Connected TV. Streaming audio. Social media. Odds are good you’ve heard at least one of these words in the last year, doubly so if you spoke to anyone in marketing. It’s what all the cool kids are talking about and if you’ve heard about “the next big thing” in media, you can bet it’s something digital.
What goes on in a consumer’s mind? The answer to that question can have a strong impact on marketers. If we can understand why a consumer takes a specific action, we can help companies better position themselves to reach their desired outcome with the consumer. Very few marketers would say that their profession is “brain surgery.” But looking at discoveries and ideas in neuroscience can help better understand the human mind.
“Big data” is everywhere. More and more data is available to companies every day, and with it an increasing demand for new progress in attribution and insight. Over the next three years, it’s estimated that spending on marketing analytics will increase by almost 200%. Clearly, companies are not only looking for ways to obtain data, but discovering ways to leverage that data for results.
March Madness means more than basketball when you work at Strategic America. March is also the time when our longtime client, Lennox Industries, host Lennox LIVE learning conferences in multiple cities across America. SA attends every Lennox LIVE event, which in 2018, will take us to Phoenix, AZ; Dallas, TX; Orlando, FL; and Mashantucket, CT.
The job hunt after graduation can be brutal for young professionals looking to get started in their career. There’s a lot of pressure to find a job in your field that pays well. On top of that pressure, there’s a rush to get there in under six months so you can be part of your college or university’s “successful graduate” rate.
Resistance is futile. You will be assimilated. Star Trek fans will immediate recognize the words of the ominous Borg from movies and TV. But marketers and public relations specialists dealing with digital content might confuse this unstoppable, inscrutable and all-consuming force for the world of social media and its increasingly powerful weapon—video content. Make no mistake: Video isn’t just coming to take over social media, it’s here now.
A few weeks ago, Mark Zuckerberg made a platform-changing announcement regarding the ranking system for Facebook. The newsfeed algorithm will now be even more selective of the content we see on a day-to-day basis. Facebook is concerned about the clutter of posts from pages and is determined to make the platform more purposeful to everyday users.
Strategy may be one of the more overused and misunderstood words in business. Where some may think it’s ‘ivory tower’ for MBAs or C-level execs, and others can’t get above the tactical demands of their workday, and yet, we’re all capable of being strategic. At SA, it is our belief that we can all engage in strategic thinking, and thus, have developed a place for strategy to be recognized and rewarded.
It’s 2018 and the PR industry continues to evolve right in front of our eyes, with social media and mobile technology driving a large part of the transformation. While we need to keep our strategies fresh and relevant, it’s important not to lose sight of the fact that the fundamental essence of PR has not changed: Building and maintaining mutually beneficial relationships between an organization and the public they serve.
As another year closes out, we take a little time to reflect on what has transpired in our industry and what we can learn from it in order to improve in the new year. The infographic below shows a snapshot of Strategic America’s 2017 direct marketing and analytics efforts. U.S. companies spent $10 billion in 2017 on third-party audience data for marketing efforts and slightly more on solutions to support its activation.