Recently, I asked a simple question of our team: In the past decade what has changed in your area of expertise? Our experienced staff average just over 18 years in the agency business. Here are a few of their answers:
In Marketing Technology
“Digital First, a strategy that DKY now employs, is a major shift in how companies build multifaceted campaigns, with everything ultimately leading back to their core website,” said Donnie Potter, Vice President of Digital.
“Responsive site designs have largely done away with the need for specialized mobile sites, and in many cases, have also eaten into the need for dedicated apps. Now, companies can create one website where the content dynamically shifts based on the viewport of the device from which they are viewing the content — from four columns down to one, etc. This allows all of the content that is viewable on a desktop device to be displayed on a mobile device.”
In Creative Design and Production
Creative Director Tom Probst said, “The advent of digital technology (and the accompanying attention-based economy) has transformed the media I work in. That said, the parallels between digital and physical—email to direct mail, banner ads to out-of-home, etc.—mean that many of the same ‘rules’ (and the benefits of violating them) remain valid. Still, the need for compelling ideas is as great as ever.”
In many ways I think marketers have moved away from seeking novel, remarkable, creative ideas to emphasizing the deployment of clear (not necessarily clever) messages across as many media/social/technology platforms as possible. Marketers seemingly have moved from “the big idea” to “the big delivery.”
Of course, the production tools we use to bring creative ideas to life have changed significantly. Faster, smaller computers with more powerful software allow us to simply do more.
“Mirrorless cameras eclipsed the DSLR, offering a lot of advantages,” said Craig Claeys, Senior Art Director. “Not to mention drone cameras, iPhone cameras, etc. All the camera/video gear went from being jumbo-sized to smaller, nimbler, lighter. It’s way easier to haul, manage and use.”
In Digital Marketing
Director of Digital Marketing, Tim Karlberg said, “Automation has allowed smaller, less sophisticated marketing teams to compete with much larger ones (on volume of activity, excellence of delivery, etc.). And because of improved wifi and cell networks, the role of video has increased dramatically, reaching bigger audiences literally wherever they are.”
In Social Media
“Ten years ago most social media networks were intended for friends and family connections. Now they’re used for business,” said Kendall Bird, Social Media Manager.
“Brands can drive revenue through social media reviews and ads that enhance the customer experience. Many consumers go to social media profiles first in their decision-making process to judge and assess whether or not they will make a purchase.”
In Public Relations
“Relationships with reporters and editors used to form solely by email and phone calls,” said Holly Donato, Vice President of Content and Public Relations. “Now you can study and engage that person on Twitter. You offer feedback, helpful information, and then, after establishing trust, suggest a story.”
What Lies Ahead?
We can confidently say marketing won’t be the same ten years from now. We can expect the use of AI to drive even more customized engagement between brands and customers. Data isn’t going away. More analysis of it will inform what marketing tactics work, and which ones will go by the wayside. Hang on folks, it’s gonna be a wild ride.
Until then, if your brand needs a marketing boost now, contact us.