Bluetext is excited to announce that our Chief Creative Officer, Jason Siegel, has been recognized for this year’s 40 Under 40 Awards presented by DMN. The event celebrates 40 individuals under the age of 40 who not only display innovative, digital marketing techniques, but are actively reshaping the craft of the business. The DMN 40 Under 40 Awards will honor the exceptional marketing achievements of the winners on Thursday, September 29th at The Dream Downtown in New York City.
Jason is recognized for embracing the tidal shift toward technology and data-based marketing strategy that customers now demand, discovering cutting edge opportunities to reach new prospects and wow existing clients. He is acknowledged as a pioneer in web design, creative communications, and interactive strategies, continuously challenging himself and his peers to take ownership of the customer experience.
Learn more about the full list of award recipients and purchase your tickets to join the celebration here!
Unless you’ve been living under a rock, you’ve probably browsed a popular news site and seen a sponsored post. You might not have known it was sponsored at the time, but we promise it was there. Whether it’s a BuzzFeed “listicle” promoting an upcoming movie or a Forbes post on a new piece of software, sponsored content is everywhere. While it may have been clunky in its early days, sponsored content is becoming increasingly tailored to the platform it’s being published on. Brands are now creating great content that users want to read, instead of boring content that users inevitably scroll past. Great sponsored content is engaging to the reader, but gets your name out there in the end. However, it takes work to create this type of content and integrate it into an effective campaign. You have to know what news outlet to work with, what kind of content to create, and how much money to put behind your campaign. In today’s content marketing landscape, sponsored content is a key tool for any marketer looking to create exposure for their brand.
That’s where we come in. At Bluetext, we have experience creating effective, engaging sponsored content for our clients. If you’re a CMO looking to get a greater understand of how our process works and what factors we consider for our sponsored content campaigns, download our eBook.
If you are a CMO or executive at a DC-area organization seeking to hire a digital marketing firm, do you Google search for “Top DC digital marketing firms” or “Top digital marketing firms?” Maybe you don’t use a search engine at all, but that’s a conversation for another day.
The point is that for many organizations, there is significant perceived value in having a marketing agency that is “local” – whether it’s a b2b marketing agency, b2g marketing agency or b2c marketing agency. The true value of engaging with the best “local” marketing firm as opposed to just the best marketing firm period is a more nuanced consideration that depends on the specific needs of your organization. To help with that decision, I’ve assembled five key questions to ask yourself before deciding if your marketing partner should be local:
How much value do you place on face time?
CMOs must be honest with themselves upfront about how important it is to have your marketing agency team available for in-person meetings. This should be a factor in the pre-hire evaluation phase – how big a factor is up to the CMO. It can be practically and economically unreasonable to expect a non-local marketing agency to show up on short notice, but it is also true that getting together in-person can foster improved team chemistry and allow for easier oversight.
How specialized are your marketing requirements?
As is the case with any product or service, the laws of supply and demand apply. If your organization is based in Cleveland, there will certainly be sufficient marketing agencies to choose from. But how niche is your product/service or vertical market you serve? Perhaps you need an agency with experience marketing consumer-facing ride-sharing startups, or software for the healthcare industry. All of the sudden, the list of credible b2b marketing agencies or b2c marketing agencies with this type of experience in Cleveland shrinks. It is a tradeoff for CMOs, and based on your specialized your needs are, a non-local marketing agency may be necessary to provide the expertise your organization requires.
Does your marketing agency need knowledge of the local market?
Your local market, for various reasons, may be critical to initial or long-term growth. One of the reasons that leading technology brands turn to Bluetext for b2g marketing and b2g public relations is that we’ve developed unique expertise understanding what makes this market tic and the messages required to reach and influence decision makers.
That’s just one example though; it could be that your local market is a critical early engine for customer growth, or that you need an agency that has strong relationships with local broadcast, print and online media. Even the most skilled national marketing and pr agencies will require time to ramp up in better understanding some local markets.
Do you have the right technology to manage virtual teams?
If you already work with other vendors that are virtual, then you may have the necessary technologies, tools and processes in place to effectively communicate and mange a virtual marketing agency. These tools range from conferencing and collaboration to messaging, presence, video and project management, and it is important to lock in on a set of tools that can be used across all vendors – rather than continuing to add a patchwork of standalone apps that end up complicating rather than aiding vendor communication.
There is evidence that technology vendors recognize the need for more integration. Our own client BroadSoft delivers truly integrated business communications in response to the avalanche of apps and tools that marketing departments can now choose from.
Consider these factors when deciding if a local digital marketing and public relations agency is the best move for your organization. And to learn more about Bluetext, click here:
Last week I was fortunate enough to be invited by BizBash to speak at their DC event entitled “ELEVATE”.
Elevate is a one-day conference where event and meeting professionals are able to rethink and explore the new attendee journey at events. Featuring in-depth workshops on event marketing, technology, design, sponsorships, and other topics, they discovered innovative ideas and compelling insights from the most influential names in events.
As BizBash.com describes it, “Social media has become a key component in all aspects of business, especially live experiences. Understanding new, emerging platforms and how social media and event marketing strategies merge is an integral part of the event marketing process. In this session, Jason Siegel, founding partner of Bluetext, will discuss how to develop a three-part campaign style approach to social media to maximize event reach. Siegel will share new ways to create urgency to register, how to leverage website personalization, insights on interpreting engagement, and how to seamlessly integrate virtual reality to drive interest and registrations for events.”.
The energy and buzz in the Reagan Center was very strong, and it was great to get out and meet a lot of top marketers in the field of event marketing, virtual reality, and all kinds of experiential elements. Please enjoy the presentation I gave below.
When people ask me about Bluetext, I often find myself calling us of the region’s top B2B marketing firms. We work with world class global enterprises. We are on the cutting edge of branding trends and focused on leveraging emerging marketing channels. And we have a world class team of people focused on delivering great results for our clients. So here is my take on what makes us one of the top B2B marketing firms:
- A top B2B marketing firm works across a wide variety of industries. In my view, focusing on just a few industries can be limiting and lead to tired tactics. Instead, taking the learnings from some industries and applying them into adjacent markets can be valuable to clients.
- A top B2B marketing firm can tackle a wide variety of marketing assignments, delivering integrated solutions for clients. Clients like integrated service offerings. They like to work with clients who create a strategy then are able to roll it out via many channels.
- A top B2B marketing firm is working at the forefront of emerging delivery channels. See our recent work for Varonis at bluetext.com/varonis
- A top B2B marketing firm gives guidance versus simply taking orders. Challenging assumptions, doing things differently, and looking at ideas through different lenses can be incredibly valuable.
- A top B2B marketing firm starts with goals versus focusing on channels. Understanding where a client wants to go before deciding how to get there can be quite valuable.
- A top B2B marketing firm should have a seat at the table with you during key strategic meetings.
- A top B2B marketing firm should push your internal team to think beyond traditional channels and programs to reach prospects in new and unique ways.
- A top B2B marketing firm is part of the community and recognized for its great work
- A top B2B marketing firm is able to adjust strategies mid-course.
- A top B2B marketing has a client roster that you immediately recognize.
So that is my list. That is how I define a top B2B marketing firm. What did I miss? Please share other ideas and I can update the post in the future. And for more insights on B2B marketing, reach out to Bluetext today:
Before Twitter, LinkedIn, search engine optimization, and mobile apps there existed an individual within many enterprises that has gone all but extinct today: The public relations director. When my own PR career started on the agency side two decades ago, our in-house client contact would often include one or more professionals exclusively focused on public relations. Yes, some corporate communications positions have endured, but over time organizations saw less value in PR specialists, and more interest in hiring multi-disciplined marketing leaders and staff for which yes, public relations was one function of the broader purview. As a result, in-house PR titles have dissolved faster than the polar ice caps as it was expected that marketing professionals would come with built-in public relations skills.
A similar scenario is being debated with digital marketing leaders, as some enterprises question whether a separate position is required, or if the CMO should be expected to lead digital marketing efforts. The conversation bubbled up in an AdWeek article last week, which chronicled the departure of Umang Shah as director of global digital marketing and innovation at Campbell Soup Company. The move was announced as the company’s CMO, Greg Shewchuk, assumed digital marketing strategy responsibilities.
Addressing the move, Campbell’s spokesperson Megan Haney told AdWeek that, “Digital marketing is a core competency of all our marketers. Umang’s role was a global position that will be not be filled. What we’re doing is recruiting a team of digital experts with specialist skills to be part of our U.S. marketing team.”
Haney’s response reflects that fact that many organizations expect CMOs to arrive hard-wired for digital, and while global corporations like Campbell Soup may have a dedicated digital team, it will operate under the stewardship of the CMO.
All of this said, the shift is far from universal. The AdWeek article goes on to cite a number of marketing experts who acknowledge that while digital is an integral part of marketing, familiarity with digital channels does not by default equate to an understanding on how to best use these channels and data for maximum impact.
Organizations seeking the right balance of internal and external digital marketing strategy and execution resources should take a handful of factors into consideration:
- Have you made significant digital marketing investments that aren’t paying off?
If you have hired digital specialists and invested in digital activities but are not seeing the expected ROI, this may be an indication that the digital initiatives lack proper strategy and innovation. There can be many reasons for this, ranging from the lack of a digital director to marketing leaders that are stretched so thin that there is no way they can devote the proper time to creating and tracking digital efforts on a day-to-day basis.
- What are the core competencies of your CMO?
CMOs bring a diverse range of skill sets, and increasingly data analytics is a competency business leaders seek to analyze the efficacy of digital marketing programs. Alternatively, some CMOs with strong data chops may not have as much experience developing innovative digital marketing campaigns that encompass video, web, social, virtual reality, etc. For organizational leaders, it’s about putting together a puzzle of personnel and capabilities that can deliver the full digital and traditional marketing strategy and execution stack that leaves no gaps.
- Can and should the CMO run the digital marketing stack?
It’s not just people and process that CMOs and digital marketing directors must run, its tools as well – digital marketing technology tools that have multiplied exponentially just in the last five years. Marketing leaders could spend a good part of their day evaluating these tools and trying to figure out the right combination for their organization based on need, budget and impact.
Marketing Land columnist Jim Yu reiterates the challenge CMOs face to navigate a web of tools that often focus too little on performance-led technology that drive a healthy ROI. Yu speaks of building digital marketing stacks that can plug gaps in the “digital performance gap,” and it is worth questioning whether all of this can and should fall to a CMO versus a dedicated digital strategist.
- How much kool aid has the marketing team been drinking?
Your marketing team may know digital, and it may know your company, but does it have a firm grasp on how competitors are marketing to target audiences? And is it up to speed on digital marketing innovation that can help the organization rise above the noise in selling products and services? While digital marketing agencies may not know your organization as well as internal staff, they can offer a gut check perspective beyond what may be possible with an internal team that is “too close” to be objective.
To answer the title of this blog post let’s first start by reviewing the difference between a Digital Marketing Company and a Marketing Company. How much can really be different in today’s digital driven economy? A lot. Many traditional marketing companies claim to offer a full suite of digital services, when, in fact, they do not.
This isn’t a big secret. Traditional marketing companies’ pitches can seem like smoke and mirrors, hiding the fact that they are not capable of providing true digital marketing services such as search engine optimization (SEO), social marketing, and robust user experience design, website redesign and development– and let’s not forget the ever more critical content and UX strategy now necessary for any brand to truly succeed online.
Marketing Companies often maximize their technical capabilities with a help desk junior associate, while digital marketing companies have a chief technology officer and talent that surrounds him to offer top notch digital services to its clients. Marketing companies often feel because their latest version of Photoshop enables them to make a website design comp they are of course now a top website design agency. Not really true as web design in today’s responsive design world requires services such as journey mapping, taxonomy development, and persona research that informs a sophisticated website presentation to its users that really delivers.
While both top digital marketing companies and top marketing companies offer a sophisticated integrated way to drive targeted traffic to its users, the reality is that the digital firm will offer up ideas that use the latest and greatest digital trends because they have talent focused on emerging platforms and how to integrate them together. From virtual reality to data visualizations, this kind of lingo is second nature at a digital marketing company, but at a traditional top marketing company the answer is either the firm is feeling awkward and not confident offering this solution, or the talent helping is a 3rd party consultant that isn’t truly integrated into the agency’s DNA.
So now that I have helped clarify the difference between a Top Digital Marketing Company and a Top Marketing Company, let’s look at that other word – Company vs Agency.
An agency’s job is to plan a campaign using digital and traditional methods such as PR, broadcast media, online advertising, or direct marketing. They utilize the talents of their art directors, graphic designers, and copywriters. They create campaigns that shine the spotlight on your product or service for a finite length of time.
If you have a global strategy, a well-defined brand, a keen idea of exactly who your customer is, and a designated advertising & creative budget, then you might want to utilize the services of a top agency.
Be doubly sure that you know the characteristics, the lifestyle, and current buying preferences of your customers. You don’t want to waste time and money marketing to the wrong person. Knowing your target audience and your ideal buyer is the job of marketing. Also, knowing how to attract customers versus playing tag with them is the job of marketing.
So in summary – agencies focus on campaigns to solve a client’s very specific pain point. Usually defined by the client. Agencies are usually laser focused, agile, and deliver with passion.
Mosaic illustration for the advertising campaign of Clear Channel in Switzerland
Ok, so then what’s is different about a company vs an “agency.”
You may need help in honestly assessing the needs of your business. If that is the case, here are some good questions to start out with:
1) Are you attracting enough leads?
2) Are you able to accurately track results of your advertising and marketing strategy?
3) Are you converting leads to sales?
4) Are you nurturing and maintaining relationships with your customer base?
These are the types of issues that a company can help you with. The agency prides itself, rightfully so, on taking a high level approach with a laser focus on execution. However, the top marketing company takes a more consultative approach. The result is a marketing strategy that is consistent with your company history, values, and short and long term goals. Finally, the biggest result is getting results that match your expectations.
Attention all you marketers out there…ever sat in a meeting not wanting to raise your hand to ask someone for clarification on what they mean? Concerned that your colleagues or manager will think less of you? Gearing up for your next marketing campaign and need to include some new thinking?
Let’s face it – you are not alone. No one wants to be that person who raises their hand in those situations.
The world of digital marketing is moving very fast with new terms and concepts emerging everyday. From SERP to lead scoring to SEO to responsive design, it is getting harder to keep up.
If you are p
Anyone familiar with The New Yorker Magazine may have noticed an interesting cover on the May 16 edition—a two-color drawing of a women stepping onto a subway car. It seems somewhat simple—not particularly eye-catching. But download an app called Uncovr (developed for The New Yorker), hold it over the magazine’s cover, and the image comes to life in your smart phone’s screen. Buildings grow off the page in 3-D form, music plays, city blocks rise up into the air, cars move around the streets. You can bring it in closer to zoom in among the buildings and see more detail, or bring it farther away for an overhead view. As long as you keep the screen anchored to the cover, an eye-popping video experience unfolds for the viewer.
This is Augmented Reality at its best. This older cousin of Virtual Reality has paved the way for the more immersive VR technology experiences through a Google Cardboard or a more expensive set of VR goggles like Oculus Rift or the Samsung Gear.
Augmented Reality is a live view of the physical environment that is augmented by computer-generated visuals. Virtual Reality, by contrast, replaces the real world with a digitally created one. Yet for marketers, they can go hand-in-hand. We’re huge fans of VR for digital marketing, and have produced a number of high-end experiences that bring customers into a virtual demonstration using state-of-the-art cameras and video editing. But new and better ways of leveraging Augmented Reality can play well along side of a VR campaign.
For marketers, this can mean an engaging way to preview a Virtual Reality campaign that can scale to as large of an audience as needed. Where VR videos require a set of goggles, Augmented Reality only needs a still graphic to key off of and an easy app download.
In The New Yorker’s example, the distribution model was simply the cover of the weekly publication. For CMOs at our enterprise clients, it can be a mailed postcard or one-pager, or it can be conveyed through a digital graphic via social media or an email. The image essentially serves as its own bar-code or QR code, bringing the experience to life. But rather than an obscure set of black bars and white spaces, the newer versions of Augmented Reality can anchor to a graphic representation that is part of the visual display, and leverages the motion-detecting software in the phone for changing viewing angles or for zooming in and out.
Augmented and Virtual Reality together deliver an amazing immersive experience that sets a marketing campaign far apart from the other noise in the market.
The marketing and communications business is at a bewildering junction, with two simultaneous models vying for brains and assets. Most marketing campaigns look at personas of their buyers and determine what is the best path to the promise land.
Bottom-up marketing is a concept with no single definition, but a few distinct components that set it apart from traditional top-down marketing strategies. Unlike traditional marketing, where executives create a marketing plan and a strategy to promote a company’s products and services, bottom-up marketing is mainly driven by the employees of a company. Employees recognize one specific customer need the company can meet and create a marketing strategy around that single idea.
A great example is Dropbox. Dropbox rose to $10 Billion valuation through its connection with the end user. Dropbox focused on providing the masses of end users (both personal and professional) a block of cloud storage that elegantly and brilliantly stayed synchronized on your local hard drive and your collaborative peers hard drives. Dropbox didn’t sell the CFO on cost benefits and the CTO on the power of the cloud. Dropbox simply delivered a great service with a viral approach to a roll out that created an ever growing desire for more and more storage in the cloud. In the end so many businesses had hundreds and thousands of BYOS (bring your own storage) and they needed to take control of this corporate intellectual property, and reached out to Dropbox for the suite of tools and administration to make managing the cloud instances so much more manageable, secure, and scale-able.
The top-down marketing plan contains four principal sections: situation analysis, marketing objectives, marketing strategy, and tactics. A company’s marketing objectives should be logical deductions from an analysis of its current situation, its prediction of future trends, and its understanding of corporate objectives. In the end, a top down marketing approach focuses on the top executive personas most often. The constituent who controls the purse strings. All SaaS and Enterprise technology companies are always looking for the high and mighty inside an enterprise that has the power to sign on the dotted line. Top down marketing focuses its message and offers so they should relate to the needs of specific target markets and specify sales objectives. Marketing-target objectives should be specific, quantitative, and realistic. The messaging of a top down approach often caters to the fears and dreams of that influential executive.
A great example of top-down marketing is the hyper growth industry of cyber-security. Every executive fears waking up to their employer’s brand on the headlines of major media outlets next to the word breach or hacked. Years and years of customer loyalty and brand preference can be washed away overnight. Cyber security companies are preying on these executives with a top down marketing approach that strikes fear into their hearts and minds and forces them to strike the check and implement countless solutions to help them sleep easy at night as they try to appease key constituencies including public markets.
Does your business ever wonder how to harness its precious marketing and communications budget to achieve its short and long term goals? Contact Bluetext. We are a top marketing agency that delivers results whether your campaign is focused top down or bottom up. Let us use our proprietary methodologies to define the right method, and then develop the campaigns, platforms, and content assets to knock the cover off the ball.