Diversity has been a regular topic at the Oscars, especially since there were only Caucasian acting nominees in both 2015 and 2016 – the first time since 1997. The 2018 Oscars additionally focused on the issue of gender equality and inclusion after Hollywood was hit hard by the #MeToo movement. Long story short: diversity and inclusion have become mainstream topics impacting all organizations and industries, including advertising.
Saturday Night Live just recently addressed the challenges of dealing with inclusion and PEPSI has already proven that advertisers will face distinct scrutiny about their actions.
We have assembled a couple of external, and partially controversial, sources with examples, opinions, and food for thought on diversity and inclusion in advertising. Needless to say, this selection does not reflect the opinions of the Media Link Team – it is intended to inspire, spark thoughts, and spur discussions about topics no marketing professional can avoid anymore.
• “Gender equality movements in advertising are making gains,” THE DRUM
This article highlights several gender equality movements.
• “Collections: Gender Equality in Advertising,” Ads of the World
This site presents ads addressing International Women’s Day.
• “U.K. bans gender stereotypes in ads,” AdAge
This article highlights restrictions on gender stereotyping.
• “Conservatives feel the least represented among media’s depiction of women,” Ad Age
This article highlights how political perspectives shape women’s receptivity to advertising.
• “Agency exec on scarcity of LGBT people in ads: ‘People fear the bigoted minority’”, DIGIDAY
This interview focuses on the representation of LGBT people in advertising.
• “Different Ads, Different Ethnicities, Same Car,” New York Times
This article discusses Toyota’s take on targeting minority audiences.
• “The case for diversity in advertising,” Think with Google
This article focuses on black millennials and their stance on media/advertising and Corporate Social Responsibility.
• “ProPublica: Facebook advertisers can still discriminate by race,” engadget
This article highlights the legal and ethical challenges of audience segmentation and digital targeting options.
• “I am the woman in the ‘racist Dove ad’. I am not a victim,” The Guardian
This opinion deals with the most recent Dove ad controversy.
• “How We Encourage Diversity and Equality in Our Content Marketing,” 6Q
• “5 ways marketers can take action to improve diversity,” Marketing Week
• “Pepsi’s ad failure shows the importance of diversity and market research,” Marketing Week
• “Watch marketing and adland’s top names urge industry to fix diversity issue,” campaign us
Before starting this marketing internship, I did not have any specific expectation, because I did not have much experience in the marketing and advertising industry. I came in the first day with an open mind and eagerness to learn as much as possible. Looking back, I am now surprised by how much I have grown, not only intellectually, but also personally after the internship.
In terms of knowledge and skills, I have been acquainted with many technical terms in the industry, especially in media buying such as avails, need rates, GRP, CPM, etc. I handled tasks that were essentially important to the company such as generating proposals, checking media buy affidavits, proposing social media copy, etc. Therefore, I feel that I am a part of the team and I have something significant to contribute to the company’s development. During the internship, I worked almost everyday with Media Link Software® (MLS), Media Link’s proprietary media buying software, and I really enjoyed it. MLS made things so much easier, because everything was put in one place. I could import avails, vendor information, generate proposals and check affidavits on one platform instead of using tons of spreadsheets.
In addition to gaining significant skills and knowledge of the marketing industry, I have also achieved personal growth after the internship. By having hands-on experiences, I get to know what I enjoy doing and what I do not like. In other words, I am more aware of myself and my passion, thus it will help me make better choices for my future career. I am also more confident in myself, not only because I’ve gained new skills, but also because I have been encouraged to ask questions, to raise my opinions about given tasks, and to recommend changes for improvement.
Everyone was so helpful and tried their best to accommodate my wish for learning new things. I know I will miss my supervisors and my colleagues who have helped me to become who I am today. I am genuinely grateful for the opportunity to have had this internship experience.
Story telling has become an important element of branding a business and promoting products/services. These stories are often aligned with the firm’s mission and vision statements and therefore create the foundation for external, but also internal, communications.
The rationale for signature stories’ effectiveness over simply stating facts is simple: it’s part of our cultural DNA. People have been telling stories to entertain and educate for millenia, especially when there was no opportunity to preserve information via scriptures. Still, stories can create a connection between customers and businesses on an emotional level. They make it possible to experience facts in a subtle and less intrusive way and they truly make a company unique.
Internally, signature stories help employees to better understand corporate communications and strategies. They can create pride, loyalty, and improve productivity as a result. Making sure employment policies and business structures/strategies align with the signature story is vital. A business promoting fair trade and sustainability should make sure emplyees are treated fairly and the business complies to environmental standards.
There are many additional reasons why signature stories are beneficial. They can help with crisis communications, create multiplier effects, and more. Find additional arguments on this list of 14 reasons your brand needs a signature story.
According to David Aeker, American Marketing Association, signature stories need to be (1) Intruigung, (2) Authentic, (3) Involving, and (4) Strategic. This is certainly a challenge, so learn more about how to write excellent signature stories here.
In a move that has sent shockwaves through Hollywood, 21st Century Fox and the Walt Disney Co. have announced a powerhouse merger worth over $52 billion in just stock value with a total value of $66 billion. Disney’s acquisition of Fox lands it access to Fox’s large network of TV and streaming assets, as well as $13.7 billion of Fox’s debt. Despite the massive price tag, Disney is confident in the direction they are moving as they expand their footprint in the digital streaming landscape. With consumers moving to streaming over traditional TV, Disney has started growing into a strong competitor for companies like Netflix. Fox Chairman, Rupert Murdoch, echoes the excitement Disney CEO Bob Iger and the companies’ respective shareholders in a NBC News interview saying, “We are extremely proud of all that we have built at 21st Century Fox…Disney will unlock even more value for shareholders as the new Disney continues to set the pace in what is an exciting and dynamic industry.”
So, what does this mean for the media landscape now that these two titans have joined forces? Josef Adalian and Chris Lee from Vulture.com put it very succinctly: “Hulu will probably get a lot bigger.” Prior to the merger, Hulu was controlled primarily by three stakeholders, NBC Universal, Fox and Disney. This gives Disney a controlling stake in one of Netflix’s biggest competitors and will be reinforced by Disney’s decision to pull its content from Netflix and bolster its media library while simultaneously offering subscription prices that are reported to be significantly less than their competitors. Being well known in the media landscape as forming one of the strongest brands and dynamic content, Disney does not seem to have many doubts about how this merger will position them for the future. The loss of both Disney and Fox content may prove to be a huge hit for Netflix.
We can expect Fox and ABC’s TV and cable offerings to expand in the near future too, offering marketers more direct access to local markets. Disney plans to expand ESPN Plus by adding to Fox’s cable sports networks and may even be offering a Hulu-esque sports streaming service. FX and National Geographic will also see a boost in their networks. Disney certainly is hedging their bets in the digital streaming market, however, these expansions for cable and TV broaden its international reach and maintains a hold on traditional television.
Read more about the merger and its implications here:
• New York Times
Whether you provide financial assistance, marketing or other services, your business contributes to strengthening the community where you live. So, we have a solid interest in being part of a thriving social and economic environment. Community involvement can accomplish exactly that, but there are other reasons why individuals, as well as businesses, should be actively involved:
Whether you participate in local Chamber events or are actively involved in the non-profit sector, community involvement is always a great opportunity to network. You would be surprised how you are connected to other individuals you’ve never met. So, introduce yourself and have a pleasant conversation.
We all know the importance of supporting local businesses, especially if you are one of them. Many potential clients can choose between a wide range of competitors providing similar services, and actively giving back to the community without expecting anything in return can make a great impression and result in business opportunities.
Chances are good that you and your fellow volunteers share similar values and world views. This information is worth gold when it comes to adding to your team! It allows you to draw from a pool of engaged, selfless, and motivated individuals you have already worked with on a project. Who needs a reference, if you have already seen an applicant’s drive and professionalism in action?
Community involvement is a great opportunity for teambuilding. Organizations like the United Way are frequently organizing events where an entire firm can participate. Assemble your coworkers and clean up downtown or dedicate a night to helping out in a soup kitchen. These activities will bring you and your team closer together than ever.
Learn more about how the Media Link Team is involved in the Quad Cities community and beyond here.
Websites have become a second store front for most businesses. They provide cheap and easy access to information about your firm and its services/products and can also be an opportunity to contact you immediately either online or by phone.
Just as products and services need to adjust to customers’ constantly changing preferences, so do websites. This is why we at Media Link, Inc. are introducing our new website with a fresh look and concept.
The homepage gives you an overview of who we are and what we do. It displays our memberships, social media presences, and a couple of testimonials. It also provides links to blogs, information about our services, and access to our E-Blast to stay in touch.
The heart of a website consists of the sites talking about services and products. They need to be precise and intuitive to navigate. Our “Services” site summarizes what we offer and provides further links to our specific services in case you would like to know more about certain topics. In our case, these topics are:
Other elements of the website include sites about “Our Team”, “Media Link Software™”, “Certifications”, and our “Portfolio”. Needless to say, the web tree and design of a website always depends on the kind of business you are. It can be conservative or adventurous. Everything is possible.
Contact Media Link if you have any questions about website design or our services. We are here to help!
If you told me I would be helping with market research for national organizations, generating proposals, or attending a network premiere event, I never would have believed you. I did not know what to expect on my first day as a marketing intern for Media Link, Inc., but I knew I wanted to do more than just run errands, file papers, or make coffee. Media Link, Inc. was that opportunity for me; the opportunity to gain hands on knowledge about the marketing and advertising industry.
Through my internship experience, I was able to work on a variety of projects that were genuinely important to the company and the clients. I was tasked with invoices, proposals, affidavits, social media posts, research, and other vital parts to the overall process. With the projects I was trusted with, I felt essential and like I was a part of a team. I am still amazed by the knowledge I have gained in just one summer.
I am grateful I was able to expand my marketing vocabulary and learn the everyday terms used in this field. This experience has familiarized me with a wide range of marketing terms and strategies, from writing blog posts and social media content to learning about SEO and attracting a target demographic. My supervisor and everyone else in the office established a comfortable environment right away, so I was never apprehensive about asking questions and learning new information. I looked forward to coming into the office each week.
My time with Media Link, Inc. prepared me for life after graduation and opened up more opportunities for success. This was my first real life experience with the marketing industry–outside of textbooks and academic clubs on campus. I feel I am better equipped for a career in this field and thank Media Link, Inc. for giving me the tools to be successful.
Digital media platforms are constantly evolving with the goal of meeting the demands of the consumer and keeping them engaged. A new feature may be popular at the beginning of the year, and become irrelevant a few months later. Companies are in never-ending competition to generate the next big trend in digital media. For example, Snapchat’s parent company, Snap Inc., unveiled nine huge new features in 2016 alone. These changes in trends are especially prevalent with social media platforms as they require new and exciting features to keep their users engaged on a daily basis. Top performing social media platforms such as Facebook, Instagram and Snapchat are working every day to improve their algorithms and generate new features users will implement into their daily lives. To maximize your budget’s efficiency and generate a successful marketing campaign, it is vital to stay up to date with all industry changes.
Visual Content – Text-heavy content alone will not effectively attract your targeted audience. Visual content such as infographics, photos, and GIFs will captivate users initially while written content will keep them engaged. Finding a balance between the two will propel your marketing strategy to a new height. New features marketers should consider implementing into campaigns include:
• Facebook Video Ads – Over three billion videos are watched on Facebook each day. It is no wonder why companies have started to adopt this advertising platform into their marketing strategies. Facebook video ads are engaging and provide an eye-catching, fresh way to transfer information to users. Combine this with Facebook’s targeting options, number of daily users, and bid types, marketers have a unique opportunity to reach new audiences and generate a more effective campaign. To learn more about Facebook video ads, click here https://blog.kissmetrics.com/five-essentials-facebook-video-campaign/
• Facebook Collection/Canvas Ads – Collection/Canvas ads are available on mobile only, yet they present a powerful opportunity for marketers to reach audiences in a more innovative fashion. The ultimate goal is to increase traffic, which the platform has been rather successful in accomplishing. To read about success stories using Facebook Canvas ads, click here https://www.facebook.com/business/success/categories/canvas
• Video Ads in Instagram Stories – According to Instagram, at least 250 million users use the app’s Stories function every day. Incorporating ads within the Stories cycle is advantageous to marketers because they attract the user with visually appealing images and are not over bearing. The ad can be a max. 15 second video or a 5 second image, making it concise and effective.
Digital media is constantly evolving. Companies are working every single day to better position themselves in the marketplace. To better the position yourself and your company in the marketplace, take the necessary steps to stay up to date with digital marketing trends. For tips on how to keep up with media updates, use the following links:
“Billion+ Consumers, 20+ Brands, Unstoppable Team. #TakeTheOath. Summer 2017”, tweeted AOL’s Tim Armstrong in confirming the new umbrella company, Oath, will control Verizon’s acquisition of early internet giants Yahoo and AOL. Business Insider was the first to report the nearly $4.8 billion buy that would give Verizon control over Yahoo’s core internet businesses, namely Yahoo! Finance and Yahoo! Sports, as well as the Huffington Post.
This merger is Verizon’s latest attempt to break out of their existing wireless and landline staples into a more powerful mobile environment and expand their advertising ventures, poising them to become a direct competitor with internet titans Google and Facebook. Armstrong outlined three goals Verizon has set for Oath to build on their newly acquired brands: attract more than 10 million content creators, reach two billion consumers, and achieve revenues in the $10 billion to $20 billion range. These figures represent a 700 million increase over their current reach and a nearly 12% addition to Verizon’s revenues.
While these seem like lofty goals, Oath will center their new campaign across news, sports entertainment, finance, and technology segments. According to Tim Armstrong, “We are going to basically compete the same way you have cable distribution. We will have an analogous internet distributions system overall. We will also partner with every other major provider: Amazon, Apple, Google, Facebook, and Snapchat. We have an Omni channel business model that works basically, not just with our properties and our partners, but across the larger ecosystem.”
The merger with Yahoo will give Verizon access to Yahoo’s email, internet search and aforementioned news services dynamically enhancing Oath and its subsidiaries’ ability to brand advertise to a much larger market than previously available. Former president of digital media at CBS, Ezra Kucharz commented, “Oath can build on its global reach [with] unprecedented access to consumer data and behavior.”
Read more here:
We recognize the mutual benefits of a strong and structured internship program. Interns have the opportunity to discover both an industry and a company which enables them to further narrow down their future professional path. They gain valuable insights, and by doing so, provide new perspectives to businesses. Having a diverse base of interns also stimulates intergenerational and multicultural exchange necessary for innovation and growth.
Find more about the benefits of internship programs here:
Media Link’s internship program consists of 144 hours per internship. 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. Although, we do believe everybody should experience each task at least once to gain a fully rounded internship experience. 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 have the opportunity to continue to grow both personally and professionally to help them better prepare to be our next generation of marketing professionals.