'Creative Best Practices' Category

What’s on your Radar?

Posted by Winnie Brignac Hart on March 12th, 2015 at 12:20 pm

It’s a big sky out there – do you feel like you’re flying off the radar? Your role as a leader is to set the destination and the route, and keep the flight on course and running smoothly. There is a lot of turbulence – the key is to stay aligned on a strategic path instead of constantly reacting to unexpected detours.
Align Your Brand
You need a plan. A plan that keeps you on course and aligns your purpose, brand and strategy – this is what we call your True North. Finding your True North starts with assessing where you are in eight key areas: Strategic Alignment, Positioning, Distinction, Branding, Authenticity, Lead Generation, Messaging and Marketing.
What’s on your Radar?
Download the True North Radar assessment.

Six Things to Know When Running a Travel Campaign

Posted by Bill Guild on March 11th, 2015 at 11:52 am

Online travel sales have increased over $30 billion yearly since 2010, and are expected to continue increasing through 2016. To meet this demand, and stand apart in the constantly evolving digital landscape, brands must remain agile with their online presence. This article includes six key points for travel brands to keep in mind to run successful digital advertising campaigns.

eCommerce Home Page Best Practices in 2015

Posted by Anna Johansson on March 10th, 2015 at 11:44 am

More than ever before, web design in 2015 should place an emphasis on the user’s experience. Because a home page can make or break how users view your brand, it’s important to pay special attention to how it’s designed, where it draws the eye, and whether it helps or hurts a visitor’s overall impression of a site.
What do visitors think when they visit your website? Are they encouraged to look around, or do they want to head for the hills? Do they understand what your brand is about from a quick glance, or does their initial confusion only get worse as they use your home page?
Take a lesson or two from a recent Webby Award winner and other top sites before evaluating your home page.
The Home Page Gold Standard
Winner of a 2014 Webby Award for its home page (among other accomplishments), Squarespace is a model example of what customers are looking for when visiting a site. Voted into the award by users themselves, Squarespace’s home page was visually captivating, intuitively designed, and appeared seamlessly on any device.
Viewed as the gold standard when evaluating home pages, Squarespace’s layout encourages visitors to interact with, discover, and share information. Similarly, online ticket exchange... Read more

5 Steps to Measure the ROI of Your SEO Campaign

Posted by Anna Johansson on March 5th, 2015 at 8:31 am

Search engine optimization (SEO) is a common strategy in today’s world. Since everybody with Internet access uses search engines to find companies and information, your potential audience is limitless, and because basic SEO programs can be executed with a relatively small budget (compared to traditional advertising campaigns), it’s appealing to small and emerging businesses.
Unfortunately, there is a problem for businesses operating with cost-efficiency in mind. It’s easy to use Google Analytics to track things like incoming traffic and keyword rankings, but how does that correlate to increased sales? And if you don’t know how much your sales have increased, how could you possibly know the ROI of your campaign?
Fortunately, there’s a way to calculate the overall ROI of your SEO campaign, and you can accomplish it in as little as five steps:
1. Determine how much you’re spending on your campaign. The first metric you’re going to need is the total amount of money you spend on SEO on a monthly basis. This includes both internal and external costs and incorporates several peripheral strategies, so try not to leave anything out. For example, if you have a full-time staff member who spends half his time writing content for SEO, use half... Read more

FAREWELL Q&A WITH NY TIMES AD COLUMNIST STUART ELLIOTT (PT 3): CHANGE IS (ON) THE AIR

Posted by Rick Mathieson on March 4th, 2015 at 6:47 pm

In part three of an expansive "exit interview" I conducted with Elliott just weeks after he announced his retirement in December - he points to how ad agencies used to pretend they were bigger, until that became a liability, and why brands had better keep up with demographic trends, or risk being risk being left behind.
Photo: New York Times
CLICK HERE TO LISTEN TO: FAREWELL Q&A WITH STUART ELLIOT: WHAT I SAW THE REVOLUTION (PART 3) - CHANGE IS (ON) THE AIR
(Approx: 3:53)
Listen to Part One here: What I Saw at the Revolution
Listen to Part Two here: The Rise & Risks of Content Marketing