Marketing and Media
In today’s marketing world, it is easy to get caught up in making great visuals and graphics. So often I see graphic designers who offer marketing services. But does knowing the Adobe graphic suite qualify you to offer marketing services? No, it doesn’t. Creating visual content is a huge part of the marketing effort today, but the copywriting and message are still the most valuable piece of any ad or marketing piece.
There has been a fundamental shift in the way that advertising happens. The two terms that are constantly referenced are inbound marketing and outbound marketing. Outbound marketing is the traditional medium of marketing and advertising where customers find you. In essence, you interrupt their flow of activity to get their attention. The problem is our attention span is now shorter than a GOLDFISH at just 8 seconds. That is 4 seconds shorter than what it used to be.
Inbound marketing uses methods and channels to draw customers to view products and services through the content you post, search engine optimization and your social media following. This creates an organic growth that attaches your customer to your brand. However, this is quite difficult to accomplish. Not everyone has the marketing budget or time to create the content needed to engage your audience.
So where do we go from here? I believe both methods of advertising still have a place in marketing. At the core of both forms lies a great message that compels a customer to act (call-to-action). So let’s not get caught up in the current marketing buzzwords and read the popular marketing blog about how to transform your company. It is about a strong, unified message and strategic execution. That is what we are working to do at BNR Media Group, create a new kind of advertising agency. We are a group of story makers and storytellers that have joined together to create strategic content that fits your company and then help distribute it in the best way possible.
At the end of the day, there are three types of dialogue. First, brand value builds trust between the brand and the customer. Second, customer value reduces sentiment and works to create brand loyalists. Third, acquisition (the one we are all worried about) builds focused content to create the sales conversation.
You may be sitting there thinking, so what? How do you capture the attention of your audience? We believe that marketing and media must coexist. Strong copywriting and marketing will just blend in with all the other content online without strong visuals such as video production or graphic design. The opposite is also true. Having strong visuals without a strong message will not compel your audience to engage with your brand. There lies the perfect union of marketing and media. The strong message resonates and encourages your audience to engage with you while the strong visuals build your brand image, reflect quality and positive perception.