Are you marketing for impressions or impact? with David Phillips

11/29/19 • 33 min

Anstice aCast - Candid Conversations on Modern Marketing

Shownotes

1:10 - the difference between impressions and impact
3:00 - the gap between media impressions and business impact
5:41 - the role of numbers in business
7:12 - why the point of data isn't data
8:43 - the difference between relevance and customization
12:26 - personalization is not the goal
15:01 - why content and context both matter
18:56 - why marketers need to care about ad placement
22:18 - the challenge of measuring impact
27:40 - why marketers are smartly driving into a ditch

References

IPA report - The Crisis in Creative Effectiveness
WARC - The Seven Deadly Sins in Advertising
David Phillips on LinkedIn
NLogic's Website

Shownotes

References

IPA report - The Crisis in Creative Effectiveness
WARC - The Seven Deadly Sins in Advertising
David Phillips on LinkedIn
NLogic's Website

Previous Episode

How to plan for your next content marketing shoot with Noah Fallis

If you’re like us, you want to get as many assets out of every photo and video shoot. That used to be an easy task when companies only needed couple of images for print ads and a 30 second commercial for TV. For decades the ‘MadMen’ mantra had ruled the shoot. The right (single) message, to the right people (your choice of TV, print, direct mail or OOH), the right number of times (the rule of thumb 3 frequency).

Today, a ‘simple’ shoot isn’t so simple. There is a lot to consider and to get it right, we need to spend more time than ever before in pre-production planning.

Let’s use a video campaign to illustrate this point. When the video is shot, we’ll need to think about how it will be optimized for 9x16 Instagram Stories, 4x5 Facebook newsfeed sound off environment, 16x9 skippable YouTube TruView ads and passive TV consumers. Take all the other supporting assets for Pinterest, Blogs, Vlogs, LinkedIn, email, etc. and I think you can see how complicated this can get.

So how do you turn a photo shoot into a content moment?

How do you get dozens or even hundreds of assets to fill your content marketing strategy?

Listen to your host and Anstice Digital Director Marc Binkley in this conversation with content strategist and producer Noah Fallis as they discuss dozens of questions like these. If you’re a Canadian and have been on the internet in the last 5 years, there’s a good chance you’ve seen Noah’s work. As the founder of Glean Content Agency, Noah and his incredible team have devised the content strategy and production for clients like SportChek, Canadian Tire, CTV and Honda to name a few.

Show Notes:

1:44 - Does the size of a company change the needs of their content requirements?

2:29 - what is content marketing?

4:01 - Are there different types of content for different purposes?

5:38 - How do you get the most out of a content moment?

7:41 - Is there one tip you can offer to people planning a content shoot?

9:13 - How do you choose a content producer?

11:34 - How do you keep your brand consistent across all content?

14:22 - How do you create content for each platform?

16:20 - How do you balance brand, content, audience and platform?

19:53 - Do all digital videos have to be short format?

Next Episode

The Power of Word of Mouth Movements | Geno Church

In today's episode of the a-Cast, host Marc Binkley interviews Word of Mouth Marketing hall of fame inductee, Geno Church. Geno is the Captain of the creative consulting firm called The Shared Ship. The Shared Ship works with individuals and organizations to transform their internal community as well as build movements of external community advocates.

Prior to The Shared Ship, Geno was the Director of Discovery and Strategy at Brains on Fire. During that time he worked on a number of radically innovative projects and high profile clients to help connect brands and customers through word of mouth movements. Geno is in demand as a keynote speaker and author of two spectacular books called Brains on Fire and The Passion Conversation.

In this interview, Geno shares his thoughts on the power of truly connecting with people. Geno expands on several great topics like the difference between storytelling and advertising, why real life connection is better than online communities, the Fiskar's brand community he helped build, the connection between employees and external customers and how marketers can better incorporate the use of community in their marketing toolkit.

Listen to this podcast and let us know what you think!

Time Stamps

1:24 - How did you get to this point in your career?
17:00 - The big challenge facing marketers today
20:31 - The difference between an advertising guy and a story maker
26:37 - How brands can manage the perceived 'loss of control'
33:38 - The connection between employee and customer communities
40:28 - The difference between the bottom line and The Fight.
44:08 - Word of Mouth isn't just about social media
51:32 - Can you build a great brand without a great culture?
59:29 - Tips on starting your own movement

References

Brains on Fire company

Dear Pirates for Good

First things First Manifesto

The Invisible Hook - The Hidden Economics of Pirates

WOMMA - Word of Mouth Marketing Association