The customer journey is not a simple funnel anymore. With the introduction of multiple digital channels, it’s become more complex with touchpoints across multiple channels over time. How do you improve the customer experience while implementing effective touchpoints? Here are four ways you can get started. #1. Sweat the Small Stuff Even the best companies have some gaps in their … Read More
5 Reasons Your Brand Should Consider An Influencer Marketing Campaign
“Influencer marketing” seems to be on the tip of every marketer’s tongue this year…But what IS influencer marketing? Influencer marketing is a type of marketing that focuses on using key, industry leaders to drive your brand’s message. This is often done by using social media, and content marketing. Simply put, It can open up a ton of new opportunities for … Read More
5 Emerging Digital Trends That Will Make A Difference In 2017
In 2016, we saw numerous ups, downs, and unexpected digital trends. As you kick off 2017, prepare to see some exciting developments that may impact your marketing plans. 1. Live platforms – a new media play Live platforms like Periscope and Facebook Live have emerged over the past couple of years, quickly becoming a popular way to engage with customers. … Read More
Is Your Agency Style Without Substance?
We’re all familiar with agencies whose portfolios flash one campaign after another. Take a closer look at their case studies — did they accomplish specific objectives? At Hardman Group, we think through marketing problems and build programs that deliver measurable results. We recently launched a new brand strategy and social media campaign for VISION EASE Lens, a global ophthalmic lens … Read More
3 Questions To Ask About Your Ad Agency
You did your homework and hired the ad agency you thought would take care of your brand. Have they? If the answer is no, you’re not alone. Ask yourself three simple questions: Do you like how your agency thinks? Did your agency help solve your marketing problems? Do you like the insights your agency provides you? If you can’t answer … Read More
2016 Election: All About the Message
When I last posted, I talked about the advertising lessons then-candidates Donald Trump and Hillary Clinton offered to us. We looked at their strategies through the AIDA lens. Now that we have a winner, we can review the campaigns even further. Donald Trump crafted the winning message and, as Paul Ryan noted, heard something that nobody else heard. He acted … Read More
Trump, Hillary, and Lessons in Advertising
If you’ve followed me for any length of time, you know there are a few things that I repeat, namely strategy and measurement. Make sure you have a strategy and make sure you measure it to know whether or not it’s effective. That’s what we’re about to do thanks to the always-engaging presidential race. Because typical elections feature paid media … Read More
It’s All about the Results
Having the most creative campaign ever doesn’t mean a thing if you haven’t achieved your goal. The classic case, of course, remains pets.com. That sock puppet was hilarious! But the site eventually went out of business. Measuring the success of a campaign is crucial to being effective. I’ve written about this before, and it’s so important that I think it … Read More
Why Your Business Should Be Blogging
Blogging is easily one of the most important assets to your brand’s inbound marketing strategy, and with the right content, your brand can greatly benefit from blogging’s effects. Blogging works. Let’s take a look at the numbers. Companies nearly double their sales leads by increasing blogging frequency from 3–5 times per month to 6–8 times per month (Hubspot). Websites with … Read More