farmers insurance
By Rex Hammock, CEO

The term “campaign” is used in many ways, in various contexts.

A political campaign is the process candidates must successfully follow to be elected to a public office. A military campaign is a series of battles that are part of a larger war. An advertising campaign is a coordinated series of advertisements, typically using several media channels, that are tied together with a complementary style and personality. Each type of campaign reflects a recurring commitment, discipline and multi-pronged approach to success.

By Rex Hammock, CEO

Unlike most large corporations and industry associations that commission research to show how much their customers love their products, Google and other internet advertising networks have done something radical: They’ve used research to make the seemingly obvious assertion that “the online ad experience has sometimes fallen short of consumers’ expectations.” The result? Users react by adding ad-blocking extensions to their browsers.

By Rex Hammock, CEO

Google Trends is a clever tool that tracks user interest in search terms. The trends can be measured in increments of time ranging from a few hours up to 15 years.

Google Trends can also serve as a reminder that technology and marketing buzzwords have life cycles of popularity similar to the fads and fashions in any industry.

By Rex Hammock, CEO

The term “influencer” is one of those internet-era buzzwords that consumer-focused marketers use in the way business-to-business marketers use the term “thought leaders.”

In reality, these individuals have always existed. The newness of their influence is the way many have discovered how to circumvent the traditional gateways of media and celebrity.

By Rex Hammock, CEO

Does your company host webinars or an annual conference? How often do you publish digital media like newsletters, how-tos or user manuals?

Do you have a YouTube channel or do you make explainer videos devoted to teaching your customers or members how to best use your company’s products and services?

By Rex Hammock, CEO

Glancing around our offices today, I see people working on projects ranging from the development of a video documentary to a monthly customized print newsletter for a network of 60+ wellness programs. Some are working on a digital Ebook series, while others are developing a social media strategy to support the release of that series. Meanwhile others are putting the finishing touches on the next issue of an award-winning national magazine, along with the digital version we’ve published for a client the past 15 years.

By Rex Hammock

Content marketing can often seem like new labels applied to old ideas. In a broad way, it can even mean Broadway. At least, that’s what you may think after watching the Netflix documentary ”Bathtubs Over Broadway.”

Steve Young, a former writer for the “Late Show with David Letterman,” was the subject of the documentary directed by Dava Whisenant and co-written by Dava and Ozzy Inguanzo. The documentary is both funny and fascinating in its exploration of the heyday of industrial musicals.

By Rex Hammock

Last year I wrote, “Despite a constant stream of predictions from experts that ‘podcasting is dead,’ I still believe the golden age of customer-focused podcasting is ahead of us.”

Since the earliest moments of podcasting, I have been a true believer in its long-range potential as a cornerstone of any content marketing strategy. But until recently, I’ve been cautious about advising clients to make the medium the central focus of their content market strategy.

By Rex Hammock

For the past several years, Hammock has produced multiple digital media campaigns in various forms and formats, all with different marketing goals and purposes.

Early in the digital content era, many of these efforts were aimed at some type of lead generation or thought leadership. Today, marketers have discovered that content can—and should—play a central role in any ongoing marketing and communications program, from supporting a public policy effort to launching a new product to providing a constant flow of sales support in the form of video, social media and presentation materials.

By Rex Hammock

In the past, there were only a few paid media metrics that revealed the effectiveness of advertising. Two of the classics were “reach” and “frequency.” Reach was the potential audience size reached by an advertising campaign and frequency was the potential number of times a customer would come in contact with the ad.