Storytelling is a critical skill for marketers. A good story, well told, can draw an audience in and give them a sense of personal connection with the teller. The ability to spin a good yarn often sets high-achieving marketers apart from their peers. Many people are natural storytellers, but even those who aren’t can learn this important skill.
Because a lot of mobile video content is watched on mute, marketers now need to focus on creating highly engaging visual content that hooks a viewer without the aid of sound. Below, nine Forbes Agency Council members explain how to do it.
As digital technology and consumer preferences continue to change, it can feel impossible to keep up with the ever-transforming trends of digital marketing.
In the past, all you needed to do to grab a customer's attention was place the right advertisement in a newspaper or throw a banner onto a website page. Today, the average customer has learned how to block or zone out most traditional forms of marketing. This means that today's promotional experts need to be consistently ahead of the curve if they want to master digital marketing.
If you're still struggling to make your digital marketing strategy work for your brand, here are some crucial trends you'll need to address.Read More
In the era of #BlackLivesMatter and #MeToo, social justice issues -- especially as they relate to corporate ethics -- have come to the forefront of many consumers' minds. High-profile brands no longer think twice about ousting executives over racist rants and harassment allegations -- just look at Papa John's and Nike.
Of course, it's not always as simple as firing the offending person. When someone who publicly represents a brand does wrong in the eyes of consumers, that company has a long road ahead of them to recover their image and reputation.Read More
Influencer marketing has become an incredibly popular strategy for brands that want to reach audiences via the people they're already paying attention to. This tactic doesn't come without its challenges, though. The process of working with influencers isn't always cut-and-dried, and building an effective relationship requires a certain level of transparency and vetting. After all, you don't want to invest your time and resources into an influencer who has inflated vanity metrics or causes controversy for your brand with their behavior.
We asked a panel of Forbes Agency Council members about the criteria agencies and marketing departments should use to evaluate potential influencers before hiring them. Their best answers are below.Read More
As the era of digital transformation continues, new roles have begun to appear in the marketing world. One common professional responsible for improving brand exposure and increasing awareness is the digital media buyer. In fact, today, the position of digital media buyer has emerged as one of the most highly desirable roles in the advertising industry.
For decades, marketing teams have relied on media buyers to find places for promotions in relevant environments. In the past, media buyers looked for ways to implement television campaigns on the correct channels to drive purchases or help companies to stand out with newspaper and magazine ads. Today, digital media buyers support the creation and implementation of campaigns on multiple new platforms, all the way from social media, to online video.Read More