The Innovative Agency

Content is king. Accordingly, more and more brands are collaborating with micro influencers to create the sheer amount of content that is needed to gain traction today. But working with micro influencers can be complicated. In order to keep the machine in motion, an agency needs to wear many hats and stay in touch with many individuals. In this episode, David Morneau , Managing Partner and Co-Founder at inBeat Agency , digs into the details—the what, the why, and the how—of micro influencer marketing. We discuss: - The different categories of influencers - The content creation process - Managing disputes over content ownership - Safeguarding campaigns against negative associations To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website. Listening on a desktop & can't see the links? Just search for The Innovative Agency in your favorite podcast player.

Programmatic advertising: Every agency has heard of it. You might have even included it in a recommendation set for clients. However, not many agencies are fluent in it. In this episode, we take some of the mystery out of this high-tech digital marketing solution. Our guide, Lacie Edgeman, Partner at PrograMetrix, explains what programmatic advertising is and why the need to be in the digital space has never been greater. We discuss: - Misconceptions agencies have about programmatic advertising - Tips for how agencies should discuss it with clients - What you need in your Ad Tech stack - Picking a good partner for programmatic solutions Resources mentioned during the podcast: - eBook: Programmatic Agency Partnership Overview To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website. Listening on a desktop & can't see the links? Just search for The Innovative Agency in your favorite podcast player.

When two people are typing in the same keyword, how do you identify which one is statistically more likely to become a paying customer for your clients? That's the big question Jordan Bell, Founder and Chief Strategist at Agency Bell , wanted to answer. The answer lies in teaching the system to find things—behavioral cues within months of online behavior data—that we can't see. That's where artificial intelligence and machine learning come in. Far from something to be feared, they represent the future of marketing services. In this episode, we discuss: - Embracing technology, data pipelines, and automation in legal marketing - Managing the privacy implications of data within the system - Best practices for agencies looking to leverage AI Resources we mentioned during the podcast: - MAICON - Marketing Artificial Intelligence Conference - Contact Jordan at jordan@agencybell.com To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website. Listening on a desktop & can't see the links? Just search for The Innovative Agency in your favorite podcast player.

There's a channel at the intersection of OOH, broadcast media, digital media, and mobile media, where you can garner the undivided attention of millions of Americans. It involves a unique moment in a consumer's routine — a moment of consumer pause where brands can have a one-on-one conversation — and the messaging delivered at this moment has the potential to drive measurable results and create lasting brand impressions. Any idea what it is? Sean McCaffrey , CEO at GSTV, joins the show to talk about this unique media channel, a data-driven, national video network that reaches more than 1 in 3 American adults monthly when they fuel up their vehicles at the pump. We discuss: - How GSTV determines segmentation - Using attention as a metric - Partnering with agencies - The effect of the pandemic on consumer driving patterns To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website. Listening on a desktop & can't see the links? Just search for The Innovative Agency in your favorite podcast player.

Many agencies choose a vertical and use that to define who they are, what they believe in, and how they are positioned in the marketplace. But what if you chose to define your agency based on your core philosophy? How would that affect your services, your positioning, and your recruiting practices? Sue Kruskopf, CEO at KC Truth, joins me to share how her agency has taken the core belief of truth and incorporated it into every aspect of the business. We discuss: - Positioning based on a belief system - Translating a core belief into systems and processes - How a core philosophy can influence the physical space and recruitment To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website. Listening on a desktop & can't see the links? Just search for The Innovative Agency in your favorite podcast player.

There's a lot of fear surrounding data regulations right now. No marketing agency wants to get caught holding the bag when new regulations come down the pike. There's also questions around who should be responsible for compliance — the agency or the client? An agency that can navigate these complex waters — in a way that generates deep customer insights for both themselves and their clients — will have an immense strategic advantage over the competition. Phil Case, President & Chief Client Officer at Max Connect Marketing, shares why investing in first-party data is the key to gaining that advantage. We discuss: - Creating a product that helps clients understand data and data privacy laws - Why it's important to invest in gathering first-party data today - Moving from targeting individual users to categories of users To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website. Listening on a desktop & can't see the links? Just search for The Innovative Agency in your favorite podcast player.

As far as marketing segments go, college students skew towards being more environmentally and socially conscious. As a group, they also tend to respond to authentic messaging. But don't let that lead you to think that they are one broad homogenous category. College students, on the contrary, are a diverse and dynamic group, and for your marketing to be successful, segmentation is key. In this episode, I talk with Steve Schubert, Co-Founder & Partner at Newbridge Marketing Group, about how to create resonant messaging for college-aged students. We discuss: - How to segment such a diverse group of people - The power of a peer-to-peer model - Misconceptions around the college student audience Mentioned during the podcast: - Door of Clubs - Campus Collaborative - Campus Causes - Reach out to Steve: Steve@NewbridgeMG.com To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website. Listening on a desktop & can't see the links? Just search for The Innovative Agency in your favorite podcast player.

The RFP process — it's a process many agency owners love to hate. What if I told you there was a more efficient way to win new business? In this episode, Christian Banach, Principal at Christian Banach LLC, tells me about a more proactive, outbound approach to business development that helps you use agency resources more effectively and land clients that are a better fit. We discuss: - The shortcomings of the RFP process - Getting more systematic about business development - How thought leadership plays into it - Overcoming the mental block of proactive outreach To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website. Listening on a desktop & can't see the links? Just search for The Innovative Agency in your favorite podcast player.

Online is the new brick and mortar — and competition is fierce. Even one extra second trying to find a button online will cause a client to shop somewhere else. In this episode, I speak with Darwin Liu, CEO at X Agency, about the biggest changes he's seen while helping brands that sell to ecommerce buyers. We discuss: - Competition, diversification, and setting expectations - The importance of shaving clicks off the checkout experience - How online shopping has changed brick and mortar - The rise of social shopping and online marketplaces To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website. Listening on a desktop & can't see the links? Just search for The Innovative Agency in your favorite podcast player.

When it comes to creating impactful marketing that moves the needle, an effective ad is more valuable than a beautiful one. In the end, results are what matter to clients. In this episode, I speak with Wayne Mullins, Founder at the aptly-named Ugly Mug Marketing, about why he embraces this results-oriented philosophy and how he institutionalized it within his agency. We discuss: - Focusing on the metrics that actually mean something - How this philosophy manifests in the day-to-day of the agency - Foster a culture of peer-to-peer accountability To hear more from Innovative Agency owners, listen to The Innovative Agency podcast on Apple Podcasts, Spotify, or on our website. Listening on a desktop & can't see the links? Just search for The Innovative Agency in your favorite podcast player.