First things first – yes, the print industry is fading – and while many people will tell you this means you don’t need to focus on pitching to magazines and trade outlets, they would be very wrong. Trade publications and industry magazines are still going strong. Additionally, with the growth of digital editions and 24-hour news cycles, contributed articles are often welcomed by editors to supplement editorial placements and provide companies a chance to position their subject matter experts as thought leaders in specific fields or industries.
What does it take to be an account manager today? What skills and knowledge are necessary, and how have they shifted over time? Client service has definitely evolved from what it was 10 years ago. There are more ways of building a brand and reaching audiences. While we used to be fairly limited to traditional outlets like television, print, radio and outdoor campaigns, the digital explosion has created exponentially more opportunities to communicate with customers. This landscape has upped the marketing game, and we are seeing a lot of new possibilities. The fundamental role that account managers play hasn’t changed. Building trust with clients, having a sense of leadership and looking at a client’s business from strategic perspectives are still necessary, but the means of doing those and what clients expect from them have changed. The challenge for account managers is how to make themselves more valuable experts in today’s digital world.
In 2013, Triumph Bancorp finalized its acquisition of THE National Bank, a retail bank with 18 locations in Iowa, Illinois and Wisconsin. The company’s ability to engage with employees around the name and brand change was the single most important initiative the company undertook during the transition. Not only did the bank need employees and staff to know about the changes but it also needed them to deliver a brand experience that instilled confidence in customers.
For some time now, people have been spreading an ugly lie about website development. You’ve probably heard it as many times as I have, although maybe you didn’t know that it’s untrue. They say, “Content is king.” Don’t believe them. While content is important – it keeps people engaged with your brand and helps them learn more about you, your products and your services – it simply should not be the ultimate brass ring of your website efforts. In fact, content is only a means to an end.
The true king of all is conversions.
While business results are the single most important measure of our success, we do admit that we get excited about awards around here. It is always nice to be recognized, and we have lots and lots of beautiful trophies that we proudly display just outside our conference room.
We’re all familiar with the phrase “the customer is always right,” but when it comes to client/agency relationships, this motto shouldn’t always apply.
At M/C/C, we pride ourselves on being great consultants because, after all, that’s what our clients hire us for. In our 30 years of business, we’ve always been committed, first and foremost, to our clients’ success. With every recommendation we make and every action we take, we keep our clients’ business and marketing objectives in focus.
There are times, however, when we may disagree with our clients in an effort to get the best results. It’s what we consider the method to our madness.
By now, social media managers can unanimously agree that companies should use a filter when it comes to social media posts. We’ve all seen the brand that focuses all of their effort on promoting their own company. After all, these are outbound marketing channels. Why not use them as a way to share the latest marketing material and company updates?
The answer is simple: because your audience gets bored if every social post has the same type of content – especially if every post feels like an ad.
As tempting as it may be, companies should steer clear of posting solely about themselves on their social media channels. Don’t fear – there’s a time and place for promotional material, but every brand needs balance, and our social balance comes in thirds.
A solid foundation is key to a successful digital campaign. Don’t be fooled into thinking that simply buying digital space, running an ad and posting on social media will create a desired result. In order to optimize the effectiveness of any campaign, advertisers need to specify objectives, determine metrics, develop creative that will execute against the objectives and include means for the audience to act. And don’t forget important details like strategic and tactical media planning, proper tagging and ongoing analysis and maintenance. Point being, the world’s best digital campaigns have a lot of moving parts.
In March, M/C/C sent a team of five to SXSW Interactive. We showed up in Austin, Texas on Friday afternoon wide-eyed with anticipation. From the moment we hit traffic, we could sense what was in store. As we inched along the highway, we pointed out a giant buffalo, tents packed into every corner, people walking around with totes we just had to find.
We made our way through registration, countless sessions and a plethora of brand activations. It was a four-day-whirlwind, filled to the brim with as much as we could possibly experience.
Last month, a few of my colleagues and I ventured down to Austin, TX for SXSW. After attending countless sessions, eating my own weight in tacos and jalapeño-laced food, and walking a little over 30 miles in five days, I’m back in my office mulling over all that I learned. The most important lessons were about common data analysis and visualization mistakes and how to avoid them.