Posts Tagged "digital"

  • 09.29.15

IQ CEO Tony Quin interviewed in Cannes

Recently IQ CEO Tony Quin made a pilgrimage to the Cannes Lions festival, representing both the agency and the Society of Digital Agencies (SoDA) as the Chairman. While at the festival he participated in the Executive Perspectives interview series and shared his thoughts on advertising trends, the benefits of having talented, driven employees and how data drives strategy and creative to produce exceptional work at IQ.

Here are a few notable excerpts from the interview:

KR: How would you define success in your role?

TQ: The most important job that I have as CEO is to have a sense of where we need to be as an agency 24 months from now so that I can be making sure that the agency is moving toward that. That’s the most important. Because if you don’t get that right, you’re not in business.

KR: What do you do to help your team be successful and help keep them in line with your goals for the company?

TQ: My job is to make sure that I have the smartest people on the bus, and not necessarily in the right seats, and listen to them and empower them. What I’ve learned is that if you just collect really smart people who have the right character for the work, then they are going to tell you the right place to go.

KR: In a world so driven by data today, why do you think creative still matters?

TQ: Creative is the business of connecting emotionally to people. Creative is not about data. Creative itself is really not measurable. Data helps to tell you where to point creative. The strategy that comes out of data – because data itself means nothing; it produces insights and strategy – tells you how to pick the places where you want to spend your money and those places are where you’re going to apply your creative. That last mile is informed by data but it’s always takes some magic which is inspiration and an understanding of the psychology of the people. It’s really hard to make that a science.

KR: Do you feel like creative always needs to be measured?

TQ: You can measure the end result of whether something happens or not. There is some testing you can do around creative. It’s the whole Steve Jobs approach to doing new things. You can’t base it on what’s happened in the past so at some point somebody is taking a leap of faith or just having a creative idea and you just have to go with it or not. You don’t really know what’s going to happen.

KR: How do you motivate your team on a day-to-day basis?

TQ: Every company, whether it’s a big company or a small company, has to have a vision of tomorrow. It’s kind of what we’re selling to our brands. Any kind of branding is a promise for tomorrow. That promise is, in some way, “tomorrow is going to be better.” It’s the same thing with a team. The reason you’re doing this work, other than getting a paycheck, is to create some better thing and you have to define that a little bit for people and make them excited.

KR: Can you describe the attributes of one of your top performers?

TQ: What I look for is people who are self-motivated, have an entrepreneurial spirit, are not about doing the mechanics of their job. They are about achieving the goals of their job. It’s not really about how they do it; it’s about how they get there, which is very entrepreneurial. I look for people who are sufficiently confident in themselves and aren’t afraid of taking risks.

KR: How would you describe the difference between an idea and a solution?

TQ: Ideas are bigger than solutions. Solutions, you have a problem and some parameters around a problem and you want to find something that solves that problem.  An idea can be much bigger than that. An idea might solve a problem but it might have many more ramifications to it. Ideas are about what capture the imagination of people. They can drive companies. They can change the marketplace. They can create movements. Whereas a solution is just, “I’m really glad we solved that problem.”

KR: What are you looking to take away from Cannes?

TQ: I wear two hats. I have my agency, IQ, and it’s always interesting to hear what’s going on and I always get ideas. With my primary job being what’s going to happen 18 to 24 months in the future and “are we on the right path for that?”, it’s great to come to these places where people are talking about those things, about what’s next. The other hat I wear is as the founder and chairman of the board of SoDA. SoDA is a wonderful organization where I get a chance to give back to my community and to have great relationships with people who are in the same boat that I’m in, running agencies around the world, so that’s very fulfilling.


The Time is Now: Google’s Mobile Deadline

Google's Mobile Deadline

It’s here — Google has pulled out the guillotine for mobile organic search. This time, they’re not messing around.

For many years, marketers have pondered the implication of mobile site access and mobile search ranking results. Google is generally quick to respond to advancements in mobile technology that enhance the consumer’s online experience, and this is a clear-cut example of just that.

Content, content, content.

Google has always harped on the need for quality content versus quantities of “optimized” content. Whether its the Hummingbird update, Panda, Penguin, or whatever the next animal-named-algorithm they choose is, the goal is to identify higher quality content and eliminate what they deem low quality.

The delivery of quality content through search is not defined solely by Google itself, but through over a decade of research and consumer usage data to define what happens next. This time, what happens next is critical for all marketers.

According to ComScore’s January 2015 report, we’re far past the mobile versus desktop tipping point. This should be a wake up call for all brands and marketers.

ComScore January 2015 data

SEO is fun. It’s an always evolving, never stagnant, almost “game”-like adventure for copywriters, analytics professionals, digital marketers, and data geeks in general (like me).

But for too long, marketers have been focused on keywords with little attention paid to User Experience’s impact on SEO. Google doesn’t view them as totally exclusive — in fact in most cases, SEO and UX are complementary.

The magic is where UX and SEO meet in the middle.

Yes, you want to get users to the right web page or landing page through search, but if the page is not mobile-friendly or doesn’t meet the expectation of the user, then what’s point of optimizing for search?

At IQ, we utilize the “hub and spoke” marketing model. The brand website acts as the “hub” while the “spokes” are the content and channels driving to the website. If the hub is insufficient, the spoke suffers as well. If you throw in the rise of mobile use by consumers, you’ve got another wrench in the equation.

What if your customers can’t find what they need to because you’re not there in mobile search?

In the case of Google’s update on April 21st, many brand websites will suffer greatly in mobile organic search. And we can’t blame Google.

As technology has advanced, so have consumer expectations for mobile web experiences. With that advancement in consumer expectation, marketers are expected to meet them. Designing a responsive website can solve for that need easily.

Google’s made their decision on behalf of consumers — will your website live up to expectation or will it fall off the map on mobile?

Want to know more about IQ? Contact Us

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  • 12.09.14

Snapchat is the New Facebook.

A quick explanation of why brands should love Snaps.

Snapchat article by Eric

As our social media channels become overrun with stagnant ads, eager parents (and grandparents), over filtered photos of food, and articles that begin with “Top ten things,” the next generation of users have found a new way of sharing their lives: Snapchat. Brands are looking, too. Snapchat is a mobile only platform that allows real time sharing of someone’s life. No filters, no editing, no “10 reasons why_____.” Just you telling a story with your phone. Casey Neistat does an amazing job explaining the rise of Snapchat in his recent video with Jerome Jarre:

Yet as this new space is emerging, few brands are taking advantage of the 30 million monthly active users, mainly because no one has really figured out the best way how.

Right now there are three ways brands are using it:

Sponsored Snapchat:

These are posts that go out to every user, from Snapchat. They are usually pretty short and generally video. Recently there was a trailer for the Dumb and Dumber movie that went out.

Sponsored Snapchatters:

This is where a company approaches a popular Snapchatter and then asks them to do a story sponsored by them. For instance Casey Neistat spent a day with Karlie Kloss for fashion week, sponsoring and advertising

Point all other channels to Snapchat:

This allows companies to use their existing audience on their other social channels to follow their Snapchat. This requires them to constantly produce content to keep people involved and interested, which is time consuming and expensive.

Speaking of content, this is the second problem companies are having: quickly producing cheap, quality content. No company (that I know of) is doing that right now. But individuals are, which is exciting because there is a totally new space that is untouched by brand use.

The fact is Snapchat is here to stay. It has been quickly adopted by the next generation of social users, and the current generation is adopting it, too. Snapchat is the perfect space for a new brand to be born on, and an even better space for a current brand to own. The opportunity is ripe. You just have to reach out and take it.

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.


How to Become a Knowledge Source and Win the SEO Game

Win the SEO Game

If you can’t figure out how your competitors manage to get to the top of the Google rankings while your brand lurks on page 3, or how to attract more visitors to your blog or website, or even what content to create, don’t worry you’re not alone.

The constant tweaks by search engines in the last 3 years have left many marketers wondering if their next SEO tactic will get them traffic or a penalty from Google. The search engines have always wrestled with how to present consumers with results that actually meet their needs.

But it’s been a game of cat and mouse as marketers create cleverly optimized sales pages and users never know if they are going to land on real, valuable content or a pitch. Over time the game got very complicated and Google’s algorithm evolved to the point where it evaluated over 200 factors about each webpage in order to decide whether that page actually met a searchers’ needs.

The Turning Point

In the last three years, however, there’s been a turning point. With Google’s Panda, Penguin and Hummingbird updates there has been a new focus on the quality of content versus the quantity. Instead of relying merely on the attributes of the content on the page, or using links from webpages to judge the quality of a webpage’s content, the search engines are now finally able to incorporate social media signals.

Using social media likes and shares, Google finally developed a way for people to in essence vote on which pages had the best quality information. Today search engine rankings are essentially being heavily influenced by the actual preferences of real people.

Unfortunately this makes your job as a marketer more difficult, because these search engine changes require you to really get into the customer’s head and create content that genuinely meets their needs. This has caused some old hands to throw their hands in the air and declare SEO to be dead. But the reality is that the game is just more demanding.

High-Quality Content

It would, therefore, appear that now the only reliable way to increase search rankings is with high-quality content that people will like and share with others. Creating a continuous stream of relevant and useful content that meets customer needs is the most effective way to dramatically grow your traffic from both social sharing and from search engines.

Value First

Looking back on my experience with online content building, I’ve seen many cases where this approach to quality content has paid off dramatically. For example a financial services client focused on creating articles, blog content and videos that answered actual user questions and met customer needs for financial education. This value first approach built trust and triggered social sharing. As a result search optimization started to increase web traffic dramatically within the first three months of the content building process.

The Right Content at the Right Time

Guiding this process is our understanding of the Consumer Decision Journey, which helps brands map what content they will need at various points on the path to purchase and beyond. This approach allows brands to prepare exactly the right content for each step along the way, and is equally important in search and social visibility when the consumer is searching for answers.

For example a company in the housing vertical combined social media sharing and search optimization to promote content on their website that was useful to apartment seekers. Research revealed that the two main target segments had different needs. The Young Singles were concerned with sports and activities near their potential apartment location. The Young Family group on the other hand, was more concerned with nearby schools and the neighborhood quality for their children.

Surprisingly, further research uncovered that the Young Singles group, frequently owned pets and that they would actually change their choice of apartments if offered nearby pet parks. With these insights in hand, the content team set about building hundreds of pages of neighborhood-specific content, covering schools, sports, activities and, yes, pet parks. The payoff for meeting consumer needs was dramatic. The peak search and social traffic grew from 1.1 million visits per month to 2.1 million visits per month.

Finding Out What Content to Make

It starts with listening to target consumers. Find the forums, social media networks and blogs where your potential customers are asking questions and talking about their problems. There are lots of ways to do this, but at IQ we find the fastest way is to use a social listening platform.

For many, just making a list of customer questions about problems and challenges that customers care about can be a powerful starting point. If you can generate a list of 50 to 100 questions that consumers routinely ask, you can start to hone in on a content strategy.

When consumers begin to look for a product that meets their needs or that solves a problem they usually start with very little information. So the opportunity is to intersect that process and become a knowledge source for their journey.

How do you create this type of content?

  1. Find the relevant forums, social networks and blogs where customers complain about their problems and ask each other for advice.
  2. Catalog all the consumer questions that your brand can solve.
  3. Identify solutions to common questions that you uncovered in your list of the most common 50 to 100 questions.
  4. Create useful content that answers questions in multiple ways, such as infographics, presentation slides, articles, blog posts, videos and images.
  5. Make sure the content is useful and actionable so that it helps users to understand the most important parts of solving their problem.
  6. Distribute your content to your owned media and get it shared using social media to expand your reach.
  7. Build links from social sites and forum sites that are authoritative sources on this topic.
  8. As you answer these questions, target long-tail phrases rather than single keywords in your SEO.
  9. Structure your website content to clearly and concisely answer all the key questions that you uncovered in the earlier steps.

Search engines reward content that answers customer questions and meets customer needs with a higher search engine rank. The key is content that is relevant to the searcher at that particular moment in their journey.

If a brand maps the journey correctly, makes engaging, valuable content for every key step on the way, and makes it easy to find, it will become the trusted knowledge source for the entire journey and for consumers throughout the category.

Want to know more about IQ? Contact Us


4 Reasons Brands Need Agile Agencies

Is your agency Agile? IQ is.

Agile is the latest buzzword in the agency world. It was created as a software development method to solve huge failures in the way people were working.

For example, a study by McKinsey came to this staggering conclusion: “On average, large IT projects run 45 percent over budget and 7 percent over time, while delivering 56 percent less value than predicted”

Agile was designed to stop the bleeding in software creation, but quickly people began to see that it would work on more than just big IT projects. That’s why forward thinking agencies, especially those that do digital, began to replace their old waterfall methodologies with agile across the spectrum of their work.

The advantages for brands of working with agile agencies are many, but can be boiled down to the four benefits outlined below. They sum up how agile works and why it makes sense to have a partner which knows how to do it.

The 4 biggest benefits that agencies using Agile bring to brands:

1. Saves time

All agile projects finish on time.  No hype here, this is absolutely true.  At IQ for example, we use the popular agile methodology called Scrum, which uses time blocks called sprints.  Say each sprint is two weeks. Within each of these two-week sprints, you and your team decide what is going to be completed.  At the end of each sprint you have a working prototype.  It has only a subset of your requirements, but it is a true working model or draft of the end product — not just wires or comps.

This process reduces a lot of time-consuming processes that traditional methods require. Change orders are also completely eliminated, as change control becomes part of the overall process.

2. Saves money

The agile process gives a client a clear and accurate understanding of cost. The team knows how many “stories,” as agile Scrum requirements are called, can be completed in each sprint, and since each sprint is time boxed, you know what each sprint costs.   The team then puts all your stories into sprints, which results in a complete cost and timeline. Gone are cost over-runs and being nickel and dime’d to death with change orders.  Estimation is part of the agile process — not something extra and apart from it. Eliminating all that process and overhead also often allows the agile agency to cost less.

3. No more surprises

At the end of each sprint, you get to see a working model— called a Minimal Viable Product (MVP). The magic here is that you are no longer forced to imagine the final product from a treatment or wireframes. By being able to see a tangible deliverable at regular intervals, you can easily identify problems and enhancements you want to make early on. Gone are the days of waiting eight weeks to finally get your first look, and then having to fight with your agency about what was or wasn’t “in scope”.

4. Greater flexibility

How many times have you had a great idea, or come up with the perfect addition after your project was finished or far along? Try bringing ideas late in the process to a traditional non-agile agency, and get ready to be bombarded with change orders, fees, delays or the inevitable “Let’s do that in phase two” response.  With the agile method, however, your last-minute ideas are welcome. The team simply adds another story, gets you to prioritize it and includes it in the next sprint.

First, agile revolutionized the way software is created, now it’s revolutionizing the way work is delivered in the agency world. For both digital and traditional projects (from websites to print ads), the savings in time and dollars, the flexibility, and the continuous insight you get into a project’s progress have made Agile a game changer for how brands and their agencies work.

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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.

Want to know more about IQ? Contact Us


4 Reasons to Kiss Your Agency this Valentine’s Day

4 reasons to kiss your agency

If you don’t love your agency, you should. Life’s too short to have an agency that makes you miserable.

The fastest way to marketing bliss, however, is not just a likable agency, but also an agency that has the ability to help your brand win the digitally centric consumer.

It’s amazing to me that digital is still an after-thought for so many, even though it has clearly become the center of the marketing universe. I think it’s just because many agencies and their clients don’t know how to comprehensively go about planning for it, and instead seem to lurch from tactic to tactic.

For example, does your agency exhaust the possibilities of Owned media (websites/mobile/CRM/SEO) and Earned media (social media/content syndication) before they dive into the pricey waters of Paid media (broadcast/print/banners)? Of course, they should.  But before anyone starts worrying about tactics, you first need a strategy that will work.

Today digital is so central that any agency that isn’t developing a digitally centric strategy is living in the past. Whether it’s B2C or B2B, consumers discover, explore, evaluate and decide on brands in digital channels. So even though TV, print and outdoor ads are still important, their role in the orchestrated process of influencing a buying decision has changed.

The reality today for marketers is simple: creative and execution today are worthless unless led by the right strategy; almost invariably now a digitally centric strategy.

So as you consider your Valentine’s list make sure your agency has done the following:

1.     Develop segments and personas for your buyers

The consumer is king and needs to be super-served. So you need to identify your target segments and turn them into personas, which allow you to understand what makes them tick.

2.     Map the Consumer Decision Journey for each persona

The path to purchase and beyond is where brands are made or broken, and it’s packed with influences. The only way to know how to connect with consumers at every step along the way is to understand what is important to them at each juncture; and you have to do it for every major persona because they are all different.

3.     Develop a content strategy

Being in the right place at the right time is the first challenge. Then you have to know exactly what to say in order to be relevant and compelling at that particular moment. Content strategy is the bible for your agency, and tells them what to say and how to say it at every point in the consumer decision journey.

4.     Make a Roadmap and Playbook

When you have personas, a map of their decision journey and have a content strategy in hand, you then need to turn it into a plan. This lays out what you should do and when you should do it in detail. For each tactic it shows the rationale for its inclusion, how it ladders up to the strategy, what specific results and ROI are expected, what it will cost, how performance will be measured, what resources are needed and the dates for development and launch.

Most importantly it prioritizes tactics and initiatives over time recognizing that Rome wasn’t built in a day. It not only covers the campaigns and promotions you need to activate the audience, but also the infrastructure you need to make it all work, from websites to mobile apps and POS.

I couldn’t imagine any client moving forward except in the context of these four steps. I suppose every now and then a brand might bet everything on a spot on the Super Bowl and hit it out of the park, but usually the Hail Mary pass fails.

That’s why there is no substitute for a rigorous, digitally centric strategic process. Nothing delivers a reliable stream of prospects like smart strategy, so if you’ve got one, remember to give your agency a big kiss this Valentine’s Day.

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How to Clone Your Best Salesperson

How to Clone Your Best Salesperson

Imagine this: sales people that never get tired, never need vacations and happily work 24/7; they don’t need commissions and you always know where they are and what they’re doing. Best of all, every one of them is as good as your best salesperson.

Believe it or not, that is exactly what your company website can and should be.

Too often, brand or company websites are just glorified brochures or worse, repositories for tens of thousands of documents. Enormous amounts of time and money go into expensive content management systems and complex technology that make these sites function, but nobody really seems to answer the most important question: how is our website going to drive sales?

First, you should recognize that your website has become pretty important to your prospects. As the 2013 “Trust in Advertising” study from Nielsen revealed, brand websites are now the second most trusted form of advertising, second only to personal recommendations. This is important because it means that brand sites have become the preferred way that prospects explore a purchase. It’s where they form opinions about your company and about the only place (short of a face-to-face pitch) where you can completely control the story that you tell.

That’s why your website is where your one-on-one sales process should start. The idea is not for the website to replace your salespeople, but rather for it to qualify the opportunities and lay the groundwork for the close.

Today’s technology allows a modern website to simulate a great deal of what a salesperson does. As in a face-to-face pitch, the ideas is to quickly find out what’s important to the prospect and adapt the pitch to be as personally relevant as possible.

Unlike any other marketing medium, a website is uniquely able to become relevant by adapting instantly to a viewer’s choices, responses to questions or behavior, all while keeping them engaged. The result can be a site that tells a story that is personally relevant to each viewer, keeps a dialogue going, and then identifies people ready and qualified to talk to a real salesperson at the right moment.

It’s time to see your website not only as a valuable marketing tool, but equally important as a valuable sales tool. When prospects arrive at your site, they should discover an experience that is as persuasive as your best salesperson.

This experience should be exciting and engaging, presenting your story step-by step, and adapting it to fit the interests and needs of each prospect just as you would if you could have a salesperson there every time. Then when prospects are clearly ready and qualified, it should deliver them to sales for the close.

Today’s technology and design make websites capable of this kind of smart, personalized selling experience. It doesn’t replace sales, but instead leverages technology to let you scale your story and maximize your sales potential.

When a website becomes part of an integrated digital selling system, it enables you to connect, cultivate and convert consumers with more predictability than ever before. This new model replaces the old, simple funnel model and recognizes that today’s journey to buy anything is really complex. It’s a journey that needs a new model.

For a more comprehensive look at the “Connect, Cultivate, Convert” model, view the 3C’s presentation.

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A Level Playing Field: How Small Brands Can Win with Digital

david and goliath malcolm gladwell

The marketing playing field is a lot more level than it ever used to be thanks to how digital has changed things. As a result, small brands now have the chance to fight and sometimes even beat big brands.

The David & Goliath legend would have us believe that beating powerful opponents is about luck or divine providence.

The true story of David and Goliath, as told by Malcolm Gladwell in his new book, tells us that Goliath, despite his size and apparent power, was actually slow, and suffered from double vision as a result of the medical condition that had turned him into a giant. David, on the other hand, also contrary to appearances, was not just some shepherd boy.

He was actually a highly trained slinger, the marksman of his age, who could let fly a projectile traveling as fast as a .45 caliber bullet, with sufficient accuracy to bring down a bird in flight.

So what appeared on the surface to be one situation was in fact something else entirely. David used intelligence, insight, strategy and speed to beat the unbeatable giant. He used his advantages while turning his opponents disadvantages against him.

Digital channels offer similar opportunities for smaller brands.

In the pre-digital days, brands had little choice but a head to head battle. Usually the brand that could put up more media money, usually in broadcast and print, won. While the originality of creative could have a multiplier effect, as it always does, the key was always the weight of paid media a brand could bring to bear.

Jump to today and a marketing environment in which paid media has become much less influential as owned and earned media have gained power. Now brands have the opportunity to use intelligence, insight, strategy and speed, just like David, to run rings around the giants. Of course many of the giants have figured out their weaknesses and are not quite as lumbering as they used to be. But at the very least the battle is now one of wits, not just about size.

This presents smaller brands with the opportunity to punch way above their weight if they take advantage of the digital opportunities in front of them. These mostly revolve around smart search optimization, content creation, social media, brand websites and mobile experiences.

If a brand’s digital ecosystem is imagined and managed with insight and creativity, David can hold his own against Goliath – and sometimes even beat him.

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