Creating and distributing content is one of the most effective ways to build your brand and engage with your target audience. But, only if it’s done right. If your content primarily focuses on pitching your company, services and products, you need to rethink your strategy. Today’s consumer prefers to learn about products and services through articles, not advertisements. They want to be educated through online searches, not “sold.”

Every year during the holiday season, consumers are inundated with advertisements from millions of companies vying for their attention and money. With so much competition, why do businesses even bother? Because, if you place the right type of ad, it pays off. Big Time! In 2015 , brands reaped 113% more return on ad spend, thanks in part to larger increases in average order values (AOV).

2017 is fast-approaching. And while you’re probably knee-deep in how to finish 2016 strong, now is also the time to start planning for what’s to come. Today, as many as 85% of small and mid-size companies make the mistake of operating based only on a budget. Without a well-designed marketing plan, you fail to establish guidelines and proper direction, as well as run the risk of being unable to successfully identify key performance indicators (KPI’s). To ensure your business can hit the ground running January 1st, you need to be asking (and answering) three key questions:

If you think reputation management is something only large companies need to worry about, think again. Companies of all sizes can quickly find themselves in crisis mode if their brand becomes tainted due to an unforeseen event or negative press.

The Digital Age has brought no end of new marketing opportunities and new perspectives on advertising. However, it hasn’t spelled the end of traditional marketing tactics, and in fact some longstanding strategies are even more effective today. Direct mail is one of them.

We don’t blush when it comes to talking about money. Figuring out the optimum marketing budget for your business is important — it shouldn’t be a delicate conversation, it should be right out in the open. Clear communication about a budget helps set expectations for you and your marketing team, and is central to building an effective, goal-oriented marketing plan.

Some things never go out of style. Other things are out of date almost the second they’re out of the store. In order to be effective, today’s marketing and advertising often requires a combination of traditional (direct mail, billboards, radio/tv), as well as newer and emerging tactics (social selling, highly targeted audience segmentation, experiential marketing).

When it comes to content marketing, at Innovative Advertising we encourage our clients to think beyond direct response strategies and focus more on engagement and awareness. Online and broadcast video provides a medium where viewers can experience your message with very little effort.

For the first time Pantone has chosen two colors to represent the year, and 2016’s are Rose Quartz and Serenity.

Rose Quartz and Serenity

Or to those outside the design world, baby pink and baby blue. We’ve seen loud, vibrant colors for most of their selections, but this year sees pastel, silvery hues.