There are plenty of 2020
predictions for the marketing industry, so we took a moment to weed through
industry insiders’ comments. Here are our top 3 picks:
Digital Marketer provides 17 predictions from 17 industry experts. Videos will remain crucial for any campaign, and businesses will focus more on LinkedIn and IGTV. “Woke Marketing”, the mixing of politics into marketing messages, rises due to the election year. Companies will need to decide whether they want to be part of a public conversation by taking a stance or remain neutral. Both strategies have pros and cons. TikTok emerges as a potential new platform to reach the younger generation organically and via paid ads. Read more here.
Google provides 10 high-level predictions. Privacy concerns, automatization, machine learning and individualization reach critical levels. Marketers have more customer information available than ever, but concerns about people’s privacy are at an all-time high. Automatization may help keep data anonymous, yet allow us to utilize sensitive customer information. Read more here.
Single Grain provides an extensive list of 42 digital marketing trends for 2020. Not only does Single Grain explain trends, it also uses quotes, infographics, videos and other visual aids. They also provide plenty of valuable follow-up sources, so this is a great source if you are interested in the details. They address topics like conversational marketing, visual search, smart speakers and browser push notifications. Read more here.
Millennials have outnumbered the Baby Boomer generation, and GenZ is entering the labor force. It is time to not only read about GenZ’s habits, but to get to know them personally via internships.
According to the Washington Post, “[GenZ is] known to value compromise […], a byproduct of their diversity and comfort with working with peers from different backgrounds. They are also in line to be an ‘adaptive’ generation. These cohorts tend to come right after disruptive generations that change society in significant ways, such as millennials. When adaptive groups come of age, they take the problems that were brought to light by their predecessors and try to work them out.”
What does this mean for businesses?
Attractive internships for the GenZ generation will have to provide a high level of autonomy. They want to learn about the big picture, but their attention span is historically short. Engage with them on a frequent basis and focus on where they feel most comfortable: the digital realm.
Providing meaningful work and engaged mentoring are necessary if you plan to hire interns. GenZ is a generation of doers. The more they get involved with the key operations of your business, and how they fit into their ideological world view, the more likely they are to stay.
There is even a new kind of mentoring you may want to consider: reverse mentoring. GenZ are digital natives who want to change the world. They have a unique way of looking at the world which is an asset for management and beyond. Confront your intern with a challenge the business is currently facing, and ask her to come up with a plan by doing research, interviewing employees, etc. Let them share new trends and innovative solutions. Let them mentor management whenever appropriate.
We at Media Link have been enjoying insights from our interns
for many years. We take time getting to know our interns from the start, so we
can create an individualized bundle of responsibilities and tasks to improve
the skills necessary for their future careers. Some of our interns like to
focus on creative tasks such as copy writing and social media; others prefer
the data driven nature of market research and tracking campaign success – our
goal is to create a good fit. Interns meet with our internship coordinator on a
regular basis to talk about their progress and to adjust tasks where needed.
Around 10 students run though our internship program each
year. We are so proud to see their
growth and see where their path after graduation takes them. Over the last few years, we have extended our
mentoring into a part-time position for those interns who have exhibited a
special passion for our field. This ensures they can continue to grow both
personally and professionally to help them better prepare to be our next
generation of marketing professionals.
We all know it’s crucial to foster relationships in and out of the
office. Reach out and make connections with people in different fields, so you
can take advantage of anything that comes up.
But don’t forget the digital realm. Dig up old LinkedIn posts and
polish them up before reposting them to be more relevant to today’s standards.
This way, you are using content you are already know, which they may have
missed when you posted it a couple years ago.
Live text chats have increased in popularity. Larger businesses
profit from setting up a live chat option on their website, so customers can instantly
get in touch.
Google your key words into a search engine and see the top
results. If they aren’t competitors of yours, then reach out and try to strike
a deal with them to put your information on their site. This way you are
indirectly on the first page of search results, which will greatly increase
your exposure.
Pay close attention to how users interact with your website and
react to the results you find. Always keep updating your site and listen to
what your users are asking, because they’re the ones you want to keep happy.
Hosting webinars is increasingly popular. The more focused a
webinar, the more relevant it will be for your clients/customers to log in to
listen and interact. Another video-based tactic is vlogging, or video blogging.
If you notice your customers showing an interest in your articles,
then don’t ignore them. Respond to comments and thank them for contributing.
Consider writing an e-book, if you have a good amount of complementary copy
available.
Its common knowledge social media is one of the largest driving
forces for companies, but don’t just use the most well-known sites. Consider
expanding to sites like reddit and others with great online communities.
Last consider adding a “call to action” or CTA to your site. This tool leaves spots all over your site to
encourage users to act. You could offer your e-book as a download.
There
are endless steps you can take to improve your career in photography marketing.
The first step you should consider is figuring out what kind of photography you
lean towards. What kind of pictures do you enjoy taking and what kind of
subjects do you think you are good at capturing? There are people who can
capture a landscape photo, but don’t know how to take an appealing picture of
food. It’s imperative to find your strengths and weaknesses.
In
fact, it is usually easier to build a brand on a specific field of photography,
so your clients also know your strengths and what kind of photography they will
be see from your service.
It
may be appealing to get as many clients as possible, but this instinct may be
misleading. You want to get the right customers who are looking for what you
have to offer. That way they are more likely to return for more, as well as
refer you to friends and family, which is far more important than making $100
from one client and never seeing them again, or worse, getting negative public feedback.
Another
helpful strategy is keeping track of customers. Not only is it convenient to be
able to pull up records in case someone has a question or a comment about a past
shoot, but it will allow you to contact previous clients to remind them of your
abilities and your availability for another photo shoot. It is also a good idea to make an email list
of your clients and email them periodically to update them about your recent
jobs, as well as any promotional offers or updates.
As
with many fields, social media is a critical marketing platform for
photographers too. Everyone knows Instagram, Facebook and the other top social
media platforms, but many people don’t consider using Pinterest or blog posts. People
can be reached on a variety of sites, so make sure you market yourself on all
relevant options to increase your reach.
Also
be sure to reach out to non-profits that coincide with your interests and your
kind of photography. You may not be able
to be paid for this kind of service, but you will be able to build your
portfolio and your exposure with these organizations will help to build your
reputation and demonstrate your skills.
Our
last tidbit of advice is to make connections with the people who hire you for
shoots. Never be afraid to ask for a reference and/or a review.
With
whatever field you decide to follow, there is a lot you can do to take your
career to the next level, but with all of these steps listed above never forget
to stay true to who you are and why you’ve chosen this career. Learn more here.
To recruit and manage long term relationships with organizations in need of detailed marketing and communications support either through the services of a full-service advertising agency or through the use of Media Link’s media planning/buying software. As well as manage and maintain social media and public relations for a variety of clients.
The Marketing Consultant position consists of the following
four elements:
Media Link Account Acquisition and Management
Generating leads/Cold-Calls/Intro
appointments: you will be expected to analyze potential new accounts, come up
with campaign proposals, and follow through with campaigns with the support of colleagues
Account Management: prepare proposals
for broadcast, online and print buys in Media Link Software™
Media Link Software™Account
Acquisition and Management
Generating leads/Cold-Calls/Intro
appointments: research and contact prospective accounts
Perform MLS demonstrations via webinars
Account Management: conduct trainings, customer
support and maintain a positive relationship
Social Media Management
Manage accounts’ social media
Create content for social media campaigns, including
occasional clients site visits
Create meaningful social media reports
Stay up to date on Social Media trends
Public Relations Management
Write and/or edit press releases and
pitches for Media Link clients
Send out releases and follow up with
media
Create meaningful reports
Maintain a positive relationship with
local media and coach clients on public relations management
Requirements:
Excellent writing skills
Enthusiasm for the agency sales process
Knowledge of the media buying/marketing industry
Can demonstrate organizational/time management skills, a proactive nature and passion for a fast-paced and constantly changing industry
College degree in marketing, business, communications or related fields
Benefits with this Position:
Base salary, plus Commission
A seminar stipend
Health Insurance with HSA available after 6 months of employment
Simple IRA with matching available after 1 year of employment
Vacation available after six months
12 paid Holidays per year
Please email a resume and cover letter to natalie@medialinkinc.com.
Marketing
for a sports team is a very different animal than marketing many more
conventional products. Sports marketers still use media like radio, TV and
social media to reach their target audiences, but their goals and messaging is
rarely what would be considered a direct sale or ‘buy it now’ approach. Instead,
their focus is on building relationships to foster fan loyalty and manage
different fan experiences. While there certainly is a degree of selling branded
products and navigating sponsorships, for the purposes of this blog we will
focus on the fan relationship.
It’s Not All About Product Sales
Of course sports marketers want to encourage more people to
watch games and attend team related events, but most sports marketers aren’t
focusing the bulk of their efforts promoting game night. A good example of this
is the approach the Brewers took. They made a point of positioning themselves
as the team of all Milwaukee residents and their fans are the exclusive reason
they play. The “we are your team, we are you” approach was part of a larger
push to build fan investment in the team to people who aren’t necessarily avid
sports fans, but still want to be connected to their community.
Generational Connection Building
Another huge part of what sports marketers are doing is fostering
connections with the new generation of fans. Younger fans are less likely to
find the hometown connection compelling. Many people who feel they are sports
fans grew up with a family connection to a particular sport or team. Tapping
into that youthful “Wow” factor and creating an engaging experience for a
younger fan is a sure-fire way to foster a life-long love of the team. Growth
of long-term relationships and hero building within younger demographic groups
is like banking positive social capital to build a community around the team.
The Party Goers and Families
Along with younger fans and family groups who go to a game day for a fun
outing, are the party goers. These folks are primarily looking to have a good
time, often involving alcohol. Offering a combined experience for these two
groups is a balancing act with thin margins as family groups are less likely to
be tolerant of rowdy behavior. Family oriented experiences like mascot races
are a great opportunity to cater specifically to younger fans interests while
giving more excitable fans a chance to stretch and grab another beer.
Big Spenders
While most of us will be satisfied with some nice bowl seats, there are
always the ever coveted box seats. This is an entirely different experience
than the groups we have previously mentioned. While there are most certainly
avid sports fans among the corporate seat and box seat owners, these VIP
sections are geared towards those who want to see and be seen. These high end
experiences are often carefully choreographed to ensure the best experience for
the highest spenders. Much like first class on a plane, there are often
exclusive perks related to having such seats like better food amenities and
personalized service.
At its core,
sports marketing is the business of relationship management and experience
building. Unlike most product driven industries, sports marketers do not have
direct control over their ‘products’ as injuries and play controversy can arise
within a moment’s notice. Emotional and experiential memories last for a long
time and can be difficult to reverse if negative. Mastering the promotion of
ancillary experiences and community management creates and grows fan bases
across generations.
Our Senior Marketing Consultant, Adrian
Vander Wille, is celebrating his 4th anniversary with Media Link!
Much has happened since he started, so we wanted to look back at a couple of moments:
As a social person, Adrian enjoyed attending numerous networking, industry and philanthropic events across Illinois, Iowa and Wisconsin.
Living the American Dream, Adrian recently became a US citizen; proving hard work and dedication pays off.
Naturalization, Eugene, OR
But he didn’t just stop there! Adrian started pursuing his MBA at the University of Oregon this past year. He continues working full-time and plans to graduate with his third college degree in 2020.
University of Oregon
Congratulations, we can’t wait to see what the future
brings!
Marketing musicians and their music can be tricky because the consumer decision making process tends to be inverted when looking for new music. Traditional decision making starts with a need and ends with a specific product being chosen. In music, most fans already have a specific band in mind and will be drawn to music that satisfies a similar need. Because of this structure and the intensely competitive nature of the music industry, it’s important to focus on the key elements that will make you succeed not trying to be everything to everyone.
Tip #1: Document Your Existence
This seems straightforward, and it is, but it’s very easily overlooked in the chaos of managing all of the other aspects of a band, your music and touring. The long and short of it is simple: get on social media and get posting! There are dozens of platforms to choose from like Facebook, Twitter and Instagram but musicians have a few more platforms available for them specifically like Reverb Nation. The best way to choose what makes sense for you is to see where your audience is. If you’re playing in a Jimmy Buffet cover band, you’re probably not going to need Twitter since your core audience’s age range shows they are more likely to use Facebook. Instagram tends to be a universally great platform because it is so visual and is specifically geared to show short clips of video, audio as well as snapshots of your gigs.
Tip #2: Engage! Engage! Engage!
There’s nothing worse than having someone talk at you without ever waiting to hear your input. Don’t let your social media and communication efforts do this either! Engage back with your audience and make them feel like their input in your growth is valued. This doesn’t mean you have to go out and like, follow, and comment on everyone of your fans’ profiles, you have bigger fish to fry. What this means is that you should post polls or open-ended questions asking you audience simple questions like “Where’s your favorite local venue” or “What do you use to stream music most” and then following up on those answers. If their favorite venue is Reggies Chicago, start making friends with their booking agents and get a show there. Likewise, if an audience member is asking you a question, reach out and answer them. Sometimes you have to have hard conversations too, not all communication is positive but finding a solution will always be better than letting something fester and grow out of proportion.
Tip #3: People Like Winning Stuff
Winning stuff is always a good time, what’s better than free? Promoting contests for a free pair of tickets to your next show or a free tee shirt and CD is a great way to get a lot of people excited about you and get them talking about your next gig. Band/artist meet and greets are a great giveaway prize as well and have the potential to turn into a great opportunity for future content. When planning out your promotions, be sure to look into your area’s rules as well as any platform specific rules since these can have a big impact on how you are able to structure your campaign.
Tip #4: Post Fan Content
Everyone is looking for their fifteen minutes of fame and the chance to get put in front of a lot of people is one most people won’t pass up, especially on social media. Ask your fans to take pictures or videos of themselves at your shows and then share it with you. Not only is this a great way to build up content to post on social media, it’s an ever better way to give back to your fans. As you post more fan content, your fan base will get more engaged with what you’re doing. It gives your music a sense of authenticity and shows you care about your fans just as much as they care about you.
Tip #5: Influencers are a Big Deal
Terms like ‘social media influencer’ or ‘content creator’ are thrown around much more frequently now than ever before, and with good reason. The internet has allowed people to connect with each other and share their opinions at an unprecedented scale, the best respected rise to the top as influencers. Music critics are among these individuals and can do wonders to help grow your fan base. Send your latest album or demo to prominent critics and social media influencers to be reviewed. If they like it, you’ve just reached all of their audience that trusts their opinion and are now interested in your music. If they don’t, take it as a learning experience and try again. The feedback from influencers can help guide your efforts and growth, an objective opinion is invaluable in the music industry.
Tip #6: Polished Websites Get More Traffic
If you don’t have a website, get one! Websites are your custom storefront and window into your band. You’ll want to be sure to have a place where your music can be purchased, show schedule, videos and pictures from past shows, and a place to contact you for booking. Your website should be your hub for all of your digital efforts. Physical press kits have fallen out of vogue, and in their place artist websites have risen to the top. A well-built and managed website will show up in more search results and offer fans a taste of your personality as a musical artist. If you’re not sure how to setup your own website there are dozens of free tools to get you started and web professionals that can take you to the next level.
The Internet has played a vital role in changing the way businesses adapt to changing consumer preferences and how they retain customers. In the age of digital advertising, online shopping, and online reviews, having a strong digital presence is essential to connecting with your audience and stepping beyond creating awareness. The internet is unavoidable now more than ever with over 4.1 billion Internet users worldwide. These users are looking for places to share their opinions, research purchases, and connect with the brands they know and trust. Having a strong digital presence gives your customers a venue to reach out and interact with your brand in a way they never could with traditional advertisements like print or billboards.
With new technology has come new avenues for businesses to reach both their core consumer groups and new clients. The internet has become a central step in the sales funnel. Before making a purchase, 82% of smartphone users research the product or company online. Additionally, 45% of these users read costumer reviews before the purchase of a product. Whether a consumer sees an advertisement on TV, the radio, a billboard, or a brochure, consumers are extremely likely to research the company and their products or services prior to a purchase. At the center of a customer’s research is a well-developed website that reflects a company personality, values, and informs them about your produce offerings in a low-sales pressure setting.
Consumers’ need for knowledge hasn’t changed, however, their patience in finding that information has dramatically shortened. If they can’t find you without putting in a great effort, they will likely move on to the more apparent option. Fortunately, with the internet being accessible 24/7, the convenience factor of researching a company or product at any time is possible. However, you must be able to communicate your message quickly and succinctly, as the average user is only scanning for 10-20 seconds before leaving if their attention is not caught. First impressions truly are everything! It’s a simple correlation: a bad digital presence is bad for business.
Transparency can mean many things. A business may reveal their products’ supply chain, employees’ salaries, environmental impact reports, or the reasoning behind certain ingredients and charges.
These disclosures have become crucial elements for consumer decision-making, especially when it comes to the millennial generation and younger. The following developments are thought to be responsible for this development:
• Online Reviews: It only takes 5 minutes to find online reviews of products/services or entire businesses. Chances are someone has already posted about certain flaws, and consumers have become used to trusting their peers. Being transparent will avoid any scandalous discoveries and public reveals that might unnecessarily damage your reputation. Loosing credibility is easy, restoring it is not.
• Distrust: Big business has lost part of its appeal after the financial crisis. Individuals who grew up during this time experienced how a business culture focusing on generating profits can hurt the entire society. Transparency is the best way to build up trust in the long-term.
• Social Media: Research suggests humans have an easier time remembering negative stories and experiences. Social media makes sure any kind of scandal will be publicly exposed on a global scale. Reading people’s comments on these stories just makes them seem so much worse than they probably are as relevant context is missing. Being honest and transparent from the beginning will pay off big times.
Are there otherbenefits to transparency? There certainly are:
• Improves talent attraction and employee retention
• Encourages cooperation, sharing of information, and innovation
• Prevents disappointments and negative PR internally and externally
• Strengthens your brand
• Creates valuable content for social media
• Increases profitability
The big question is: how do you recognize a company truly embracing transparency? Forbes names the following elements:
• Communicate the Company’s Vision and Mission Statement
• Tell the Whole Truth
• Don’t Delay Dispensing Information
• Make Important Documents Available
• Establish Trust Through Social Media
There is so much more to transparency and we would be more than happy to share our own experiences, so please don’t hesitate to give us a call at 309-786-5142.
