Orlando Marketing Agency Learns from the Masters of Marketing

If you own or work for an Orlando marketing agency — or you just love advertising — it’s the most wonderful time of the year.
And we’re not talking about the holiday season.

The 2018 Association of National Advertisers (ANA) Masters of Marketing conference recently wrapped up in Orlando — and there was plenty to discuss, both at the event and afterward.

Let’s take a minute to review some of the highlights of the event, and some of the most important takeaways for advertising and marketing professionals.

The buzz around in-house agencies is mostly noise

You may have heard recent chatter about the reported trend of brands developing their own in-house agency capabilities — a conversation that dominated much of the discussion at this year’s Masters of Marketing Conference.

At least one observer, however, believes there is less to this than meets the eye. Speaking in an interview with Ad Age, Avi Dan, an advertising consultant with decades of experience on the brand side, said he hadn’t seen “a single brand-building campaign” that originated from an in-house agency.

Dan added that while some work may be best handled internally, the notion that in-house agencies would become a significant player in the near-term is groundless. Other presenters at the conference pointed out that many brands simply lack the expertise and resources (particularly in areas such as programmatic buying and data analytics) to effectively handle operations in-house.

The latest on the FBI and media buying

Another eyebrow-raising topic at this year’s conference was the FBI’s probe into the media buying practices of certain ad agencies. The topic was the subject of a talk given by the ANA’s top attorney, Doug Wood, during the conference.

The probe is exploring allegations that a handful of agencies engaged in deceptive and non-transparent practices, including collecting cash rebates from media vendors and not passing them along to clients. The ANA released a white paper on the topic in November to better explain the issue to the advertising community.

Wood said that the result of the probe (which could potentially spark reforms toward greater transparency in the industry) should be known in six to twelve months.

The word of the week was “purpose”

One buzzword made repeated appearances during conference presentations: Purpose. Marketing execs from FedEx, eBay and Ancestry repeatedly hammered home the importance of “brand purpose” during presentations.

Vineet Mehra, Ancestry’s Global CMO, defined brand purpose as the ability to “enable journeys of personal discovery that collectively inspire a world of greater understanding and belonging.”

Meanwhile, Rajesh Subramaniam, FedEx’s Chief Marketing and Communication Officer, concurred, saying that marketers are only just beginning to “unlock the power of purpose.” Suzy Deering, EBay’s North American CMO, called brand purpose “incredibly important,” also adding that it’s “is not going away.”

As Ad Age, cleverly pointed out, it seems that Orlando marketing agencies can already safely predict one of the key themes for next year’s conference.

Looking for a top Orlando marketing agency?

Our agency makes it a priority to keep our finger on the pulse of the advertising and marketing business. If your business is in the market for the kind of fresh, creatively inspired campaigns that win converts, please don’t hesitate to reach out to us today.

A Comprehensive Guide to Marketing Services

If you’re a small to mid-sized business owner, you almost certainly don’t have enough time in the day to get everything finished to your satisfaction. Often, the day-to-day operational demands that come with running a business make it difficult to focus on the broader strategic picture — something that is essential for growth.

In order to create a truly high-performance enterprise, it’s sometimes necessary to contract with outside agencies for help with key creative and technical tasks. By working with a trusted agency, business owners don’t have to work outside the limits of their own expertise and have more time to focus on their own high-value tasks.

With that in mind, let’s take a look at some of the most important services offered by today’s top creative agencies.

Marketing research

In order to validate their hypotheses, marketers need to collect hard data, and this comes in form of data collected by a marketing research agency. This research may occur through focus groups and brand awareness studies.

Many brands partner with a marketing research agency to help complete these tasks and conduct primary market research. By working with a consumer insight agency or focus group research company, brands can gather the kind of data that helps identify the strengths and weaknesses of their products and services, while also better understanding their target market.

Additionally, a usability testing company can help a company determine how an intended audience interfaces with a product or service, while Florida research companies specializing in market data can assist with consumer profile services and qualitative research services. This gives their clients a broader picture of who their audience is, and how those audiences are responding to products, services and marketing campaigns.

Creative services

Creative work is the heart of effective marketing and branding. Whether it’s print advertising, sales materials design, collateral design or annual report design, creative work is the conduit through which audiences and brands connect.

Most small to mid-sized businesses don’t have the budget or expertise to deploy an in-house creative team. That’s not an insurmountable hurdle, however; by contracting with a copywriting company, outdoor marketing agency, tradeshow display company or packaging design agency, brands can realize their creative vision and better connect with their customers.

Digital marketing

We’ve reached a point where the terms “marketing” and “digital marketing” are almost interchangeable. Most of us live, work, communicate and play online — which means that businesses need to do their utmost to connect with people in the digital realm.

This is accomplished by the following techniques such as email and content marketing and various forms of pay-per-click marketing services or display advertising services. By working with a digital marketing consultant, a content marketing agency or an email marketing agency, brands can help ensure that they reap the rewards of a digital approach.

A new and critically important trend is voice technology. Given the staggering adoption numbers for smart speakers and digital assistants, forward-thinking brands should also consider pursuing voice development services from an Alexa app company or a top Florida digital marketing company.

Strategy

Great marketing campaigns all begin with a smart, overarching strategy. This strategy should encompass everything a business does in terms of marketing creation and distribution, including various content types and channels.

Marketing data analysis conducted by a marketing strategy agency can play a key role in this process, as it provides a sound foundation on which to build campaigns and test assumptions. Businesses may also wish to focus on more niche areas by employing an audience segmentation consultant or social media strategy company, both of which can play an integral role in helping brands identify and engage with ideal audiences for their products and services.

Today, a comprehensive marketing strategy must cover a wide variety of channels, reflecting the nature of how audiences live, work and consume content today. This means that working with a multi-channel marketing company that specializes in this kind of approach is often a smart idea.

Media buying

When it comes to good marketing, distribution is just as important as creation. You can have the most compelling campaign in the world, but if nobody sees it, what good does it do?

That’s where media buying enters the equation. The right media strategy services or media planning agency can help ensure that your marketing content gains maximum exposure through every relevant channel, including print and TV.

Digital, too, is an important piece of the media puzzle. A digital media buying agency that specializes in this channel can help ensure your campaign gains traction, while an attribution modeling company can provide you with measurable data that confirms whether or not particular marketing or advertising approach is effective.

In today’s changing world, it’s also important to ensure that your media campaigns reflect the viewpoints of all consumers, which means that it makes sense to work with a multicultural marketing agency that has the perspective to connect with all audiences.

Web development services

Maintaining fully-functional websites with smooth and intuitive user experiences should be a key priority for just about any business. Websites serve as the public face of a business and also often play an important role in generating revenue. If a business can’t be trusted to offer the public a professional and reliable website, prospective customers may wonder about the quality of the products and services they will receive.

However, not every business is equipped to maintain a reliable, user-friendly digital presence. In such cases, it makes sense to partner with a web design company or website development company that can handle every aspect of creating and maintaining digital properties. Additionally, a good content management company can help ensure that businesses place high in organic search rankings by following the principles of search engine optimization and content marketing.

Continuity is also critically important, as downtime can result in lost revenue and angry customers. An Orlando web development firm offering website maintenance services can help local businesses ensure that their digital properties suffer from minimal technical interruptions.

By partnering with top Florida web design consultants, local businesses can ensure that their online presence serves the needs of their customers, while also attracting new business thanks to the compelling design and reliable functionality.

Branding

In order to be successful in a highly competitive landscape, businesses need a way to differentiate their products and services — and that’s where the art of branding comes into the picture. Branding agency services and brand naming services help companies establish compelling brands by developing product names, packaging, and other key design elements. For example, a business may choose to hire a logo design company as part of its overall branding strategy.

A brand story agency can also help businesses create a compelling brand narrative, one that communicates the values and vision of an enterprise to its audience. Brand messaging services can also help a company convey their value proposition to consumers while communicating a message that inspires, intrigues and motivates potential customers.

Branding, when done properly, should inform how a business communicates on every level. Hiring a brand strategy firm, or devising a brand style guide, can help brands ensure that their public-facing content maintains a consistent brand voice. Meanwhile, the practice of brand positioning defines precisely how the products and services a business sells differ from that of its competitors.

When looking at creating a new branding approach from the ground up, companies will often seek out the help of a brand strategy firm. These are full-service agencies that can help with all aspects of a new branding program, or the rebrand of an existing company, product or service.

Video production and marketing

Roughly a decade ago, businesses were in scramble mode to accommodate society’s shift to mobile devices. Within a very short period of time, the smartphone and tablet transformed with the way people live, work and consume content. Today, we’re experiencing another major shift, this time centered around video.

Because people (particularly younger demographics) prefer consuming video over other formats, the creation of marketing and promotional videos has become an essential marketing service.  By partnering with a video production company or video editing company, brands can reach new audiences and deliver the type of compelling content that leads to successful marketing campaigns.

Social media platforms, of course, are a powerful distribution channel for video content. By working with a social media video company, brands can leverage the expertise of these agencies and greatly increase the reach and engagement of their video-focused social campaigns.

For businesses seeking top video production, Florida is an ideal place to be located. Along with sunny weather and beautiful scenery, Florida is home to some of the world’s best creative agencies. This means that brands in the market for a corporate video production company to lead their latest campaign are perfectly situated.

Social marketing

Social media marketing services are one of the fastest-growing agency marketing offerings. That’s for good reason: The reach and power of social media are greater than ever, and social media advertising services are subsequently in high demand.

Yet while the right social strategy can pay enormous dividends, many businesses simply lack the experience and expertise to execute a high-level social media marketing campaign. In such cases, these businesses should strongly consider working with a social content agency or social media management company.

These agencies have the specialist skill to create high-performance social marketing campaigns that gain serious engagement among users. Social media can be a powerful (and cost-effective) amplifier for a brand. Yet without the right strategy, even the best content will be ignored.

To ensure that all company social media services are on point, businesses without an internal team of experts should strongly consider working with an agency, one well-versed in search optimization and audience-building techniques.

Influencer marketing

One only has to glance at Instagram today to see the power of influencer marketing in action. Social media influencers and brands have formed a symbiotic and mutually profitable relationship, as popular platform users use their followings and personal brands to highlight sponsored brand products.

Yet cracking the code of this emerging world of influencers isn’t always easy for established brands, many of which lack social media expertise. An influencer marketing agency (sometimes called an “influencer management agency” can help fill this shortcoming by pairing brands with the right influencers.

Most brands find influencer marketing to be highly effective, as it connects their products and services with people who have dedicated and highly motivated online followings. This is one reason why working with an influencer marketing strategy agency has become so popular in recent years.

Public relations

The work of a public relations agency is primarily centered on two objectives: Ensuring positive press and public perception, and getting a brand’s message out into the public sphere. A company may choose to do this by scheduling interviews, sending out press releases and other such services.

Because public relations is vitally important work, it often makes sense for businesses to use an outside agency with specialist skills. A media relations agency can help ensure harmonious interaction with the press, while a crisis communications company can step into the breach and manage public perceptions during a period of turbulence.

Press release services and media training services are two other functions often filled by a public relations agency. Businesses seeking help with such tasks can reach out to a Florida PR agency, or an Orlando PR company, for assistance.

The takeaway

The range of services offered by creative agencies has grown significantly. Today, a full-service Florida marketing agency can help businesses with all of the services listed above, allowing its owners to free up much-needed time — and benefit from the deep experience and specialist skill offered by modern marketing experts.

Facebook and GDPR: Insights from a Digital Media Buying Agency

In the wake of the Cambridge Analytica data privacy scandal, and with the European Union implementing its General Data Protection Regulation (GDPR) laws, Facebook has made changes to its user privacy policy. While the Cambridge Analytica situation was more related to the mishandling of data by app developers, the policy changes have gone beyond app integrations to address bigger privacy concerns that many Facebook users have had for a long time. This has forced most digital media buying agencies into strategy adjustments for their clients.

Many marketers are panic-stricken, asking themselves: “How will this affect my business marketing activities?” But fear not, as a top Florida advertising agency, we pride ourselves on being intuitive and proactive when it comes to helping our clients understand and navigate changes like this in their industry. In other words, we’ve got your back!

If you are using Facebook advertising, you probably use custom audiences or the Facebook Pixel to help you with targeting the proper audiences. As of earlier this year, there are changes you must follow in the way you collect data. New Facebook rules require you to comply with the following 4 actions:

1. Get explicit consent from each person in your database to track and remarket to them through Facebook.

There are a number of ways to do this including sending a mass email to everyone for whom you have contact information and asking that they reply with their consent.  From there, you must remove those who deny consent or don’t reply from your database. Yes, that involves some work, but you have to do it to be in compliance.

2. Make it clear to all website visitors going forward that you are collecting data.

Many companies today use what is commonly referred to as a “cookie banner” to allow people to accept or decline cookies. You might also seek consent as part of an email list sign-up process. You’ll want to discuss these needs with your web development company.

3. Make it easy for users to reject cookies and withdraw their consent at any time.

For those who change their mind about allowing you to track them, you must have a way to erase all of their data. Of course, the easier that is to do, the less time your team will have to spend doing it. So, coming up with an efficient process is key!

4. Be prepared to notify users of a data breach.

If hackers get unauthorized access to data in your possession, you must notify everyone whose data is potentially compromised within 72 hours. That isn’t going to be a fun note to send out, but doing it helps protect your customers from the hackers and helps your reputation in the long run.

How does this affect the value of Facebook as a marketing platform?

No question about it… marketers need user data to target and reach the right audience on Facebook, and the new rules will mean that less data is going to be available. This digital media buying agency definitely feels your pain!

Should you quit the platform? No, we’re not recommending that. But, it’s important to give some thought to how your strategy needs to evolve. Should you shift some resources to another platform? Temporarily cut back on your Facebook spend to see how things shake out? There’s a lot of questions!

As an experienced digital media buying agency, we can help you understand how the new focus on data privacy will affect your marketing efforts. Contact us today and let’s talk about getting you into — or keeping you in — compliance.

Why Smart Marketers are Allocating Ad Spend to OTT Media

If a person from the year 2005 were to visit us today, they’d find that most things in our daily lives hadn’t changed dramatically over 13 years.
Until they decided to watch a film or a television show, of course. Then they’d realize the way people consume content has been radically altered in a brief span of time.

In 2005, you didn’t watch a movie on Netflix — you watched a movie from Netflix (and only after waiting two days for it to arrive in the mail). If you wanted to watch your favorite TV show, you had to view it live or record it. Hulu didn’t exist, and the very idea of video-on-demand was in its infancy.

Now, just a bit more than a decade later, a video store is all but extinct. The idea of a snail-mailed subscription DVD service seems quaint and faintly ridiculous. We watch what we want, when we want, on the device we want.

In other words, we watch Over-the-Top (OTT) media — and that’s something with profound implications for marketers.

Cable vs. OTT

Over-the-Top is a term to describe the process by which content is streamed directly to consumers over the Internet by media services. Much like cable technology revolutionized broadcast media by greatly expanding the viewing choices available to consumers, OTT media has transformed modern viewing habits.

Instead of the need for a conventional cable or satellite over the top box, OTT media streams directly to the viewer, bypassing television and telecommunication platforms that have historically acted as distributors of video content. Today’s most popular forms of OTT media include subscription-based services such as Netflix, Hulu and Amazon Video.

In addition to offering content created by TV networks and film studios, these OTT platforms also create significant amounts of original material, making them full-fledged competitors to traditional content creators and distributors.

Why OTT media is critical for today’s marketers and advertisers 

This profound change in viewing habits, content creation, and distribution models hasn’t gone unnoticed by marketers and advertisers. Today, eight-in-ten U.S. homes have an OTT subscription, according to a PwC study, while emerging markets are embracing OTT at an even faster rate. Additionally, Ericsson projects that 75% of all mobile traffic will be dedicated to video streaming by 2023.

OTT media is particularly popular with younger people, who subscribe to OTT services at even higher rates than the general public. As society grows younger and more tech-oriented, marketers are changing their media buying habits and designing campaigns optimized for OTT.

In years past, marketers were hamstrung by single screens and a limited pool of content. Today, content is available on multiple devices and programming options have never been greater.

OTT media platforms have led the way in using data analytics to accurately gauge what their viewers are interested in seeing. This has resulted in a proliferation of new films and series that are focused on niche audiences who have been historically underrepresented on broadcast networks and cable. Because this content is targeted and deeply relevant, viewers tend to be hyper-engaged — music to the ears of marketers and advertisers.

The OTT model also allows for more control of how and where ad content is displayed, and how ROI is tracked — all key considerations for a multi-platform campaign.

How multi-platform campaigns can derive maximum benefits from OTT media

Recently there have been studies undertaken to gauge the effectiveness of multi-platform OTT advertising. The results are compelling: According to a joint study by market research firm Kantar Millward Brown and Hulu, OTT significantly outperformed in terms of ad performance.

In cross-platform testing, OTT and mobile were the most successful in terms of reaching key ad objectives. Overall, among PC, mobile and OTT distribution, OTT ranked highest in aided awareness and brand favorability, while mobile ranked highest in purchase intent.

OTT also plays an important role in preventing potential ad fatigue generated by a multi-platform campaign with high ad frequency. The aforementioned study showed little to no decline in an ad’s effectiveness even after up to nine OTT media exposures.

Ultimately, the case for greater OTT focus in a multi-platform campaign comes down to a few key factors. First, advertisers need to reach people where they are — and OTT media is quickly becoming the default mode of content consumption, as traditional TV providers are losing millions of subscribers each year.

Second, the tools available to create OTT strategies and measure their effectiveness are becoming ever more refined. Today, marketers can identify campaign targets via demographic segments across multiple platforms. The ROI from ad campaigns can be quantified by the use of measurement tools that show how OTT ads perform relative to other platforms.

Taken together, all of this information helps marketers reach an informed understanding about how to optimize their campaigns and allocate their advertising spend.

BIGEYE and OTT

At BIGEYE, we’re proud to be a technology-forward marketing agency. We have the expertise and the tools to help you create the kind of compelling multi-platform campaigns that generate real, measurable results.

We believe that OTT media is going to be an essential part of successful campaigns moving forward — and we encourage you to look for the next in our series of articles about getting the most from OTT strategies.

Contact our media buying experts today to incorporate OTT media into your next campaign!

3 Ways to Boost Occupancy Rate Using Property Management Marketing

Good property management marketing can bring ideal tenants to your properties easily and effectively. Instead of competing on price or square footage, a well placed ad from a media buying agency or curated social media posts can bring your community, neighborhood, and units to life.
Help prospective tenants discover and choose your property with three of the best kept secrets every multi-family marketing and property management firm needs to start using today.

1. Invest in a responsive, mobile-friendly site

According to GogoDigital, 98% of renters use mobile devices on a weekly basis to power their apartment search. Of them, nearly half said they would opt out of a property or unit if the site didn’t work effectively on their cell phone or tablet. Work with a digital marketing agency like BIGEYE to ensure your website works across devices and creates a seamless experience between all your channels such as social media, advertising, and email.

This simple update lets prospective renters know you operate a trustworthy, modern business. This is especially important as more and more renters expect to conduct the leasing process online using virtual signing tools to execute their leases and 360 digital tours to screen properties and make their final decisions.

2. Content is king and search engine optimization is queen

The best property management marketing site in the world needs to be search-friendly in order for your business to thrive. Prospective residents often start their apartment hunt on search engines, either to discover and explore properties, or to find companies that can assist with the leasing process.

Understanding what your specific goals are (think: promoting your property managed community versus offering a white-glove realtor service) will help you create engaging content that catches prospective residents’ attention and boosts your ranking in Google and other search engines.

3. Demonstrate your authenticity through social media and community engagement

Put words into action by reinforcing the values your property management marketing efforts are promoting by creating an authentic social media presence and participating in community events that are aligned to your ideal residents’ needs.

As an example, if your brand focuses on LEED certification and eco-conscious buildings, you may want to co-sponsor a beach clean up near your property to demonstrate your commitment and make like-minded individuals aware of your units. If you aren’t sure where to start, a local, top Florida advertising agency can point you in the right direction to build partnerships and activate events via social media.

Learn more about how our team at BIGEYE has helped single- and multi-family marketing managers like you succeed in today’s digital landscape by contacting us today.

4 Secrets to a more sustainable user acquisition plan

No business can survive without one, key ingredient: customers. Bringing in new customers — formally known as “user acquisition” — should be one of your company’s most important (and lucrative) business goals. User acquisition is a blanket term used to describe interconnected activities, such as content creation, media buying, conversion funnel analysis, marketing automation, and SEO efforts. Whether your goal is more app users, site visitors, or sales, the user acquisition process is built upon the same, systematic process.
At BIGEYE, we believe in educating our customers on how to take their user acquisition efforts as far as they can, on their own, before stepping in to take things to the next level. In that spirit, here are four tools our team recommends to help you create more sustainable pipelines that won’t take your team more than ten minutes to implement. You can also visit our services page to learn how we can partner together on your acquisition strategy.

1. Understand why your user acquisition cost is so important

Before you do anything else, start by understanding your user acquisition cost (UAC). This figure represents the amount of money your company spends attracting new users. Your goal is to make that cost as low as humanly possible while still being effective. When measuring against the lifetime value of your customers (CLV), a good benchmark is 3:1 value to cost. Stay on target by designating a percentage of your current year’s CLV and only spend that amount. If you find yourself burning through your budget, it’s time to assess whether your user acquisition tactics are effective and seek out areas for optimization.

2. Give your content a facelift

Blog posts naturally sink to the bottom of your website architecture as time passes, but that doesn’t make your content (or keywords inside) less valuable. Repurposing your best material gives you the opportunity to re-promote highly effective or potentially viral content via social media, generate new backlinks as your audience expands, and direct crawler attention to desired search terms. And no, this isn’t cheating. Consider HubSpot, which generates over 250 blog posts each month. They regularly refresh great content that is valuable to their target audience. And so should you.

3. Don’t let low hanging fruit get in the way of user acquisition

All the work you put into leveraging content to bring in new users won’t matter if those users can’t find your site. Start with low hanging fruit. Look for crawler errors and 404 pages, check your site speed, and delete outdated content. Reference your target keywords against the metadata on your pages, then do a competitive analysis to make sure you have the budget and content to compete on them. While these activities may not seem directly linked to a strong user acquisition strategy, we’d argue that they are the foundation of effective SEO, customer discovery, and entry into your marketing funnel – making them critically important. Through this process, site tech debt will decrease and you can begin building more nuanced keywords and linking strategies, rather than focusing on clean up. This will help new customers easily find your site and navigate to the information they need, on the right platform, at the right time.

4. Boost your email user acquisition in one easy step

Boost your leads by buying lists from complementary brands. A personalized welcome email creates early engagement with your brand, while relevant and consistent content makes your emails a delight rather than a delete. Even if your email open rate is strong, there’s still room to improve (unless you’re at 100%). Double your effectiveness by sending an email, then resending thatsame email – with a different subject – to only the individuals who didn’t open the first email. By changing the subject and resending the origianl email you can boost your email open rates by 20 – 30% with a simple click of a button.

When you’re ready, we’ll be here waiting to kick things up a notch. Feel free to reach out to our team with success stories, questions or if the time has come to take your user acquisition to the next level.