It’s no surprise that COVID-19 has sparked massive change, but how has it impacted advertising? With more people at home using technology for work, entertainment, schooling and more, the methods of reaching audiences have shifted. And advertisers have taken notice, modifying their approach to reach audiences at their new location – home – and through new platforms – digital devices.
Diversity marketing is important to consider when planning any advertising campaign because it will determine the level of inclusion, or exclusion, felt by potential customers when viewing your brand’s marketing materials. Determining how to properly execute diversity marketing, however, can be a tricky endeavor. What is Diversity Marketing? Find out in our extended article.
Real tree or artificial? Eggnog or Hot Chocolate? We surveyed the Innovative team to see what makes our employees happy during the holidays.
Your campaign is ready to go. You’ve crafted your content to meet the desires of your target audience, you’ve aligned your messages with the proof points of your brand…but hold on. There are still a few more things to do before you press GO and launch your campaign.
Here’s your pre-launch checklist:
Connecting with consumers organically is an integral part of growing a company’s brand. From social media posts to blogs, there are a variety of ways to share content about your company with your audience online. How then does a brand cut through the clutter and stand out? People, your customers included, are visual engagers, and their online consumption habits have evolved from merely reading words to viewing images and now enjoying video. Increasingly, companies are utilizing the latter to reach their audiences and taking engagement to new levels with live streaming video.
For most companies, tweaking a product is often a natural part of doing business. Performing a product line adjustment offers companies the chance to recalibrate, enhance or create a new product for its customers. For example, Coke Zero recently changed its name and formula to become Coca-Cola Zero Sugar. Before your company jumps headlong into a product change, it’s important to understand the impact it can have on your brand and the role marketing can play in the process.
When trying to determine the effectiveness of an advertising campaign, you can look at many different factors. Just as digital media has changed over the last few years, so has the way we determine a campaign’s measures of success. Two examples of how we evaluate campaigns are Return On Ad Spend (ROAS) and Return On Investment (ROI). While it’s important to understand the differences between ROAS and ROI, it’s equally important to know the value of each when optimizing both campaign performance and budget.
Once upon a time, the only tools you needed to get your newsworthy announcements and stories publicized were a press release and an email or phone call. Editors and reporters were one call away from hearing your pitch and developing it into a story. Now, modern communication devices allow us to reach media contacts in tons of news ways. This, combined with the rise of blogging, YouTube and other influencer channels, makes being creative and compelling in your outreach much more important. How, where, when and to whom you decide to pitch your story and product/service can literally make or break a successful public relations effort.
No matter which side of 1980 you were born, the title of this article may cause you to roll your eyes. Baby boomers and Generation X managers sometimes have preconceived notions about the age group known as millennials. Alternatively, millennials tire of generalizations about themselves and taking the blame for ruining everything older generations hold dear.
As advertisers struggle to negotiate the ever-changing world of digital marketing, there’s one medium that remains strong, affordable and effective: radio.
Research proves that radio regularly reaches consumers within two hours of their largest purchase of the day. It’s hard to beat reaching your customer in transit while they’re on their way to go shopping.