IHOP®’s recent rebranding announcement on Twitter, from IHOP® to IHOB, is a good example of how the digital world can transform a simple strategy into a national debate. With over 366,000 followers, IHOP® reached a large audience without stretching their budget. This campaign was formed by a team of specialists to highlight changes to the traditional menu, and spark a conversation surrounding their brand. The jury is still out on whether pivoting to burgers was the right move for the IHOP® brand, but thanks to their digital team, awareness of their newest menu item spread rapidly and generated invaluable feedback from IHOP®’s customers.
— IHOP (@IHOP) June 11, 2018
With 77% of Americans online daily, digital marketing has become the most efficient means of achieving large-scale brand awareness. However, it is not enough to just hire a millennial and assume that they will figure it out. Unlike IHOP®, startups and small businesses need to build up a strong following before achieving larger goals. Digital marketing teams combine the skills and experience of multiple specialists to meet the marketing goals of companies and campaigns of all sizes.
Hiring a team is a step in the right direction but it’s important to choose the right one. Unlike traditional agency models, IMGE operates based on a team of teams structure; meaning that all players function as a team, and all teams work together. Before you take the leap with a digital agency, here’s what you need to know about the people who make up our team.
Meet the Key Players
Account Manager. Whether you are a political candidate looking to win by a landslide, or a company rallying support for an important social issue, your account manager will be your go-to for proposals and brainstorming sessions. Aside from prioritizing tasks and campaign goals according to your needs, account managers coordinate with the team to ensure that no opportunities for success are missed.
Marketing Strategist. Understanding the key platforms used by your target audience, the budget needed, and the resources required will add direction and focus to any campaign. Marketing strategists will take your long-term goals and determine the best approach for developing a sustainable competitive advantage. Plus, they monitor and optimize your online marketing strategy to increase its reach, as well as overall brand awareness.
Content Strategist. Conveying your brand image and voice is key to competing online. Whether you are sending emails or posting on social media, your brand should remain consistent. A content strategist will get to know your client base and competition to produce content that stands out from the crowd, while remaining representative of your brand. This includes monitoring trending issues, and developing your website for Search Engine Optimization (SEO) to increase organic traffic and reduce future costs.
Ads Strategist. Ad placement requires meticulous planning to ensure that you make the most of your budget. This involves setting up and tracking campaigns on platforms like Google Search, Facebook, and Twitter, as well as managing programmatic advertising. Ads strategists use microtargeting to make sure that your ads are seen by the right people. They also determine the best times to run ads so that you see a measurable return on investment (ROI).
Design & Development. From conversational ads for Twitter to b-roll for YouTube campaigns, your creative department will be an invaluable resource for every campaign that you run. Design and development specialists will handle everything from graphic design to building websites to maximizing accessibility. Quality images and videos are proven to boost overall impressions of your brand, which is essential to your success.
“Content is king but engagement is queen, and the lady rules the house,” advises Mari Smith, a marketing specialist for Facebook. Having great ads or an amazing website is a waste of time unless people see them. Your digital marketing team combines the skills of specialized strategists to ensure that your campaign is in the right place at the right time to attain your goals. Don’t get stuck in the past; invest in your future online.
If you are ready to expand your digital presence, check out what IMGE has to offer. With all talent in-house solutions, IMGE provides cutting-edge strategies to help you reach your business goals.