Agency Insights

In advertising, the general train of thought is a brand or business must be big and bold in its messaging, with cutting-edge and attention-grabbing graphics and taglines. This is true in many cases, and it works. This can also be overwhelming – particularly for small businesses that may not have the resources, budget, or simply prefer a more low-key approach. Their wishes may soon be answered by Instagram.

Remember these famous words from an equally famous movie? “It’s not personal, Sonny. It’s strictly business.” Aside from the fact this quote is from “The Godfather,” think of the two operative words: “personal” and “business.” The reality is that business is personal, and there must be a connection between a brand and customer. And today, a lot of the communication between business and customer begins and is supplemented through digital; particularly email.

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Amazon is everywhere. The online retail giant has been a hot topic in the current news with its decision to withdraw plans to set up headquarters in Long Island City, NY, sparking controversy that’s still going on. And then there is this newsworthy item: Amazon’s place in the advertising arena, where wins are increasing – big time.

It’s an obvious statement that advertisements we see are mostly in digital format. From web banners to video and pop-up ads on social media – digital is everywhere. What’s not so obvious is how much money brands have budgeted for digital ads; something that is changing this year.

The novelty of influencer marketing via social media is how a human face and voice matches to a brand and attracts customers. This is the next best thing to word of mouth recommendations from a friend or relative. We don’t personally know the influencer, but if his or her manner is relatable, and the product or service they’re promoting interests us, we notice. We trust the influencer (or brand ambassador). And so do hundreds, thousands, and even millions of other social media users. But always proceed with caution, even with influencer marketing.

A lot has been written about the marketing trends to be tuned into for 2019. As with anything else, change is to be expected. Popularity of different ways to advertise will change. What’s hip and cutting-edge today may look out-of-date tomorrow. And the consumer audience is shifting; specifically, in terms of age. Hello, Generation Z.

As was recently reported, in advertising, the connection between brand and customer requires – no, demands – greater transparency in the avenues of communication. The mantra of “quality over quantity,” is being infused throughout all methods of marketing, including social media, where it is especially relevant – and much needed at this time.

In advertising, everything is primarily related to digital. Websites, digital ads and social media posts created to promote a brand have become standard. Traditional mediums (e.g., print, television radio) remain relevant in some circles, but don’t receive as much focus as digital. What some might forget, however, is that newer forms of advertising can be combined with traditional forms to create a powerful effect – and in more ways than one. Take out-of-home (OOH) advertising, for example.

The year 2019 is off and running. As times, tastes, and trends evolve rapidly and have the potential to change direction on a dime, the only reliable prediction is based on the adage: “The only thing constant is change.” Where advertising is concerned, there are many projections as to what this “constant of change” will present over the course of the year. Here are three of them, all with one common theme: building a stronger relationship between a brand and its customers.

People scramble through crowds to purchase that last gift. They hurry to meet family and friends to celebrate. Moods run from festive to feeling rushed. It is, after all, the holiday season. Amid all of the preparation and anticipation, it’s been said this is a time of year not only to celebrate, but to reflect. And one topic worthy of reflection was on the minds of many marketers and advertisers this past year. That topic is transparency.