Can You Plan and Manage What You Can’t Measure?

1 Comment

Can You Plan and Manage What You Can’t Measure?

October has always been my favourite business month.

With summer vacations and the flurry of September catch-ups behind us, October shifts towards serious 2018 strategic planning.  It’s an opportune time to have honest conversations with clients, review past program performance (good and bad), scrutinize earned | owned | paid ecosystems, consider new team talent and creative thinking, and ask lots of questions.

Clients each have their own unique business needs heading into a new year, but senior leaders across the board continue to stress that communication and marketing efforts should not only create awareness but also drive audience action.

And rightly so. Digital agencies need to be accountable to business results. They also need to be prepared for, or leading, recommended tweaks in strategy or shifts in spending to better align to objectives. This preparedness is the recipe for a stronger and longer partnership.

Consider this summer’s P&G shockwave – they cut more than $100 million in digital marketing and said the change had little impact on their business.  Reading deeper, one can quickly rationalize why the move to halt media spends on sites ruled by bots or featuring questionable content was prudent.  Still, I wager that industry mismanagement examples of this magnitude could have a rippling effect; sowing at least a few seeds of doubt among Canadian marketers and their confidence in agency partners.

When you reframe a problem like the one P&G encountered, you often unlock innovative thinking. This shows why measurement matters: scratching below surface metrics is a must, and demonstrating action beyond impressions needs to be considered.  Let’s face it – as one small example, who in their right mind wouldn’t want to know what their best performing content is, based on business objectives?

Heading into 2018, Agnostic will continue to work with clients to fine-tune models that help interpret content, campaigns, and influencer performance – including lower-funnel outcomes like consideration, purchase, and loyalty/advocacy. Smarter data collection allows us a better understanding of how programs influence action, with the bonus of delivering business intelligence beyond simple reporting.

Is my October shaping up better than yours?  If you’re interested in learning more about better measurement as a gateway to more strategic planning and demonstrating program impact, just let us know. 

1 Comment

Comment

Agnostic helps Canadian Red Cross mark one-year anniversary of Alberta wildfires

One year after devastating fires in the Regional Municipality of Wood Buffalo forced tens of thousands of families to flee their homes, Toronto-based  Agnostic, Environics Communications’ digital and creative arm, worked with the Canadian Red Cross to launch an online campaign that thanked young Canadians for their tremendous support.

“We’re Still Here” was developed to remind Canadians that on the ground efforts to recover from the fires will continue in the months and years ahead. Anchored in video and social content, the campaign brought relief efforts in the Fort McMurray area to life and showcased dollars at work in the form of housing assistance, financial aid and volunteer hours. The video was followed by a series of 360° images that showcased the devastation, but also the progress of the recovery efforts underway in the region.

 

“Daily information overload has us all constantly distracted from the things and events that we deem most important in our lives, and competition for screen-time attention and thumb-stopping power is no different,“ says Steve Acken, Senior Vice President of Agnostic. “This poses a real issue for disaster relief organizations, like the Canadian Red Cross, where awareness and support from the media and public is critical.”

The campaign resulted in more than three million impressions, reaching more than two million young Canadians, driving thousands of social interactions and hundreds of newsletter sign ups from young Canadians wanting to learn more and follow the community rebuilding efforts in Fort McMurray.

“The Alberta fires may no longer be a trending topic, but this disaster’s lasting and far-reaching impact is still a reality for those living in the Fort McMurray area,” says Sara Falconer, Director, Digital Communications, Canadian Red Cross. “We saw an opportunity to strengthen our emotional connection with Canada’s youth, thank them for their tremendous support, and remind them that their donations and contributions continue to have a lasting impact. Agnostic was able to bring this sentiment to life for us.”

To learn more about the Canadian Red Cross, visit RedCross.ca.

Comment

The Power of Video

Comment

The Power of Video

We work with some of the world’s leading companies to develop highly-engaging video stories that  speak to their audience, and leave a strong, lasting impression. Watch below to see how we’ve helped to bring their brand voice to life. 

Comment

Comment

Can I Use This Picture?

We're constantly being asked by clients and colleagues if it's OK to use a particular picture that was found online. Our usual response is "Well... It depends...". Everyone's favourite answer to an easy question.

Well yesterday, Curtis Newbold (The Visual Communication Guy) created something pretty awesome to answer all future questions about copyrighted images:

Via The Visual Communication Guy

Via The Visual Communication Guy

It's a bit lengthy, but you get the hang of it pretty quickly. It's also a great way to learn about Creative Commons and other online Intellectual Property rules.

Read his full article on it here

Comment

Leave Social Media Alone!

1 Comment

Leave Social Media Alone!

Do you remember when everyone was talking about Web 2.0? How everything needed to be 2.0? So much so that it eventually became a joke?

The truth was, there was no “2.0” anything. No new technology or specific design treatment. It was a rallying cry to get more people excited about an interactive internet where people could chat with each other, collaborate with each other and exchange data, instead of just viewing it.

1 Comment