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In my 20 years of selling media, I’ve learned that there are three critical rules to cultivate and grow a successful business relationship. Certain people communicate differently than others, and you learn to pick things up along the way. My top goal throughout my career has always been to get them to like me, get them to know me and then get them to trust me.

Most advertising professionals agree that the marketing funnel (while one of the most elementary concepts) is still a relevant tool for campaign success today. By creating brand awareness that is eventually fostered by engagement strategies, the consumer is encouraged to take action. Yet, if you ask most advertising clients what their primary goal is, they’ll say revenue – and rightfully so.  

Advertising, like many other industries today, faces an age of uncertainty.  Rapid advances in technology give brands more options than ever to tell their story to consumers, who are changing how and where they consume media.  While this phenomenon is altering the media landscape as we know it – channels like TV that account for the largest advertising investment face the greatest changes.   

On Thursday March 8th MBuy hosted our first Thought Leadership Summit: Building Successful Media Strategies in Today’s Complex Landscape. The event took place at the Ace Hotel Chicago, and featured a diverse spectrum of panelists from ABC 7 Chicago, Facebook, and comScore.

Generation Z, also known as iGeneration, iGen, Post-Millennials, and the Homeland generation, will be the focus of the advertising industry itself before you can say “selfie.” Generation Z is defined as persons born between 1995 – 2009.  The sweet spot for marketers is the 11 – 16 year old.

The days of trying fit a round peg into a square hole are over. Yet, not too long ago advertisers were marooned into pushing one-size-fits-all creative and hoping that mass appeal messages resonated with the entirety of their audience.

The AMA (American Marketing Association) Symposium for the Marketing of Higher Education 2017 was recently held in Atlanta, and this was MBuy’s second year as a sponsor.

As consumers, we are spending more and more everyday, simultaneously increasing consumption by greater numbers on a yearly basis. Since 2012, consumer expenditure in the United States has increased by approximately 14% in billion dollar values. Now you may be asking yourself why all of this matters. 

At the International Powwow (IPW) in Washington DC this past June, hundreds of Destination Marketing Organizations and attractions gathered to discuss the trends in Travel and Tourism. While the primary focus of the conference was not media, it was clear that every DMO in attendance understood the importance of showcasing their brand. Exhibitors leveraged brand identity and creativity to transform expo booths into anything from kayak stands, to wine cellars, sandcastles, and campfires. 

Nowadays consumers are using their smartphones for everything. Need to set an alarm? Need to call a cab? Need to buy groceries? Almost all our needs have an easy, instantaneous solution by using our phone. In 2017, U.S. consumers, on average, spend at least 5 hours a day on their mobile devices. Strong mobile usage has led to a great shift in how consumers interact with brands both online and in-store, and for that reason brands have been quick to implement mobile in their advertising strategies. 

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