By MDG Advertising
The rise of social media has disrupted many areas of business, and the world of advertising has been especially impacted.
Social media has evolved into the perfect landscape for advertisers hoping to expand audience reach. Brands are shifting away from old-school advertising tactics as social media becomes more and more popular.
To help you understand the key factors and changes that are driving the move toward social media advertising, the team at MDG Advertising just refreshed our popular infographic, How Social Media Has Changed the Ad Game, with vital statistics and tips for 2018. We’ve done the legwork for you, narrowing down the approaches that matter.
With more than a third of consumers spending their online time on social sites, there’s never been a better time to implement a winning social media strategy. View MDG’s full infographic to find the answers to your most pressing social media advertising questions.
Most marketers know that the advertising landscape is changing—but how? Are digital channels growing quickly? Will ad spend growth increase? What formats are on the rise?
To find out, the team at MDG Advertising analyzed recent research reports. Our new article, 5 Global Advertising Trends Every Marketer Should Watch, reveals key highlights from the current data and provides answers to some of the most frequently asked advertising questions.
So, what should marketers take note of when planning a strategy? The research shows that the years ahead should offer plenty of opportunity, but they’ll also bring major changes. Advertisers should remain optimistic, nimble, and hyper-aware of the big ad shifts—while not abandoning traditional ad approaches that are working well.
For essential insights on today’s global advertising trends, check out MDG’s full blog post.
Have you ever wondered what steps consumers take after viewing a Google ad for your brick-and-mortar business?
If so, the mystery is now solved with local conversion actions, Google’s new feature. It gives advertisers much better insight into consumer activity and the trackable actions taken after seeing a Google ad.
So, what are local conversion actions, and what do they mean for your business? MDG Advertising’s new blog post, Google’s Great New Feature for Advertisers: Local Conversion Actions, reveals how this new offering can help you better engage with customers.
It’s important to note that local conversion actions are just being rolled out, so functionality may change as the feature evolves. However, it looks promising for brick-and-mortar business owners, who will be able to track and understand consumer behavior like never before. Learn more about this useful tool by reading the full blog post.
Most marketers know that developing a social plan is key in today’s digital-focused world, but how does social media affect revenue? Firms are investing time and money in social media marketing, but it’s difficult to tell how it directly influences the bottom line.
So, what challenges do today’s marketers face when measuring social media ROI? To help you answer this question, the MDG Advertising team has updated our popular infographic, The ROI of Social Media, with the most recent statistics.
While marketers cite many benefits to implementing social media strategies, many difficulties still exist when trying to quantify their results. Fortunately, brands can overcome these challenges. If you’re ready to find out whether your social media is increasing your bottom line, click here to view MDG’s full infographic.
When you see a recognizable logo, it’s immediately clear that color and typography are powerful marketing tools. While most marketers intuitively understand that fonts and colors are important to good design, many don’t get how powerful they truly are, often basing their opinions on grand claims instead of solid data.
So, what does the reliable science say? The team at MDG Advertising carefully sifted through the latest research to create our new infographic, Design Matters: What Marketers Need to Know About Color and Typography. It reveals the key things you need to know about the huge impact that color and typography have on attracting and engaging consumers.
Since most consumers are visual, the colors and fonts you use will help them to perceive information about your brand. If you haven’t considered how your design choices are affecting your audience and reach, now’s the time to get started. To learn more, check out MDG’s full infographic.
Facebook has recently made some significant changes in the way it manages data. The social media giant has removed Partner Categories, the third-party ad targeting segments that were built into the Advanced Audience page, and included supplemental data from Experian, Axciom, Oracle Data Cloud, and other sources.
If your business has been affected by the loss of Partner Categories, don’t worry. In our new blog post, Facebook’s Custom Audiences Tool: A Guide for Brands, we show you how you can still attract more customers and continue to engage your audience.
So, don’t give up on Facebook. Instead, utilize the targeting offered by Custom Audiences; you’ll make an impact with your audience and drive even more sales to your business. If you’re ready to get started, click below to learn how to use Custom Audiences to its full potential.
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When it comes to making purchasing decisions, it’s often moms who are calling the shots. There are more than 85 million mothers in the U.S. today, each making choices about what to eat, where to travel, and which vehicle to buy.
Even though mothers’ purchasing power is apparent, many marketers miss the mark when it comes to engaging moms. Today’s mother is tech-savvy, enjoys social media, and loves to get a great deal. Want to know how moms consume content and buy products? How they spend their time online?
MDG Advertising’s new infographic, How to Market to Moms: 5 Insights for Brands, sheds light on how to promote products and services to modern moms. You’ll learn which approaches, devices, and formats work most effectively.
Busy moms often juggle multiple roles as they balance family and careers, making it essential for marketers to provide thoughtful content and user-friendly experiences. This Mother’s Day, learn how to engage this powerful demographic by viewing the full infographic from MDG.
Successful marketing is all about engaging your audience members and providing value to them, whether that’s educating them on a topic, entertaining them, or aiming for something in between. Trends in content marketing and in social media affect how you go about accomplishing that goal. For example, there might be some free tools that could make it easier to track your performance or help you reach new audiences. READ MORE
(Q) How did you break into the industry?
(A)Both Frank Linero and Scott Pringle -principals of LP Media, have been in the production industry for almost 3 decades. We met about twelve years ago and shortly thereafter realized that there was a great need to establish a full service video and film production and post house in Broward County. After doing our research and due diligence, Scott and I seized this opportunity and founded LP Media, Inc. In the last decade, we have produced hundreds of commercials, corporate videos, music specials, documentaries and more. We take pride in every project we work on and above all, we believe in giving our clients the best customer service possible.
(Q) What does the Commercial Film Production landscape look like in South Florida?
(A)The South Florida production landscape is definitely very competitive and diverse. From producers to directors of photography to graphic artists, there are some incredibly talented professionals in our area. We collaborate with many industry partners in this area because we believe that in order to create the best possible product for your clients, you must leverage those that rae great at what they do… we can’t crate great film and video by ourselves.
(Q) What advice would you give to aspiring filmmakers looking to break into the industry today?
(A)I would tell any one who is interested in breaking into this industry to learn as much as possible about technology and workflow… workflow workflow workflow is the key. With the rapid evolution of acquisition formats, post production technologies and channels of distribution, I believe that half the battle is in having a deep understanding of how to combine and leverage the right technologies for each project. Of course creativity plays a big roll in how your work is perceived by both clients and industry pros, but knowing how to leverage technology and workflow will make you a much more efficient producer.
(Q) What tools or skills are invaluable to the modern day filmmaker?
(A) As I mentioned before, understanding technology and workflow is crucial. I also think that young filmmakers should do their best to “wear as many hats” as possible. In other words, work in all of the different areas of production such as gripping, producing, photography, editing, etc. Exposing yourself to different disciplines within the production world will definitely make you a more well-rounded professional. And lastly, be patient with regards to how fast you grow within the industry. You can’t expect to make your first big film at the beginning of your career… you have to work your way up the ladder. There is a good reason for this; once you learn how all of the facets of production work, you will be more empowered to produce the best quality product possible.
(Q) What are your external influences, and where do you find your inspiration?
(A) I draw my inspiration from watching everything I can. No matter what genere of media, I truly ingest everything from commercials, to news, to magazine format shows, documentareis and many more. Having had the opportunity to work in so many different areas of media over my career, I guess I consider myself a true media junkie… not always for the content but definitely to observe all of the different styles and trends. Although many ideas are born through a creative process between you and your team, looking at everybody else's work gives you education, perspective and sometimes even humility… and staying humble is key.
(Q) Is a filmmaking course essential to a successful career?
(A) I am not a big believer in going to “Film School” per se, however that is a matter of preference and choice. I believe that ours is a craft that is best learned by getting out there and working hard. I believe that filmmaking needs and “apprenticeship” approach. Having sad that, taking workshop-type courses is also a great way to learn about new techniques and technology. Look for workshops that you may be interested in and sign up.
(Q) What are the three mistakes filmmakers are making?
(A) I think a typical mistake that young filmmakers make is not taking the time to learn and understand the capabilities of available technology and workflow. Also, I think aspiring industry professionals should not be afraid to ask experienced producers to let them tag along on their projects. Being an observer on other people’s projects from production to post as another great way to get a free education. But by far the biggest mistake I think many young people in our field make is not having the patience to put in their “dues” before taking on large projects. Being passionate and aggressively pursuing opportunities is a good thing, however letting yourself believe that your are further along as a professional than your really are will set you up for failure.
At the end of the day my philosophy about what makes us “good” at what we do is simple. Creativity is important, but it is also very subjective. What I create you may not like and others may. But what truly makes us “good” in our industry is to be handed a project and having the experience to anticipate the three main things that can go wrong with that project, and staying three steps ahead of those problems… that’s what makes us truly “good” at what we do.
Q: Tell us a little bit about Brand Tango and your role.
A: Brand Tango is an experiential brand agency founded 11 years ago by myself and two South Florida executives with expertise in Marketing and Technology. We started the company during a time when agencies were still sharply divided between offering web or traditional design and advertising services. At that time, it was unusual to have marketing, creative and technology offered as a cohesive solution. At first, we focused heavily within the hospitality space where we went to work re-envisioning critical touchpoints for ownership/membership experiences as well as loyalty generation and face-to-face sales processes. Our focus was simple, it needs to work, it needs to look amazing and it needs to focus on ROI while moving people to the brand. Eleven years later, we are executing some of the most exciting work of our careers. RFID-controlled digital sales centers, interactive environmental design, mobile applications, interactive sales tools, food and beverage concepting, place making and dozens of other brand expressions both digital and analog. We have been engaged by some of the leading brands in Hotel, Vacation Ownership, Finance and Technology around the globe from Miami to Australia and Spain to Dubai.
As for me, I am a New York trained graphic designer who fell in love with business leaders and the challenges they place on the creative process. The interplay between business and creative has always been a welcomed challenge for me. To make sure our clients absolutely understand where we focus, I always tell them that we work for your consumer more than we work for you. Clients that understand this and the great brand power that comes from being “customer obsessed” really benefit the most from what we do.
The Brand Tango culture is totally horizontal. We work together like a family, we avoid too many meetings instead opting to meet with each other one-on-one in sometimes unplanned sprint sessions. We are smart, dedicated and above all else, extremely conscientious. I love what we have built and I love the people I work with and for. It’s an exciting time to be us.
Q: What skill sets will be required of a brand design agency in 2017? And what competencies should the agency develop now in order to remain competitive for the future?
A: My gosh, so many! I like to consider Brand Tango a successful company. We charge a good amount of money for our services, we pay our people well, give bonuses and for those who follow awards, we are constantly being recognized for our work. By every measure, we are a solid small business in our space. So why do I wake up every day feeling like we aren’t doing enough to keep up? The fact is technology and real business strategy has become almost more important than the creative skillset that most of us have built our careers on. As we homogenize mobile, web and advertising vehicles onto marketing automation and content platforms like Adobe Experience Manager, it becomes less about being clever and “totally custom” in what we deliver and more about being accurate, timely and performance-oriented. People no longer have the time to sort through self-proclaiming messages about a brand, they want instantaneous, relevant connections to the heart of the product or service. Don’t tell them, SHOW THEM!
Q: What role will technology play in the brand design agency of 2017? What technologies must the agency master to remain competitive in the future?
A: Today, technology is branding and branding is technology. Just knowing that an average person spends at least 10 hours a day consuming media on mobile or a desktop kind of says it all. If you want to form connections with a consumer, you must acknowledge that this is where most of those connections are occurring. A bit of a warning here; let’s not repeat the 90’s when agencies became jack of all trades, masters of none. As communications professionals, we need to understand what technology offerings complement our natural abilities, culture and even the clients we target. You really need to dig deep and look at your core strengths. Let’s explore just a few paths that you might consider when choosing a technology focus to keep your service offering relevant in 2017 and beyond.
Commerce: (everything you can buy online) has become extremely saturated and crowded. It has really become more of a science, less of a creative deliverable and sadly, a pay-to-play environment. At Brand Tango, we’ll define and design the brand and story but really try and steer clear of e-commerce traffic and conversion optimization work. We find that there are a million online marketing agencies who are fighting for this business and they know it way better than we do. IMHO, anyone who is considering specializing in direct digital marketing needs to be super-buttoned up or have a tested proprietary direct marketing system that works every time in order to make a living in this space.
Content: Branded content is important. Today, it’s the relevant, engaging trail that leads consumers to your brand. And guess what, you got it, we are now competing with some of the most awesome content ever created “user generated content”. Video is certainly important to Google but content can exist in sounds, smells, signage, environments, and dozens of places within the digital and analog customer journey. And…guess what?... All of these things are becoming more digital every day. As an example, if you have specialized in out-of-home or tradeshow work, you should be all over beacon technology, geo location, visualization of big data, RFID, virtual reality, augmented reality, touch and dozens of other things that have come out while I’ve been writing this piece.
Environment: Technology is finding its way into environments everywhere. Marketing messages, new ways to shop and experience brands are popping up in brick and mortar, public spaces, educational spaces, commerce spaces and especially entertainment spaces as the tangible world races to close the gap between it and the internet. Creative companies who find relevant ways to enhance the brand experience using a plethora of technology innovations have a major seat at the table. Right now, a handful of large players in the creative and technology space control this deliverable. It’s time for smaller shops to come in and offer even more creative iterations of these types of brand expressions. This is an area where Brand Tango is quickly becoming well-versed because we love moving people with compelling brand stories and we believe that when people come out from behind their phones and join other people in spaces, the brand energy can be intoxicating. This leads to sales, engagement, social media activity and a host of other highly desirable outcomes for brands.
Q: In terms of business development, what steps should a brand design agency take to position itself for the future?
A: Strategic thinking should be the core of a design or creative agency. This is an ultra-rare, somewhat expensive skillset but it is necessary to break through the glass ceiling of “me-too” regional agency offerings and the dreaded cookie-cutter approach. As we witness design, UX/UI and creativity become automated and commoditized, the one thing that can remain rare, valuable and differentiated is our ability to see the world as it could be, not as it is. On top of that, strategic design professionals of the future need to influence the entire journey. Gone are the days of designing “advertising vehicles”; today the vehicle we are driving is the customer himself. Being in touch with his or her needs, desires, and accessibility no matter where they are or what device is being used is why Omni-Channel marketing is an addicting habit of the most successful brands. Thinking less in terms of delivering things, projects, websites and instead inspiring new paths to purchase, exciting ways to engage with a product and love of the brand is the skillset that will be valued above all else.
Another way to move through the future and grow is by working alongside other agencies through partnerships. If we can put our egos and competitiveness aside, and there is a level of trust, there is so much that can be learned and gained from agency affiliations and partnerships. As an example, we were brought in by a company in Los Angeles who had a long-standing relationship with a global hotelier to work on their sales software platform. Rather than seeing Brand Tango as a competitor, they looked to our UX/UI redesign to stay relevant with a long-time client. We now both enjoy a healthy co-agency relationship and the other agency has solidified client trust for the future.
Besides hiring strategic thinkers and opening yourself up to co-agency partnerships, we all must have the discipline to break away from the work and dedicate our time to making a few new business calls or a networking lunch. Ever since I have been speaking at various conferences, the work just seems to pour in.
Q: How will the brand design agency team be structured in 2017, and what steps should agency’s take now to begin building the ideal team?
A: The formula: Strategic, creative thinkers that ideate a better brand experience, project managers who help create product and manage internal and external resources, and creatives who understand every digital and analog vehicle and how it might positively impact the customer journey for a given client’s brand.
The Steps: Pay the salaries to get the right people (Quality over Quantity) Clearly communicate the goals of the culture. Lead by example. Create pride and celebrate achievement. Work really, really hard to evolve.
Q: What’s the ideal physical layout of the brand design agency of the future?
A: I am all about the open environment. I think having access to other providers within a localized area would be great. We would love to have a front-end development team that we could walk to or a video editing team that we could hire and collaborate with. I have been involved in co-working spaces and they never seem to quite gel, so setting pricing and working parameters between providers would be key.
Q: How should workspaces be designed to accommodate the way you’ll work in 2017 and beyond?
A: We have an open environment at Brand Tango and that works for us. Our conference room is purposely small to encourage meetings between staff at each other’s desks. We believe that comfort and quality are key. For instance, everyone sits on Herman Miller chairs and we invested quite a bit of money in a new kitchen and the office in general. We want to encourage people to stay in the space and lunch together and work collaboratively.
Q: What are some of the biggest challenges brand design agency’s will face in 2017? And what steps should agencies begin taking to prepare for the challenges that lie ahead?
A: There are so many challenges that we face. One is that design and communication is becoming so technology driven. Now the Apps, sites and software that we use has become so highly tuned that there isn’t as much room to innovate the User Interface as there once was.
I think we are also facing the same challenge that small businesses are facing. The “Walmartization” of their world is also removing potential clients from our world every day.
We will continue to be impacted by the rising popularity of Design automation as tech start-ups try to disrupt the design business.
Emerging technologies like VR, AR, and Artificial Intelligence will continue to integrate into the lives of consumers. Since most small to medium design agencies simply do not have the capability to create content or design for these platforms, they may be left behind.
Q: What creative possibilities do you think the future holds for Brand Tango and the design field as a whole?
A: We’ve been at this for a long time, some of us are now in our late forties. What I am seeing for us is that we have finally been invited to the enterprise-level table. We have earned that spot because we worked to be best-in class not just aesthetically but substantively. Everything I am reading says that our focus has led us to the place we are now. If you pick up an issue of Fast Company it’s hard not to notice a very promising trend. That trend is that creative thinkers are finding themselves being placed at every level of an organization. It’s been said that ideation and creativity is the brain currency of the future.
The Greater Fort Lauderdale Advertising Federation was established in 1957 as a local arm of the American Advertising Federation (AAF) to serve the interests of all disciplines and career levels in advertising. Now in 2016, we have joined forces with the advertising federation of the palm beaches to form AAF Greater Fort Lauderdale & The Palm Beaches. Whether you're new to the fast-paced world of advertising or a seasoned professional, AAF Greater Fort Lauderdale & the palm beaches is for you. We're here to help you advance your career, build your connections and celebrate this ever-changing, amazing industry we work in.