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 learn more about the talent working on their accounts, from art directors to copywriters to account managers. The message? Don’t be shy about sharing company news and showcasing agency talent through LinkedIn – it helps pave the way to new opportunities.
Social and SEO
Dinsmore is keen on social media, and thinks the rest of us should be too: agencies should put more energy into direct engagement through social accounts like LinkedIn and Twitter this year. Conversations between brands and individuals are more beneficial than one-way broadcasts, offering a far more personal relationship – if people are talking to a person with a name representing a brand, rather than an anonymous brand mouthpiece, it works better.
And don’t neglect SEO. Overit will be promoting rich, original content using infographics, mobile apps and widgets through social sharing platforms like Digg and Reddit, increasing brands’ visibility and helping them grow in the process. And it’ll also be integrating micro video capabilities (think Vine and Instagram) – the videos might only last a few seconds, but handled creatively they can convey strong visual messages and, Dinsmore says, “leave lasting impressions on your audience.”