By Rex Hammock, CEO

One day, when we are looking back at how the coronavirus pandemic changed marketing, high on the list will be digital video—the streaming kind, the ubiquitous kind, the on-demand kind, the face-to-face kind, the always-recording kind.

Though digital video has been around for three decades, it has still been a mystery to marketers in many ways. But we’ve finally discovered that video isn’t one thing, it’s everything.

By: John Lavey | Hammock President/COO

The best kind of content is content that helps your customer solve problems and find greater success in what they do. In short, providing help not hype. Newly released data shows that high-quality content is more important than ever.

A recent report on B2B content consumption from Netline offers fascinating insights into the digital content consumption habits of decision-makers across a variety of industries.

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.

By: John Lavey | Hammock President/COO

The dramatic shift from print to digital media, one of the big marketing stories in our lifetimes, happened to coincide with the Great Recession that lasted from 2007 to 2009.

Marketers were more careful with dollars coming out of the Recession and for good reason. There were fewer of those dollars. Cheaper was appealing. And what better way for wary marketers to spend their dollars then on areas where they would be able to see the impact of their spend.