Is your marketing still in the stone ages?
In the last decade, the world of marketing and media has undergone such seismic shifts. TV’s share of total media-watching time has shrunk by 10.75 percent over just the last five years. Increasing numbers of viewers are watching streaming TV, which does not even have ads. In fact, digital devices have taken over 47 percent of all media time. In other words, the “future” of advertising has been here for a while now, but many agencies and brands are struggling to adapt to the pace of rapid evolution. A major additional factor is that the increasing thrust of social media has only accelerated this revolution.
The rules of advertising have forever changed for those using various digital media. Ads that interrupt the viewing experience often get tuned out or turned off. The public now has so many choices and vast control over which media they will actually utilize on a regular basis. Therefore, to be truly effective, advertising must present content that naturally attracts the audience and holds their attention for a sufficient length of time. This includes gripping stories that ooze meaning. Such storytelling creates genuine value for a brand’s audience. If the value is not there, viewers will soon move on.
Audiences also are now viewing media according to their own schedules. Therefore brand stories must be transmitted 24/7, and across a wide variety of media. A major key now is to have brand stories that are so compelling that they are eagerly shared across the various social media channels, maybe even gaining viral movement. Since there is so much content on the Web, it is critical that the brand effectively differentiates itself as unique and outstanding from the many competing voices.
Marketing agencies thus need the vision and breadth of skills required to innovate with advertising and really make it work for clients. What is necessary is an integrated agency that fully understands brand management across a wide variety of media. Strategy and storytelling must integrate media efforts into a seamless whole, always keeping the audience’s needs and interests at the forefront of attention. This seamless integration of storytelling is what ultimately leads to content being shared on various social media platforms, and thus a brand gaining cachet over time.
Advertising, Web design, and content marketing over the various platforms is challenging. Not only does it require great storytelling, but it needs to be based on solid market research data. Technology must be kept up with in a timely manner. The audience must be targeted with great accuracy. In your brand efforts in Bend, Oregon (or anywhere!), we at Intrepid Marketing are here to help you as a full-service agency—one that is always working hard to help you stay ahead of the crowd!
Kelly Walker is Creative Director for Intrepid Marketing, a leading Bend, Oregon marketing agency. For more information, contact Kelly at: (541) 419-9976 or Kelly@intrepidforward.com.
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