It is said that David Ogilvy once said, “Give me the freedom of a tight brief.” It is thought that briefs that are focused and detailed, leaving little room for interpretation, lead to the best creative results. The idea for creative briefs came from advertising companies in the 1960s. They were a way for the account planner, who was closest to the client, to start the creative process. Well-done creative briefs are still an important basic tool for marketers today, but they take time, which is something marketers don’t have much of.......
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You’ve made a good business plan, gotten the money you need, and are excited to tell the media about your brand. People tell you that you need PR, which stands for “press release,” right? People often think that public relations (PR) only includes news releases when they talk to startups about it. When you add earned media, which is a type of PR, things become even less clear. Start-ups that think their names don’t need PR because they haven’t had any “bad press” are even worse. For the record, crisis communications is another type of PR that deals with bad news......
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Reaching the correct customer at the appropriate moment presents a more controlled environment for digital marketers. And customers cherish their privacy, which is why this new environment exists. Marketing automation firm Marigold and digital marketing consultant Econsultancy recently conducted a survey to examine consumer perceptions of marketers’ strategies and messages. These revelations offer direction for marketers looking to increase client trust and establish closer relationships. When the research was discussed at The MarTech Conference (free registration to access the complete program on demand), a number of winning techniques surfaced. Key conclusions from the conversation and some of the study’s results......
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