Should you create a media-plan first or content-plan first? When you ask, "what do I want to tell customers?" instead of "what do customers want to hear from us?" you're creating a silo-driven content marketing plan that often fails to engage. Such is the premise put forth by Traction Strategy Director Jabeen Yusuf in her recent article for Forbes.com.
Last week, I got a huge honor from the folks at MediaPost when I was named an OMMA Online Creative All-Star. According to editor, Joe Mandese, this is like their Hall of Fame for digital marketers, so it was flattering and humbling to get this recognition.
Last week, Traction's own Theo Fanning, James Robinson from Agency 215, and DJ O'Neil from HubStrategy shared their thoughts on brand storytelling with Yahoo and the attendees of sfBIG's Storytelling; Brands As Characters, And Stories Across Media breakfast session.
We are looking for a talented front-end developer to join our web and email dev team. Candidates should have prior experience developing both exceptional HTML email and XHTML/HTML5 web pages. The ideal individual will have the ability to learn quickly and a keen eye for detail. This position is primarily at our offices in San Francisco, with some time spent working onsite with our clients in Cupertino and Sunnyvale.
"Best and brightest" is a term often applied to our CEO Adam Kleinberg - a term we never get tired of hearing nor seeing in print. So it's with great pride that we announce Adam's inclusion on the MediaPost 2013 Online All Stars list.
A week ago, I spoke with my client Julie Smith, who heads up education marketing at Adobe, at the iMedia Brand Summit in lovely Coronado, California. Our talk focused on three case studies that reflect how content marketing has shifted Adobe's overall approach to marketing.
Entrepreneur Magazine and Team Digital are at it again with the latest - and last -installment of their ongoing online question and answer series. With an eye towards the industry's future, the final prompt posed to their board of advertising and marketing professionals was: What's your prediction for the next big marketing trend?
Last week, the ANA released the results of a survey saying that the number of brands with in-house marketing teams has risen dramatically over the past 5 years. This is no surprise to the folks at Traction who encounter that reality every day.
When we started Traction 12 years ago, we worked frequently as a snap-on team for larger agencies like McCann and Grey for our first couple of years. Later we worked with Macromedia's in-house team. Then Bank of America's. And others.
What have we learned? Sometimes find those in-house teams to be a competitive threat. In others, they can be our best clients. The secret to success is consistently demonstrating value while making collaboration a core element of how you work.
This morning I wrote a piece for Ad Age that delves deeper into how agencies can fend off the threat of marketing services moving in-house.
This week I was quoted by Cotton Delo in a story in Ad Age about the disgruntled customer who bought a Sponsored Tweet to complain about British Air. Apparently, social media superhero, Gary Vaynerchuk, read the quote and was quite disgruntled about what I had to say. So disgruntled, he created a video rant and blog post about it.
It takes a lot of resolve, innovation, creativity and work to grow an agency in a down economy. This year Agency Post celebrated "the business of advertising by showcasing 100 agencies that demonstrated fortitude, strong relationships, great work, and strategic ideas" with their 2013 Agency 100 listing. As with all our awards and accolades, Traction is honored to be included on this list.