Tag Archives: campaigns

The Art of Taking a Step Back

Photo credit: @WiredForLego

Photo credit: @WiredForLego

This week one of our account teams held an “Intense Period Debrief” – an opportunity to assess what went well, what could have gone better and what we can do moving forward to learn from experiences once a project is complete. The irony of this particular meeting was that, in taking the time to take a step back, much of what we learned from this particular account was the importance of taking calculated steps back more often.

The marketing world moves fast – new platforms, new products, content trends (this week it’s sarcastic polls on Twitter, FYI), changes in user behavior… the list of things that change actually changes itself quite frequently.

Add aggressive deadlines and high expectations to the list, and we’re frequently working in a world that pushes forward so fast that it’s easy to forget to step back and think strategically once a plan is in place. Ultimately, the best-laid plans don’t mean much if expectations aren’t set, processes aren’t communicated, and those plans don’t evolve based on trends and ongoing data.

Read more after the jump…

Psychographics > Demographics, and What That Means for Digital Marketing

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Marketing focused on interests more than demographics will net a much more specific audience

I came across a great Harvard Business Review article this past week outlining how psychographics (customer’s attitudes and interests) are just as important for marketers as demographics. The author outlines a couple of great examples of the differences between demographics and psychographics and why those differences are important for marketers, but more often than not we at GFM find the behaviors and interests of our target audiences to be much more important than their age or location.

Read more after the jump…

The State of Digital Marketing – 2015

GFM's Saint Joseph Hospital Opening campaign encompassed web, social media, media relations, SEO and digital ad campaigns.

GFM’s Saint Joseph Hospital Opening campaign encompassed web, social media, media relations, SEO and digital ad campaigns.

If you’re in the marketing communications industry, you’re probably familiar with terms like “content marketing,” “social media marketing,” “community management” – or simply “digital.” But can you explain the difference between each one? What does “digital marketing” actually mean?

Marketing departments and creative agencies are at a crossroads. Think about how greatly our work – our strategies – have evolved in the past five to 10 years. Marketing channels, consumer behaviors, third and fourth screens, mobile, SEO, distribution methods, customer service, thought leadership, media relations, bloggers/influencers, social networks, digital content, video, social advertising…it’s all different, and it continues to evolve. Marketing departments are struggling with where to prioritize budgets (and who to hire to do the work!) – and if any of you attended the Evolve or Die SXSW session this past March, it’s clear that traditional agencies have just as many questions about navigating the digital arena. Read more after the jump…