Proliferation

Sep 19
0

Social Progression or Social Status?

By | marketing agencies | No Comments

On August 26, Colin Kaepernick refused to stand during the singing of our national anthem, which is sung during the pre-game of every professional sporting event. Kaepernick also refused to stand, instead electing to take a knee, the following week before his team was set to play the San Diego Chargers. The reason Kaepernick is adamant about protesting the national anthem is because he sides with one certain aspect of social progression.

Kaepernick said, “I am not going to stand up to show pride in a flag for a country that oppresses black people and people of color.”

The stance Kaepernick is taking is one several athletes across the sports world have taken. In recent years racism has been believed to be the motivation behind several shootings involving cops. Other athletes that have protested also have more at stake than Kaepernick. Marketing agencies target athletes because of the multiple generations they can reach. Even Lebron James, the owner of LRMR marketing agency has protested similarly in the past.

That is the power of sports. That is the power an athlete can have, not to mention marketing agencies. If an athlete can inspire a consumer to buy a certain shoe, can he or she help change beliefs and opinions?

The reaction from the media has been swift in both directions. The far leaning right-minded will point out Kaepernick was wrong, while left-leaning individuals will point out Kaepernick had as much right to sit as any of us have voicing our opinions. Despite this, Kaepernick has yet to be dropped by any major sponsors. On each side a different reputation and character of man is debated and tossed around.

One thing is certain, Kaepernick has had his reputation tarnished as well as strengthened. To some he is a cavalier standing for justice of those he believes were unjustly killed. To others, he is a disrespectful, spoiled millionaire. This begs the internal question we all must ask ourselves. Do we stay true to ourselves or go with the flow?

Aug 12
0

Facebook and Google Rule Mobile Advertising

By | marketing agencies | No Comments

While Facebook and Google fight each other to see who will reign supreme in mobile advertising, every other company seems to not even be trying in the ad space.

Mobile advertising is the fastest growing digital advertising format in the US, but there seems to be a hesitancy with businesses investing in it. Some marketing agencies are trying to get ahead of the curve by investing advertising dollars in apps, but some companies that dominate the mobile space like Twitter and Alibaba don’t take that as a sign that companies want to advertise on its mobile platform. Google and Facebook are betting that is what companies want, and the bet has paid off big time.

Together, the two companies own about half of the mobile ad revenue in the entire world, and that revenue keeps growing in the billions. The weird thing though is that Google and Facebook’s investment in advertising on mobile devices doesn’t seem like that big of a gamble to begin with. Twitter’s small investment in mobile advertising seems like a much bigger gamble.

Think about it: You can’t walk down the street without seeing at least a couple of people on their phones checking their social media, reading the news or playing “Pokemon Go.”

Google and Facebook have an excess of information on pretty much everyone — from your favorite type of music to what you’ve been shopping for online. Those analytics help marketing agencies understand what type of ads to place on your phone, which is invaluable information for them.

The biggest caveat to mobile advertising is the increase of actual purchases made on your phone isn’t increasing. Entering in your credit card number or buying plane tickets is just way easier to do on a laptop than a phone still.

But there’s hope that the problem will still be fixed. According to BI intelligence, Marketing agencies and companies alike are expecting to spend nearly $42 billion on mobile advertising.

Aug 08
0

Navigating Advertising and Cancer Treatment

By | advertising, marketing agencies | No Comments

Advertising and marketing agencies are known for having a wide array of clients. They say it takes all kinds, and we prove that statement right. Sometimes our clients can be just plain weird, but hey, there’s a client for everybody. Our job as marketing agencies is to help our clients reach their clients. You might be interested to hear that there is one industry that comprises 86 percent of all the advertising dollars in the United States, and it is not the industry you might think.

In 2014, cancer centers in the United States spent $173 million on marketing and advertising. Research by Indiana University School of Medicine and the University of Pittsburgh shows that in the nine years between 2005 and 2014, advertising costs for U.S. cancer centers increased more than three times over.

The study was conducted to take a deeper look into how advertising created by marketing agencies affects how cancer patients select treatment centers. The Universities’ research shows that the cancer centers that spent the most on advertising focused large amounts of their budgets on national media sources.

National advertising allows treatment centers to attract patients outside of their typical regions. However, the Commission on Cancer does not accredit more than half of the cancer treatment centers with the highest advertising budgets in 2014. So, what can marketing agencies do on their part to serve their clients and help to ensure patients get the best treatment available?

First, marketing agencies should be selective with their clientele. Running a business with integrity means taking on clients you feel good representing. Even if you wouldn’t use the product or service yourself, would you feel good about recommending it to a friend or family member?

Second, do your best to represent the facts. Most advertising for cancer centers relies on emotion. Emotion is an essential part of advertising, but try your best to present an equal amount of factual information. In this way, your agency can do its part to help those in need and give your clients the best product that you can.

Aug 08
0

What’s Your Mad Men Marketing Style?

By | marketing agencies, Millenials | No Comments

As one of the most popular, critically-acclaimed programs in the history of television, Mad Men hit the ground running for its premiere in July of 2007 and charmed millions of viewers until its last episode aired on May 17, 2015. A period drama series set on glamorous Madison Avenue in the 1960s, Mad Men focused on the owners and employees of an advertising agency who built the brands of many famous products we recognize today.

From the fashion to the character development, and the set design to the dialogue, cultural events, and drama, Mad Men inspired many a millennial to make their way into advertising and taught viewers how different components of marketing agencies work, and how they work effectively and ineffectively to gain and retain (or lose, if you’re Don!) clients.

 FA_madmen

Jul 26
0

Advertising During the Olympics Faces Change

By | advertising, marketing agencies | No Comments

Advertising for the Olympics is second only to advertising done during the super bowl. Marketing agencies across the country are pulling up a chair and grabbing their popcorn to watch. This year, the marketing changes put in place by the International Olympic Committee (IOC) will make it one we can’t forget.

Exclusivity Is No More

For years brands like Coca Cola, Nike and McDonalds had a “You can’t sit with us!” kind of attitude. These 40 official Olympic sponsors created a blackout for all other advertisers. The other advertisers weren’t allowed to use the athletes or any Olympic intellectual property that might detract from these few special weeks. Athletes couldn’t even tweet a “Thank you!” to their promoters if their sponsors weren’t part of the special 40 club.

After complaints from athletes who pointed out that this was the only time the great people of America know their names, the IOC made the decision to even the playing field for other advertisers. Marketing agencies that represent these athletes now have the opportunity to feature them in generic ads throughout the entirety of the summer Olympics.

Companies like Under Armor are shouting for joy. Under Armor supports 250 athletes during the games. They have already included Michael Phelps in their newest “Rule Yourself” campaign.

Step Your Game Up

Some are complaining that evening the playing field is going to ruin the prestige that came with being part of the exclusive 40. The toughest of the marketing agencies are saying, “Bring it on.” No, I’m not quoting the cheerleader movie (Go Toros!).

Top agencies are promising to fight for the customer’s attention. Great advertising campaigns are more important than they ever were before. Who will get the gold and who’s about to belly flop? Turn off “Pokemon Go” during the commercials, because you are bound to see some legendary material.

Jul 18
0

In-App Advertising or In-App Purchasing?

By | marketing agencies, Mobile marketing | No Comments

In the world of advertising and marketing, we’re always looking for the next big thing. Marketing agencies thrive on being ahead of the game, leading the pack, blazing new trails and all that good stuff. The best marketing agencies tackle the questions that actually affect the industry. Here’s one we’d like to take on: Which business model is better — in-app advertising or in-app purchasing?

In-App Advertising

We’ll take on in-app advertising first. Right now, in-app advertising works like this: Developers offer app downloads for free with the idea that a growing base of app users will provide data to help drive advertising sales. It’s basically the same approach that began two decades ago with internet banner ads. But they were boring, so today video ads are all the rage.

In-app advertisers use video ads during apps’ natural breaks and pauses, some even incentivizing consumers with app perks for watching an entire advertisement. The Interactive Advertising Bureau released a study forecasting that mobile video ad revenue in the United States will exceed $4.4 billion in 2018. Not too shabby.

In-App Purchasing

On the other side of the aisle for marketing agencies is in-app purchasing. This advertising model depends on revenue from users paying to purchase the app and then continuing to purchase virtual or physical products within the app. The newest approach to in-app purchasing is sponsorship. Basically, this means an app developer joins up with advertisers who reward users for completing certain tasks within the app. The overall goal? Work ads into the app in a way that helps the app engage users.

Two Is Better Than One

So which is better for business? We say, why choose? Both strategies can work together as app development becomes more refined. App developers can start with an in-app advertising approach and offer the app for free download with ads. Then, developers can pull in the in-app purchasing model by offering added paid features. When it comes to in-app purchasing and in-app advertising, two is better than one.

Jun 28
0

“It’s Not You, It’s…” How to Tell Your Client They’re Wrong

By | marketing agencies | No Comments

“You’re tacky and I hate you…” Not everyone can take the “School of Rock” approach when telling someone they’re wrong. When it comes to marketing agencies, that approach would get a slap in the face from a client.

There’s a fine line between being direct and too frank. Feedback promotes honesty, which can build trust. So how does one tell their client that they are absolutely, astronomically wrong on every level without hurting their feelings?

Step Back

Do not groan and do not call them names, even if they suggest Comic Sans font. Take a deep breath and smile, even if you’re only talking on the phone. Remember the client knows best, even if they’re walking into a train wreck like a new relationship with Taylor Swift.

Ask Questions to Clarify

Marketing agencies need to get into their client’s point of view. Empathy is a powerful skill. Think back to your last painful college group project — that you got stuck doing all the work on, freaking Karen from economics — and how you wanted your thoughts and input to matter.

Clarify what they don’t like. Get input from the client as to how they think they want to fix the problem. This way you can find a suitable replacement to incorporate into the work you’ve already done.

Explain Your Process

At this point, use facts, data and your personal experience to make it clear why you chose what you did. I put emphasis on the fact that you need to explain, not defend. They hired you for a reason and should respect your feedback. 

Let It Go

You read that right, pull an Elsa and let it go. The most important skill marketing agencies can perfect is the ability to do what the client wants. If your client is immovable with their decision, sign the release of liability and just do it. Their business is their baby, and through trial and error they will perfect their message. You just take your platinum blonde braid and head back to Arendelle, because the cold never bothered you anyway.

Jun 24
0

What Is Cord-Cutting?

By | marketing agencies | No Comments

Since TV began, consumers have wanted more — more channels, more options and more episodes. Cable and satellite providers swooped in to save the day with everything from documentaries about marketing agencies to cooking competitions. Then the fees began. Prices rose, and consumers were forced to sign up for channel packages that included more of what they didn’t want to watch than what they wanted to. The people were fed up.

Enter the internet. The internet provided an opportunity for consumers to view the entertainment they enjoyed on demand. Employees at marketing agencies could listen to a TV episode during their lunch break, and a busy mom on the go could let her children watch a movie on her smartphone. The more popular streaming became, the more consumers thought, “Why do I even need cable TV?”

Enter cord-cutting. Cord-cutting refers to a consumer movement away from traditional television providers toward relying solely upon internet streaming for all their media consumption. A 2010 study from Experian found that 4.5 percent of U.S. households were cord-free. In 2015, that number had climbed to 7.3 percent.

Cable companies are steadily losing customers to cord-cutting. Research conducted by TransDigm Group Incorporated found that 101 million households in the U.S. subscribed to cable and satellite TV in 2011, and predicted that the number would fall below 95 million households by 2017.

Millennials especially are drawn to a cord-free life. Their high dependence on technological devices and Wi-Fi signals lends well to a lifestyle that isn’t tied down by cable cords. The smartest broadcasters are embracing trends by creating their own streaming services alongside traditional TV channels, hoping to keep millennial audiences happy.

Marketing agencies are watching the cord-cutting trend just as closely as consumers are. Cord-cutting is a movement that exemplifies the new consumer psyche. Consumers don’t want to simply consume what they are given. They want products, services and, yes, entertainment that is personalized specifically to them.

Jun 22
0

What the Obama Administration’s New Overtime Rule Means for Advertising Agencies

By | marketing agencies | No Comments

If you haven’t already heard the news, the Obama administration has recently authorized a sweeping overhaul to the nation’s overtime rules and regulations — a change that will reportedly affect 4.2 million salaried workers and potentially millions more.

This change is by no means a small one and will affect workers from the restaurant industry to those in the academic research field. But what does this new overtime rule mean for marketing agencies?

New Overtime Legislation

According to the U.S. Labor Department, the new overtime rule mandates that any salaried employee making under $47,476 a year must receive time-and-a-half pay for any labor beyond 40 hours per week. This new threshold is double the current limit of $23,660, and probably explains why you haven’t made any overtime pay this year (or ever).

The new rule change is authorized under the Fair Labor Standards Act, part of the New Deal-era legislation designed to protect and strengthen the American middle class. Whereas more than 60 percent of salaried workers were eligible for overtime pay in 1975, today a mere 7 percent of salaried workers are eligible for overtime.

Advertising Often Means Long Hours and High Job Stress

As those of us in the industry know well, advertising is one of the more stressful fields to which to work. Compared to other industries, employees at marketing agencies often work long and irregular hours in order to complete projects and make deadlines — it’s no wonder advertising jobs regularly rank in the top 10 for career stress.

These new overtime regulations may not relieve the stress of working in advertising, but they could ensure that you’re at least getting paid for all that late night and weekend work — especially since a large percentage of employees at marketing agencies in the U.S. currently make less than the new $47,476 salary cut-off.

What’s Next for Ad Agency Higher-Ups?

While these new overtime rules are great news for millions of employees, they present the ad agency higher-ups with a dilemma: cut back on employees’ hours or pay the price.

Opponents of the legislation argue it will force marketing agencies to demote currently salaried workers back to hourly status, potentially stripping them of their health care and other benefits. Other people think agencies will cope with the changes by laying off some of their salaried staff.

Proponents of the legislation, however, see it this way: salaried employees are either going to get more money or have more time to spend with their friends and families. Instead of encouraging lay-offs, proponents argue the new legislation could encourage employers to hire more workers instead of paying time-and-a-half to their current employees.

For an industry with an already higher-than-average growth rate, this could make for even more opportunities for those working in the adverting industry.

The new rule change goes live December 1, 2016. Until then, marketing agencies must face the ultimatum: to cut back on all those nights and weekends hours — or pay the price.

Jun 13
0

Advertising Must Make the Move Toward Mobile

By | advertising, marketing agencies, Mobile marketing | No Comments

With the drastic increase in smartphone popularity over the past 10 years has come a sudden decrease in the popularity of other media. The smartphone has become the GPS, television, calendar, ultimate connector and so much more.

While Americans are spending close to a quarter of their daily media time on mobile devices, advertising and marketing agencies are only spending a small fraction of their budget on mobile platforms. Some forward-thinking advertising and marketing agencies are calling for a shift in advertising and a conscious move toward an increase in mobile advertisements.

Out With the Old

In a world where the selfie is king and Facebook is the most popular media platform, big advertising and marketing agencies are still spending huge sums of money on print advertising. Though there is still a place for print advertising, there are several instances in which mobile advertising is drastically more effective.

Advertisements placed on TV and radio are doing reasonably well, but advertising on the internet is sub-par — and where mobile is concerned, nearly non-existent. In order to have a blended and totally effective campaign, it is important that advertising and marketing agencies let go of preconceived notions and get on board with mass mobile advertising.

If your target market mirrors the behaviors exhibited by the vast majority of Americans, then it is safe to say that mobile consumes your market’s time — and unless you meet them there, you risk being completely ignored.

In With the New

With the future of advertising tied so closely to Facebook, it is time to revolutionize the way advertising is executed and bring the ads to the masses. If smartphones and social media are the future of advertising, then that is where we must go.

Take the time to develop a serious plan to integrate mobile advertising into various campaigns.

In the past mobile advertising was considered a bonus — but today it is essential. You wouldn’t fight a Sith Lord without a lightsaber — a campaign without mobile advertisements is equally as hopeless.

Mobile advertising is more than just ads that pop up between levels of Candycrush or business pages of Facebook. Advertising and marketing agencies have the potential to put creativity in action and push the limits of mobile advertising. Whether these advertisements come on Instagram or Snapchat, there are hundreds of ways to advertise and interact with customers.