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Dan Dinsmore, CEO of Albany-based agency Overit, on how agencies can succeed in 2014

New year, new oppor­tu­ni­ties, new ideas; art direc­tors and account man­agers who want their online adver­tis­ing agen­cies to go on ris­ing in 2014 might do well to heed advice from Dan Dins­more, the CEO of award-win­n­ing New York cre­ative agency Over­it. He offers some intrigu­ing point­ers on what’s like­ly to be hot in Adland this year. Get the con­tent right and embrace the PR pow­er of Linkedin  In a guest arti­cle for Tech Cock­tail, Dins­more pre­dicts that con­tent mar­ket­ing will attract more atten­tion in 2014 – but agen­cies must set spe­cif­ic goals for their con­tent strate­gies and make sure they’re using the right met­rics to keep tabs on effec­tive­ness. He also feels that brands need to think more orig­i­nal­ly about the kind of con­tent that will gen­uine­ly inter­est their tar­get audi­ences, and avoid sim­ply using the same chan­nels with­out vari­a­tion – fol­low the media the cus­tomers are using, and exper­i­ment with new con­tent expe­ri­ences to grab their atten­tion. But to keep those projects rolling in, art direc­tors and account man­agers should get savvy with PR and keep the agen­cies’ LinkedIn pro­files reg­u­lar­ly updat­ed. It’s become aston­ish­ing­ly pop­u­lar and, at Over­it, it’s proven indis­pens­able for build­ing rela­tion­ships with reporters, help­ing clients…

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