In this episode of MFTV, Robbie Magee, Colleen Bogart, and Beth VanVliet discuss DRTV and how it is an effective tool for your marketing campaign.
“How do you feel about using # (pound) for groups. As in #barcamp (msg)?”- Chris Messina (@factoryjoe)
It all started with a post on a new social media platform called Twitter in 2007. By June 2009, the #hashtag we all know and love was born when Twitter officially hyperlinked all words proceeded with the pound symbol (#), making it a feature of the network.
Used as a way to categorize relevant content, topics, current events, and common interests, #hashtags function through an irrigation system that essentially flags important topics within a post.
As the years passed, more and more websites picked up on this technique. Google introduced the feature on its social network in September 2012, while Facebook caught on in June 2013. The #hashtag has sprawled across the Internet, becoming a common form of communication on multiple social platforms.
In fact, the #hashtag has become so big that it has already left an indelible mark on the culture we live in. It became a practice of writing style during the 2009-2010 Iranian election protests, allowing people both inside and outside of Iran to communicate on the topic using #IranElection. It has even become the center of many jokes; one of which is the hilarious digital short from Jimmy Fallon and Justin Timberlake.
Aside from the cultural implications of the #hashtag, businesses have also benefited from the widespread use of this categorizing technique. For starters, it can be used as a business research tool to expand social influence. What is everyone talking about? What do they have to say about a certain topic? Although different options are available, gathering data from #hashtag trends is a useful and informative place to begin.
On top of that, the use of #hashtags allows consumers to connect directly with one another. If a business or organization is successful in creating a #hashtag that is tweeted about by a larger group, then the individuals of said group will be able to discuss what brought them together in the first place. If people are talking about your brand or using your #hashtag, then you’re clearly taking the right actions.
The #hashtag has certainly come a long way in the past six years. From the pound sign, to the number sign, to the hashtag; who knows what kind of implications it may have in the future. One thing is for certain: the #hashtag is here to stay.
It is certainly an exciting day at Martino Flynn! To be fair, every day here is exciting, but today is exceptional: following the Rochester Business Ethics Award luncheon earlier this week, we are ecstatic about Martino Flynn being one of only three ETHIE Award winners in the Greater Rochester area!
Held annually, the award ceremony recognizes local businesses for their efforts in maintaining a high standard of ethics while continuing to grow as a company. Partner Ray Martino gratefully accepted the award on behalf of everyone at Martino Flynn.
Proud, we are! You can tell that everyone in the office feels privileged to have even been nominated for such a prestigious award, let alone being honored with the statuette. As we walked in to work this morning, we saw the award on display at the front desk, signifying all of the hard work and dedication that has been put into satisfying our clients with nothing but the utmost of ethical behavior.
Receiving this award is proof that hard work and a strong moral compass can lead you to great things. We’re giving ourselves a well-deserved pat on the back today! Congrats to Tuesday’s other winners: D4, LLC, for the large business category and Saelig Co., Inc., for the small business category. It’s nice to see that when it comes to ethical business practices, we’re in good company.
Motion graphics design is a graphic design approach to time-based media or animation.
Motion graphics design existed before the 1900s. However, many credit Saul Bass as its true pioneer. Bass was one of the first to use motion graphics to design interesting title sequences for feature films. A few of the most famous include The Man with the Golden Arm (1955), Vertigo (1958), and Psycho (1960). Today, every movie is expected to have a standout title sequence that is often more compelling than the movie itself.
Recently, motion graphics design has expanded well beyond title sequences—even beyond the video format itself. More interesting is how this new form is integrating with interactive design, as advancements in technology and programming have made it possible to implement motion graphics design into websites. It includes everything from simple transitions triggered by a mouse hover to complex animations that occur as a user scrolls down the page. Some even help create unique experiences for each user based on his or her interaction with the website.
In fact, motion graphics have begun to evolve in a way that’s similar to how traditional graphic design evolved with the introduction of the World Wide Web. Just as graphic design is no longer static with the Web, motion graphics are becoming less static as well. (Of course, the term “static” here does not refer to movement—obviously, there is movement in all motion graphics—rather, it refers to the content’s ability to change.) For example, the title sequence in Vertigo is going to appear the exact same way every time you watch it—just as a brochure is going to be the same every time you read it. However, with the use of programming a Web page layout may change because the user clicks on something. Similarly, with interactive motion graphics, a user may be able to control the timing of animation with the position of the mouse.
Here are a few examples of how this new form of motion graphics has started to appear in interactive websites:
Motion graphics have just recently started to integrate with interactive design. As interactive and motion graphics design continue to merge, websites will provide more dynamic and interesting experiences.
Some digital marketers roll their eyes and dismiss traditional marketing as hopelessly out of touch and out of date—while some proponents of traditional marketing may see digital as faddish, fleeting, and flawed. Here’s why they’re both wrong.
Like any marketing approach, both have their strengths and weaknesses. By themselves, they can’t be everything to every brand. But put them together in a dynamic campaign—where they integrate and interact with each other—and you have something pretty powerful.
Pity the poor print ad. If you abandon traditional marketing, you forgo its proven strengths: building brands and relationships with customers over time, using careful research, planning, and precise execution.
Why we “Like” digital. Similarly, if you ignore digital media, you’re missing a richer, deeper understanding of your customers—where they are, what they’re doing, what they do and don’t like, and, most importantly, what makes them buy stuff. All of which helps you create more targeted, engaging, and effective campaigns.
It’s not one or the other, it’s both. Savvy marketers know that you don’t have to choose traditional or digital. The most effective campaigns combine both in a seamless, continuous cycle of consumer awareness, engagement, and conversion. Here’s an example of how it works.
A marketer runs a traditional print, radio, or TV ad to create awareness of its products and services—and embeds a message that drives viewers to its website, YouTube channel, or Facebook page to engage with its brand. Once on the company website, a consumer’s IP address is evaluated for location, triggering banners and rich media content customized for their area—which then drives them to their local store to convert the prospect into a customer. Now in the company’s customer database, the customer receives a traditional direct mail piece with an offer that drives them to the website or back to the store, and the process begins again.
Which traditional or digital tactics you use and when depends on your specific goals. With so many communication vehicles to select from today, there’s sure to be a combination that works. Traditional media can start the conversation, digital can trigger the give-and-take, and on it goes. You get the awareness-generating and relationship-building power of traditional, and the immediacy, data-generation, and measurement power of digital.
We’ve talked about what’s different. What’s the same? It’s really this simple: effective traditional and digital campaigns have one critical thing in common—they both begin with a solid creative idea. Any marketing that’s based on a tired concept or a flawed premise is doomed to failure, no matter what channels or tactics you use. When choosing marketing partners, make sure they not only have the digital chops, but also the people who can deliver the big ideas behind the technology.
So don’t waste your time trying to solve the traditional vs. digital conundrum. Instead of pitting them against one another for your marketing dollars, figure out how they can work together to move the needle—and your brand—forward. Read the rest of this entry »