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Digital Marketing

Do you spend time creating flashy graphics or actually getting to know your customer?

It’s no secret that the most important part of getting your message in front of your customers is that it is clearly communicated.
But what about commodity industries like agribusiness?

Due to this industry being so specification focused (price, quality, availability, etc.) many marketers think that the only way to differentiate is to make it as “sexy” as possible. Give the company a good looking exterior, flashy graphics, trendy interactive apps and you’re good.
That’s great, but is only a part of communicating your value and to be honest it’s one of the easiest parts that ends up being less effective without what we are about to talk about here.

Understanding the Agricultural Business customer

Wouldn’t you agree that knowing what your customer wants at an individual level and understanding what is most important to them would benefit your company more than just a “pretty” picture?
We hope so, because we do and have seen this take companies from doing just OK to growing 5X, 10X and 20X consistently.

Using tools like HubSpot or Infusionsoft will allow you to know exactly what your customer or prospects are reading, watching, opening, liking, not liking, etc.
And that is at the individual level.
You can know what John Smith wants exactly form your products, so every time you communicate with him you’ll be giving John exactly what he is trying to understand or wants to be talked to about.

This simple change to how you collect information and communicate information to your customers will bring you Huge Success!

Agriculture Marketing, Agricultural Marketing, Agribusiness Marketing or however you call it will be changed for ever.

Adobe is currently developing a program that can sample your voice and recreate the sound with undetectable accuracy!

What is Adobe VoCo? (Project VoCo)

“When recording voiceovers, dialogue, and narration, wouldn’t you love the option to edit or insert a few words without the hassle of recreating the recording environment or bringing the voiceover artist in for another session? #VoCo allows you to change words in a voiceover simply by typing new words.”

Adobe states it pretty clearly in their statement above.

Whatch the video below to see how Adobe Project VoCo works.

Adobe VoCo

Concerns About This Platform

Some journalism, risk and ethical experts are concerned with the development of this voice reproduction and manipulation product.

  • Faking statements to draw more journalistic attention.
  • Tricking people into taking action. Think the Nigerian email scams on a much more realistic scale with spoofed phone numbers and someone on the other end that sounds exactly like your mom!
  • Financial Security. Some firms use voice print technology as a security screen.

These are just a few of the concerns they have with Adobe’s Project VoCo.

But Adobe states that they are taking measures to allow for validation within the files that would detect if something was real or not at a commercial level. *but this still leaves it open against the average Joe / Jane

Competitors to Adobe VoCo

While audio manipulation is nothing new. Making it easy / simple is. And making it “Good” is as well.

Google’s Deepmind has a product titled WaveNet that is also constructing and simulating speech constructs.
You can view more of that here: https://deepmind.com/blog/wavenet-generative-model-raw-audio/

While Google isn’t recreating the voice of a specific user, they are certainly constructing a highly intelligent speech modeler that if coupled with mimicking technology could be indistinguishable as being computer generated or human to the typical ear.

Project VoCo & Voice Mimicking Use Cases

As Adobe points out, it can easily be used for audio books, podcasts, and voice over talent.
For us this is extremely valuable as a customer service application.

Imagine an intelligent system that knows what you purchased, what your issue is, collects your personal profile information, can detect your emotion from your voice pattern and engages with you in an efficient and emotionally connected way.
And the whole time the person on the phone thinks they are speaking with an actual human being.

This takes the workflows we create today to a whole new level!
Coding in emotional triggers, PII (personally identifiable information) gets tied to your emotional profile.
I have to admit this is pretty exciting stuff.

While not available for use yet, we are working on projects like this to make how we interact across business applications more efficient and profitable.

Check out some of the comprehensive ways we are working in content marketing by Clicking Here –> http://acumenstudio.com/content-marketing-agency/

Mobile video is changing everything.
We’ve gone from passively consuming video to interacting with it in deeper, more personal ways.

Twitter is a place where people come to see what’s happening. It’s always been mobile, and always been live. That’s why we’ve seen video take off on the platform – creating a new world of opportunities for brands.

Here are a couple video stats

  • 220x increase in video views on Twitter over the past 12 months
  • 6x more video shares than photo shares on Twitter
  • Click below for all video stats and case studies

Download the Full PDF Here: http://acumenstudio.com/wp-content/uploads/2017/02/Acumen-Studio-Video-on-Twitter.pdf

These 7 Online Marketing Trends for B2B Companies and Business Owners Are Game Changers

In the Internet age, there is no such thing as stagnation; the digital landscape is constantly evolving. Rather than be intimidated by new marketing practices or dismiss them as trends which aren’t built to last (don’t be the guy who thought Facebook was just a fad!), prepare for the future and determine which specific approaches can help your business explode in 2017, leaving your competition in the dust.

  1. Data Visualization Tools – marketers are obsessed with all things data, but if they can’t explain what the data means, then what’s the point? In order to explain with quantitative information who your business’s customers are, why they want your product and when, and what needs to be said to them to build a relationship, data visualization tools are starting to be used to interpret large amounts of numerical information. This is a huge opportunity for you as a business owner and marketer to tap into possible new customer segments as well as build upon your current foundation. Just remember, in the words of Orbitz Media’s Andy Crestodina, “You don’t have to be big to use big data to make better decisions.” (not sure if you want to link out to other pages or not, but I like the quote)
  2. Dense Content – in a world where every business has a Facebook page, constantly sharing updates and posts, it has become enormously difficult to get your message to stand out in crowded newsfeeds. Savvy marketers have realized this, and now make every word of every line in their content count, providing instant value for their customer. In other words, don’t post for the sake of posting; post something worthwhile, something that will help!
  3. More Live Video – people have been screaming for more live video for years. And with the diversity of platforms which make videos available, such as Twitter, Facebook, YouTube, Periscope, Instagram, among others, there is no doubt a specific medium exists for your business to share your message with your audience. This is where using search and social data to determine where your possible customers are is crucial for executing a video strategy which will actually provide ROI.
  4. E-mail Marketing Isn’t Dead – e-mail is about to make a massive comeback, and if used wisely, will enable tremendous growth. Now that many marketing automation platforms integrate with most others, as a marketer you can use behavioral insights from your social and content campaigns to develop customer-centric messages which will resonate with your audience and lead to a substantially higher conversion rate.
  5. The Referral Model – don’t be scared of online customer reviews! Rather, monitor reviews and actually respond to them. In fact, if you invite your customers to review your business, you’ll not only get a chance to improve your customer service but also see increased traffic to your website and/or physical location, leading to more sales!
  6. A “Post-Fact” World – marketers have known for a long time that emotions matter when making purchasing decisions, but now the rest of the world has caught up. Instead of relying on statistics and data alone to make the sale, you’ll need to frame these insights in a way which will make your customer feel a specific way.
  7. Content Becomes More Than “Content” – as noted earlier, lots of businesses haven’t tapped into the full potential of content, and simply use it as something just to say they have it. Smart business owners and marketers will now use their content to solve customer support problems, develop engagement with employees to enhance retention, organize the sales process, among a wide variety of other uses.

In short, there are a lot of different ways a business can use new tools and trends to effectively market themselves. In order to understand what the correct route to take is and which platforms are worth spending time on to spur growth for you, follow our blog for more updates as we tackle pressing issues in the digital space. Or just leave us a note! We’re always happy to lend a helping hand.

Adam Hallas - Digital Marketing

Adam Hallas has worked in digital marketing for 13 years ranging from accounts to strategy, working across the disciplines of SEO, PPC, conversion optimization, customer acquisition, research and analytics. With experience as an in-house marketing expert, agency leader and independent consultant, his work is modeled from multiple perspectives that drive huge results.

He’s worked on Fortune 100 companies as well as mid-level corporations on both optimization and lead conversion marketing strategies.
Adam’s experience dates back to the days of using Urchin Analytics before Google bought the platform (The UA number currently used in Google Analytics originally stood for Urchin Analytics).

Marketing Specialties

  • Digital Strategy
  • SEO
  • PPC
  • Social Media
  • Email & Automation
  • Analytics

We’ve worked on many campaigns for business coaches and consultants over the years, giving them digital marketing strategies, doing audits and market research.
In every engagement we both commented on how similarly we solved problems for organizations.
Most of the time organizations look for help in times of transition or change, to fix issues that continue to come up, or they need to add new skills to their team.

How do Marketing Agencies & Business Coaches Handle Organizational Development?

Let’s touch on each of the areas listed above.

Manage transitions

Moving into a new phase of your business typically generates anxiety.
Both Marketing Agencies and Business Coaches will ask about the challenges you are up against and can help you zero in on what and how to change to go beyond them.
For the marketing agency this could be adding to the content mix for generating greater visibility and for a business or leadership coach this could be creating an 90-day action plan.

Fix recurrent issues

Sometimes the same problem keeps happening over and over, but every thing you do to try and fix it doesn’t work.
For a marketing agency you may find yourself creating standard reports if the issue was discovered to be inaccurate data transformation.
For a business coach this could mean delegating weekly meeting governance to someone other than the department head when a meeting is continually dominated by the same person and nothing gets accomplished.

Add new skills

A good example here is the need to master complex subject matter or pursue new strategies.
For a digital marketing agency this could be training an in-house team on how to execute an ongoing SEO program, or taking over the role completely.
For a business or executive coach this could mean teaching a new manager better negotiation skills to deal with stressful confrontations in the workplace.

In many cases, caveats will obviously apply.
Also beware of the agency or business coach that has overly rigid and inflexible processes.
While sometimes these sound great (because it makes things seem easier), the result many times is a sub par outcome.

If You are having a complex issue with your Digital Marketing then contact us today by filling out the form at the bottom of this page or calling us at the number on the top of the page.

It isn’t easy to find exceptional marketers and strategists, so when you do, you beg them to join your team and then turn them loose to kill it.

We are excited to have Zach Martin join us as we grow and dominate the marketplace!

A Little About Zach

Zach is a digital content marketing sorcerer who spent time on the high seas as a Mass Communication Specialist for the U.S. Navy before graduating from Southern Illinois University. Apart from his love of KPIs and the invention of the “Like”, good St. Louis ribs, and Cardinals baseball, he’s also got the greatest job in the world: being a dad.