their clients through SEO and content marketing.

To further prove the shift to digital platforms, digital ad spending overtook TV for the first time ever in 2016; experts say this is due to the Summer Olympics and the Presidential election. Globally, TV is still leading in ad spending. While many in the advertising arena would like to debate which one is more effective, the shift to digital is real and advertisers need to recognize this.

Apps and Ads

Large companies with billions of dollars in an advertising budget such as McDonald’s are now turning straight to social platforms such as Snapchat to assist in the marketing of their brand to allure teens to apply for jobs.

While this is becoming a trend for major corporations, these prominent social platforms are now having to provide scalable advertising analytics for their dollars spent. Scaling the analytics for advertising campaigns has been a thorn in the hide of Facebook, Google, Snapchat and Twitter.

With the freedom of the internet also comes the one percent that ruin it for the rest of us. In March 2017, major brands such as Honda pulled their advertising from YouTube as their ads were appearing on extremist websites and other content they deemed to be inappropriate to their brand.

While these platforms have nearly all the attention, there is demand from users and advertisers to create systems to filter out hate speech and the new trend of ‘fake news’ through development of algorithms.

Traditional Advertisers

While we are consuming media at an all time high, traditional media spenders need to think long and hard about where they are placing their advertising dollars. Unlike previous generations, Millennials and Generation Z’s have no problem tuning out your annoying 30-second spot on TV.

While traditional television advertising works to reach a broad audience, it does not have the granular analytics that digital platforms do. If an advertising agency is to spend on traditional mediums, the creative must be engaging and provide value to the viewer, or they will be tuned out faster than the latest Nickelback album.

When evaluating where to spend your ad dollars, auditing your ad spend and re-strategizing with an advertising agency like Fusion 360 in Salt Lake City, Utah may be your best option.

The Downfall of Malls and Rising of Digital Commerce

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In 2017, various businesses are either rising or crashing. Right now, we are seeing the beginning of the end for malls. Studies have shown that in 2021, 25 percent of malls will be closed. With the emerging rise of e-commerce, Americans are starting to ditch large retailers like Macy’s, JC Penney’s and Sears for digital companies such as Amazon. To understand this downfall, let’s look at the past, present and future of the American consumer.

Digital marketing companies have predicted this downward trend occurring over the past 15 years and are beginning to capitalize on their correct predictions of the fall of the American mall lifestyle. With marketing firms targeting consumers with extremely competitive pricing of products and the inconvenience of driving to a mall and walking, malls will become obsolete. Property management companies must begin to restructure their business model to deliver further value.

Past

To give a bit of a history lesson, let’s step back in time a bit. In 1956, the very first indoor shopping mall called Southdale opened outside Minneapolis. After the exploding popularity of malls, there was a large retail boom in the United States.

In 1960, there were 4,500 malls that made up 14% of retail sales. In 1987, there were 30,000 malls accounting for over 50% of all retail dollars spent. Malls were the emerging destination for commerce, hanging out and community gathering events.

Malls were the place to be and quickly became a staple in the American lifestyle.

Present

Since 2006, no new indoor malls have been built. This is around the time that online commerce began to emerge. Digital marketing companies have taken notice of this and capitalized on the shift of attention from malls to iPhones. Since 2004, the net sales revenue of Amazon has risen from 6.92 billion to nearly 136 billion dollars.

This is now where our eyeballs and dollars have all shifted to. With less hassle and lower prices, the incentive of going to the mall for relaxation or socializing has become a thing of the past.

Future

In the age of embarrassing viral videos of people stomping over each other at Walmart over a discounted TV on Black Friday, the experience of shopping amongst other American consumers is increasingly negative. If malls are not providing a product or event that requires in person attendance, they will fail.

Marketing firms that represent these properties are looking at new avenues of either providing further value to American consumers to re-attract them, or re-purposing these structures to self-storage, doctor’s offices or apartment structures.

 

Sources:
http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=7196

https://www.statista.com/statistics/266282/annual-net-revenue-of-amazoncom/

Less is More, Right?

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When it comes to advertising or marketing agencies, they come in all different shapes and sizes. Agencies can range anywhere from 10 to 1,000 people, and serve many different functions. As eyeballs continue to shift every single day, companies with large marketing budgets are trying to figure out the best ways to target the right people, spend dollars in the right places and ensure effectiveness in their messaging.

The debate of size in regard to an advertising agency is definitely a conversation to be had. Here are just a few differences to keep in mind when deciding to outsource your content marketing, SEO or video production to an advertising agency.

Contact With the ‘Head Honcho’

If you were to hire an agency that employs 500+ people, what are the odds you will be dealing directly with the CEO? Slim to none. If you are to work at an agency with under 50 people, the odds are much higher that you will work with the shot caller. When managing millions of marketing dollars, there needs to be streamlined communications to ensure tasks are completed effectively. The path of least resistance is the best route to travel.

The Workplace

With many companies that we see today, the ‘growing pains’ can sometimes be too much to handle. With a smaller agency, the vision and mission are able to be maintained with much less effort. Keeping an equal workplace mindset is crucial to the quality of the work produced for its clients. A loss in workplace continuity can cause headaches for everyone.

Attention to Your Work

At a larger agency, work can fall by the wayside very easily; a smaller agency overvalues its clients as each one is extremely vital to the company. Your marketing dollars are the lifeblood of your company, and the last thing needed is for your company to fall lower on the priority list because of your budget.

Agencies are ensuring the success of your marketing dollars on an everyday basis. As these agencies are analyzing the daily shifts in attention, marketing dollars need to be spent as efficiently as possible. When choosing an agency for your business, consider that bigger doesn’t mean better and agencies are not ‘one size fits all.’

 

Sources:

https://www.forbes.com/sites/deeppatel/2017/05/30/gen-z-hates-tv-and-what-that-means-for-traditional-advertising/#4934587a32ed

How to Make Your Video Ads More Successful

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If research and statistics are right, then you’re probably not going to read this entire article.

If people are looking for in-depth insight on any given subject, people now more than ever will turn to videos to get information. Marketing agencies that are worth their salt know that people turn more to videos for content than anywhere else. But how do you make your online video ads stand out in a crowded field of cat videos, how do you make your multimedia presence stand out?

Here are some of our personal tips:

Tip #1 Produce “How to” Videos

In 2015, “how to” video searches grew by 30 percent, which means that people are in a hurry to figure out stuff, and they need someone to walk them through how to do something step by step. “How to” videos are only increasing in popularity, and the more unique your “how to” topic is, the more views you’re likely to get.

So, for example, “How to change a flat tire” won’t get that many hits, being as there are literally thousands of those videos already. But a “how to fix a foosball table” video will get much more of an audience for you, even if that audience is smaller than the “fix a tire” group.

Tip #2 Make Testimonial Videos

In the age of Yelp and Rotten Tomatoes, people are more likely to look at reviews for your brand well before they even come close to buying your product. Marketing agencies have figured this out, so for their clients who sell products or services, they’ll make testimonial videos that prove to consumers that what they’re product or service is better than everyone else’s.

Tip #3 Find the “Sweet Spot” for Video Length

Marketing agencies that produce videos for their clients know that the best video ad length (according to Google) is no longer than three minutes. Within 45 seconds, people will know if they’re interested in the video they’re watching. There are some videos that can be longer than 3 minutes on Youtube that still deliver incredible results, but those exceptions are rare, and your video has to be incredibly engaging to pull something like that off.