Insights: The EGC Blog

Twitter recently added a new feature to its iOS app. This new Twitter home timeline tweak could have a big impact. The update highlights or recaps some of the top tweets you may have missed from accounts that you follow since the last time you logged in.

ACTweet1Twitter is one of the fastest paced social media platforms on the market today. Tweets fly by on the feeds of 284 million monthly active users.

Justin Bieber is going to be on “Comedy Central’s Roast” is all anyone is talking about one hour, and the New England Patriots’ “#DeflateGate” is the hot topic an hour later. There is an average of 6,000 tweets being sent out every second. This can be extremely overwhelming if you follow a lot of users, and even more overwhelming if you are new to Twitter.

ACTweet2Social media is becoming integrated into more and more aspects of our lives today. You can see hashtags now associated with brand campaigns, events, TV shows and news stories. Even those who predicted social media would be just a fad are slowly making their way to actively using not only Facebook, but multiple social platforms, (even posting what they’re eating for dinner on Instagram). This update will definitely help ease the transition for new users to the real-time experience that Twitter has to offer, helping this platform stand out as a social media staple.

This new update is called GENIUS, and it eliminates Twitter’s Achilles’ heel. A lot of things can happen while you’re not constantly checking your phone. (You can’t always stay connected.)

The new “while you were away…” feed will help fill in the gaps with a collection of the best tweets that you might otherwise have missed. Curating tweets you missed could help with one of the biggest complaints about the platform – feeling inundated with a never ending influx of updates.

“Oh, so it’s an update like Facebook’s highlighted timeline,” you may be thinking. Not necessarily. Unlike Facebook’s highlights feed, Twitter’s new news feed will still show tweets in chronological order, keeping you in the loop in the fast-paced world that we’re living in.

Many other social media apps (like Instagram and Vine) can learn from this update. If you haven’t logged into Instagram or Vine in one day, you’re out of the loop – unless you spend your time scrolling through all the content you fixed. This Twitter feature is perfect for the casual user of social media and could  increase the number of monthly users for Twitter in 2015.

Twitter has officially launched this update for iOS users, but the platform expects to expand it for the Android and Twitter.com soon. There is currently no option to turn off the new feature. (Note: if you check your Twitter feed often, you won’t see this feature as much.)

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Facebook yesterday announced the release of a new report from Deloitte, Facebook's Global Economic Impact, which looks at the economy-stimulating power of the social platform. Picking up where Deloitte’s 2011 European report left off, this update includes a more global perspective.

The survey looks at the impact of Facebook as a driver of economic growth and job creation around the world. Deloitte studied the effects of marketing, development tools and connectivity.

Looking at the “Marketing Effect,” Deloitte calculated this social media platform’s impact on the overall economy. This includes the impact that everything from targeted Facebook advertising, Pages (and all of the content creation and community management that goes along with maintaining a successful brand page) and referral traffic all have on a brand’s bottom line. Deloitte examined the total sales of brands with Facebook pages and the “sales uplift estimated due to their engagement on Pages.”

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Deloitte asserts that the estimated marketing effect of Facebook in 2014 enabled $148 billion of economic impact and 2.3 million jobs, globally! The US remains Facebook’s largest market (contributing to North America’s leading position in the survey), capturing nearly half of the world’s overall economic impact with $81 billion and 870,000 jobs.

Some economists are already questioning Deloitte’s methodology in the report. As The Wall Street Journal reportseconomists like Tyler Cowen of George Mason University feel that while Facebook has an impact on the economy, the report’s numbers are exaggerated. 

But Facebook’s Chief Operating Officer, Sheryl Sandberg, stated in yesterday's announcement in its newsroom, The good news is that the tech industry is powering the economy and creating jobs within and beyond its own campuses. Every day, businesses of all sizes, sectors, and skill sets are using the Facebook platform to grow and expand.”

Deloitte’s Global Managing Director, Technology, Media & Telecommunications says, “Our study finds that Facebook enables significant global economic activity by helping to unlock new opportunities through connecting people and businesses, lowering barriers to marketing, and stimulating innovation.”

Overall, the report suggests Facebook has had a global economic impact of $227 billion and contributed 4.5 million jobs, from October 2013 through October 2014. 

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As marketers, we know the power of Facebook and experience it daily with our clients. As the report states, thanks to the “cost-effectiveness of advertising for businesses” and the number of tools for targeting and optimization, Facebook allows brands to reach the people most likely to become customers as well as to nurture relationships, building a community of loyal brand ambassadors.

While Facebook is an ever-evolving platform with algorithm changes, developing advertising guidelines and the challenge of competing in an increasingly crowded social space, the possibilities it creates for building brand awareness and driving sales are significant.

 

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sock_with_sensorsWe at EGC are still recovering from a whirlwind CES. Here is our better late than never, bite-sized recap for you – the marketer. 

Connectedness

On the other end of Las Vegas, far away from the convention center, was the Wearables and Connected Home section. 

This was truly one of the busiest sections of Las Vegas. Here, it was not about the thinnest and biggest, but rather the smartest. 

Your refrigerator, dishwasher and even your socks are built in new ways to help you measure, plan, and essentially live a better life. 

This included, of course, our client Brother International, who was a finalist in “Best in Tech for their unbelievably advanced sewing and embroidery machines.

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And the automotive sector was in on digital connectedness, too. Hyundai’s Genesis luxury sedan can unlock and start with a tap on a smartwatch. Audi sent one of its sedans more than 500 miles from Palo Alto to Las Vegas for CES – via autopilot! BMW claims that it is one-to-two years away from selling self-parking cars with dashboards that will all be controlled by hand gestures.

What does this mean to you? Consumers are more ready than ever for your brand to serve some utility in their lives and the technology is there to make it possible. 

Personalization

Thanks to all of these connected devices, more and more personal data will be available. Obviously, privacy concerns abound, but personalized data will allow companies and brands to personalize human experiences and study the behavior of their customers’ reactions

Fitness-related companies can begin to optimize their content, based on the data they receive from wearables. Health-related companies can adjust your diet and plan in real time. And still other companies could begin to create content specifically for smart watches. These new devices will become both a platform and a data-collection tool that will help bring content marketing to the next level.

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Prepare to be touched 

For screens, it wasn’t about 8K or 4K or 85". It was about how you can interact with your screens, and where those screens can go. 

Throughout CES, new touch screens and other interactive features, such as facial and voice recognition, were featured. 

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What this means is that tapping – or in some cases, waving or speaking  rather than clicking has changed how people interact with your advertising. 

Start planning the secret wave that will unlock customer benefits and offers.

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Untitled-2In all of the anticipation for a new year, it’s hard not to expect 2015 to come rolling in feeling revolutionary from the get-go. And with each year beginning with welcoming the Consumer Electronics Show (CES) in Las Vegas, there’s a big expectation that we’ll get a taste of some brilliant new innovations that will change our lives. 

When we think innovation, most eyes turn to giants Google and Apple. Yet, neither tech leader attended CES 2014 and, once again, they are absent this year. Interestingly, even though the brands themselves aren’t present, there’s plenty to see at CES 2015 that is designed with them in mind. A glance over the products that debuted this week illustrates just how entwined Apple and Android will become in our lives ­– and beyond the phone in our pocket.

The iPhone 6 was launched in September 2014 and clearly a number of brands have been busy developing products for it, particularly battery cases. Otterbox’s Resurgence power case (with a 2.6k-mAh battery that charges itself via a micro-USB connector) and Reach79’s new case (with a built-in antenna that enables faster webpage loading, improved signal strength of an average of 1.6X and improved music streaming quality) are two cases that have generated the most buzz this week. 

On the Android phone side, some big news came from Kodak with the introduction of the brand's first-ever smartphone the Kodak IM5. It boasts a 13-megapixel camera with editing features that celebrates the brand’s history as a pioneer in photography. Another Android phone that’s grabbing attention is from little-known manufacturer Saygus. The Saygus V2, which has the option of up to a remarkable 320GB of storage, also features a 21-megapixel camera, support for Wireless Qi charging and a biometric fingerprint scanner.

Devices looking to take iPhone capabilities beyond the phone itself are a big part of CES this year. Announced in 2014, Apple’s HomeKit aims to create an organized smart home. This week, iDevices, Schlage and Chamberlain are all introducing new devices that are designed to be compatible with HomeKit. Switch, from iDevices, is a plug that can enable an iPhone to control appliances plugged into it. Schlage (known for its locks) has created a lock that opens with a verbal command to your iPhone. And Chamberlain has created a Wi-Fi garage door controller that would allow Siri to open or close it for you remotely.

MediaTek, a semiconductor firm based in Taiwan, launched the world’s first Android TV devices as well as a new audio chip designed for Google Cast for audio software.They also announced their new System-on-a-Chip (SoC) for wearables. These launches signal a growing relationship with Google for MediaTek and Google’s expansion into broader product categories. 

Powerful partnerships announced at CES have heightened interest in Android TV. Sony, Sharp and Philips will all be releasing TVs that offer shows, games and movies from Google Play and apps, and are also voice search capable and compatible with Google Cast. 

But what does this all mean for most consumers who are still in the midst of the iPhone vs. Android phone battle? Is there hope in all of this for those who feel like they’re Android users in an iPhone world?

Clearly Apple is a branding giant. It’s easy to feel like this is an iPhone world with 42.7% of Americans using iPhones. People still line up overnight for iPhone releases  including for the new iPhone 6, despite pre-orders.  

Even with the headlines of the last few years since Tim Cook took the reins (e.g., as The Problem with Tim Cook, With Apple Profit Falling, Board Should Replace Tim Cook with Jony Ive, and Why Tim Cook’s ‘Level 5 Leadership’ Might Not Be Enough to Secure Apple’s Future), the popularity of the iPhone 6 shows that the sentiment tide is turning. In fact, Android’s US market share has decreased for the first time since 2013.

No single other smartphone brand comes close to matching Apple’s market share. But. Looking at all of the brands that run Android collectively... 52% of Americans use Android OS.And while the buzz may seem to be overwhelmingly about iPhone fandom, there are plenty of places to celebrate a love for Android.

Tech writer Florence Ion, for example, is a self-described “Android-using yogini.” Following the release of the iPhone 6, she penned a passionate piece, 10 Android features that still make it better than iOS8. Ion writes, “That's the beauty of being an Android user: you can tweak the interface, change up the icons on individual apps, and plop widgets wherever you see fit. Can your iPhone-loving friend do that?”

Ars Technica writer Ron Amadeo even created an infographic that’s become very popular with Android fans:

 

 

Of course, Apple fan Sonny Dickson, of SonnyDickson.com (a site that features news primarily about Apple), tweeted this retort:

 

One stumbling point for Android fans has been issues surrounding the release of the much-anticipated update to Lollipop 5.0. First announced in November, the rollout from manufacturers was slow, and early adopters encountered some bugs that left many choosing to stick with KitKat instead. And, as of now, most Android phones still have yet to receive the update.

 

So, is it an iPhone world, after all? While it’s easy to see where the perception might come from. Yes, looking around it seems like there are so many iPhones in people's hands and so much buzz about the brand. And Android users have different phones from a variety of brands. But the dominant operating system is Android. And there’s plenty of passion for it, as well as buzz around its products and integration into broader categories of technology.

So where do you fall on the iPhone vs Android debate? 

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The recipe for a successful social media post is fairly simple. Learn what’s interesting to your target audience. Consider what topics make sense for your brand to share about. Be conversational, but do it in a voice consistent with your brand’s overall messaging. But from the annual lists of “worst social fails” of the year, it’s clear that executing this recipe is tricky.

Tune into competitive chefery shows and you’ll often hear the professional chefs who are guest judging note that they employ “the chef’s egg test.” To be considered for employment in the kitchen, an aspiring chef must perfectly prepare a dish that seems simple, yet can be a challenge to get right. As Master Chef Thomas Keller wrote once in the LA Times, The real test of a chef doesn't come from elaborate dishes…  I'm fascinated by seemingly simple dishes… because they not only showcase the quality of their ingredients, but, more important, they also demonstrate the skill of the cook who prepared them.”

This is true of social media. What makes a great post is the deftness of its creator it in blending the perfect mix of simplicity, timing, and great, simple ingredients that inspire people to respond with a resounding: “That’s awesome!

These five posts, the most shared and buzzworthy of 2014, captured that magical mix most effectively.

The Top 4 Posts of 2014

4. The Kim and Kanye Wedding Kiss

Simple. Beautiful. It’s garnered 2.4 million Likes and 57.1 thousand comments on Instagram, making it the most popular post on the platform to date and a success for brand Kimye.

Kimye

3. The AMC Theaters Post

Minions + Holiday Video = Record-breaking Share Rate. Posts with videos and photos outperform those without. What happens when you add the popular minions from Despicable Me? You win 3.2 million shares of that post on Facebook. Reinvigorating brand AMC, this post took the offers of a gift card and free popcorn to new heights.

2. The Oscars Selfie

Ellen’s ability to connect with the audience  speaking directly to them and making them feel part of the event  and enlisting Hollywood A-listers for a fun group shot made for a record-breaking tweet with 3.4 million retweets shared in 151 countries. Not only did people engage with the tweet itself, but it was the most talked about tweet of the year, inspiring 254,644 Tweets per minute about it during the Oscar show. This simple, but highly effective tweet promoted not only the personal brands of the actors and the Oscars, but was also a highly effective strategic product placement for the Samsung Galaxy Note 3

1. Content Marketing Done Well

The Influencer post on LinkedIn that was viewed the most (at 3.5 million views) was advice from Dr. Travis Bradberry the co-author of Emotional Intelligence 2.0 and president at TalentSmarton how to manage emotions and remain calm under pressure. How Successful People Stay Calm also garnered 32,612 likes and 4,221 comments. The title is just the right balance of simplicity and the promise of useful advice everyone can benefit from. 

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Graphic from How Successful People Stay Calm.

What this post does well is feature TalentSmart’s research in an effective inbound marketing piece, strategically positioning Bradberry and TalentSmart and bringing the audience to them. As EGC’s Managing Partner Nicole Larrauri explained in The NSFW State of Advertising 2014-15, inbound marketing is a critical tool for brands today. What this post also does well is offer brand utility with content that people need and love. As Larrauri writes: “It’s about out-thinking and out-teaching.” And this post captures that. It isn’t fraught with obvious signs that it’s trying too hard to be either very brief or fill up a word count quota. The language is clear and accessible and demonstrates that content matters.

In spite of these great examples of successful social content, there were so many examples of that simple recipe’s execution gone awry. It was hard to narrow the field. But here are our picks for the frighteningly bad posts of 2014.

The 4 Most Cringeworthy Posts of 2014

4. American Apparel’s Challenger Post

In a classic example of a post gone wrong thanks to lack of research, American Apparel tweeted an image of the Challenger disaster on the company’s Tumblr site. Tagged #Smoke and #Clouds, the image was of the moments following the explosion on January 28, 1986 that killed the seven people aboard the shuttle. The post was swiftly removed and the brand issued an apology.

 

The lesson for brands? A little desktop research can spare everyone that mortification moment. Take a beat before posting. Everyone wants to be quick and nimble in social, but taking an extra moment to learn more about the content you’re about to share is a must.

3. DiGiorno Pizza Uses a Trending Hashtag

Following the revelation of Janay Rice’s experience with domestic violence, conversations on social started up around this serious topic. Many began sharing their own personal stories using the hashtag #WhyIStayed to discuss the complexities of their own experiences and choices. Seeing the hashtag was trending, but apparently without looking into why and what it meant, DiGiorno attempted to use the hashtag “humorously” to promote pizza.

DiGiorno

Lesson for brands? Click on a hashtag and read through the story it’s telling before using it. Again, it’s about taking that beat to get your bearings and make an informed decision before hitting Share.

2. Dave & Buster’s Taco Tuesday Post

Brands often look to incorporate the right balance of humor in their posts as a way to help boost engagement. Dave & Buster’s attempt at taco humor was decidedly unamusing. It may have yielded plenty of attention, but none of it was positive. Tim Herrera of The Washington Post captured the moment and predicted an apology was forthcoming in less than 45 minutes. Sadly for the brand, it wasn’t in as big a rush to apologize as it was to post and the apology post appeared about an hour and a half later.

 

Lesson for brands? Steer clear of stereotypes. Humor can work for brands, but offensive humor is just a bad idea. 

1. Best Buy’s Murder Case Joke

Attempting to tap into the buzz around the podcast Serial, Best Buy recently tweeted a reference to a 1999 murder of a high school senior. A key component of the prosecutor’s case was whether or not the alleged killer used a payphone outside of a Maryland Best Buy after committing the murder. While it seems, according to this Huffington Post article, that the store location has become a bit of a tourist attraction because of interest in the podcast, the brand’s decision to promote itself through a joke about the murder was met with understandable criticism. 

Best_Buy

Lesson for brands? Be careful piggybacking on something just because it’s popular. Exploiting a real murder for brand messaging is just such a bad idea, it’s hard to believe we’d actually have to explain why…

From honest accidents  – like US Airways posting a graphic photo – to deliberate attempts to control the social conversation against best practices and damaging its reputation  like Smuckers deleting negative comments about GMOs  sadly, there were plenty of runners up this year. Most of these were cases of just not thinking things through. 

The best strategy is to implement procedures and protocols that avoid these kinds of social fails in the first place. But if your brand should face a disaster moment, the next step is the crafting of an appropriate apology.

All of the brands listed here issued apologies. But some were more effective than others.

American Apparel simultaneously blamed the employee’s youth and apologized. “We deeply apologize for today’s Tumblr post of the Space Shuttle Challenger. The image was reblogged in error by one of our international social media employees who was born after the tragedy and was unaware of the event. We sincerely regret the insensitivity of that selection and the post has been deleted.”

Dave & Buster’s apologized, but without fully acknowledging that their remark was offensive. The brand instead noted: “…our intention was never to offend anyone, please accept our apology.”

Best Buy took a stronger stance in its apology, tweeting: “We deeply apologize for our earlier tweet about Serial. It lacked good judgment and doesn’t reflect the values of our company. We are sorry.”

DiGiorno initially offered a somewhat flat apology: “…that our comment may have been perceived as offensive.” But the brand earned some points with critics when the account then personally began responding to the criticism with tweets such as: “It was late and I got sloppy. A rare mistake, I promise you. Never again. I’m so sorry Kim.” and “It was. And I couldn’t be more sorry about it, Emma. Please accept my deepest apologies.”

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EGC is proud to present its Creative Highlights of 2014. From TV spots to websites to social media posts, check out some of our best work – ever. It's been a fun year and 2015 promises to be even better, so stay tuned.

Logos

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Packaging

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Print

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Social

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Videos

Websites

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All marketers at one point in time have heard the term "Big Data" thrown around the office. This is a term that everyone hears but not everyone understands. Simply put, Big Data is a large data set that, when analyzed, can be used to reveal associations, patterns and trends.

You may think that the idea of using Big Data to "Construct Big Ideas" came about with the rise of technology in digital, but one of the oldest forms of Big Data is quite prehistoric...

Archeologists may not have known it at the time, but they were Big Data pioneers.

  • Digging for answers
  • Finding the key pieces needed
  • Constructing what they found into something far greater

As odd as it may seem, following this same approach has led to Big Data Constructing Big Ideas. In one particular case, EGC followed these steps when addressing the drop in the website conversion for Dorsey Schools, a group of Michigan Career Schools.

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Challenge:
After some digging, we saw that traffic had increased to an all-time high in 2014 (a 50% increase when compared to last year), but conversions did not follow the same trend (resulting in a 12% decrease).

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Solution:
We found in the data that it was actually mobile that had caused traffic to increase so dramatically – but with great inefficiencies. We began constructing a mobile-optimized website with a responsive design, a homepage built for mobile, consolidated content, and shorter contact forms.

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Results:
After all of these elements were implemented to the site, overall conversions went from a -12% decrease to a 118% increase. This was due primarily to a 291% increase in mobile conversions.

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On Black Friday 2014, as most attention was turned toward sales figures and contemplating our fascination with brawl videos,Chris Messina published a blog post on Google+. And as the tech world (and those who cover it) came back from the long holiday weekend, this piece started to go viral.

Why this blog post? 

This summer, there was concern about the platform’s future (following its notable absence from discussions at Google’s annual developers’ conference, Google I/O). And plenty has been written lately on the platform as predictions have been made about its future in 2015. From Frederic Gonzalo in B2C prognosticating, "“Google+ dies and goes to Heaven” to WordStream founder and CTO Larry Kim's declaration“In 2015 Google+ will die a slow death,” the outlook isn't overly positive.

What has people talking about this particular blog is (aside from its colorful language) is Messina worked at Google – on Google+. The piece is an insider’s take on his own hopes for the platform from what he describes as its “primordial days” to now as someone who has since stepped away from Google, but still cares about its outcome.

Thoughts on Google+ has spread from social blogs like The Social Graf to the mainstream press like CNN. Messina actually added an addendum to his original post, addressing an error in the CNN piece, writing, For the record, Dear CNN, I was never an engineer on Google+ (though I was both a developer advocate and UX designer). Facts, meh.” 

Messina began the blog with an apology for calling out on Twitter what he’d interpreted as a bug that impacted Google+ because of a lack of quality assurance. It turns out it was interference from a Chrome extension. 

 

While acknowledging this wasn’t what he’d originally thought, Messina shares why he was prompted to think it and share it publicly. “When I thought about what motivated me to lob this snarkbomb, I realized I was looking for a reaction. I wanted some kind of defiant response to questions that’ve recently bugged meWhat’s going on with Google+?

Not only does he ask where it’s going, but he questions its purpose. He contends, “…most people would likely describe Google+ as a newsfeed, a kind of Facebook-lite.” He argues that it doesn’t function as Google’s “social backbone” or “locus of control and access” to information or to control their social presence. He adds, while this may be intentional on Google’s part, then “I don’t get it.” 

Messina’s look at the platform becomes personal when he shares: “And damnit all, why and I so disappointed?! When it comes right down to it, maybe I just don’t want to admit that I spent 3½ years working on something that will become irrelevant.” [sic]

Messina writes that when the project’s original name was Google Me, he loved what the name suggested: a humanized, personal look at information about people. “It was like Google was saying, ‘We’re going to be your trusted partner in cyberspace, and we’ll help you surface the right information to the people you choose, at the right time.’ The value proposition was search oriented, rather than social.

So what do we think about Google+ and where it’s headed in 2015?

Our Director of Social Media, Stephanie Frank, predicts:Personally, I think that Google will be forced to find a better function for Google+ in 2015. An important thing to remember is that Google+ has been used and has gained a lot of content over the past few years.” 

“There are celebrities and brands that do use this platform, even if it is not the primary platform for engagement and content distribution,” she adds. Last month, for example, Google+ Hangouts made headlines for hangouts with NASA astronauts and the cast of Interstellar,another with the members of the band One Direction and even one with England's Prince Charles.

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Google is famous (or perhaps infamous) for killing off its own products. Silk has a page dedicated to the Google Graveyard, listing products from iGoogle to Reader. Will Google+ share its fate? Stephanie notes: “It took Google years and years to bury Reader (RIP) and this product is much more valuable than that.”

With so many inbound marketing tactics to choose from today, what is the value in sharing content on Google+? The bottom line is this: content on Google+ boosts the indexing of that very same content on Google, thus improving your discoverability in search. Google+ should continue to be part of an integrated marketing approach.

What do you predict for Google+ in 2015?

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Choosing a school isn’t an easy decision. Converting an admissions lead into a student is even harder. Prospective students weigh many factors when considering higher education including location, size, majors and, most of all, cost. Choosing a career path can be a lengthy process and a substantial number of schools to choose from can make the decision process even longer.

Separating your school from others isn’t an easy feat. And what if you’re not reaching prospective students?  What if you’re not answering prospective students’ questions? An integrated marketing approach helps you reach your audience and convert more leads.

1. Reach Your Audience

Traditional media alone just doesn’t cut it anymore in the world of admissions marketing. Students have more resources than ever with all these different devices literally in the palms of their hands. 

According to Millward Brown a person in the USA spends 151 minutes a day looking at a smartphone. That’s four more minutes than they spend watching TV. If you total all portable devices – smartphones, Laptops and tablets – a person in the USA, on average, spends 291 minutes a day looking at a portable device – 150 more minutes than watching TV. 

Can you afford to miss out?   The first step is to be actively on every screen your audience is spending time looking at.

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Graphic created with data based on Millward Brown’s AdReaction Study http://bit.ly/1nB59Ne 

2. Connect with Consumers at Different  Lifecycle Stages

Reaching your audience on every level is just the beginning of an integrated marketing strategy. Actually connecting with your audience at the proper lifecycle stage is what turns a lead into a student.

All media has a role to play in integrated marketing. Offline media is a great way to start the conversation, but online media keeps the conversation going. 

Once a prospective student becomes aware of your school, the goal is to answer that prospect’s questions on subjects like possible majors, financial aid, etc. through engaging content. Answering in a clear and engaging way builds trust, and most importantly, develops a relationship.

HubSpot

3. Consistency

Last but not least, consistency is the most important element of an integrated marketing approach that will increase the quality of your admissions leads. Every day there is a new way of reaching prospective students.

An easy way to confuse prospects, and hinder rather than build a relationship, is having an inconsistent voice. The recommended best practice approach to developing effective content and ensures consistency throughout all components of your integrated marketing is to have one entity managing your brand messaging

True marketing integration is critical in our evolving omnichannel world. And just as prospects increasingly expect to be able to find you across channels, they expect consistent, positive experiences across those channels as well. Building the right team to help you manage your message will ensure each component of your marketing approach is aligned with your goals and translates to increased lead quality.

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BreakupBreakups are inevitable. Dynamics change. Eyes wander. Needs evolve. 

Breakups are also bitter and painful. And arguably the most painful part of the breakup process is “giving back the stuff.” That rare Kinks album. The perfectly worn Red Sox hat. The engagement ring.

And of course, the most valuable asset of all, the Google Adwords account. 

If you’re a client looking to change your digital or advertising agency, you might stress and lose sleep over this. Do I own my Google Adwords account? Does the agency? I want to transfer accounts from my old agency to my new agency, what happens next?

First, you are justified in losing sleep to this. Why? Because if you can’t get your account transferred over back to you, or your new agency, you lose the history and all important Google quality score, something built over time. 

Visibility into the account history will have a huge impact on your strategy going forward and in setting benchmarks for success. Maintaining the existing AdWords account will also save time by keeping all your current goal tracking in place. Having to create a new account means having to create and add all new conversion tracking to landing pages.

Here’s what you need to know: 

First, your Google Adwords account should belong to you. Even if an agency is hired to manage, optimize an account for you, the account with all of its history, is yours, paid for by you and should be owned by you. 

As a client, you should always have access to your Adwords account at all times. You’ll want this to be sure your reporting is honest, accurate and fully transparent.

You’ll want the ability to own that data in your account. No matter who manages it, it’s associated with your account, your brand, your company. That data is critical in helpful in predicting future conversion rates, proper campaign structure and how ad copy tests performed. 

But my ex-agency is not playing fair, and won’t transfer access, what now?

While this is not the act of a solid or reliable digital marketing agency, it does happen. Sadly, the time and money you spent in investing in a client manager to optimize your account is gone. Wasted. 

And even Google themselves can’t help you fight an agency that won’t do the right thing.

You are essentially starting from scratch on your quality score. 

Your best option is to have the agency export the account history and data, and move on and start over. 

And at the beginning of your new relationship, make sure you maintain ownership or have contractual language that assures account transfers. Consider it a digital pre-nup. 

A reputable agency won’t fight you. 

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