Tag Archives: digital media

The Social Media Advertising Landscape Is Changing Drastically

weekly-reads-header-5

While Facebook and Google still own the lion’s share of digital and social media advertising, the landscape at the platform level is undergoing a seismic shift. The days of creating content that is intended to work on multiple platforms are long gone and the era of hyper platform-specific creative is here to stay. 

Facebook

Fast Company: Facebook promises to nix its tools for discriminatory ad targeting

If you advertise on Facebook you may have seen recent updates notifying you that certain targeting options being used in your ad campaigns may soon be going away. Facebook has already removed many targeting options that may allow individuals to be targeted “on topics that relate to potentially sensitive personal attributes, such as race, ethnicity, sexual orientation, and religion.” The rest of the targeting options will be removed in the next 90 days.  Read more after the jump…

The Murky World of PR, Advertising and Branding

I recently met with a new business prospect who quickly reminded me how blurred the lines haveDSC_6195 copy become between marketing and communications: public relations, branding, advertising, etc. Going into the meeting, I thought the prospective client was looking for a public relations partner for his growing company. As the meeting went on, he also discussed branding and advertising needs, desire to build more awareness for his company, develop a logo and signage, and the list went on. While I was intrigued about his passion, I realized that he wasn’t sure about what he needed and how to prioritize those needs.

My colleague recently blogged about How to choose (and work with) a PR firm, which is very helpful in selecting the right PR partner. But what do you do if you don’t know what type of firm your company or organization needs? First and foremost, it’s critical to understand the differences between what the various disciplines do and don’t do, where their core competencies lie and how to select the right partner.  The following are some basic explanations of the three primary disciplines to get the wheels turning.

 Public Relations Agency:

A public relations (PR) firm, also sometimes referred to as a marketing communications agency, will work with an organization or business to build brand awareness, thought leadership and credibility among target audiences (consumers, employees, shareholders, communities, etc.). One of the key strategies used in PR is media relations, or proactive outreach to reporters, bloggers and other influencers to secure their interest in covering a product, service, trend, industry or person. This is referred to as earned media as opposed to paid media (advertising). While I come from a PR background and am slightly jaded, there have been numerous books and articles written on the added value of third-party credibility that earned media provides (a reporter or blogger covering your company) over paid media (buying an ad to describe your company). Other strategies that fall under PR include employee communications, crisis communication and reputation management, social and digital media engagement, cause marketing and analyst relations, to name a few. PR is about engaging target audiences to develop authentic relationships across various mediums.

Read more after the jump…

The Evolution of 5280

In an age where magazines are getting smaller, and Colorado has seen its share of magazines, come, go and be sold (now Westword will be owned by the Village Voice), it’s refreshing to see 5280 continue to thrive. With a monthly distribution of 85,000, making it Colorado’s largest local magazine, Denver’s Mile High Magazine will celebrate 20 years next year.

One of my GroundFloor Media colleagues recently met with assistant editor, Daliah Singer, who shared the following insights about the magazine and 5280 Digital.

According to Singer, 5280’s digital landscape is exploding. They are trying to post six to 10 blogs per day on topics ranging from the outdoors, sports, culture, food, and volunteering. Singer suggested reading the blog to learn more about the topics and what they like to cover on which day.

Other Takeaways

  • Multimedia is growing, so you will soon see more slideshows and video
  • The magazine and web will have more crossover; not all the content will make it in to the magazine, so readers are encouraged to visit the web for additional coverage
  • And as with all monthly magazines, they work at least three months out
  • January and February are traditionally smaller issues