The digital age has brought to the marketing world new (and many) touch points between users and brands. In this complex network of devices/channels/media, two concepts come into play that’ll allow us to understand how marketing can meet users’ needs in the best possible way: multichannel and omnichannel.
Let’s imagine a workday in an agency. Each one of the employees are performing different tasks with specific ways of working, times and determined processes. But when a project has to be carried out, it’s necessary to coordinate the client’s needs with the team’s own capabilities to support it. And that’s where the project leader role becomes indispensable.
Let’s put ourselves in situation for a moment: a client shows up with what he believes it’s the right advertising strategy and although it may sound interesting to test it, it’s based on assumptions and hypotheses without data to support it. As digital marketing specialists we have the information to demonstrate that this might not be the most appropriate path to take, but the client insists to invest time and money in that strategy, which most probably will be destined to fail. So what can we do to “convince” our client that making the right decision could mean taking a different approach?
Nowadays we are immersed in a constant flow of information from traditional and digital media, data abound and generates a sense of anxiety that overwhelms the mental state of most people. Content curation is essential to moderate this infoxication and the role of marketers in this area is crucial.
A new year is approaching and the digital marketing keeps moving forward. We have seen some important trends in 2015 but there are some new ones on the horizon. The new year will come full of challenges that’ll demand from marketers their absolute attention and an optimal adaptability to reach their marketing objectives.
Times change and so do the consumer habits, how they live and get entertained. What once appeared to be somewhat disruptive for an advertising campaign now seems to be the holy grail. Whether a fan or customer appropiated some attribute of a product or a character in a commercial and developed his own story, could generate conflicts over intellectual property and may be counterproductive for the brand. The complex ecosystem of media and platforms have changed the paradigm and marketing must assume the role that should have always taken: to tell compelling stories that capture the attention of an increasingly distracted and fluctuating consumer. Can marketers benefit from transmedia storytelling and what is the challenge for digital agencies in the present and looking into the future? Find out next.
Usually the success or failure of a campaign or action in social media marketing is measured through the engagement. The problem is that engagement by itself is not enough and you need to consider also the context.
Many agencies that call themselves as digital are only traditional agencies where the management and bureaucratic characteristics, the content production system remain unchanged. The real digital agencies enhance the rapid response and increased differentiation among other factors.