Friday, May 1, 2015

The Overlap - May 1, 2015

by Element Three

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Welcome to [The] OVERLAP, our brand new weekly exploration of the latest trends in creative storytelling and data-driven marketing. We’ve scoured the web for some of the week's best posts to deliver each Friday morning.

You'll see posts divided into Science (for posts about analytics and marketing science) and Story (for posts about things like copywriting and creative storytelling).

Now sit back, grab your coffee and enjoy reading fresh insights from some of our favorite bloggers and thought leaders.

Science Science
Scott Brinker

Why Interactive Content May Be the Most Exciting Marketing Tactic of 2015

Article Summary

Interactive content such as a quiz, game or contest can help you break through the noise by engaging your audience as active participants – through experiential learning rather than just passive reading. And as marketers we can benefit by collecting some incredibly rich data.

My Thoughts

Our experience shows that Brinker is right on the money. When we’ve created interactive content for our clients or E3, we tend to get more page views and higher conversion rates while learning what’s important to our audience. For example, we gleaned plenty of actionable data from our Build Your Own Airstream tool.
Story Story
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How to Build a Brand in 5 Days

Article Summary

You may remember the day Hillary Clinton launched her 2016 election campaign brand, mostly for the logo that accompanied it. Due to all the negative feedback, Fast Company challenged Moving Brands to consider and develop a new, logo-less approach in 5 days. By getting to know the client, defining the story, and developing the new visual direction, they successfully showcased how each piece of your brand works together to tell a complete story.

My Thoughts

I definitely think the shift in approach of this work was spot on. A brand is about much more than just a single mark. The process MUST start by understanding a client and the story they are trying to tell. This team was able to tell Hillary’s story in a truly unique and effective way by considering not only the logo, but the language and visuals as a cohesive unit. The decision to ditch the logo was smart. Hillary is already iconic, and the photographs tell the story in a much more impactful way.
Story Story
Ad tech ecosystem

Why Excluding Marketers from the Ad-Tech Boom Is a Failed Strategy

Article Summary

If there’s one field of marketing technology that’s driven the growth of the industry over the past ten years, it’s ad-tech (advertising technology). But the race for investment has created an industry driven by solely by technology, not by solid marketing strategy. As the first stages of an ad-tech burst begin to rear their ugly head, the only solution seems to be bringing marketers with a keen sense of human-centered creative, back into the conversation.

My Thoughts

This tension between technology/digital distribution and human-centered marketing  is exactly why we’ve elected to focus on the idea of Science + Story in the first place. Any astute marketing executive or manager is fully aware of the importance of spending big on marketing technology and digital media channels, but technology will only take us so far. It’s the people and strategy behind our channels that will ultimately drive sustained growth.
Science Science
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Why the Customers Who Don’t Convert Are Immensely Important

Article Summary

As the science of marketing continues to provide us the best channels for conversion and sales, it’s not the only part of the story - along the way are brand advocates and fans who, while they may not convert, are an important part of referring others who may. It’s time to stop measuring our efforts by just conversions and customers, and consider impressions, reach and shares as just as important as the final share.

My Thoughts

Aimee had me at hello… and with this phrase: “People like to belong, and a feeling of exclusivity can strengthen this urge.” Her article colors in the lines of how our community engagement and building of brand advocates helps lead others to sales, even if our biggest fans aren’t always our biggest converters. Multi-touch attribution modeling provides a (very difficult and nuanced) way to factor this in, but there’s also nothing wrong with lightening up and trying marketing tactics solely for awareness, being website traffic, social community growth, or just winning over another smiling face that loves to tell others about your service is awesome. Respect the tribe.
Go Inbound Marketing 2015

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