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Digital Content Marketing Blog

 / Digital Content Marketing Blog (Page 57)
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B2B Content Marketing, Content Marketing, Digital Strategy, Social Media Marketing

Not really, a Creative Director will still be needed, just not in the same way it is today.

A recent article on AdAge.com spoke on how most ad & creative agencies are 5 – 10 years behind the current state of marketing’s capabilities. And the Creative Director works as it did back then where they create a few ideas, hand off the ideas and comps, then call it a day.

Guess what? That’s Dead!

Here’s the deal.
Whether creative agencies want to admit it or not, their decisions on what to create are driven by data. They ask the client questions and create something they feel meets the client’s expectations.
We get it, they want to please their client.

Here’s what’s missing, The Customer!

Best case scenario is that the client knows their customer so well that the data they give you is solid. Much of the time it needs to be supplemented with current customer behavioral & search data.
It is important to look at what customers are searching for online and find out where & how they qualify products or services they are looking to buy.
This will inform you on how to engage and what content to create for maximum exposure and conversion.

Back to the Creative Director role

Not only will the Creative Director need 3rd party customer data to inform creative decisions, but they also need to consider more technical aspects of design such as UX and UI as it relates to a customer’s motivations, needs, use of the medium and conversion optimization.

Even more, this Director will need to be aware of how to integrate all 3rd party data into their design process.
For example, variables in ads that are dynamic and will modify based on weather conditions in any given geography. Imagine a Starbucks ad that changes once it starts raining in St. Louis to show someone having fun in the rain with a cool umbrella and holding their favorite venti-sized drink as they smile & splash a small puddle. But it is totally different when it is dry and overly windy.
I’m weeping as a write this at how beautiful this level of personalization is 😉

We are advocates of moving towards a more informed creative process (see our Digital Marketing Audit), do this ourselves and want everyone to follow suit.

Follow the leader (we like it at the front of the pack)!

*Ad Age Article Here: http://adage.com/article/digitalnext/creative-director-role-exist-10-years/305623/

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B2B Content Marketing, Content Marketing, Search Engine Optimization, Social Media Marketing

In July 2016, Smartphone apps accounted for 50% of all U.S. digital media time!
This means that future months are going to be higher than 50% and solidifies the strength mobile has in the United States.

Another report showed the top 15 apps (by visits) in July 2016, which is another thing that really got us excited as Digital Marketers.
Check out the list below and we’ll explain why.

Top 15 Apps by Visits in July 2016

  • Facebook: 149,657,000
  • Facebook Messenger: 131,609,000
  • YouTube: 115,351,000
  • Google Maps: 100,347,000
  • Google Search: 90,260,000
  • Google Play: 88,625,000
  • Gmail: 80,461,000
  • Pandora Radio: 76,781,000
  • Instagram: 73,546,000
  • Amazon Mobile: 71,427,000
  • Apple Music: 68,002,000
  • Apple Maps: 60,956,000
  • Pokemon Go: 54,535,000
  • Snapchat: 54,113,000
  • Pinterest: 51,291,000

Why this is so great for Digital Marketers

You’ll notice that Facebook, YouTube, Google Maps, Google Search, Gmail, Instagram, Snpachat and Pinterest are all listed.
Obviously, the high use of social media platforms is huge for marketers. Social is strong and continuing to grow.
But the app use of Google Search is massive for search & content marketing and Google Maps is huge for local search & optimization

YouTube remaining high on the list is a strong signal that video continues to be a huge preference for users across the U.S.

Pokemon Go is a little bit of an anomaly since it just launched and got so much PR hype, but still great news for mobile, marketers, apps and gaming.

Even more interesting is that these apps are platform gateways.
Few on the list are transactional or solely functional, they connect you to networks of people and information.

Our Perspective

Very happy to see these numbers and as Digital Marketers we are very excited about the future of what we get to create and optimize!
Platform integration will be mandatory, user behavior will be easier to measure, interactions can be even more personalized and those same interactions can be created more intimately.

Sources
http://www.comscore.com/Insights/Blog/Smartphone-Apps-Are-Now-50-of-All-US-Digital-Media-Time-Spent
http://www.comscore.com/Insights/Blog/Pokemon-GO-Captures-55-Million-Mobile-Users-in-July-Ranking-13th-Among-All-Apps

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