Modern-day marketing and advertising have become overrun with companies fighting to get consumer attention. Some tactics are clean and straightforward, some try too hard to be clever, and many try to rip off the success of others. In many cases, considerations for the core customer get lost or misguided based on the medium, to name but a few examples I often see in the wild: Social media icons placed on out of home media (billboards, bus shelters, magazines) that do nothing more than to say to the customer: "we're on Facebook." Congratulations, so are every other company. Long URLs on advertisements that very few people will recall 30 seconds later. White text on a bright background (or dark on dark, etc.) makes for hard to read ads as people (or moving objects with the advertisement) pass or maybe impossible for colorblind people.
Digital Media & Search Marketing
As Halifax’s most historic hotel, The Lord Nelson has done an incredible job in preserving their elegant and timeless persona since 1928. Ramping up to a huge renovation of the hotel’s interior, it was the perfect time to revamp and redefine their online presence.
Online advertising began in the early 1990s. AT&T purchased the very first display ad in 1994, and 44% of people who saw it clicked on it. At the time, it was just something fun users could engage with. By clicking through, users were rewarded with a website and video, which playfully imagined the future of the internet.
The digital evolution of marketing has gotten much of the ad industry pretty hot and bothered over the last decade. Everyone wants to be an expert, a ninja, a maven, a guru - but are we really digging in and working to understand digital marketing in its ever changing state? One of the common critiques we hear in this business is that some people just don’t “get digital”.
It’s no longer a question of digital versus traditional marketing, now the challenge is cultivating strategies where the two can work in unison. When a brand is able to effectively convey a consistent message across traditional and nontraditional channels it’s a beautiful thing. The goal is to make these messages come across seamlessly and with ease, but behind the scenes these campaigns require a lot of planning and can be tough to pull off.
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