Mediaboss Marketing

The creative industries help to define the look of an era. As much as architecture and literature have an enormous impact, the style and flavour of a decade is primarily decided by the creatives. While thats a privilege, it is also a responsibility that means creatives must be the ones to constantly push themselves to try new things. After all, nothings worse than stagnation.

Thats especially true in the media and marketing world. Too often brands find themselves playing catch-up with the trends being created for younger audiences, instead of working with them collaboratively. That risks alienating savvy millennial and Generation Z consumers, who recognise when theyre being sold to.

In order for marketers and creatives to stay abreast of visual trends,The Drum, in conversation with Adobe Stock and Dentsu in their latest webinar, will draw from Adobes 2020 Creative Trends report and explore some of the most important visual trends and sub trends for the year. Register here.

These insights are best gained by examining the tools people are increasingly using to create visual assets: as the capabilities of consumer tech increase, individual creators are able to produce multimedia works of art that have as great an impact as those created by brands and collectives.

The following includes some of the key take-aways from the latest Adobe 2020 Creative Trends report, across the topics of Visual Trends, Motion Trends and Design Trends.

One of the more striking visual trends is a return to the visual style of art deco but updated for 2020s sensibilities. The report notes that striking, nostalgic visual elements reminiscent of the bold Art Deco age have been bubbling to the surface. In response to the pervasiveness of sleek, flat, minimal design, vintage styles are being reworked to incorporate futuristic details while retaining their decorative appeal.

At a time when younger audiences are craving experience over product, the return to an art deco-inspired aesthetic is bringing the experience back into product. Everything from alcohol brands to restaurants are seeking to re-establish the primacy of luxury through this one particular visual style.

Similarly, the report also notes that Gothic-inspired visuals are creeping back into vogue, with stark neon colours being wedded to traditional compositions in order to update a particular style. The report adds: This aesthetic evokes an edgy mood that appeals especially to younger creatives.

Todays audiences are more aware about issues such as mental health, environmental devastation, and other humanitarian causes. Its no surprise that many are turning to the tried-and-true tropes of the documentary movie in order to take a stand and call for action. The report says: The discussion of climate, based on science and real policy ideas, will be a prominent part of many industries narratives in 2020. Brands and programs will be using a documentary film style to portray the challenges and possible future the world faces due to climate change.

Consequently, many of the video trends are towards stark, simple images of humanity juxtaposed against nature. Just as images like those from the Australian bushfires are eye-catching, so too are the images that demonstrate the impact of mankind upon the earth. From footage of melting glaciers to industrial chimneys against a natural backdrop, the prominent trend is using technology to disseminate footage of the Earth to inspire action and create hope for the future.

Movement Response The omnipresence of social media means that much creativity takes place on platforms like Instagram, Snapchat and TikTok. These platforms demonstrate the importance of authenticity and speaking directly to consumers. At the same time, in order to cut through the noise on social channels requires incredible creativity. The increasing sophistication of visual tools allow users to add flair to their videos:

Viewers now expect social media videos with exciting, interactive graphics. This new standard drive increased development of graphics that respond to movement, attracting eyeballs and increasing engagement.

The reality is that, while these trends are the most prominent at the moment, the language of visual design is changing rapidly. New trends are set to emerge all the time: and its vital that creatives understand both how to adapt to those trends, and how to help steer them using technology.

These trends and more will be discussed in detail in the webinar. The webinar will be moderated by Drum Network editor, Chris Sutcliffe who will be joined by Adobe Stocks EMEA manager, Richard West, global head of creative technology at Denstu, James Thomas and Sabrina Rodriguez, Dentsus global head of digital marketing. Register below and join on 27 Feb to explore the latest and most important visual trends for 2020 and learn how you can implement these into your campaigns.

Register here

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The visual trends that will define 2020 - The Drum

In general, social media marketing is a great way for a business to develop its brand, attract new customers, and promote its products and services. Musicians also need social marketing to expand their audience and fill their seats with playable performances. However, social media marketing can also affect a musicians career, so well see the pros and cons of social media marketing for musicians.

In addition to a large number of social media users (Facebook has two billion active users per day), social media users expect every musician to be real on social media. Your professional status as a musician will certainly improve thanks to professional optimization and the management of your social network. Profile Before analyzing the pros and cons of social media marketing for musicians, lets first look at the social media marketing strategies used by different musicians and how to buy Soundcloud plays.

With these tips for social media strategies, every musician can start a wonderful and great social media interaction.

It can be more visible on social networks.

You can reach a wider audience through social media. While traditional marketing tools help your brand interact with the public, social media helps make you more visible. This means that someone who learns more about you and cares about your songs can easily find out more about you in your pens on social media.

You can build loyalty and maintain relationships with your target audience.

Social networks allow you to present different aspects of your personality to your audience so that they love you more. Social networks are a great way to reach viewers and their content, show them that you care about them, get comments and complaints, and promote loyalty.

Social networks are sharing content or messages that you like. The best way to reach other target groups is via social media marketing. Take the Facebook example: If one of your fans shares one of your Facebook videos, another friend who has never heard of you will rate it and forward it to the Acapella Facebook group to which he belongs while you continue shopping the album. This way you can reach another audience in no time.

Social networks are an open window where you can speak to your audience and express your opinion about what you are doing well and what you are doing wrong. In addition to your audience comments, you can improve your position by viewing other seasoned artists using social media accounts to increase their followers and gain public trust.

Although you can force customers to buy quality products and influence the sale of your branded products, it can take some time before you consolidate your online reputation, your influence as a musician and your loyal followers.

Although you invest a lot of time, effort, and even money, you are unlikely to rank higher at night. In fact, no social media marketing strategy can popularize you at night, which means you need to stay up to date on the social media marketing game.

Social media is a free marketing tool that allows you to post free messages and reach many people for free or at a low price (with advertising). However, a musician cannot spend the time needed on social networks. In most cases, it is difficult to promote social networks. This means that you have to hire a freelancer, agent, or social media manager who is not cheap.

Social media marketing can take a long time to use for much more productive things. The most well-known experts who write essays who know what social marketing always says that you create great, publicly available content, pay attention to your name, respond to answers, stay up to date, stay in touch with the public and a lot of things more. to attract your audience.

There are many things on social media that distract your audience and prevent you from participating. Facebook has advertisements, Facebook groups, Facebook pages, friends and family and many other things that keep your audience moving. For similar reasons, it can be difficult to achieve a high level of social engagement and a clickthrough rate on Twitter.

Social media marketing for musicians has many advantages and disadvantages. The above is the most important and helps you decide whether marketing via social media is good for you as a musician or not.

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Emmanuel Almonor on his Plans to Expand the Omega Music Marketing - The Hear UP

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All the pageantry for catalogs might seem puzzling, given that print media and retail stores are struggling to compete with the infotainment hub of the smartphone. But although the number of catalogs mailed in America has fallen since its high of 19 billion in 2007, an estimated 11.5 billion were still sent in 2018. As retailers become ever more desperate to find ways to sell their stuff without tithing to the tech behemoths, America might be entering a golden age of the catalog.

The rumors of my demise are greatly exaggerated, says Hamilton Davison, the executive director of the American Catalog Mailers Association, which advocates for things like favorable postage rates and tax rules. Isnt that what Mark Twain said? In the late 2000s, a change in federal regulation raised mailing prices for catalogs, and as online shopping accelerated in the years afterward, a lot of companies abandoned catalogs in favor of email and social-media strategies targeting younger consumers. Those retailers included companies known for their direct-mail products, such as JCPenney, whose catalog had figured prominently in its branding since 1963 but was discontinued in 2010.

Five years later, though, the JCPenney catalog was back, in defeated recognition that the physical world still matters. You cant make me open your email, you cant make me open your website, you cant make me go to your retail store, but you can send a large-format mail piece I have to pick up, Davison says. Its invasive, but its welcome. Davison has a vested interest in the future of the format, of course, but his claims are borne out by research suggesting that even though catalogs typically arrive unbidden, consumers find them less presumptuous and irritating than marketing emails. The internet is too much like work, Davison says, while catalogs feel more like play. The internet is great if you know what youre looking for, he adds, but its a lousy browsing vehicle. Instead of being followed around online for days by ads for a product you already ordered (or considered and ruled out), you can peruse catalogs at your leisure and disengage fully when youre done. Its so analog, it almost feels wholesome.

From September 2018: What its like to wallow in your own Facebook data

Around the same time that JCPenney was returning to mailboxes, catalogs began gaining favor among newer companies. You can think about a catalog as a push versus a pull, says Matt Krepsik, the global head of analytics for Nielsens marketing-effectiveness arm. On the internet, I just have to hope that Matt discovers my website. When I send Matt a catalog, Im reaching out to him one-to-one.

Another benefit: Catalog-mailers can prospect by sending their books to whomever they choose, but most email-marketing services require retailers to gain consent from recipients. Thats partly because sending marketing emails without permission is illegal in some countries and partly because its against the rules of some internet- and email-service providersbusinesses risk having everything they send algorithmically disregarded as spam.

Continued here:
Why the Restoration Hardware Catalog Wont Die - The Atlantic

HaveYouHeard, the full-service agency launched in Cape Town 11 years ago and now with satellite offices in Johannesburg and London, has appointed its head of integrated execution, Victoria Gabler, as managing director.

Victoria Gabler

Stewart, who has been largely responsible over the past three years for re-structuring and re-skilling the agency to transform it from a small specialist mainly active in the influencer and social media spheres to a full-service agency able to meet the needs of any client or project regardless of size, hands over responsibility for the day-to-day running of the agency to Gabler.

He will focus on adding value for the agencys clients, as well as exploring unexpected opportunities for growth and building new revenue streams.

HaveYouHeard is in an incredibly healthy position with a very strong foundation, culture, team and systems that make doing good work exciting and stimulating, if not easy. We have a very unique offering and approach which clients are enjoying, have picked up exciting brands as new clients, and are perfectly positioned to be able to deliver very powerful work, he said.

It is therefore the perfect time for myself and co-founder Ryan McFadyen to relinquish day-to-day control and focus on what we do best, innovating within the creative world, by sharing responsibility for the agencys future with someone who understands its idiosyncrasies, who shares our passion and vision, and who has the skill set to quite frankly do a great job.

Victoria is undeniably that person. From day 1, she leveraged her strong operational skillsets, financial acuity and street-smarts to make us more efficient and pass those benefits financial and time savings onto our clients.

As head of integrated execution, she managed all execution departments from experiences, to activations, to influence, to digital, to production, to PR. Here, she did a phenomenal job of integrating our departments and teams, morphing them from silos into collaborative units. This had an immediate impact on our work and made us more efficient and effective so that we were delivering better outcomes, easier.

With her incredible ability to bring out the best in people and the teams they form, she is able to simplify and systemise excellence, and has earned the respect of everyone in the agency. Were very proud of her, how she has grown through our in-house development and leadership programme, and look forward to seeing her positive influence on our clients businesses, said Stewart.

Gabler has a strong background in FMCG, a deep understanding of the South African liquor industry, and a solid track record in activations and brand events. She studied Marketing Management at the Institute of Marketing Management and has a Diploma in Advertising from The Institute of Marketing Management.

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HaveYouHeard appoints new MD - Bizcommunity.com

Doug Camplejohn

Source: LinkedIn | YouTube

The new head of Salesforce's flagship software for tracking business opportunities comes from LinkedIn, which Salesforce tried and failed to acquire in 2016, losing out to Microsoft.

Doug Camplejohn, who had been a vice president of product management working on a tool that helps salespeople find prospects on LinkedIn, is now an executive vice president and general manager for Sales Cloud.

The move shows Salesforce tapping a person who has enjoyed a privileged view of social media-powered selling to lead Sales Cloud, the company's biggest product and the leader of the customer relationship management market.

Camplejohn arrived at LinkedIn in 2015, when it bought Fliptop, a predictive sales and marketing start-up where he was co-founder and CEO. At LinkedIn he worked on Sales Navigator, a tool unlike any other. It evaluates hundreds of millions of people listed on the business social network and identifies key people at companies who can help salespeople land deals. Sales Navigator can also automatically update services that manage sales outreach efforts, such as Sales Cloud.

Microsoft recognized the value of this approach, which is known as social selling. In 2016 Microsoft CEO Satya Nadella approached LinkedIn CEO Jeff Weiner after LinkedIn's stock fell on guidance that missed analysts' expectations, and the two discussed a possible business combination. Salesforce also saw an opportunity, and co-founder and CEO Marc Benioff reached out to Weiner just as Nadella had done. LinkedIn evaluated its proposals and ultimately went with Microsoft.

Since the $27 billion acquisition closed, LinkedIn has made it possible for companies to use Sales Navigator with Microsoft products, including Dynamics 365 for Sales, which competes with Sales Cloud.

Salesforce's Sales Cloud software goes back to the company's earliest days. It generated $1.17 billion in revenue in the quarter that ended Oct. 31, up about 15% year over year, representing about 26% of Salesforce's total revenue. Salesforce has also been expanding other parts of its business including the Service Cloud business, which crossed $1 billion in quarterly revenue in 2019 and picking up new capabilities through acquisitions like data analytics company Tableau.

Camplejohn takes over from Adam Blitzer, who had been interim general manager of Sales Cloud at Salesforce since September. Camplejohn, who in 2009 sold start-up Mi5 Networks to Symantec for $18 million, didn't immediately respond to a request for comment.

Lindsey Edwards, a senior director of product management at LinkedIn, has taken over as head of product for the Sales Solutions group that includes Sales Navigator following Camplejohn's departure, a LinkedIn spokesperson told CNBC in an email on Wednesday.

WATCH: CNBC's full interview with Salesforce co-CEO Marc Benioff

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Salesforce, which once tried to buy LinkedIn, hires an exec from the Microsoft-owned company to run Sales Cloud - CNBC