April 10, 2014

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Advertising and Marketing

Discussion moderated by Paul Dishman, Ph.D., chair of Utah Valley University’s Woodbury School of Business.

April 10, 2014

O’DONNELL: Well, for one thing, traditional media absolutely has its place. We have been pronounced dead a few times, whether it be print or outdoors. I like the point earlier about how we have to avoid this idea of getting siloed. Outdoor can work tremendously with mobile to drive what we all want, a conversion from one of those touch points through to a sale. That’s what we do.

Certainly the fact that we have gone from static billboards to a large digital inventory, and that’s going to continue to change, gives us a lot more flexibility. More so than we have ever had. But we look at the opportunity to essentially work with the people who buy our medium, and their clients, in terms of finding ways to make them complement one another.

SHELTON: We are finding in the search arena, as we have partnered with agencies, it’s best to have a comprehensive marketing strategy where it’s not just focused on mobile or not just focused on SEO. Google is constantly trying to deliver the best solution or result for consumers and they want legitimate businesses. So traffic coming from a billboard and radio ad or just naturally coming to a site is improving rankings.

It’s not just link building or key-word focused, traditional SEO. It is actually having a comprehensive plan and getting traffic in a wide variety from social, from content marketing. And that’s helped improve rankings, because when a consumer is ready to buy, they search, review. That billboard they saw—they go online to see what people are saying about it. So it’s not just to focus on one siloed approach, but to have a comprehensive attack.      

New media has created more ways for consumers and viewers and readers to come across clutter. How are you cutting through this clutter?

FELD: For us it’s a much more organic and fluid way of doing the work we do. It’s no longer a plan and that one thing leads to another. We have to be able to use search linguistics, social listening tools and all these things to understand what those conversations are and how our brands are being perceived—and being in the moment with them and having the content that we are distributing that’s relevant, whatever that conversation is. So it’s more about getting them into those conversations.

MINK: We have built a tool at our agency where we can put in a key-word phrase and it will scrape off the question and answer websites, the news websites, all the social media channels, and we can find what people are talking about, what do people want to be exposed to. From there we have to turn into the purple cow so we know what they want to be exposed to. What haven’t they seen that relates to what they want to be exposed to? And it’s doing the two-step combination of what are you interested in and what haven’t you seen that you are interested in. That’s usually where we find our best successes.

O’DONNELL: The big silencer of all the noise of everything that’s out there is just great content. When you do great, extraordinary content, it cuts through everything.

ROCKWOOD: The answer is what it has always been, which is relevance; it’s packaged in a way that is engaging and interesting and that rewards the viewer or participator for having taken the time with you.

SORENSON: Audience fragmentation is a problem we have been dealing with for years and years. Social may have changed that slightly, but the reality is the clutter has always been there. And now adding social channels to the mix and mobile and these other digital platforms—it’s a challenge that we face every day.        

JONES: Some of the things that have been working the best for us are motion and animation. It’s really nice because for the longest time motion and animation went by the wayside because we couldn’t accommodate it. It’s nice to see a reinvigoration of people using motion for advertising, training and sales.      

PLOQUIN: This is going to sound really very high level, but I think we are generating love, having love happen between the customer and the brand, and leveraging that brand loyalty. Giving them something to be loyal about and giving them something to love is the best way to get through the clutter and say, “You are mirroring my value and responding to my need. I want to follow you. I want to see the latest thing you have done.”

CHASE: We haven’t changed from the philosophy that people don’t want to be sold to, that people don’t want to feel advertised to. One way that we have been able to overcome that is through brand advocates. So rather than the advertiser talking about how great they are, we deflect some of that messaging through brand advocates. We are taking the water cooler talk and putting it on a mass level so that people can understand better. Building a relationship of trust now is more important.

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