WebContentz https://webcontentz.com Content creation and management Fri, 01 Dec 2017 13:53:54 +0000 en-US hourly 1 https://wordpress.org/?v=5.4.1 https://webcontentz.com/wp-content/uploads/2017/11/cropped-WebContentzLogo-e1457786491317-32x32.png WebContentz https://webcontentz.com 32 32 Content marketing trends for 2018 https://webcontentz.com/2017/12/01/content-marketing-trends-for-2018/ https://webcontentz.com/2017/12/01/content-marketing-trends-for-2018/#respond Fri, 01 Dec 2017 13:53:54 +0000 http://webcontentz.com/?p=103 Content marketing arguably has the highest return on investment compared to traditional marketing. One ex-senior director for data, content, and media at Kraft once remarked that content marketing at the food giant had an ROI that was “4x greater” than their most targeted advertising. Content marketing is definitely in demand, and if you want to make […]

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Are you using these 8 content marketing trends for 2018?

Content marketing arguably has the highest return on investment compared to traditional marketing.

One ex-senior director for data, content, and media at Kraft once remarked that content marketing at the food giant had an ROI that was “4x greater” than their most targeted advertising.

Content marketing is definitely in demand, and if you want to make the most of your strategy, you’re going to have to stay ahead of the curve. To help you do this, we’ve brought you 8 content marketing trends for 2018.

Content marketing trends for 2018

1. Strategic Documentation

There’s no denying the importance of a well-documented strategy. Regardless, many businesses out there have a less-than-desirable track record of documenting when it comes to their content marketing.

Documenting your approach can help you stay focused and on track. In 2016, a study showed that 37% of B2B marketers documented their strategy. This number showed a 5% increase from the preceding year, and it continues to rise steadily.

Businesses are starting to increase their documentation efforts because they are seeing the immense benefits of content marketing and taking the time to analyze and optimize their processes in order to achieve the highest return on investment.

2. Live Streaming

2017 predictions noted live streaming as a popular trend – and true to the forecasts, it’s only continuing to rise in popularity. This is especially true for social media. Many people like to watch live videos because they’re authentic and much of the time, interactivity plays a role as well.

Being able to stream content live gives you the ability to interact with your audience in a more personable and organic method. It has also become a way for businesses to sell their products in a fast and efficient way.

One survey showed that 80% of people surveyed would choose a live video over reading a blog post. Interestingly enough, most people would also prefer a live video over a video that was just uploaded and shot at an earlier time. Facebook even reports that users will comment up to 10x more during a live video as opposed to a pre-recorded one.

Users comment up to 10x more during a live video than a pre-recorded one #contentmarketingCLICK TO TWEET

3. Content Living and Interacting Among us

The rise in beacon technology has spawned a never-before-seen level of personalization and interactivity with marketing. Beacons are becoming increasingly popular with companies as they have many different uses.

With beacon technology, businesses can deliver highly personalized content on specials, sales, and products straight to a consumer’s mobile device via a mobile app.

The possibilities are practically endless, and with over 40 billion beacon-related queries coming from Android devices each year, it doesn’t look like the trend is going to slow down anytime soon.

Beacon technology isn’t the only advancement that’s reshaping how content is delivered. Virtual reality and augmented reality are presently uncharted territories of potential just waiting to be tapped into.

According to a recent Fortune article, it’s predicted that VR and AR will generate roughly $150 billion in revenue over the next three years alone. This is doubtlessly going to present endless opportunities for marketing.

4. Content Marketing as a Foundation

All types of marketing and advertising include some form of content. Proper content is crucial for marketing is and thus the foundation of any successful advertising campaign or strategy.

More and more businesses are realizing the significance of content marketing in their overall marketing strategy and are focusing on it as a basis for their overall approach.

Marketing expert Rebecca Lieb, whom Salesforce describes as an expert known for having published “more research on content marketing and content strategy than anyone else in the field,” noted the importance of content in Salesforce’s recent Marketing Cloudcast.

She stated that without content “… not a thing moves forward in the entire marketing landscape. That’s why I call it the atomic particle. It’s one of the building blocks.”

5. Social Media as a Publishing Space

Once again, social media plays a huge role in today’s marketing world. Content distribution via social media channels is an extremely effective way to spread brand awareness and authority. Social shares are also one of the most efficient ways that businesses can generate virality.

According to the Pew Research Center, approximately 62% of adult individuals in the US get their news from some form of social media, with 18% of these respondents expressing that they frequently use social media as a source for news content.

Additionally, two-thirds of Facebook users get news on the site – and this inclination towards native news stories on favourite social media platforms isn’t singular to Facebook alone.

In fact, 60% of Twitter users get their news on Twitter, and a whopping 70% of Reddit users prefer to view their news stories on Reddit.

60% of Twitter users get their news on #Twitter, and 70% of Reddit users prefer to view their news on…CLICK TO TWEETMany of these platforms are also moving towards native publishing tactics, much like LinkedIn has done with LinkedIn Pulse. This prevents their user base from leaving the platform to find the content they want.

Additionally, businesses and publishers alike have begun to take advantage of Facebook’s Instant Articles feature, further extending their reach. Other platforms such as Snapchat are including “linking features” that enable easy and instantaneous reads with just one simple swipe.

6. Mobile Optimization as the Standard

Many more companies will be making their content and marketing strategies mobile friendly, especially with the rise of beacon technology. Today’s consumers want everything conveniently available at their fingertips in an easy-to-read and visually appealing manner.

According to recent statistics from Informz, over 36% of mobile subscribersuse mobile devices to read their emails. Additionally, Adestra noted that the percentage of companies out there who have optimized for mobile devices increased by 22% in 2014 alone.

Even more interesting is the fact that 68% of companies have already integrated mobile marketing into their overall strategy.

If your company’s website or social media content isn’t easily viewed on a mobile device, you’re losing out on valuable conversions, because 69% of engagement with digital media is done on different mobile platforms.

7. The Workforce is Changing

Producing content doesn’t just require a writer anymore. A company used to be able to hire a few writers, and their content would be published on a site or blog. Today, you would need multiple people to help in different aspects of marketing.

Some companies will hire a social media marketing manager. This person is responsible for maintaining the company’s social media accounts. They can help with producing and publishing relevant content. They can also share another site’s content to help.

Some companies also hire individuals who are talented in video and visual production. This person would be in charge of creating video content, as well as producing and sometimes even editing it. A company that records a video before posting it could benefit from someone like this being added to the team.

They can research to find relevant content and create a script. They can also figure out the best time to upload a video or the best title to put on the video to get the most views. They may also be able to help create different visual advertisements for your company.

A company can also benefit from hiring a graphic designer. A graphic designer can help create a brand new website or revamp an already existing site. This person can make sure a site easier to navigate or more interactive for consumers.

Consumers want a site where the information they are looking for is easy to find. They also typically enjoy anything that is interactive. You may want to consider hiring a graphic designer to stay up-to-date with the current trends used on websites.

8. Transparency

Transparency is vital for companies. The millennial generation is becoming more and more eco-conscious and likes to give back to society.

If your company shows the ways in which it gives back to the community, contributes to charities, or anything of the sort, consumers are more likely to trust your company. It isn’t enough anymore for a company to claim that they donate to charities – most people would like to see proof.

Word of mouth is still a powerful form of marketing. If one person doesn’t trust your company or the things that your company says, they may tell someone else to warn them to stay away.

If your company shows transparency in their actions and demonstrates proof, a consumer can tell people they know that your company does give back to the community. Giving back to the community or donating to charities shows that your company cares about more than just money.

Conclusion

Content marketing is gradually becoming a central focus in every business’s marketing strategy because of the insanely high return on investments – and comparatively low implementation costs.

Trends in content marketing are affected heavily by technological advancements, which is why new breakthroughs such as beacon technology, virtual reality, and augmented reality are set to completely redefine the business marketing of the future.

Keep in mind these eight trends to keep your head in the game and a step ahead of your competition in 2018.

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How to Create a Strong Value Proposition for B2B https://webcontentz.com/2017/12/01/how-to-create-a-strong-value-proposition-for-b2b/ https://webcontentz.com/2017/12/01/how-to-create-a-strong-value-proposition-for-b2b/#respond Fri, 01 Dec 2017 13:52:25 +0000 http://webcontentz.com/?p=100 4 Value Propositions tools to get the message through You have only 7 marginal seconds to make a first impression. Yes, you heard me! 7 seconds it is! And your Value proposition is the key to make sure you make an impression. Even your competitors have 7 seconds. So you and your 7 competitors are fighting […]

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4 Value Propositions tools to get the message through

You have only 7 marginal seconds to make a first impression. Yes, you heard me! 7 seconds it is! And your Value proposition is the key to make sure you make an impression.

Even your competitors have 7 seconds. So you and your 7 competitors are fighting within this 7 seconds frame to catch someone’s attention.

But how do the super professionals do it? Are they equipped with some mystic powers and aura to influence their audience? Are they good at hypnotizing? Or are they simply good at influencing?

Of course, the answers to all the above questions in not in affirmative.

The truth is professionals have translated all the tasks and process into formulas which they use as tools. And tools have always been the best friend of man—even better than the best among all of your friends.

In this article, what I am offering is you are a set of 4 tools—4 powerful tools that will help you create a strong value proposition. If you’re into business, I am sure I don’t have to repeat and assert the importance of value propositions. It is something that automatically brings your customer into focus and allow you to propose solutions to their problem from their own perspective.

After discussing the 4 tools, we will go on to discuss what a value proposition consists of and how we can create one.

I have created this article based on my SlideShare presentation. I have used my personal experience of creating value propositions for a myriad of companies, reviews of the world’s most amazing marketing experts, and Gartner reports to this presentation. The purpose here is to share the conclusions of my research with you and help you create strong B2B value propositions.

But before we take a leap of faith, let’s discuss some basics so as to make sure both of us—you and I—are on the same plane.

 

What a Value Proposition is NOT

Let’s break some myths and misconceptions.

It is not a slogan

Yes, it is not what L’Oréal says: Because we’re worth it. Or what MasterCard says: There are some things money can’t buy. For everything else, there’s MasterCard.

Some people even equate it with an elevator speech which is a very general statement of a couple of lines expressing your target market and how you help them.

It is not a glowing description

To be frank, it means a value proposition is not bragging.

We’ve got the best pizzas in the world. That doesn’t mean anything to your customers. What they want is data and result and a more humane way to convey the message without sounding like a superstar.

It is not about information

We sell medical equipment. So what?

A value proposition is not about loads of sentences written describing the legacy of your company or its services and products.

 

What a Value Proposition is

Now we come back to the million dollar question. What is a value proposition?

And here’s how I define it:

A value proposition is a clear statement about the outcomes that an individual or an organization can realize from using your product, service or solution.

The keyword here is outcomes. Because that’s the thing your customers are most concerned with.

We provide air conditioners. So what? There are scores of companies to choose from.

We provide air conditioners that are cheap and is easy on your electricity bills. Mmmmm….Now, that’s something and would surely get the attention of your prospect within 7 seconds.

But even then, creating value propositions is not easy…unless you have the right tools. Here are 4 tools used by even the Fortune 500s that will help you create powerful value propositions.

 

The 4 tools

Tool #1: The Value Proposition Canvas from Strategyzer

Hot to create a Value Proposition - Tool nr 1 the Value Proposition Designer - Daniel Nilsson

You can access and download this canvas by clicking here.

Though looks simple at first look, The Value Proposition Canvas has been designed after extensive research.

It has two parts: a value proposition and a customer segment. What the canvas tries to do is map the customer gains, pain points, and customer jobs(s) of a customer segment on gain creators, pain relievers, and products/services related to a value proposition respectively.

This helps you to get a complete picture of how a particular customer segment relates to a value proposition. And consequently, take better decisions.

 

Tool #2: Value Proposition comparison with competitors

How to create a value proposition for b2b - Tool nr 2 comparison with competitors by Daniel Nilsson

It’s a good thing to know what your value proposition is. And it is still better to know how it competes against the value proposition of your leading competitors. This template helps you assess your offerings against that of your competitors.

You can download this template by clicking here.

This works well when you understand what are the value propositions of your competitors and they are somewhat, if not almost, similar to yours.

In the top row, mention the name of your competitors, while in the first column of the sheet, mention each of the value proposition. Now rate them on a scale of four: 4 being the sophisticated while 1 means minimal. 0 means that value proposition is absent in a company. You can also use a circular graphic of 4-quarters as shown in the above image.

Tool #3: Value Proposition Builder™ from Futurecurve

How to create a value proposition for b2b - Tool #3: Use the Value Proposition Builder process developed by Futurecurve

This tool, a trademark of Futurecurve, is developed by thorough research and data analysis. Futurecurve has published a book, Creating and Delivering Your Value Proposition: Managing Customer Experience for Profit, on how to use this framework which you can buy at Amazon. You can also download an extract of the eBook by clicking here.

So, how does it work?

It is basically a six-step iterative process. Iterative here is really important because value proposition has to be changed according to the needs and demands of your audience. What you are offering right now might not be relevant to your target audience after five or ten years.

  1. The first step is to identify the market segment you are targeting. It is to these people or clients ONLY to whom you will deliver value.
  2. Define value experience that your target audience will reap from your organization. Categorize them into good, bad, and ugly and try to discover the experiential outcome that will make your audience go “Wow!”
  3. Define a mix of offerings that will satisfy the needs of your target market.
  4. Now assess the benefits of your offerings. Most people here commit the mistake of equating features with benefits. Once you know the benefits, you can eliminate the cost component from the benefit and get the true value.

Value = Benefits – Cost

  1. Work out how the value provides differentiation and alternatives for your organization
  2. Now back it all up with testing and measurable proof.

Tool #4: The Value Promise Story from Content Bridge

hot to create a value proposition for b2b - Tool nr 4 the value promise story

This one comes from Gordana Stik, B2B technology marketer. You can access this tool here.

This framework is a 10-step process divided into two parts: The Hook and The How. The specialty of this tool is to help you create a message flow based on your value proposition. That is, how you can move from understanding your customer needs to fulfill those needs through your products or services.

 

What does a value proposition consist of

Now that we have seen the 4 most powerful tools available to create a value proposition, we will go on to create one.

#1. Headline

David Ogilvy, The Father of Advertising, once said, “Write great headlines and you’ll have successfully invested 80% of your money.

That also goes for the headlines in your value proposition. It has to be a single short sentence. The purpose of the headline is to grab the attention of your readers. It’s about making your customer say, “Hey! You got my attention. [Please] tell me more!” That please there is really important.

#2. Sub-headline

Sub-headline is similar to the headline in the sense that its purpose is to make the reader want to read the next lines. Your sub-headline must consist of 2-3 sentences—an explanation of what you offer, for whom, and why and how it will useful to you.

#3. Three bullet-points

These three points will enlist the benefits and/or features of your products or services. However, the best practice is always focusing on the benefits rather than the features.

#4. Visual

Visuals are no less important than the text in your headline and sub-headline. It can communicate way faster to the viewer and if planned well, can convey difficult messages very plainly.

You can show your product, the hero shot, or even an image reinforcing the overall idea of the value proposition. You can also use some infographic which makes it easier to read text.

 

Examples

Here are a few examples from some of the businesses who have nailed the art writing value proposition.

 

1. Mindset

How to create a value proposition - Example mindset

Started with a problem statement and translated it into a story with the plot based in an uncomfortable truth about the business. Presented a good solution and supported it with arguments. The visual has also played a great role throughout the value proposition.

 

2. Campaign Monitor

How to create a value proposition - Example campaign monitor

The power of value proposition of Campaign Monitor lies in its simplicity and clarity. It states simply what it is and for whom. There’s a simple lead paragraph outlining key features accentuated with relevant image.

 

3. Stripe

How to create a value proposition - Example stripe

Stripe says it all with its visuals. The debit card like image automatically conveys it is about digital cash. Then the title starts with Payment. And suddenly you’re interested. Its sub-headline is also oriented towards specific benefits. And just below it all, there’s a smooth shift into benefits and features.

 

4. Geekdom

How to create a value proposition - Example geekdom

The very headline asks the question which users want to know. “What is it I am looking it?” And the website replies back with “What is Geekdom?” It is followed by a clear statement about what it is and for whom. The image is equally relevant to the message Geekdom wants to convey.

 

5. Evernote

How to create a value proposition - Example evernote

The layout seem different than those we saw earlier but they have a clear cut message. Started with the headline that’s really appealing. Even though ‘Remember Everything’ is a good slogan, it needs specific sub-headline to improve clarity.

However, they did well by after that by mentioning the problem they are solving. They have also used good imagery to complement the message.

 

6. Mentice

How to create a value proposition - Example mentice

This is one of the most difficult value propositions I ever created. Why?

Mentice operates in a regulated healthcare environment selling   endovascular simulators to hospitals, training centers, and medical device industry. The trickier part is that target customers have different value propositions. And you have only one page to capture their attention. To be more specific, you have just one sentence.

The message was more subtle and cater to targeted audience: to achieve excellence and save lives. Even if Mentice is doing a wide variety of things and in different ways, the message is same across all operations.

 

Conclusion

One take away that I would want you to focus on is to NEVER forget that the value proposition has to be customer-focused and not focused on you. If you’re curious and want to learn more, you would read more.

I have also one other way to help you. I am offering a course of Udemy.com on How to create a strong value proposition for B2B. You can use the coupon valueproposition to get a discount of 20% on the course.

Daniel Nilsson Online course - How to Create an outstanding message about your solution

If you have any questions or queries regarding this article, please feel free to comment below. I would love to hear your feedback.

 

How to Create a Strong Value Proposition for B2B Presentation

This article is based on my extremely popular SlideShare presentation for how to create a strong value proposition for B2B. Check it out below.

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Using Web Push Notifications https://webcontentz.com/2017/12/01/using-web-push-notifications/ https://webcontentz.com/2017/12/01/using-web-push-notifications/#respond Fri, 01 Dec 2017 13:50:40 +0000 http://webcontentz.com/?p=97 Web push notifications Web push notifications have become the latest channel for business to communicate with their audience in real time. It enables them to engage their website visitors with timely and contextual alerts from the business, without having to wait for them to open an email or respond to an SMS. Simply put, web […]

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Web push notifications

Web push notifications have become the latest channel for business to communicate with their audience in real time. It enables them to engage their website visitors with timely and contextual alerts from the business, without having to wait for them to open an email or respond to an SMS.

Simply put, web push notifications are the modern marketer’s hack to reaching out his target audience and converting them, before a competitor does.

In this guide, we will be sharing what web push notifications on web and mobile web are, how you can use them to drive higher conversions, and the simplest way to set them up.

What are web push notifications

In its simplest, web push notifications are alerts or clickable messages that can be sent out on all devices, on different browsers. These notifications nudge the user to click or take an action.

Probably, the best thing about web push notifications is that they are received by the user at their first contact point with the web – the browser! On a mobile device, these notifications appear in a on notification tray. Desktop users can see these alerts or notifications next to their task bar.

Why do you need web push notifications

Web push notifications have become a popular choice for marketer and conversion rate optimizers, for one simple reason – they don’t nudge an internet user out of their comfort zone.

More than 50% of internet users are skeptical about sharing their contact information with a business, for the feat of being spammed. This leads them to often ignoring a newsletter subscription and instead opting for frequent visitors to a website instead to know about the recent updates.

But these frequent visits can turn to zero the moment they discover a competitive solution. That’s where web push notifications come handy.

Web push notifications don’t require the visitor to share their email address – a simple click on the ‘allow’ button is more than enough!

This leads to: 10X higher optin rates than emails.

But that’s not all. The instant and real time nature of web push notifications result in:

7%Average ROI

14%Increase in conversions

23%Average increase in CTR

16%Increase in average order value

How do web push notifications work

Here’s a simple walk-through on how web push notifications actually work!

A notification service, such as Google’s Firebase Cloud Messaging (FCM) makes it possible to send out notifications to mobile app as well as website users.

Use cases of web push notifications

Ecommerce businesses

  • Recover cart abandonmentCreate a sense of urgency, offer discounts or free shipping on items added to cart, and bring users back to complete the purchase.
  • Send time-sensitive price alertsIf the price of a certain product that a certain user has showed interest in buying falls, send out price-drop alert and get the user to buy faster.
  • Location-based tips and discountsInform users in vicinity about ongoing discounts in your nearby offline store. Get more in-store footfall and sales.
  • Back-in-stock alertsUsers can’t buy because the items they like are out of stock? Send item restock alerts and get them back to buying from your website.

Bloggers/Publishers

  • Engage with Relevant ContentSend out real-time alerts to users as and when an article of their interest is up on your blog. Keep them posted about all the recent reads on your blog that they might like.
  • Engage Instantly, Unlike EmailsUnlike emails, which users tend to often miss out on, get your new post alerts to reach your visitors in time and get clicked instantly.
  • Increase subscriptionsGet more users to subscribe to your blog with web push notifications. Send alerts to new and repeat visitors, asking them to sign-up for on your blog.

Online Travel businesses

  • Ancillary Cross-SellYour job is only half done when a visitor books his train or flight tickets from you. Help him manage his travel better. Cross-sell services like cab and hotel bookings, and make things simpler!
  • Flight Time RemindersKeep the busy traveler up to date about flight time and schedule. Inform him real-time as and when any changes happen.
  • Weather UpdatesHelp your customer pack the right stuff, suited to the weather of the place he is travelling. Destination expecting heavy rainfall, alert the user to pack an umbrella or two!

The dos and don’ts of web push notifications

While web push notifications are sure to get you better results than any other marketing channel, there are a few rules you need to follow.

The number one being, NO SPAMMING.

Do’s

  • Focus on personalization. Personalized push notifications are known to increase CTR by 25%
  • Be relevant. Deliver exactly what you promise. Make use of emojis but don’t overuse them.
  • Use Emojis. They are the new way millennials communicate. Moreover, they do not occupy much space.
  • Use an omni channel or multichannel strategy for sending out push notifications.
  • A/B test your push notifications. The more you test, the better you will understand what your users respond positively to.
  • Let your creative juices flow. Impressive and persuasive copy can be effective in increasing click throughs.

Dont’s

  • Do not send out generic messages to your users. Anything that does not interest them or will only put them off.
  • Do not send out too long notification messages. Keep it to 20 characters.
  • Don’t overwhelm your users with too many push notifications in a single day. This will only make them opt-out.

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A Creative Path to Advertising Management https://webcontentz.com/2017/11/30/a-creative-path-to-advertising-management/ https://webcontentz.com/2017/11/30/a-creative-path-to-advertising-management/#respond Thu, 30 Nov 2017 10:41:48 +0000 http://webcontentz.com/?p=30 By John Rossheim, Monster Senior Contributing Writer Many graphic designers and ad copywriters have great expectations for their creative careers: To produce award-winning creative for their in-house advertising department or for their agency’s most prestigious clients. But other creatives have another ambition: To rise into advertising management. They may be driven by intellectual curiosity, a […]

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By John Rossheim, Monster Senior Contributing Writer

Blaze a Creative Path to Advertising ManagementMany graphic designers and ad copywriters have great expectations for their creative careers: To produce award-winning creative for their in-house advertising department or for their agency’s most prestigious clients.

But other creatives have another ambition: To rise into advertising management. They may be driven by intellectual curiosity, a desire to lead, or just the potential to earn a higher salary. Whatever their motivations, advertising creatives who aspire to management face the steep challenges of moving into a starkly different professional discipline, even though the goal is still to create effective advertising campaigns.

“Some of the best creative talent I’ve ever witnessed made some of the worst managers in existence,” says Larry Woodard, CEO of Vigilante Advertising in New York City. Why? While designers and writers are expert at developing their own vision, those in management must mediate between creatives and clients, justify ad spending with hard numbers, manage people and collaborate with other managers.

The quantitative skills don’t always come easily to creative types. “Advertising management requires a very good understanding of the mechanics of consumer purchasing and the mathematics of using advertising dollars to generate sales and profit,” says David Hennessey, a professor of marketing at Babson College in Wellesley, Massachusetts.

Start with a Company That Will Help You Grow

The first thing designers and writers need to know is that they’ll never get into management if their companies want to keep creative in its own enclave.

Justo Nunez, owner of Leapfrog Marketing in Greensboro, NC, has blunt advice for creatives who are looking for a new employer: “Ask whether you’ll be stuffed in a back room. At our firm, we include the creative people in meetings with clients, because we want to expose creatives to client thinking.”

So when checking out a prospective employer, test attitudes toward creatives’ involvement with clients and the folks in allied disciplines whose jobs you might eventually seek.

“Creatives are a little bit that club in the corner that doesn’t have to talk to anybody,” says Kevin Mann, an adjunct professor of advertising at Syracuse University in Syracuse, New York. “That can be destructive in the long run. If your aim is to get out there, you’ve got to talk to everyone.”

So once you’re in the right work environment, it’s time to start learning on the job, whether the subject is account services, market research, advertising metrics, or media planning and buying.

Fill in Gaps with Training or Education

Although you can pick up a lot of know-how from colleagues, you may need professional training if you want to become a fully qualified advertising manager. “People who have a vision of moving up will often say, ‘I better go back to school and get an MBA,’ or just take a number of courses, even at a community college,” says Hennessey.

These days it’s possible for creatives to obtain additional education without disrupting their careers. “The steep learning curve is in some ways getting easier, because learning is online,” says Nunez. “The online material is getting better and better.” Nunez recommends programs like Second Wind, which caters to advertising agency professionals.

Still, some qualifications for management, especially interpersonal skills, may depend more on temperament than formal education. “The biggest problem with beginning creative managers is that when they don’t like what a creative produces, they don’t know how to communicate how to make the work better,” says Woodard.

Make a Reasonable Stretch

Once you’ve done the groundwork, you need to choose a realistic goal for that first position in management. For many, that means moving over to the account side of the business. “In our company, they would go from creative to client services,” says Nunez.

For creatives, this may mean a change in mind-set from pitching their own ideas to mediating. “Account executives translate between the creatives and the client,” says Mann, who is also creative director at Camp Design, a small ad firm.

In terms of specific positions, you might start as assistant account manager or account manager at an agency, says Hennessey. On the client side, working in a corporate marketing department, a former creative might be put in charge of media buying or advertising management for one product before being promoted to account manager or product manager.

This article first appeared on Monster.com

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Marketing Strategies for Profitability in Small Independent Restaurants https://webcontentz.com/2017/11/30/marketing-strategies-for-profitability-in-small-independent-restaurants/ https://webcontentz.com/2017/11/30/marketing-strategies-for-profitability-in-small-independent-restaurants/#respond Thu, 30 Nov 2017 10:39:51 +0000 http://webcontentz.com/?p=27 Marketing Strategies for Profitability in Small Independent Resta

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Marketing Strategies for Profitability in Small Independent Resta

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The Impact of Social Networking Sites on College Students’ Consumption Patterns https://webcontentz.com/2017/11/30/the-impact-of-social-networking-sites-on-college-students-consumption-patterns/ https://webcontentz.com/2017/11/30/the-impact-of-social-networking-sites-on-college-students-consumption-patterns/#respond Thu, 30 Nov 2017 10:38:30 +0000 http://webcontentz.com/?p=24 The Impact of Social Networking Sites on College Students Consum

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The Impact of Social Networking Sites on College Students Consum

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