Author Archive for IQ

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  • 09.17.14

Budgeting 2015 – The Essentials

marketing budget done wisely

Since digital channels are where so many interactions happen, brands need to make sure they have the essential digital technology pieces in place.  These include:

website / mobile / blogs / social / email / search / content / ratings & reviews / marketing automation / analytics / commerce

While almost every brand probably needs a website, the exact recipe should be determined by the right strategy work, as we discussed in this recent post: 5 Steps to a Defensible 2015 Marketing Budget.

The idea is that modern marketing is circular not linear. You never come to a dead end and everything connects and supports everything else in the brand ecosystem.  In order to do that you need to have certain technology pieces of the puzzle in place before you jump to tactics.

You probably already have a website. It’s should be the core of your ecosystem. This is where you are free to cultivate and convert to the best of your ability. But all websites are not created equal. A modern marketing websites should:

  1. Have landing pages that are customized by where viewers come from.
  2. Tell a persuasive brand story customized to each viewer’s interests.
  3. Attract search with content designed for SEO.
  4. Enable advocacy with content and social media.
  5. Use Responsive design to enable viewing on any mobile device.
  6. Identify visitors and deliver relevant content.
  7. Produce comprehensive activity analytics.
  8. Enable speedy marketing updates with a flexible CMS.

These are the basics of a modern brand website. The key, however, is in how you execute them. You messaging, branding, content, design and user experience are all the product of your strategy work, without which your site may not resonate with consumers or produce the leads and conversions you hope for. Whatever the ingredients, the fundamental idea is that your digital marketing infrastructure should enable you to execute and adapt quickly and easily.

Advertising and acquisition tactics alone rarely close the deal anymore.  Consumers, B2C and B2B, need to do research, evaluate, talk with friends and peers, and be cultivated. It’s a complex soup of influences and interactions. The good news is that it can be mapped and understood, so that armed with that knowledge you can deliver the right message to the right person at exactly the right time. In order to do that, however, you need to have some essential mechanical pieces of the puzzle in place first.

Want to know more about IQ? Contact Us

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  • 09.15.14

5 Steps to a Defensible 2015 Marketing Budget

5 Steps to a Defensible 2015 Marketing Budget

Just the fact of being asked for specific budget numbers often makes marketers jump straight to tactics before they’ve developed the strategic foundation that should drive those tactics. Unfortunately if you haven’t done that work yet for 2015, it’s probably too late for your budget process. But either way it’s never too late to start doing it the right way.

The 5 steps to an effective, defensible marketing plan:

1.    Don’t Guess

The powers that be need to recognize that before you decide where, when and how to spend money, modern marketing requires some pretty sophisticated strategic planning. While your team’s instincts and experience are probably good, you’d be surprised how wrong gut decisions can be. The Connect, Cultivate, Convert model does a good job of explaining why this complex environment requires a formalized strategic approach.

2.    Do the basics

The foundation starts with traditional research and insights, like customer segmentation, competitive review and persona development. But it’s what comes next that really counts.

3.    Journey Mapping

You need to know what the key interaction points and influences are on the way to purchase, and then advocacy, for each target segment.  This tells you when and where to interact with each target segment, but it’s still not enough.

4.    Content Strategy

You also need to know what to say, and how to say it to each segment at each interaction point. This comes from the work of a Content Strategy.  It includes social media listening to discover what people are saying, and studying search activity to find out what people are doing. This work reveals the psychology of the consumer at each point in their journey and provides essential direction to creative messaging.

5.    Playbook

At this point you have a strategic plan, which includes who you are targeting, when and where you should engage, what you should say and how that messaging should be delivered, but you need one more thing. The final step is to translate all this strategy into an actionable plan.

The Playbook should:

·      Prioritize tactics based on their ability to deliver against goals
·      Lay out tactics in priority over time
·      Show how each tactic ladders up to the strategy
·      Provide budgets for each tactic.
·      Project ROI
·      Identify KPIs for performance measurement

Tactics should include campaign work to connect with new prospects, tactics to cultivate prospects and customers over time, and tactics to convert prospects into customers. Some tactics may be one-time, others may be evergreen and part of your on-going marketing infrastructure.

When you’ve taken these five steps you will really be ready for budget time. You will be able to tell your management exactly how much you need, why, and what the ROI will be. You will be able to explain how, in the context of corporate goals, you got to your strategy, how the tactics you recommend will accomplish the strategy and why you have prioritized certain tactics within the time period. You will be able to justify each tactic, why it makes sense and how it ladders up to the long-term vision for the brand.

You may not be quite ready to deliver, however, if you don’t have the right mechanics in place. In our digitally centric world these are mostly digital assets like an effective website.  These technology components, of what essentially becomes a brand ecosystem, enable you to consistently turn the activity you generate with advertising and marketing into sales and loyalty.  But that’s another post.

Want to know more about IQ? Contact Us

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  • 08.20.14

Do’s & Don’ts of Creating Brand Videos

Marketers have woken up to the need for great content to influence today’s savvy consumer, they have also recognized that a lot of it has to be video. Not just commercials once or twice a year, but a steady stream of compelling, relevant, valuable videos. That’s a pretty tall order, which is why this primer for making brand videos is so useful.

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  • 07.23.14

How smart is your agency?

Test your Agency's IQ

In 1940, smart was all about writing snappy copy for newspaper ads. In 1960, smart was a TV spot with a catchy jingle. Today, however, smart is something entirely different.

The modern advertising agency (or whatever you want to call it) has to be smarter, or at least more broadly skilled, than ever before. Of course, agencies always say they are good at everything, but are they really? With digital added to the mix, the list of what they have to be good at has grown so much longer and challenging.

The Agency IQ Test is 10 simple, multiple-choice questions, followed by a score and analysis, that will give you a quick idea of how your smart your agency might be. The test is, of course, neither scientific nor entirely serious, but at the very least it should get you and your colleagues asking the right questions.

Take the test now to see how smart your agency really is.

Want to know more about IQ? Contact Us

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  • 07.16.14

“Don’t interrupt me when I’m interrupting you”

IQ - Facebooks "new" old model

 

This is one of my favorite quotes from Winston Churchill, and what Facebook might be thinking as it tries to ram a new ad model down the throats of brands and consumers alike. Having already vented in my last post about this, I thought the greater implications of their actions on social media worthy of further comment.

A Giant Step Back

When Facebook decided to make brands pay to post content to their own fans, they took a giant step back into the old ad world.  Faced with ROI pressure brands can’t afford the luxury of content oriented posting, instead they have to turn to fast pay-off tactics like promotions, coupons etc.  This puts us back in the old world of interruptive advertising, where you’d be watching TV or reading a magazine and an ad would interrupt you. Consumers put up with this model in the pre-digital years because it seemed like a reasonable exchange; get the content in exchange for watching the ads. That was before we retrained them.

We Are Not a Captive Audience

Fast forward to today and digital consumers.  We don’t like interruptions, we don’t like delays and we don’t like ads. We have been schooled to find and use the most efficient ways to answer questions, solve problems, research solutions and evaluate options. Digital consumers are not a captive audience, so if ads interrupt our flow and slow our productivity we won’t put up with it. That’s why it’s more likely you will survive a plane crash or win the lottery than click a banner ad.

The Post-Advertising Age

Facebook just wants to make money, which is fair enough. But just because advertising is about the only business model that might work for them, doesn’t mean it will. The problem is that we live in the post-advertising age. We still need to tell brand stories; we just can’t do it effectively with conventional ads anymore; at least in digital channels. Even armed with all the creativity in the world the only way to consistently get the attention of the digitally empowered consumer is with relevance and timing.

Changing Hearts & Minds

So if marketers can’t use ads to get their message across, what’s a brand to do? The way to the digital consumer’s heart and mind is by serving up the right content at exactly the right time. The right kind of content is that which is appropriate for the context. So if someone has clicked to watch a video about planting a lawn, don’t have a pre-roll ad for Home Depot, have lawn care tips courtesy of Home Depot. The big difference is that one supports the consumer’s journey, while the other interrupts it. Seems simple enough, but the complexity comes in planning where and when to connect with each consumer segment, and developing just the right content for each situation.

The Magic Algorithm

The temptation today is to think that marketing has become a predictable machine. All you have to do is crunch some media numbers, apply an algorithm and magically consumers will come flocking to your brand. Of course this is what the purveyors of all manner of media ad wizardry would have you believe.  This ignores, however, the need to connect the dots; all the touch points that have to become one consistent story, personalized as narrowly as possible. Everything a brand does, therefore needs to be built on a foundation of consumer insights. This includes the critical exercises of mapping the Consumer Decision Journey* and developing a Content Strategy. Together they tell a brand when and where to connect with each target segment, plus what to say and how to say it at that critical moment. At the same time this work lets brands see, understand and design the cumulative effect of all the interaction points together. Inevitably this leads brands to shift their thinking from a product oriented, advertising approach to a content oriented, consumer approach.

The Training Wheels Come off

Facebook is trying lots of things (a few pretty out there), looking for ways to cash-in on their huge audience.  Some may work, but this shift to making brands pay to reach their own communities isn’t probably one of them, because consumers, let alone brands, won’t stand for having the content they came for taken away.

The good news is that social media marketing is not over; it’s actually shifting to a more mature model where brands have much more control and influence. What we are seeing with social media is the same kind of shift that we saw when users graduated from AOL’s training wheels to managing their own online experience. That’s happening now as consumers are becoming more experienced, and Facebook’s move is only going to accelerate it.

So it’s time for brands to strike out on their own and connect directly with their consumers without going through the gatekeepers anymore. That means starting with the foundational work to discover the when, where, what and how, which will drive their new social media, marketing plan.

* Mckinsey & Co

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  • 06.20.14

IQ CEO & SoDA founder at Cannes Ad Festival

Tony Quin, CEO of IQ Introducing a SoDA session at the Cannes Advertising Festival

Tony Quin, CEO of IQ Introducing a SoDA session at the Cannes Advertising Festival

Top digital agency minds came together to discuss innovation today at a SoDA Session hosted by Microsoft at the Cannes Advertising Festival. Tony Quin, Founder and Board Chair of SoDA, kicked off the Session which focused on how agencies are tackling digital product and service innovation along with their more routine advertising and marketing duties. The panel included moderator Shane Ginsberg, President of EVB; Rick Barraza, focusing on design Strategy, quality experience and design at Microsoft; Donald Chestnut, Chief Experience Officer of SapientNitro; and Adrian Belina, Founder of Jam3. Together, they discussed the challenges of merging the short-term, fast turn-around agency culture with the very different dynamics of developing products designed to last over time. All agreed that while brands are demanding new ways to connect with consumers, questions of IP ownership, ensuing operations management, and how to assign resources are on-going challenges.

The panel concluded that the opportunities for agencies to lead clients into new opportunities driven by digital product and service innovation are still huge, and agencies are perfectly positioned to answer the challenge of developing the creative and technology innovations that brands need.

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  • 05.28.14

Connecting, Cultivating, & Converting Modern Consumers

This deck presents a simple to consume and communicate vision for how to approach the complex new marketing environment. Of course many experienced marketers will know much of what is contained here, but they may not have a simple way to connect the pieces and think about it holistically, or more importantly to communicate to those less sophisticated than themselves. With that in mind our Connect, Cultivate and Convert method outlines a new model for marketing.

 

Want to know more about IQ? Contact Us

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  • 05.02.14

Quick-Step Style Launch

Quick-Step Style Launch

As part of a strategy to re-invigorate the Quick-Step brand, IQ re-imagined the Quick-Step Style blog from the ground up, starting with a fully responsive, mobile-ready design. You can see more details here.

IQ created a blog with greater design flexibility, a fresh look, social integration, and updated content. A more simple layout with pops of color in the images and videos for posts make the new blog easier to navigate for users. There are now five categories of posts to choose from for consumers to tailor their experience. The blog features Quick-Steps products designer, Erinn Valencich, and was relaunched in conjunction with the first episode of NBC’s “American Dream Builders,” a design reality competition show Erinn is a contestant on.

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  • 04.01.14

How Smart Brands Tackle Video Content


Content is the currency of the digital age and video is increasingly what consumers want.  The problem is that brands and their agencies are more familiar with making TV commercials than creating an inexpensive on-going stream of fresh video content, which digital channels require. This deck outlines solutions to how to approach making this video content for brands with examples and step by step best practices.

 

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Want to know more about IQ? Contact Us

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  • 02.25.14

YouTube: The Next Big Thing Is Already Here

Originally presented at the social media conference SoCon14, this deck from IQ’s Assoc. Director of Strategy Noah Echols and Assoc. Director of UX Rachel Peters will show you how to prioritize YouTube in an effective way to leverage active communities to get serious results — something your competition probably isn’t doing.









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