Marketing strategies require input from both the company doing the campaign and the ad agency itself. Clients need to be kept “in the loop” for them to have a chance of doing their part in a campaign. Sadly, many agencies lack a defined strategy for informing clients, while many customers tend to leave the reins of the campaign fully in the hands of the agency and don’t offer their input even when required.
It surely isn’t news to you that influencer marketing has been criticized for having a diversity problem. As blogger Stephanie Yeboah wrote last year, “by exclusively using white influencers to tout holiday experiences, beauty and skincare products and fashion pieces, the story being told is that these experiences are only available to white people.”
But how can a company best apply marketing principles to attracting talent? Twelve contributors to Forbes Agency Council explore this subject in great detail, using examples they’ve witnessed themselves.
One of the most innovative approaches to marketing in the last year has been the growth of experiential marketing. By making the audience part of the marketing push, companies have managed to generate more interest in their products as a result. Even so, this type of marketing takes a lot of setup, and many businesses aren’t sure they’re ready to invest in the trend of experiential marketing as yet.
Companies and organizations have had to make a lot of changes in recent weeks — from operations to services to figuring out what kind of brand messaging strikes the right tone during a pandemic. Many businesses are also faced with the brand-new challenge of adjusting to remote work. As we all do our best to stay home and #FlattenTheCurve, how can businesses best help their employees stay connected and productive?
Artificial intelligence, if properly implemented, allows a business to automate a large volume of repetitive tasks. For an agency, this can be a godsend, as it removes a lot of the drudgery involved in the industry. Instead of spending hours working on administrative reports, creatives within an enterprise can dedicate that time to exploring their ideas.
As much as some of us may wish to opt out of political talk on social media, the upcoming election is making the topic virtually unavoidable — and some in the running are hoping to sway hearts and minds with a relatively new political tactic: influencer marketing.
One of the hallmarks of working in an agency is that no two clients want the same thing. Even so, a few campaigns that professionals have worked on are unusual and distinct. Sometimes the client wants something unique and potentially strange to the agency. One might look at this as just another quirk of the profession, but the true masters see these unusual requests as an ability to learn.
Social media algorithms make it so that the longer a post stays without interaction, the less likely it is to make it to prominence. The key then is making sure all posts are highly engaging in order to be noticed and shared.
Employees who are engaged in their workplace tend to be more productive because they’re happier. Despite this, many organizations — agencies included — don’t always see employee happiness as a significant factor in their success. However, by making the organization a more exciting place to work, employees are encouraged to show up and engage with their surroundings.
A business that remembers its local roots has a particular identity that can become part of its brand engineering. Even companies that market further afield can look back to their place of origin and use it to help their marketing. The “local touch” can be a unique take on what the business offers. Far more consumers identify with businesses that are (or seem) local than those that are generic in their branding.
The customer is always right … right? In my job as CEO of an influencer and content marketing agency, I want to wow our clients at every turn. I want every client to walk away feeling like we went the extra mile to please them, and that we provided them with our very best skills and service