If we had to describe digital marketing in just one word, that would be the winner. Between new platforms, new technologies, new dreams and desires, the digital landscape is in a constant state of change. As our needs and wishes evolve, marketers are always shifting and innovating, blazing new paths just to keep up. It’s what makes working in digital so epic.
That’s why we’ll be keeping up with the digital world with a round-up of the trends and tech that are changing our industry and our society. So without further ado, here’s what’s up in the digital world — for now.
We SEOs know that what we do is best. We reign supreme and all other digital marketing specialties just wish that they were our specialty. They all want, just for a second, to bask in the awesomeness of true organic visibility.
Paid media might protest. They might say that organic results are just part of the whole. Paid ads come first and foremost in the SERPs and organic visibility cannot deliberately target the user at different touch points in their buyer journey, or gently remind the user to return to their site. And to that, we say, sure. You can pay for clicks and impressions. You can pay for lots of things, that doesn’t make it meaningful. We all know that PPC only exists to feed us SEOs granular data.
Content might also chime in. They would say that they spend their days crafting inspiring copy to cut through the din and address the user directly. They think that without them there would be no brand voice, that without them engagement would plummet. But we know that they are only here to flesh out our ideas, to strengthen our keyword themes with every word until we achieve visibility. They are the worker bees and we are the queen. Buzz, content, buzz.
And isn’t social media just adorable? With their hearts and likes and shares… so sweet. But we don’t actually care about social because Google told us that likes and shares don’t factor into the algorithm. Algorithm good. Everything else bad.
So is there any reason for SEO to think twice about social? Actually, yes.
The role of a project manager is complex: we manage timelines for tasks, maintain budget of the engagement and assess potential risks, all while creating human-centered relationships with both our internal team and clients.
To most people, this looks like checking off to-dos, poring over spreadsheets and bugging people a lot to make sure deliverables are turned in on time. But being a project manager is much more than just managing clients and tasks.
So, what makes a great project manager?
A great project manager manages the little details with a focus on the big picture. We should be thinking strategically about our clients, their goals and their challenges instead of saying yes to every request that comes our way.
This means that a great project manager knows when and how to tell a client no.
Brendan is 16. He lives in a major US city. He’s thinking about girls and college. He watches football and soccer. He plays video games. He’d rather text than talk on the phone. He’s also exposed to about 5 million ads per year, which he completely ignores. He has a laptop, iPad, smart phone, smart watch, and an Xbox. He’s always connected to more than one device. He’s part of Generation Z. He’s optimistic, and the future is an ever-expanding place that he wants to explore.
He consumes most of his “TV” content across his many devices. He’s never clicked a display ad. He reluctantly has a Facebook profile, but lives on Snapchat, Instagram, and apps that connect to the things he values. He doesn’t trust advertisers or brands.
Instead, he trusts his friends. He doesn’t understand when his experiences aren’t personalized and he’s disappointed when thinking of the lack of offline and online convergence. He expects instant everything, a connected everything.
Way back in 1999, during a strange time of disposable cameras and cargo khaki pants, psychological horror film The Blair Witch Project made its mark on the American film industry. Not only did this little indie film popularize the found-footage film technique and go on to become one of the most profitable films in cinematic history (it grossed 4,000 times its production budget), but The Blair Witch Project also became a game-changer in movie marketing. Its promotional campaign was the first to leverage digital as its primary marketing platform, an incredulous feat when you take into account the internet was still relatively new to the public at the time.
Fast-forward to modern-day movie marketing, and studios continue to leverage the digital resources available to them in their marketing efforts. From Deadpool (2016) and its hilarious use of Tinder and obscene, custom emojis to Carrie (2013) and its now-viral Telekinetic Coffee Shop prank (racking up 66+ million views on YouTube), current movie marketing efforts are slowly but surely entering the digital landscape.