August 18, 2016 | Scottsdale, AZ
Presentation highlights | Watch entire presentation
In this presentation, JJ Bannasch, president of San Diego-based digital marketing agency Katana and founder of Programmatic Media Labs, discusses some key topics that are commonly misunderstood, forgotten or ignored in programmatic media executions.
- What is programmatic, and how is it impacting the adtech industry?
- How is programmatic advertising accomplished?
- Doing a cost/benefit analysis on running programmatic in-house vs. via agency — and what mixture makes sense
- How to understand the true business of various adtech vendors
- Importance of building relationships with ad exchanges, demand-side providers (DSPs), agencies
- When to apply automation to programmatic advertising (and when not to)
- How to create a game plan & implementation timeline
About the speaker
JJ Bannasch is an experienced agency executive who is recognized as an authoritative voice on how marketers, executive teams and industry leaders can leverage programmatic media and digital strategy to fundamentally reinvent marketing programs. He works closely with many leading companies and technologies within the digital marketing space and has advanced how digital marketing is evaluated, analyzed and implemented within organizations of all sizes. He has been recognized by numerous industry awards over the last 13+ years for excellence in digital media, campaign performance and thought leadership.
With TV news stations often stretched thin and unable to send a camera crew to cover a story or event, it’s a good idea to have your own footage for each of your clients available to provide to them.
Providing professionally produced B-roll to a news organization is invaluable when pitching a story to the assignment desk. It is priceless to have footage to show what your client does in case a story opportunity is presented to you. With footage of the manufacturing process, employees providing a service or exterior building shots with company signage on hand, you are immediately able to provide the file to a news station.
B-roll isn’t just for timeless footage. For companies with events that are time sensitive, footage often needs to be shot and delivered to the stations on the same day.
Many businesses make the mistake of providing amateur footage that never gets on air. When you hire a professional video production company to gather B-roll they have the equipment and the knowledge of what the station needs to increase the odds of it airing.
Footage needs to be shot in HD and the shots must be fluid and steady. Shaky camera work is unacceptable. When shooting using pans or tilts, the camera operator should let the motion end before cutting to another shot. If you’re including soundbites, a good camera operator will know how much pre-roll to include and will make sure the audio is crisp. If your client is with a national company, try to localize the story to make it more relevant. And remember exterior shots matter. When pitching a local story, don’t send video of the client’s New York office with Times Square in the background.
The footage not only needs to be photographed professionally, but it must also be edited to provide the best shots in a concise package. A professional editor will know to include the ambient sound and know the safe area for graphics on the screen. The editor will create the dubs or digitally send the footage to the station.
For your corporate clients, it’s important to have professional video to best highlight the organization. Whether for airing on TV or other corporate use, brand is the most important asset a company has and by shooting profession B-roll and having it ready, you control how that brand is presented.
This link offers an example of how B-roll we provided was used during an in-studio interview as cover shots during the segment.
For assistance on producing B-roll footage or soundbite clips for your clients, or your own company, visit us at Spectrum Video & Film or call 602-889-0990. We are experts in video production and have been in the Valley for more than 30 years. We offer full-service video production from script to screen; lighting, projection and sound for events and meetings; and webcasting. Your facility is equipped with a studio, three edit bays and a sound booth.
A Look Inside:
Q&A with AZIMA member and volunteer Mark Goldstein
Mark Goldstein, AZIMA member, volunteer and event photographer, offers his pro bono photography skills as a gift within the Arizona technology community. As the current President of International Research Center, Goldstein runs a technology industry oriented research and consulting practice and has done so for the past 24 years.
What is your Current Title?
President, International Research Center
Tell us more about your day job
We provide consulting, custom research, business development, and strategic support for business, legal, and public policy clients in a variety of high-technology disciplines and arenas, harnessing global information resources for informed decision making. I build and manage virtual teams of professionals with various skills and competencies to meet clients’ needs. See http://www.researchedge.com/.
What do you do for AZIMA?
How did you get involved with photography?
My college degree is in cinematography. Even though that’s never what I did for a living, I remain an avid shooter for pleasure.
What is the best thing about being involved with AZIMA?
I learn so much at the monthly dinner meetings. Speakers are top notch and truly help extend my appreciation for and understanding of social media and various interactive technologies. Always worth the time and often quite illuminating.
If you could give one piece of advice to a new AZIMA volunteer, what would it be?
Keep an open mind and open heart. As you join long time volunteers, there are historical precedents and ways of doing things, but plenty of opportunity to contribute and move the ball forward. Relationship build too, there can be quite beneficial to your visibility in the organization and hopefully lead to new opportunities and friendships.
If you’d like to learn more about AZIMA and ways to volunteer or become a member, please visit our website http://joinazima.org/
If you are at all involved in social media and content marketing, you probably know who Jay Baer is – or have at least heard his name. After all, he is the world’s most retweeted person among digital marketers. As a prominent business strategist, keynote speaker and the New York Times best-selling author of ﬁve books, he has traveled the world helping businesspeople get and keep customers.
That’s why we were so excited to get him to headline our latest AZIMA event!
For AZIMA’s February event, Jay Baer came to Phoenix to share his knowledge with our marketing community. He led an afternoon workshop and delivered an evening presentation around his latest book, “Hug Your Haters: How to Embrace Complaints and Keep Customers.” Everyone at the event received a copy of the book, as well as participated in a discussion around its key themes. Highlights from our time with Jay are noted below. He shared some fantastic advice for those looking to up their marketing game and turn haters into brand advocates!
After extensive research, Jay uncovered the following insights:
- 80 percent of organizations think they are doing customer service well, but only 8 percent of their customers agree
- Answering one complaint online increases customer love up to 25 percent
- By 2020, customer experience will be more important than price
If this is the case, businesses need to make sure they handle customer complaints carefully and strategically.
Types of Haters
Jay says that online customer service is a spectator sport, and there are two types of haters: offstage and onstage. The majority of a brand’s audience are offstage haters. This group is composed of those who complain in private, either by calling the company directly or writing a personal email. Onstage haters generally want an audience, so they make their complaints public.
How to deal with each group should be part of your marketing strategy.
- Offstage response: Contact the person via the platform he or she contacted you through. If they called to speak with someone, don’t respond with an impersonal email. These people call to get answers.
- Onstage response: First, find all mentions of the issue across the web so you can get a complete picture. Then, practice empathy and answer publicly. Jay recommends keeping responses to only two per channel for this group. Violating this rule could drag you into a vortex of negativity and hostility – it’s also a waste of time. These haters contact to get an audience.
Your haters only know what they can see.
Knowing who your haters are and what they are looking for is only half the battle. To truly improve customer experiences, you need to be able to understand the challenges of your audience.
Haters might not know that all of your management staff was sick the week they had poor service, or that there was an equipment failure that slowed things down. They are simply reacting to their service. So, before responding to haters, try to understand their perspective and where they are coming from based on the information they have available to them.
The moral of the story is, don’t ignore your haters and assume they will go away. In an age of easy access to information, form a strategy to handle less-than-positive experiences and use them as a beneficial marketing tactic.
Thank you to all of you who made it out to meet Jay and hear him speak! We were so lucky to have Jay Baer give us a rundown of his new book and share his insights with us. A special thank you also goes out to SpyFu for sponsoring this incredible event!
*A special thanks to Jessica Ropolo for her expert help with writing this post.
When you enter a new niche — especially in search marketing via SEO and PPC campaigns — it’s important to identify strong players as well as smaller competitors that aren’t immediately on your radar. They might not rank for the most keywords, but they often rank for the most valuable keywords.
Be sure to include these two goals in your research:
1. Understand who really dominates the niche
Monster.com is a giant in the job listing field. They’ve been advertising during the Super Bowl for at least 15 years, so they have been the big name to chase. However, when you look for the site that ranks for top keywords in the job hunt niche, it is actually Indeed.com that dominates.
All it takes to gut-check old assumptions is to search one industry-related domain on SpyFu.com. (I started with Monster.com.) SpyFu finds your direct competitors and shows how they ranked over time for relevant keywords. If one powerhouse site appears in topical search results more often than others, you can spot that at a glance.
Before seeing that chart (and expanding the time window to look back 5 years) I would have guessed that Monster.com had dominated the niche, and that Indeed.com had just started emerging over the past year. I would have been completely wrong.
2. Give credit to websites with focused and valuable SEO.
Now that you can pinpoint the giants, remember that size doesn’t always rule. The previous example helps you battle wrong assumptions. However, ranking for the most searches doesn’t necessarily make them your biggest threat (or best example to emulate).
Many keywords a giant ranks for could easily be irrelevant, throw-away keywords. (Linkedin.com ranks for “ako” and “capital of Spain” to name a few.) Don’t be distracted by high keyword counts alone. Instead, pay attention to competitors whose SEO delivers meaningful traffic from valuable keywords. Here’s how to spot them.
Domains that create more value
When you switch to a “Monthly Value” metric on the chart, you can gauge the value that each domain gains from its organic traffic. Just like with PPC ads, more competitive keywords tend to be more valuable to the domain, so ranking for a few strong keywords can deliver big value.
Again, Indeed.com rises above the others. However, there’s more to uncover. We started this hunt to find domains with focused and valuable SEO — but not so large that they already jump to the front of our minds. A domain with tight focus (read: ranks for fewer keywords) could be hidden from immediate view.
With a monthly SEO value hovering over $9 million each month, Indeed.com creates plenty of value ahead of its competition where others are closer to $1M to $2 million a month. I kept the $9 million target in mind and scrolled down to the full list of Top Organic Competitors to see if I could find any others reaching Indeed.com’s levels.
BOOM! With nearly the same number of keywords as Monster.com, Glassdoor.com captures $10.6M in value each month from its rankings.
Now I can see Glassdoor.com and Indeed.com as two strong domains that create more value overall from their organic content. Glassdoor.com wasn’t top of mind before, and it would have slipped past our sights. The goal is to find competitors that capture relevant and valuable traffic, and these sites get more qualified traffic with every click. If you’re up against them, that’s a key point to remember.
Keep Your Eyes Open
Deeper research into this pool of competitors tells you an interesting story about clicks translating into value. It’s a case of a competitor looming so large that it’s tough to see what is really happening in the niche. There’s help on how to stay alert for market shifts and emerging competitors that you might have missed. Read an in-depth example here.
Now you’re armed with a better eye for potential threats and even possible partners. Anyone can find a competitor. You’re going to find the big answers that happen between the lines.
Breaking the Mold: How One Man Carved His Digital Career
“What do you do?” and “What did you go to school for?” are two overarching conversation starters at nearly every networking event and cocktail party. The real question is, do those two things have to be the same? According to Mike Arce, founder and CEO of Loud Rumor, if you love to learn and embrace constant change anything is possible.
For more and more professionals, finding the right career fit for their talents is more important than ever. Here is the story of an AZIMA member who decided to stop looking for a job to fill, and instead created a career that he finds fulfilling.
Being the founder of a swiftly growing internet marketing agency wasn’t always in Arce’s career plan. In fact, after leaving Arizona State University and owning his own personal training company, delving into the digital realm was arguably one of the farthest things from his mind.
It wasn’t until Arce’s cousin approached him to lend a hand in some business development efforts for her startup agency Crespo Designs, that the seed was planted.
(Enter Loud Rumor.) After falling in love with the industry, Arce and his wife, Marjon, started an internet marketing agency focused on helping small businesses gain new customers and grow their business. Loud Rumor originally found success as a web design company, they then developed a deeper passion for marketing websites, rather than creating them. With the addition of services like SEO,PPC, Facebook Ads, and YouTube Ads, Loud Rumor helps clients utilize their online presence to see real results.
While finding your niche is the first step, it’s certainly not the last on any professional journey. It’s also essential to stay on top of every trend in your industry. According to Arce, modern SEO has changed quite a bit and continues to adjust constantly. In fact, it used to be the main component of marketing plans for Loud Rumor clients. While it’s still a component, more attention has to be put toward other adapting avenues.
Bringing on the right people is another thing that has kept Arce and Loud Rumor on track for success.
“The wrong people will demotivate you, and make you feel like nothing is going right. I’ve been there. The right people keep you charged, hungry, and positive,” Said Arce “This includes the people you associate with outside of work. Make sure your circle is a positive one that loves to talk about ideas and creativity.”
Arce also recommends getting mentors, working on people skills as much as marketing skills, and overall taking care of your physical well being.
“If you don’t understand people, it’ll be very hard to find ways to attract them,” said Arce “Whether it’s clients, team members, vendors, or partners.”
Looking for a great place to network and meet like minded professionals in the digital marketing industry? Click HERE to join AZIMA today.
Title: Founder and CEO of Loud Rumor
Contact: [email protected]
A Look Inside:
Q&A (unedited) with AZIMA Director of Member Benefits Ginelle Howard
Ginelle Howard, Independent marketing consultant and Arizona Interactive Marketing Association’s Director of Member Benefits, has worked both the agency and corporate side of marketing and has befriended Fortune 500 brands ranging from make-up to pet products over the past 10 years. Currently, her expertise in brand planning, marketing strategy and business development has led her to independent consulting.
Why do you think the world needs more women in leadership roles within the industry and in entrepreneurship?
Mainly, because I believe that women make fantastic leaders and are incredibly creative, intelligent, resourceful, intuitive and beyond capable. I’ve also never met a woman that wasn’t brave and I think that great leadership demands that of any individual.
Beyond that belief, I think it is important for women to continue to strive for gender equality in the workplace and one of the most significant ways that women can work together to achieve this equality is to take a seat at the leadership table. Of course those seats can be hard to come by and that’s why entrepreneurship provides such an enriching and empowering option for women in business to carve out their own leadership and creative path.
How would you describe what the industry is like for those considering a marketing career?
In marketing there is never a dull moment. It’s not a routine field. It can be like riding a rollercoaster without always or (maybe more like never) having a seatbelt. The industry constantly changes and requires you to be a relentless and avid learner, which I love. What I enjoy most about the industry is that it involves an incredible convergence of worlds that in other fields you wouldn’t get to always experience so heavily. Art, science, psychology, sociology, technology and pop culture are all such major influences in a way that is very unique to the industry.
How is adapting technology changing the frontier of your industry?
In some ways it has changed everything and in other ways nothing has changed. There are more niche areas and the overall marketing umbrella is becoming much more expansive then it was in years past. Our ability to reach consumers is certainly much faster and we are able to connect with people on a significantly larger scale. And sure, the mediums and platforms we use to communicate are more varied with the advanced development of mobile technology, app culture, the continued boom of social media, and the vastness of opportunities the web presents, but these technologies do not create great marketing. Good copy is good copy in and of itself, not because it was shared on social media. Brilliant brand strategy isn’t brilliant, because it was put on a landing page using key SEO search terms and followed by a hash tag. Creative ideation and strategic insights will always be the pillars of the industry’s frontier and I don’t think any adapting technology will ever change that.
What is a tip that has helped you stay on top of your game?
I learned a lot from my first job. I used to observe everything I could from the CEO of the company. I learned that you have to be able to talk and understand all aspects of the business and stay very knowledgeable on a wide variety of industries. He taught me that it’s not enough to know marketing and to be able to talk marketing. You really have to be able to understand the nuances of many other businesses. No one can be the expert in everything, but always increasing your knowledge outside of your world as much as possible will help keep you in the game.
Any advice for someone looking into a career in this field?
Find a mentor. Heck, find five. There is nothing else I would recommend more highly. Also, I’d say to become clear and poignant about your own brand. I think developing and portraying a strong sense of who you are and what you stand for as a creative talent and overall human being is so important. It allows your distinct point of view to flow out naturally and authentically. I think when those things are very clear within you and you can articulate them well, that other people take notice and want to be a part of it. The most successful brands in the world do that and when someone starting out in the field can do that too it’s very powerful and will take you places.
Title: Director of Brand Marketing for Yandy
Contact: [email protected]
The November 2015 AZIMA event invited Cory Elliot, VP of research at Borrell Associates, to share some useful and interesting research about small- to medium-sized-business owners and their perceptions of current marketing trends. For those who missed his presentation, here’s a recap with all the highlights.
Borrell Associates conducted a survey among SMB owners at 110 of its partnering entities in Q1 of 2015. This survey asked about spending on marketing now and in the future, as well as which tactics these business owners were most interested in using. The results pointed to a few common trends and challenges.
According to the research, it seems SMB owners are overwhelmed by the number of marketing channels and options available in today’s landscape. They are interested in digital tactics, and there seems to be an increase in focus and spending on online marketing and advertising. In fact, digital ad purchasing exceeded print in quarter 1 of 2015, and the research suggests digital media will account for half of all local marketing efforts in 2016. Online and mobile tactics are also predicted to have the greatest increase in interest, while directories and local newspapers are expected to see the biggest decrease.
Based on the survey, it seems the hottest digital marketing opportunities for SMBs might not be ads. While search and social ad use are on the rise, small businesses are spending the most of their digital budgets on the following services (in order):
- Website design/hosting
- Social network support
- Lead generation programs
- Graphic design services
- Event marketing
While many SMBs are increasing spending for online and digital tactics, some industries are doing more so than others. According to the survey, morticians, pet stores and government entities spend the very least on digital marketing. On the contrary, the automotive industry is quickly taking advantage of digital channels, as 66 percent of auto marketing budgets have been spent online and on mobile so far in 2015. Health care businesses are also beginning to spend more on digital marketing this year, with additional planned budget increases in the near future.
By far the greatest challenge noted by those surveyed was a lack of time. With so many options and how quickly channels change, staying on top of all of a small business’s digital assets is hard to do. Additional challenges included keeping up with social media trends and technology, as well as measuring marketing efforts.
Working with SMBs
To make this and other challenges easier to manage, Elliot suggests digital agencies and media companies consider the following when partnering with SMBs:
- Establish ROI parameters first
- Create “social” campaigns
- Invest in social media management capabilities
- Respect the SMB owner’s time and budget
- Read up on beacons (fast – it’s the next big thing)
The insights provided by Elliot’s research provide marketers a better understanding of the perceptions the owners of small- to medium-sized businesses might have. We thank Cory Elliot for sharing his research with AZIMA and giving an interesting and valuable presentation.
A special thanks to Jessica Ropolo for her expert help with writing this post.
First impressions are everything. When thinking about the elements needed to make a great advertising campaign, many start off with contemplating messaging, visuals and platforms for distribution. But the Vice President of Research and Analysis of Media (RAM) Staffan Hulten takes a different approach. He recognizes if you don’t catch the attention of the audience within seconds, the campaign is in jeopardy of failure. This makes understanding each member of the client’s audience from an independent level essential for campaign success.
We’re excited to highlight Staffan as our expert speaker for the October monthly AZIMA event and pick his brain about what it really takes to forecast the success of any ad campaign.
Using big data to create meaningful and memorable campaigns for audiences is key according to Hulten. As a founding partner of RAM, he works closely with traditional and digital media clients to develop robust research panels that truthfully mirror their client’s viewers, readers and listeners. This helps to dig down into the roots of the media medium and determine the most effective ways to reach their key audiences with their campaigns.
According to Hulten, with over 75 million interviews locked in and an additional ½ million interviews being added to their database every month, RAM is the Ikea for media data. This data gives RAM the ability to identify industry fallacies to provide valuable consultancy and education so their clients can focus on what matters most: generating results.
“A code that is placed on print and mobile ads can be monitored to measure different individual aspects of a user,” said Hulten. “Not many people want to know that they are being shadowed, but we can see exactly what they do and how frequently they do it.” That information is helping analysts and big brands learn.
Hulten notes that not everything users do online is being watched. Select things are examined to better understand consumer habits. Another big change in the industry is the ability to evaluate device preference. RAM evaluates their panel members by listing out the devices they use, which allows them to ensure a more accurate representation of preference and frequency of usage for devices and browsers.
Hulten stresses how important it is to get information from the individual level rather than the browser level. Tracing something like “reach” which is measured differently for every channel is not as accurate as measuring memory traces. Asking panel members and people if they remember a campaign and gathering data on that is much more relevant.
“If I let go of 1 million balloons outside of my hotel, I would have a reach of 1 million,” said Hulten. “But if no one sees it or resonates with it, it won’t have any impact. There are often huge campaigns with no impact at all.”
Staffan grew up in Sweden, moved to East Africa for several years then moved back to Sweden, where he attended University and currently lives. He and his partner founded RAM after noticing a big hole in the media evaluation market. What surprised them most was even though they were focused on print, any other form of media was simpler to provide feedback on. So they set out to make a system that made monitoring more lateral.
When he is not advancing campaigns with tactical data, you can find Hulten enjoying guitar music festivals and practicing his juggling skills for laughs. He advises colleagues and individuals entering this field to be open and very quick to understand and adapt to what really counts. Traditional measurement evaluation is still important, but analysts should be aware that they should monitor the things that result in impact or change
If you are interested in learning more about the world of marketing, be sure to attend our monthly events by signing up as an AZIMA member here: http://joinazima.org/join-azima/