How To Become The Most-Respected, Most In-Demand Personal Brand In Your Marketplace with guest Chris Frank, CEO and Co-Founder of CFX
Be sure to tune into part II of this interview via itunes!
Be sure to tune into part II of this interview via itunes!
Megan Frank VP of Creative at Cfx Inc. was honored to accept Businesswoman of the Year this past weekend at the Pink & Pearls Luncheon hosted by Valeda’s Hope at Hilton St. Louis Frontenac.
Valeda’s Hope, a St. Louis non-profit group that navigates women through the breast cancer process from mammogram to survivorship and educates women on health issues presented this award for Megan’s outstanding achievements and involvement not only within the organization but personally as well.
Cfx Inc. has been a sponsor of Valeda's Hope since the beginning. We are always receiving compliments in regards to our website www.valedashope.org, thanks to Cfx, Inc.
As the evolution of digital marketing allows ad-targeting to become more and more granular, brands are finding new and innovative ways to reach out to their audience. Weather-based geo-targeting is a new type of "contextual advertising" being leveraged, which delivers tailored ads to people based specifically on the weather they're experiencing. Below are three companies that are capitalizing on this emerging technology.
Beer always sounds the most refreshing on a hot summer day. Owners of Coors Light and Molson Canadian Cider, Molson decided to experiment with weather-triggered ads for the two brands. Anytime the temperature rose above 74 and sunny, Facebook ads would be triggered that would say things such as "Summer heat? Simply say 'cider." Molson experienced higher clickthrough and engagement rates while running these ads, ultimately resulting in a lower cost-per-click.
BMW's xDrive four-wheel-drive system is especially effective in poor weather and road conditions. Accordiingly, BMW wanted their ads to correspond with inclement weather, so one year ago they deployed a Facebook video ad campaign that showed the true prowess of the xDrive system. They programmed their video ads to trigger based on inclement weather conditions all across the globe. Using users' location data and real-time weather information, BMW saw a 30 percent rise in engagement, and a whopping 16:1 return on investment.
Burton, a sporting goods and apparel company, took a slightly different route with weather-related advertisements. Burton added a weather-dependent tile to its homepage which would reference a visitor's local forecast, then make product recommendations that aligned with those weather conditions. Burton saw a nearly 12 percent increase in their website conversions.
Following the release of Brave, Eich also launched BAT (Basic Attention Token), a new cryptocurrency which will integrate with Brave to reward users for their attention, while allowing advertisers and publishers to serve fewer (but more targeted) ads, ultimately giving users access to the specific type of ad content they value.
Click here for an extended story by VICE on how cryptocurrency is changing advertising and how blockchaining continues to grow as one of the world's emerging technologies.
For many years now, digital advertising has been at the forefront of marketing efforts. Consumers spend more time on their devices than they do consuming printed media, and as such, advertisers have focused their attention accordingly. Ever since the implementation of digital billboards, there has been an uptick in billboard ad buys.
Social media has cultivated a visually-driven advertising world, opening up the opportunity for billboards to make a big impression that could ultimately lead to millions of additional impressions. Here are three things advertisers are doing to ensure that their digital and out-of-home campaigns are working together.
Location Is Key
Location is the most important thing to consider when planning an out-of-home campaign. Most importantly, the environment should reflect your brand. The easier it is for someone to stop and absorb your advertisement, the more lasting the impression will be.
Budgets and Partners
Adweek reported that the average cost per click increased 136 percent in the first half of 2017, and while digital pricing is rapidly increasing, billboard pricing has remained relatively stable. Figuring out how to effectively tie outdoor in with digital campaigns, and working with the right media buyer, can allow a creative play between digital and physical advertising efforts.
Make Digital and Physical Work Together
Tying digital ads to a billboard campaign can be accomplished in a number of creative ways. Using geotargeting, consumers can unlock special offers and features when standing near the billboard. Contests can even require fans and customers to take a selfie with the billboard.
As marketers and advertisers, our job is to design in a way that achieves measurable outcomes using the broad range of tools we have at our disposal. Today's audience craves a personalized experience, and technology has given us the opportunity to give them just that.
Now that we have thorough insights on our digital advertising efforts, we get more of a bird's eye view of the success (or failure) of our advertising efforts and design decisions. This opportunity to synthesize and dissect our successes can continuously help us design more thoughtfully.
We must approach design strategically, making the aesthetics of our advertisements more engaging than those of yesteryear so as to keep up with the experience the consumer wants.
Though our designs are made for a large audience, they are essentially aimed at a much smaller audience: the individual. Making an experience personal simplifies the level of understanding for the user, and enables interaction with the marketing message.
Blockchain continues to live in the shadow of cryptocurrencies like Bitcoin and Ethereum, but marketers and advertisers could benefit greatly from leveraging blockchain's decentralized ledger. Below are the three major ways marketers and advertisers are better targeting customers and increasing ROI through the use of blockchain technology.
Blockchain allows buyers and sellers to become more directly connected. Using a public key on the blockchain, marketers are able to identify and track potential prospects and their buying behaviors.
As new privacy laws are written to supplement the laws already in place, it is becoming increasingly difficult for advertisers to legally collect information from consumers. Blockchain will allow smart contracts to certify rights and privileges such as where data is allowed to be stored, used, etc. This will give marketers the ability to geofence data, thus keeping them ahead of the regulatory curve.
Marketers struggle to verify the identity of the person (or bot) on the other end of a click. The fact that 50-60 percent of clicks are performed by bots dilutes ROI calculations. Blockchain verifies the identity of their ad clicks and increases ROI while cutting down on fraudulent clicks.
Although blockchain is still a relatively new tool in the marketing and advertising space, once it becomes more commonplace marketers will be able to more effectively adhere to regulatory changes, identify users, and prevent fraud.
Whether referring to live chat interfaces on brands' websites, or voice-activated communication on devices like the Amazon Echo, the world is becoming not only more voice-oriented, but also more conversational. In this sense, brands are starting to connect with their audiences in a different manner than ever before.
Brands are beginning to gather individual data about their consumers so they can more accurately mirror their personalities, and ultimately, more effectively meet their needs. The information gained from today's conversational interfaces (social media, live chat, voice-activated devices, etc.) allows for brands to collect detailed information on behaviors, language patterns, and preferences. Simply put, brand recognition is no longer limited to logos and typefaces.
While brands are gaining the ability to become more human in their interactions with consumers, this conversation and compassion is going to become increasingly expected as a part of the customer's experience.
Craig Ward, a design director from New York, was asked to design a typeface specifically for England's 2018 World Cup kit. He wanted to create a typeface that hinged on the aesthetic of St. George's cross, so he modeled and animated the type in 3D software, featuring a combination of inline, outline and fill weights to achieve the twisting feel.
Web design has undergone tremendous evolution since the first site launched in mid-1991. Beginning as a simple text-based page, websites have now grown into fully-interactive, animated pages that can intelligently accommodate multiple interfaces including cell phones, tablets, desktops, and more.
Editorial designs are beginning to replicate beautifully-designed magazine pages, and with the integration of animation, the reader experience is being improved upon every single day. The animations featured in this article are elements of the portfolio of Poland-based designer Adam Zielonko, who hints at a potential new trend in web and visual design.
April 4th, 2018 will mark 50 years since the passing of Dr. Martin Luther King, Jr., one of America's greatest civil rights leaders. Today, Martin Luther King Day, also marks three days since the passing of St. Louis' very own civil rights activist, Frankie Muse Freeman (better known as "Frankie Freedom") who was 101 years old when she passed.
Join us as we take time to honor and remember the values of these pioneers of change.
By 2021, the United States alone is projected to spend close to $120 billion on digital marketing. With over 50 percent of ad traffic being generated by bots, marketers have no guarantee that those ads will result in conversions. Blockchain and smart contract technology is aiming to change that.
Ethereum's blockchain technology allows for the secure storage and distribution of transaction information, and restricts it from being copied or manipulated. Effectively, this blockchain will remove the need for middlemen when it comes to buying and selling things, including digital marketing.
Google and Facebook currently control the digital marketing sector, but Ethereum's blockchain is already being employed by the search engine BitClave. BitClave allows users to decide how much data they release to advertisers, and compensates them for that data, ultimately removing services like Google AdWords from the equation. Although a new technology, it seems imminent that blockchain will continue to change the landscape for online advertising by connecting the business directly to the consumer.
Thanks to our clients, Cfx family and friends, it has been another amazing year at Cfx, Inc. We celebrated our 16th anniversary, witnessed a total solar eclipse, and enjoyed working with our stellar clients.
T’was the day before cfxmas and back at the shop ...
Chris was on his 6th donut about ready to pop.
Carla was delivering gifts in a holiday flurry, after wrapping and wrapping ‘til her vision was blurry.
Amy was double checking that all FA’s had paid, while proofing copy ensuring all edits were made.
Wesley was up to his ears in red ink, while posting the latest Instagram link.
Nick was on the phone with the team from the Castle, Saying, “no problem - we got this it‘s never a hassle!”
Adam was rockin’ his mad icon skills, hoping the smell of capers wouldn’t soon make him ill.
Megan was checking that all was just right, for when the Cfxers arrived for the party tonight. Ensuring the stockings were hung by the chimney with care, in hopes that the crew would each soon be there!
So, raise your glass (whether it’s water or beer), Merry Christmas to all, and to another great year!
We're all familiar with "Best of the Year" awards: best movie, best song, best book, best albums, best tv series, word of the year, etc. Just about any category you can think of is funneled into a "best of" list.
We recently stumbled onto Pantone's "Color of the Year", and couldn't think of a more relevant "best" that pertains to our industry. Not only that, but the rationale they provide for declaring these colors the best of each year are poetic, to say the least.
Pantone has already declared the color of 2018 will be Ultra Violet. The reasoning behind Pantone's selection is not what you might think. It pertains not to design, but to something much greater.