In a world that is constantly changing, I find that branding has stood the test of time during my 20 years in marketing and will continue to be the most important aspect of any successful marketing and advertising campaign.
Having said that, when I hear people talk about branding, I often cringe. Not because they are doing it incorrectly, but because they have the wrong expectations.
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What if you can advertise your message specifically to people who are interested in your product or services?
What if you could target an audience and match them up with your company based on the behaviors and interests they have exhibited?
What if you could present an offer or promotion relative to the consumers who are actively in the market for a product or service and are ready to make a purchase?
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Let’s start by defining my new term “tradiphobic,” which as you may have guessed means, fear of traditional media.
A tradiphobic marketer has a serious problem that can’t be cured by “traditional” medicine, because well, that’s the problem. They are so afraid to integrate traditional media in an advertising campaign because deep down — they’re scared it just might work.
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I get questions like this all the time:
“Should I invest more in digital or traditional advertising?”
“Can digital offer the same reach and frequency as traditional media but at a lower price point?”
“Can we get the same or better results using digital advertising over traditional advertising?”
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Nothing has the ability to build a brand faster than TV. The proof is in the pudding.
We came across this idea during a recent exercise we performed for a client. In deciding which medium would be best in order to launch the client’s new website, we asked ourselves a very fundamental question: What are the largest and most successful “dot coms” of the world doing to drive traffic to their site and increase branding? The answers overwhelmingly pointed to TV – Click here to read entire article –
A “tradigital” strategy is the effective integration of digital tools in a marketing and sales process. Embracing this approach requires understanding both the goals and the road map.
1. Know your destination
No one gets on a plane without knowing where it’s going. Embarking on a marketing strategy that has no clear goals or benchmarks beyond simply increasing sales can quickly become a frustrating and costly endeavor. -more-
If I can put my finger on any one major shift that digital has caused in traditional media, it’s the change from “push” to “pull” marketing and advertising.
The premise is that digital is better at engaging with an audience thanks to all its social media platforms and online forums. The winner in social media understands that there is a conversation already being had about the client, the products or the industry that the client is in — and entering into that conversation can lead to many benefits. – -Click here for rest of article –
Here are John Garcia’s favorite smartphone apps. Garcia is managing partner and digital director or Baldrica Advertising and Marketing, an agency in West Palm Beach, Fla.
My smartphone: Apple iPhone 5
My five favorite apps – CLICK HERE FOR COMPLETE ARTICLE
Our agency goes through great lengths to insure that every media in our tradigital campaign is positioned to drive digital for maximum results. Some media channels are more challenging than others, but not for the reasons you think. In the chart below TV proves just how powerful a medium it is to drive digital. In addition a very interesting statistic jumps out at me that shows how the younger demo doesn’t engage with digital ads in thee same way they do with television. Many marketers try to prove that to reach a younger demo you have to reach them with digital, but you have to consider this point of engagement as a very real factor.
Traditional media can benefit greatly from embracing digital strategies, and the results can be significant. But with an array of digital options available, where can they get started? One important first step: Always look for new business models. Click here for rest of article.