'Opinions' Category

On being named Independent Agency of the Year

Posted by Adam Kleinberg on December 15th, 2014 at 12:43 pm

Reflecting on the value of freedom
My agency Traction just got a trophy.
We were named “Best Independent Agency” of 2014 in the U.S. in two rounds of judging in the iMedia Agency Awards — first from a panel of judges including senior marketers from MasterCard, Walmart, Kellogg., Coca-Cola , and Hershey; next from the votes of almost 5,000 members of the marketing community.
To win any recognition from your peers is a huge deal in my business. But to be recognized as the best user of our independence as a driver of our success has me giddy as a pig in shit.
Why? Let’s start with the fact that I am free to compare myself to a happy little shit-covered pig in a public forum. Seems like a small indulgence, perhaps, but it’s reflective of so much more.
What freedom buys
Not having a corporate holding company overlord to report to gives us freedom — freedom to make decisions because we think they’re the right thing to do, not because we “have to make our numbers.”
We have the freedom to create a culture where people aren’t expected to work until 9pm every day (like I was when I worked at a holding company agency).
We have the freedom to invest... Read more

3 CPG Soft Drink Social Media Campaigns Analyzed

Posted by Doug Schumacher on December 15th, 2014 at 12:33 pm

A look at the campaigns major CPG soft drink companies are running on Facebook, Twitter and Instagram. Brands in report are Coca-cola, Pepsi, Mountain Dew, Sprite, Dr Pepper and Fanta.
Report Highlights

Each campaign had a different social network drive the bulk of the engagement.
Each campaign employed a tactic for generating audience participation.
Twitter is the network with the highest posting volume in each campaign.
Twitter, despite having lower fan counts than the corresponding Facebook pages, delivered more engagements on 2 of the 3 campaigns.
Facebook is the dominant network for reach, with over 92% of the average fan count.

2015 Mobile Marketing Predictions – from 2005 (Pt 2): Mobile Advertising

Posted by Rick Mathieson on December 15th, 2014 at 9:32 am

As longtime readers of my books, blog and posts here in iMedia will tell you, I’m not exactly bullish on mobile advertising.
At least not in its current model, which mostly takes the conventions from another medium (ad banners on the old-school Internet) and plops them into our used-to-be-shrinking-now-ever-expanding mobile phone screens.
Let me explain.
In 2005, it was clear to me that mobile advertising would have to be a game changer. But not just because it’s mobile, or the fact that you can target based on things like location.
As I wrote back then in my first book, BRANDING UNBOUND, the web banner-based ad model for mobile was something that had to be tried, and continues onto this day – if not for anything else than it’s a familiar framework, and it’s easy for agency folks to explain to clients.
Indeed, most marketers still don’t have a clue about mobile marketing. Just think of how the industry (and financial markets) herald Facebook’s success in mobile advertising.
I find it intriguing.  I have yet to see a Facebook banner ad that a.) I’ve clicked on, and b.) is anything different than the way I’d experience that same ad on the old school Internet.
Just because an ad... Read more

How To Compete With the Huge Corporations When Marketing Travel Websites

Posted by Morgan Sims on December 12th, 2014 at 11:41 am

Travel is one of the most incredibly hard industries to try to make your own way in. This is because many of the large competitors have cornered the market in many different ways. If the larger entities cannot market better than you but they can definitely outspend your budget to leave you in the dust. For this variety of reasons, you cannot get into a battle when money is involved but having efficient tactics of marketing a travel site or travel provider are important when you cannot match the volume of some of your competitors.
Quality Over Quantity With Links
Travel sites tend to link build for the generic keywords and even some of the largest companies have been penalized for Google for unethical link building practices. A smaller travel company cannot have the budget to buy thousands of low tier links but should concentrate on getting links on high tier sites. When doing this, it can help curb the advantage that the larger corporations have over you. A great infographic that is shared over a thousand times and reposted on giant sites is worth far more than links that are in directories or something of that nature. The content that you... Read more

A Marketer's Guide to Acing Social Visual Content

Posted by Andrew Fingerman on December 12th, 2014 at 10:30 am

Engagement might be the ultimate marketing buzzword right now, but figuring out how to get your audience interested and attract quality visitors to your brand -- especially on social media -- can be a tricky song and dance. Of course, there's no foolproof formula for it, but we can say with certainty that captivating photography is essential to produce impactful and shareable content on Facebook, Twitter and Instagram alike. Multiple studies* have been conducted, proving that  photos are the most engaging content on Facebook, garnering an 87% interaction rate from fans, and that adding a photo URL to your to tweets can boost retweets by 35%. If you’re looking for engagement - likes, tweets, clicks, comments, and shares - a photo is going to be your golden ticket to helping get your target audience interacting with your company.
So with the power of photography to help market your business, along comes a lot of grey area when it comes to using images, particularly on social. What kind of photos are compelling?  When do you pay for image rights? If you’re using photos for editorial use only, should you still get permission from the photographer? If you find a photo on Google,... Read more