Current advertising and media trading platforms are designed to allow buyers ultimate flexibility. While this sounds like an effective strategy, users run into issues when these platforms inevitably fail to understand the brand's business model and therefore fail to provide true value. In the attempts to accommodate everyone, they accommodate no one, and audience discovery methods remain primitive at best.
The media on both sides of the political aisle may well be painting a picture of what they want to see happen, not what is an accurate prediction of what could happen. And because we all willingly are consuming and sharing media as we always have been, we are confident in our own views of the likely outcome.
The newest trend in digital marketing is utilizing a micro-influencer strategy. Brands are shifting away from the regular social media celebrity to people with fewer followers. They are now using strategies that focus on the qualitative rather than the quantitative aspects of social media influence to obtain audience engagement.
Branding is about more than image recognition for customers. Great brands give their customers something to belong to and talk about. They always have a great story. I was reminded of that last week while in Ontario cottage country visiting relatives and friends before returning to Toronto for some business meetings.
Creating diverse teams, at all levels of the organization, is necessary to do our best work. It allows us to be nimble, creates an environment for cutting-edge thinking and reflects the customers, clients and communities we serve. We've been talking about this for far too long, it's time to take ownership and it can start with these three easy steps.
The reason we want to leverage a new channel is for what it offers for the customer and the marketer. It changes the game up with a specific type of communication. Live streaming apps like Snapchat and Instagram keep customers and fans informed as exciting events happen; keeping them close to the action even if they can't physically be there.