Category: Agency

The 25-year mark as an advertising agency owner provides a great opportunity to review our industry and to put things in perspective. When STIR began, our vision was of a company that was strategically driven and based on cross-disciplinary integration with a strong creative product. We wanted to be digitally driven, but we were witnessing the dot-com economic crash of 2000-2002, so we knew we needed to be pragmatic and focus on the use of best practices rather than experimentation. We owe our survival to that vision because it allowed us to be nimble and evolve. 

Looking Back to the Year 2000: 

• It was predicted that traditional advertising agencies would cease to exist and that digital agencies would buy them all up. (The reverse actually happened.) 
• The dot-com bubble was fully inflated and was about to burst. We all saw the potential, and many invested in strange ideas that were not adequately supported by technology. The new websites did not meet pressing needs or have good user experiences. 
• The iPhone had not yet been invented. People were using palms, pagers and cellphones. Pockets were full! 
• It was still a terrestrial world (i.e. TV, radio, print, newspaper, outdoor) 
• Only 6.2 % of advertising spending was digital. And that was at huge companies. 
• A CMS was not yet standard for website building. Websites were hardcoded with custom HTML. 
• Internet Explorer was the top web browser. Google had just been invented. 
• Blogging wasn’t really a thing yet. 
• Social media didn’t exist. There were chat rooms, and that’s about it. 
• Content development as a marketing device (to facilitate SEO) hadn’t been discovered. 
• The advertising industry had not yet standardized methods for monetizing digital advertising.  

Prior to 2000, conceptual creativity was the principal means of differentiating brands and agencies. Aside from direct mail, nearly all advertising was awareness-oriented, and key metrics to measure were impressions and perceptions.   

My, How Things Have Changed: 

While creativity is still important, it has become less of a focus for agencies, while management of digital platforms has become the focus.  Media choices and audience fragmentation have increased exponentially, along with opportunities to target audiences narrowly. Today, we have an even greater ability to reach and influence audiences (digital media) and to reach them with engaging and informative messaging. Programmatically, we can customize messaging to meet the needs of individual consumers or customers.  

To put it simply, it’s a different industry. In a good way.  We marketers are challenged to work harder and be far more accountable to results. The rise of digital marketing has allowed us to measure the effectiveness of our efforts in real time. The business is far less subjective, and so there is a lot less B.S. tossed around. 

The consumer is far savvier and better informed than in the past. They conduct research online, and now AI-driven search is packaging insights for them that they otherwise would not have found. AI is also leading much of media targeting and is beginning to manage messaging production/customization. 

The net effect, looking forward, is that the consumer is inundated with selling messages each day, and these messages are becoming increasingly more formulaic and programmatic. Companies are doing a better job of selling their products, but a far worse job of selling their brand. To grow business and profit, brands need to refocus on why people should want to do business with them, versus what they have to sell.  

This then becomes the continuous role for the messaging communications firm. Because of our heritage at STIR, we instinctively incorporate brand-building messaging into every product campaign. 

Lessons Learned: 

Change is certain, continuous and accelerating.  Professionals must learn continuously.  This creates opportunity for the ambitious and will root out the lazy. It also keeps your job interesting. 

The tools for communicating will change dramatically, and therefore, the format of communication must also evolve.  No one should bank their business or career on a fixed form of communication. Everything is temporary, but your effort needs to be continuous. 

The roles and relationships of in-house marketing to outsourced agency work are in continual flux. Outsourced influences will continue to be valued, but only at the most sophisticated levels, because machine learning, technology and offshore labor will eliminate the commoditized functions. 

The communications agency’s role will be in the development of transformative strategies, messages and concepts that rise above product and price promotion.  There is a need to build brand equity, and this will require human intuition. This is not the bastion of the tech worker or the AI program.  

What successful brands need is a strategically driven agency that uses cross-disciplinary integration with a strong creative product. Hey! That’s the STIR we envisioned 25 years ago! 

(Say “yes” to everything, be curious, take risks and stay busy!) 

By Delaney Garvey

Landing an internship in marketing is exciting, but maximizing it? That’s where the real work happens. Whether interning with a busy agency that has multiple clients or in-house at your dream company, an internship is your opportunity to learn, contribute and build momentum for your career. Having gone through my own, here are four takeaways that helped me maximize my marketing internship.

1. Say “Yes” to Anything 

Let’s start with the most important takeaway. I remember clearly on my first day, sitting in the Creative Director’s office and him saying, “Say ‘yes’ to everything, that is how you get the most out of this job.” And since then, I have taken that to heart. Your internship is when you can test anything, so say “yes” to every task and project you’re offered, even if it’s unfamiliar to you. Test your hand at writing copy, join a brainstorm or assist with tracking analytics. Applying yourself to anything and everything helps you figure out what gets you pumped up and helps you develop new skills in the meantime. You don’t have to be an expert, just be open. Every “yes” is a step towards figuring out what you’re passionate about and showing your team you’re capable and ready for more. 

2. Be Curious 

Curiosity is your greatest strength. Ask questions. Inquire how a campaign was constructed.  Learn how success is quantified and what tools are used. Request to follow various team members.  You don’t have to know it all, but showing interest and initiative will set you apart and accelerate your learning curve. One of the most valuable assets you can bring to your internship is curiosity. Curiosity shows you care, are eager to learn and that you can think outside the box.  

It also enables you to build richer relationships with your team. People like to talk about what they know, and that’s where some of the best insights come from, the ones that you can’t pick up in a training manual. Stay curious, and not only will you learn more quickly, but you’ll start to see a better overall picture of how marketing is all integrated.  

3. Take Risks 

Marketing involves risk-taking and creativity, and so does being a fantastic intern. Don’t be afraid to chime in during a meeting with an idea. No idea is “bad”, and contributing is an opportunity to learn and find confidence in the workplace.  Volunteer to give a presentation to your team. These risks may feel scary initially, but they ultimately result in the most rewarding growth (and build well-deserved confidence). 

4. Stay Busy 

Don’t wait for work to come to you. If you’ve got downtime, volunteer your help. Find patterns in the data, write some social copy or research and learn from competitor strategy. Getting busy and being productive indicates that you care and enables you to find out what you’re good at. You’ll be surprised at how much you can get done in a matter of weeks. 

In the end, internships are what you make of them. Say yes, be inquisitive, take risks, and just keep going. By doing these things, you won’t just walk away with a great experience, you will leave with real momentum and valuable life lessons that will stick with you the rest of your career. 

The world of marketing is constantly changing. Some new trends present opportunities, while others can be downright terrifying for businesses that aren’t prepared. From over-reliance on AI to data privacy issues and inauthentic influencers, these spooky trends could haunt your marketing efforts if you’re not careful.
Everything is scarier in the dark, so we’ll turn the lights on for you. We’re here to help you avoid the nightmares and keep your marketing efforts fresh and effective.

AI Overload and Fakeouts

Artificial Intelligence (AI) is transforming marketing. It can streamline tasks, personalize customer experiences, conduct research, generate content and even create look-alike celebrity endorsements. While most marketers use AI to some extent, there are some scary aspects of the technology. Deepfakes, for example, are rampant, aiming to take advantage of viewers or exploit them with misinformation. This past year, a deepfake of Kelly Clarkson promoted weight-loss keto gummies that she was not involved with nor ever endorsed. Although the legal landscape around AI-generated videos and voiceovers is still evolving, brands must navigate the ethics to avoid damaging their reputation and eroding consumer trust. Using AI-generated videos or voiceovers may seem like it saves time and money, but it may actually result in lawsuits as the landscape evolves.

The key to leveraging AI in marketing is balance. While AI can make processes more efficient or assist in content creation, over-reliance on it can lead to impersonal and robotic interactions with your audience and low-quality content. To make the most of AI, let it handle the research or mundane tasks and maintain authenticity by focusing on creating meaningful human-generated content that resonates with your audience.

Data Privacy and Creepy Over-Personalization

Consumers are increasingly worried about how their data is being used, with 68% concerned about online privacy. This heightened awareness, alongside stringent regulations like GDPR and CCPA, means that any misuse of customer data can lead to backlash, hefty fines and even lawsuits.

To avoid pitfalls, be transparent about how you collect, store and use data. On your website, give users control over the collection of identifying information by providing clear opt-in/opt-out preferences with a cookies consent tool. This information should also be included in your site’s privacy policy. When sending emails to your established audience or prospects, make sure it’s clear in the message that they can opt out of future communications, a requirement under the CAN-SPAM Act.

Personalization has become a cornerstone of effective marketing, but there’s personalized and then there’s invasive. Over-personalization, using too much data in ways that feel intrusive, makes customers uncomfortable and damages trust in your brand. A prime example is Target’s use of customer data to target baby product ads to a teenage girl who had not yet disclosed her pregnancy to anyone.

SPAM Bot Traffic May be Lurking

Spam bot website traffic can be a real fright for marketers. Malicious bots, software applications created to execute automated tasks on the internet, are impacting websites globally and becoming more sophisticated. They can imitate the behavior of a real user, generate misleading website traffic, skew data and harm user experience. Bots interfere with legitimate customer engagement and increase advertising costs by generating false clicks.

How do you vanquish lurking spam bots? Invest in advanced bot detection tools, adopt stronger CAPTCHA systems and regularly monitor traffic patterns to mitigate the risks associated with spam bots. Your website hosting company should be implementing best practices, like firewalls and spam protection. Stay proactive when it comes to cybersecurity and protect both financial data and data integrity in the digital space.

Inauthentic Influencers Can Haunt Your Brand

Influencer marketing has seen explosive growth, but some consumers are becoming skeptical or even fatigued. In fact, 45% of people between the ages of 13 and 22 say influencers don’t have the same power they used to. Additionally, 53% of this age group said they trust recommendations from everyday people online more than influencers with large followings. The wrong influencer could negatively impact your brand’s customer reputation.

The makeup company Tarte, for example, alienated many followers when it sent brand influencers on a luxe trip to Bora Bora. Many audience members found the campaign “tone deaf” at a time when younger generations feel shut out of social mobility. In a similar vein, some influencers have become downright dishonest. One influencer was found promoting a vegan lifestyle and offering a $99 detox program to help followers, when she, in fact, was not actually vegan.

How do you effectively use influencer marketing? Prioritize genuine partnerships with relatable influencers. Sometimes, this means micro-influencers are better. Above all, influencers should align with your brand’s values and message. Seek out partners who have a strong connection with their audience and are genuinely passionate about your product or service. Sponsored content should always be labeled for transparency.

Navigating today’s scary marketing trends isn’t easy. If you need help, reach out to Brian Bennett at bbennett@stirstuff.com.

Marketing is constantly evolving. New things come and go but occasionally something comes along that causes a massive shift in the marketing landscape. Artificial Intelligence (AI) is one such phenomenon.

Experts predict that AI will create up to $2.6 trillion in business value in sales and marketing alone. It is already transforming every industry and will impact marketing in significant ways.

Here are four key trends we have our eyes on for 2024.

Zero- and first-party data will reign supreme

Marketers use data to understand their audience, tailor messaging and optimize campaigns. For years marketers have been collecting third-party data through web browsers to learn about website visitors’ overall online behaviors. But that’s about to change. In the second half of 2024, Google Chrome will completely block third-party cookies to protect consumer privacy and prevent fraud. This cookie-less future means marketers need to rethink digital advertising and start to rely on zero- and first-party data.

Zero-party data is voluntarily shared directly with marketers by customers through things like quizzes, polls and website activity. For example, we recently partnered with client Rural Mutual to create an Own Winter Quiz Sweepstakes where customers tested their winter preparedness knowledge through a quiz on the Rural Mutual website. When they took the quiz, customers shared data about themselves for a chance to win an Amazon gift card. Another example would be if a customer decides to submit a form through your website. First-party data is collected on the back end as customers and site visitors interact with marketing content by clicking links in a targeted email or clicking a product on your website. Both types of data offer accuracy, reliability and compliance when it comes to privacy.

In the new year, marketers will need to work even harder to build relationships with customers and provide compelling value propositions that encourage customers to share their information and preferences. AI algorithms will increasingly be used to analyze this data to find trends, make predictions and generate recommendations, leading to greater personalization in marketing overall. Zero-party and first-party data will only help make targeting consumers even easier in the new year.

ChatGPT can help develop content but beware of hallucinations

Artificial Intelligence will play a major role regarding public relations in several ways. AI analytics will provide more in-depth insights into audience behavior and preferences that will enable PR pros to better customize campaigns with laser precision. That will ensure messages resonate with the right people at the right time. Generative AI is a resource that PR pros can use to reduce content creation time, but there will always be the need for original thinking. The key will be to leverage it for efficiency but not use it as a crutch and create poor-quality content. CNET tried writing articles using AI in January 2023 and received reader backlash as a result of finding more than half of the AI-written stories had factual errors. They issued corrections on 41 out of 77 stories that were AI-generated.

ChatGPT and other AI content generators are known to “hallucinate” or output incorrect or false information, so anyone using these programs to develop content will need to thoroughly double-check that their content is factually accurate.

AI text analytics can streamline market research

Market research is often time-consuming, especially when it includes interviews, focus groups and in-person observations. Very often the data is qualitative, and finding valuable insights can be like searching for a needle in a haystack. New AI programs that can analyze text streamline the process of pinpointing trends and analyzing the meaning and sentiment of open-ended text.

“There’s a lot of uncertainty about Artificial Intelligence and its applications. But for marketing research, the upside is tremendous,” said Brian Arnold of Clearpoint Research Group. He points to programs like Canvs that help extract actionable and impactful insights from customer reviews and surveys through AI-powered text analysis that assesses open-ended text.

National Geographic, a 135-year-old brand, recently used Canvs to learn about its customer base. The program sifted through 20,000 open-ended comments in a customer survey to understand why customers were not renewing subscriptions. It found insights that allowed National Geographic to improve content and headlines. With programs like this AI makes the work easier, but it will still need to be managed and monitored by a human. Still, it significantly decreases the load to be lifted.

Web design prioritizes motion powered by AI

A key website trend for 2024 is motion, from scrolling effects to micro-animation. AI can process and animate large data sets allowing designers to make more personalized and engaging motion graphics.

Scrolling effects — animations triggered by scroll action — create more dynamic web experiences, which is why they’re arguably one of the most popular trends this year. These are increasingly used on interactive websites to encourage readers to keep scrolling, signify a break in content and create a three-dimensional experience. A favorite example is Factory International, which uses subtle transitions to denote different page sections and keep users engaged.

Kinetic typography is an animation technique first seen when feature films began using animated opening titles. Saul Bass’s striking work on Hitchcock’s North by Northwest is often credited as being one of the first. It can be used for a similar purpose in website design to immediately grab the visitor’s attention once they land on the homepage. It can also be used to highlight important sections, guide the user as they scroll and gradually reveal information, like on Arcadia. AI highly influences these designs, with algorithms that create fluid, complex animations that respond to user interactions in real time.

If you would like to muse further about any of these trends or want to up your marketing game in 2024, reach out to STIR President Brian Bennett at brianb@stirstuff.com.

This blog is the first piece in a three-part series outlining why strategic marketing is important and how an integrated marketing agency might be a good fit for helping you achieve your goals. Keep an eye on the STIR Insights page to read more.

Whether you are a small business looking to raise awareness and propel sales or a corporation that wants to change consumer perceptions, strategic marketing is essential to meeting these goals. Let’s dive into the importance of strategic marketing and how to apply various tried and true approaches.

What is strategic marketing?

Do you feel like your brand is getting lost in the noise? Do you know exactly who your target consumer is? Do you feel like you are reaching people at the most advantageous moments? Strategic marketing is just that: crafting and sending the right message to the right people at the right time.

Smart marketing can help achieve a variety of business goals:

• Generating awareness and keeping your brand top of mind when target consumers are searching for a product or service.
• Obtaining new customers by converting them through the sales pipeline.
• Gaining distribution through new market channels in which you can promote your brand, product, or services.
• Increasing sales.
• Improving profit margins.

Think of marketing like a funnel — a concept that starts out broad and becomes more narrowly focused as time progresses. The funnel represents how marketing helps convert general awareness and impressions into actual sales and leads.

The top of the funnel starts with awareness and impressions, which simply involve getting the word out about your brand or product.

From there, the marketing tools that help drive awareness will move interested consumers down the funnel. In this middle stage, consumers will begin to actively think about your product and perhaps add it to their consideration set.

Each of these vehicles help nurture the relationship between your brand and your target consumer. As they further consider your product or service, they reach the final stage of the funnel, which entails active engagement, and ultimately, conversion.

Getting your target audience into the funnel starts with a strong foundational brand strategy.

Develop a marketing strategy that works

Crafting the right marketing strategy is not a one-and-done task. Here are some essential steps to take to pinpoint who you should be talking to, what to say, and how to say it.

First, define your marketing goals.
What do you want to accomplish? What is your unique selling proposition — the point of difference that makes you stand out among the competition? Setting goals will help you develop the key messages and points you want to deliver and promote.

Know how to effectively reach your target audience.
Classify these audiences into personas supported by in-depth demographic and psychographic data. Segment your audience based on their personal values, attitudes, and behaviors, then tailor your messages accordingly. 

Build a website that performs.
Your brand’s website is viewed as your home base. Customers will likely discover and learn more about you online, so make sure your website is always up to date. This includes a user-friendly ecommerce storefront, accurate business contact information, and content that expresses thought leadership and expertise. Measure site performance with analytics tools regularly and optimize what needs to be adjusted.

Create and share valuable content.
You know your brand best. Develop materials that amplify your brand voice through platforms like video, blog posts, articles, and public relations.

Communicate through email marketing.
Start with choosing a strong customer relationship management (CRM) platform. This platform keeps track of your relationship with your customers, from interactions, like clicks, to general notes. Look for free trials when available, think of who you might train on the system and how easy it is to learn, and familiarize yourself with the features of each before deciding. Embed an email signup form on your website to build a potential customer list. Determine the proper frequency to send emails to your audience as well as the content to share. Know some common email marketing mistakes and how to avoid them, then measure email performance through metrics such as open rate and click rate.

Get social.
Create an editorial calendar that includes information to share on your social channels with your followers.

Advertise your business online.
You can use vehicles like banner advertisements, social media advertisements, video advertisements, and search engine optimization (SEO). The possibilities are endless. 

Consider traditional advertising.
Materials including brochures, flyers, or print advertisements can have more longevity than digital advertisements, all while helping to build trust with your audience. In 2021, about 56% of consumers found print marketing to be the most reliable form of marketing.

Invest in search engine optimization (SEO).
Optimizing your website’s content will help it appear higher in search engine results. Tailoring your website to these “guidelines” will help your website’s content get natural attention. The higher it appears in search results; the more likely people are to visit.

Consider an agency partner 

Consumers are bombarded with messages all day long. In fact, the average person encounters anywhere from 4,000-10,000 ads per day. How can you make your brand experience different from others? Marketing agencies have the power to view your brand from a new lens, thereby producing innovative solutions that allow your brand to shine.  

To learn more about how a marketing agency can help grow your business, reach out to Brian Bennett for a free consultation.

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