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Be Responsible with Investment Dollars that Come from Playing the Funding Game

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Good news for those energetic and enthusiastic dreamers looking to embark on a journey of growing an existing business or those looking to break away from the regular paycheck world. Lending institutions are approving business financing requests at a higher rate than ever before. According to the Biz2Credit Small Business Lending Index™, the June 2018 loan approval percentage rose two-tenths of a percent from May’s figure of 25.9 percent, the highest since 2015. The trend credits the continued strength of the overall economy and emerging optimism among entrepreneurs for its performance, according to a National Federation of Independent Business (NFIB) survey.

While new businesses continue to look to personal and family savings for their initial funding, a growing number of businesses are taking advantage of an expanding menu of financial sources. Angel investors, venture capitalists and online lenders are busy investing in high-growth and high-risk opportunities. A recent PricewaterhouseCoopers “MoneyTree Report” indicates that the U.S. market experienced a record second quarter in 2018 for venture capital funding activity. “Times are unusually good for Main Street businesses and their lenders now,” said William Phelan, president of PayNet, Inc. “The combination of record-high credit demand and low credit risk for main street businesses signals that higher profitability is in store for commercial lenders — especially those with technology systems currently in place that can minimize costs.”

One historic constant of business financing remains the fact that starting or growing a business requires cash; lots and lots of it.  Acquiring the necessary capital to get the shelves stocked, the doors open, and enough sales to get the revenue flowing, remains the most difficult aspect of startups and the number one reason small business startups fail. Most new businesses will remain dependent upon infusions of cash for at least 12 to 18 months until revenues from business activities catch up to startup costs. Any new or expanding venture requires funding sources significant enough to sustain the operations until revenues begin to flow.

While most organizations are applying their investors’ participation responsibly, there are reports that an increasing percentage of companies are squandering what first appears to be easy money. Some are utilizing it in bad faith and spending it like it’s their own. However, seemingly easy money comes with increased responsibility and a need for additional layers of accountability to ensure that investor capital is not squandered.

“I’ve been in or around the emerging business market for nearly 20 years and I have witnessed the good, the bad, and the ugly as it relates to funding,” comments Julie Gareleck, CEO, Junction Creative Solutions (Junction).  “My advice to those start-ups who have been successfully raising money is to treat every penny as though it was your last and focus your spending on monetizing the business first.”

“The moment when you look in your bank account and see hundreds of thousands of dollars that you are in control of is a moment you never really forget. You can’t help but think about how you haven’t been paid in years, how maxed out your credit cards are, and how the hard part is over,” says G. Krista Morgan, cofounder and CEO of P2Binvestor.“We took a little time to celebrate, then poured all our resources back into building the right infrastructure and developed technology to meet demand on our investment platform. We started building out all this infrastructure to manage the client accounts we were sure would come eventually. But they didn’t. The good news is that we learned fast and started cutting back early enough to give ourselves more time to fix the problem. We took away every luxury and focused on the core of what we needed to do, which was to figure out our target market and start selling.” Krista’s advice to others experiencing the newly found cash: “Stop—breathe—and get to revenue. Spend money once you start making money.”

“Spending responsibility, while a good rule of thumb, is oft forgotten when entrepreneurs have the funding in their hands. There is no such thing as “free money” yet I see entrepreneurs wasting dollars that could fuel the company,” comments Gareleck.  “I bootstrapped the start-up on my business nearly 10 years ago.  If others could treat this funding as if it’s their own money, I think we’d see a rise in responsibly run emerging companies.”

For help on developing a strategic approach to spending investment capital wisely, contact Junction Creative Solutions at 678-686-1125.

Finally, the Season of Profitability and Promise is Upon Us

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Unlike the biggest shopping season of the year, the second busiest doesn’t enjoy the same prominence or experience the same anticipation from consumers, unless of course you are a summertime-weary parent. Back to school shopping is the second largest selling opportunity for retailers and it is expected to generate more than $82.8 billion is sales for retailers of clothing, pencils, backpacks and pencils this year. While the final results are still ringing up, consumers are off to the stores and virtual markets all across the country and the keyboard. This year more than half of parents are planning on increasing their “get them out of the house and back to school” spend.

More than 57 percent of the shopping will be at local brick and mortar stores with online sales gaining ground. This year, approximately $6.3 billion will be spent online for school supplies, clothing, and technology. With the shopping beginning in early June, marketers were eager to end up in first place, with more than 90 percent of them offering deep discounts and money saving coupons to consumers from pre-school to graduate school students.

Retailers are following performance data from 2017 and reaching out to the estimated 55 percent of parents who use smart devices to find the best deals. Experienced marketing-savvy sellers are approaching the season’s tasks through omnichannel campaigns. While nearly 55 percent of the consumers will buy early, nearly half of them will extend their buying opportunities past the start of the school opening classes. The National Retail Federation’s (NRF) CEO, Matthew Shay, says he expects “a very strong season,” due to growing consumer confidence. For each of their students, parents are expected to spend $236.90 on clothing, $187.10 on electronics, $136.66 on shoes and $122.13 on school supplies. Shay went on to say, “There’s still more shopping to do, and regardless of timing, the economy is healthy and shoppers are confident and willing to spend.”

Compared to the Christmas holiday experience, retailers are backing off on their once massive spend for the back to school season. “It’s not that retailers are spending less on advertising overall,” says Jon Swallen, chief research officer at Kantar Media, “or that back-to-school still isn’t an important part of their calendar. It’s just that they are not investing as heavily in dedicated back-to-school messaging.” It appears retailers are attempting get more bang for each buck during a time when consumers are already spending for clothing and other items that also relate to back to school purchases.

Overall, marketing spending is still focused on using TV and digital media first, followed by paid search. Regardless of the size and method of the campaigns, retailers are excited about entering the time of the year when they emerge from months of red ink into a period of profitability and promise.

What’s Going on in the Minds and Households of the Millennial Generation?

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Much has been said about Millennials, their character traits, work ethic, shopping habits, methods of communication and just about any other imaginable fundamental behavior, and not all the comments have been positive or flattering. The millennial generation usually identifies those born between 1981 and 1996. Arriving in the era of massive technological advances, they have come of age being familiar with the internet, smart digital devices, social media platforms, and all the other technology that often baffles former generations.

Millennials are extremely tech savvy, highly educated and are on the verge of becoming the largest living generation. Learning how to market effectively to them is not an option for marketers and absolutely essential to surviving in the coming decade. “We don’t think of them as special or different any more. They are the core of our business,” says Alan Jope, president of beauty and personal care at Unilever. While some marketers can at least claim a little success in cracking the millennial code, others have just given up and returned to re-focus on what worked to attract consumers in the past. Customer behavior is changing almost daily as technology advances its influence over how consumers make buying decisions.

Grouping an entire generation of people into a single marketing demographic will not work. Like all market segments, not all Millennials will respond to the same messaging and most are fed up with traditional methods of advertising. According to a study from the Center for Marketing Research at the University of Massachusetts Dartmouth, millennials have filtered out advertising on social media and turned to other reference points. Titled, “Born and Raised in the Age of Technology,” the study states, “Millennials consume information when and how they want to.” A campaign of one size fits all is a likely pathway to failure. Erik Huberman, Founder & CEO of Hawke Media says, “Certainly, you’ll want to target age demographics to a certain extent, but your targeting should also be more granular. Instead, go right to the actual attributes of the real customer.”

Quality content across multiple mobile devices is essential to attracting members of this new power generation. An Animoto study has found that 80 percent of surveyed Millennials use videos to conduct research before making a purchase. Video is no longer an option for marketers looking to attract these consumers’ interest. Some 39% of Millennials post reviews of products or brands on social media outlets, and this generation is more likely to listen to and connect with people like them rather than celebrities. Over 60% of millennials would try a product suggested by a YouTuber. Social media reigns supreme.

A select group of analysts was recently impaneled by NPD, in an effort to find out what’s going on inside the minds and households of consumers born between 1981 and 1996. Their insights revealed a group of consumers markedly different from their parents. Millennials tend to be retail explorers, more interested in making memories than acquiring things. They tend to appreciate function over price and often feel less is more. They enjoy experiencing activities more then owning stuff and are inclined to be more focused on home activities. Arguably the group is recognized as being a bit more self-centered then previous generations of consumers. Matt Powell, Vice President, Senior Industry Advisor, Sports, says: “Millennials are constantly interviewing brands, meaning that a brand has to prove itself, every day. For Boomers, there were fewer shopping choices, shopping outlets, and sources of product information. For Millennials, those elements are infinite. On top of that, these elements are always available on their smartphones.”

Fully understanding these shifts in consumer behaviors and beliefs will help unlock fresh insights to drive a business forward. The traditional marketing and sales approach used to create “target audiences” based on a profile of gender, age, demographic, or geographic data alone is an approach that will cripple a business’s ability to successfully reach target audiences in an effective way.

Know This, Print Advertising is Not Dead

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In the United States print advertising spend has fallen from $65 billion at the beginning of this century to less than $19 billion by the end of 2016. The steady decline has many suggesting that print media advertising will continue to diminish and fall to the relentless onslaught of all things digital. However, the long history of dominance of print in advertising is making the medium more resilient against the relentless attack of new communication technologies, leading many media experts to declare that in spite of the fall from high, print is not dead. Research is revealing that readers trust the printed message more than any other medium. “The old trope that print is dead is just lazy thinking,” says Linda Thomas Brooks, president and CEO of the Association of Magazine Media.

The noise and constant clamor of digital is giving print an opportunity to live beyond the delete button and grab the reader’s attention. The rarity and uniqueness of a written, personalized message is attractive, especially to the C-level target. Luxury consumers still value tangible ad platforms, and glossy quality print collateral can still hold an audience’s attention. To be effective, print ads’ role in advertising will become one that supports the digital lead. “Print ads will be more effective if they are a complement to your digital campaigns already in play and entice readers to interact with your brand online,” says Jeannie Ruesch, of xero.com. The successful printed play will be achieved when it is fully integrated with a total campaign. At Meredith National Media Group, print revenue accounted for two-thirds of overall advertising revenue, and circulation represented 30 percent of revenue in 2017, making it the company’s second-largest revenue stream. “We see it as print and digital; not print or digital,” says Jon Werther, president.

“While digital continues to dominate multi-channel strategies, the art of print publications is not obsolete.” says Julie Gareleck, Managing Partner and CEO of Junction Creative Solutions (Junction). “Junction’s design team is rooted in graphic design with experience designing print collateral and publications for well-established Fortune 1000 Companies as well as small to mid-size business.” To be relevant, print content must be targeted and easily digestible and pass the skim test. The intent and purposefulness of the message needs to be readily identifiable to the reader and visually appealing. “If it looks like it was printed in 1978…the perception will be that the firm is still operating from 1978,” says Gareleck. All those tired, old newsletters must find their way to the burn pile.

Digital’s dominance has made consumers persistent multitaskers, dutifully monitoring our emails and text messages while navigating through daily tasks. Rarely do we give any message our full and undivided attention. Print content offers an opportunity to really focus and engage with the message. And to all those “print is dead” pundits, know this: According to the National Retail Federation, shoppers are most likely to start an online search after viewing a magazine ad.

Junction is a comprehensive partner that can assist with your print collateral needs, aligning with the overall brand goals and objectives. Contact us at 678-686-1125 to learn more about our print design capabilities!

Roses are Red, Violets are Blue, However in Marketing Not Just Any Color Will Do

 

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Are you feeling a little blue? Or perhaps you are feeling you’re in the pink? Color is frequently associated with our moods and how we feel about a topic of discussion or to elaborate on the day’s experiences. While many of these associations can be explained through personal preference, learned behavior or a result of individual culture and experience, some research studies have shown a valid correlation of color to personal motivation and behavior.  An Institute for Color Research’s study found that 92.6 percent of people surveyed said that color was the most important factor when purchasing products, and consumers’ subconscious judgment about products is influenced in 62 percent to 90 percent of cases by color alone.

Some colors can attribute the impact on behavior because of the nearly universal utilization to elicit an unchallenged response. Red, for instance, is the most commanding color of attention, perhaps due to societal utilization of the color red for everything from stop signs, fire trucks and flashing emergency lights. People have been pre-disposed to recognize and react to anything displayed red. It says, “This is important, pay attention!”  Forty-two percent more signs and advertisements are read when the color red is used, and comprehension of the message is increased as well.

Color also plays a major role in product identification. Tomato ketchup apparently is preordained to be red, in part because ripened tomatoes are mostly perceived as being red. Just ask Heinz, who discovered the public’s inherent relationship of the color red and ketchup. In an effort to excite and attract a younger consumer by making ketchup available in various colors, the marketers of fifty-seven varieties soon learned of the special relationship of red to consumers; perception of the product. Can we imagine a brown-colored Pepto Bismol?  How soothing is that perception? Marketers commonly use certain colors because those colors elicit generally accepted emotions.  While many of us react differently, most of us react in a similar way to the paring of colors to products. But there are broader messaging patterns to be found in color perceptions.

Savvy marketers of digital advertising use colors to increase conversion and click-through rates on websites. By utilizing color to differentiate call-to-action buttons or links they are driving user-consumers to take actions and improve the conversation. Understanding how design and color can work together to influence and motivate consumer behavior is a key factor to effective and efficient messaging. Studies have revealed that color can often be the sole reason someone purchases a product. In one survey, 93 percent of buyers said they focus on visual appearance, and nearly 85 percent of respondents indicated that color was a primary reason in the decision to purchase.

Customers will only respond favorably and strongly to a brand if the right color is chosen to represent that brand’s personality, culture and menu of products.  In a study titled “Impact of Color in Marketing,” researchers found that up to 90% of snap judgments made about products was based on color alone.  Research has also found that predicting consumer reaction to color appropriateness in relation to the product is far more important than the individual color, and it is extremely important that new brands specifically target logo colors that ensure differentiation from entrenched competitors.

The psychological impact of color on human behavior is neither an exact nor a settled science. But the impact of color on consumer perceptions and motivations is undeniable. So, while roses may be red and violets may be blue, in all things marketing not just any color will do.

To learn more on how color can influence purchasing behavior and enhance a brand’s identity, contact Junction Creative Solutions (Junction) at 678-686-1125.

Opening a New Door to Opportunity

Junction Creative Solutions (Junction) is an award-winning strategic agency committed to creating high impact solutions for SMBs and Fortune 500 companies. By combining the intellectual capital of a business consulting firm with the creative execution of an advertising agency, Junction is exceeding growth expectations and expanding by opening a new office in the Atlanta area. Near the Sandy Springs City Center, Junction is centrally located for easy access to Buckhead, Downtown or North Alpharetta. The new location helps better position Junction to meet the demands of its growing list of clients.

Seeing a rise in start-up companies, leveraging intellectual property, soon to hit the marketplace and with our increasing capability to perform quick turnaround Rapid and Custom Development website development projects as well as web-based applications, Junction has added qualified and experienced members to the staff, adding strategic experience across every layer of business. “Junction, for nearly a decade, has remained focused on building a team of talented professionals to not only drive our business but also our clients forward,” comments Julie Gareleck, CEO & Managing Partner, Junction.

The cross-disciplinary team, working for some of the most notable Fortune 100 and 500 brands, has proven that a collaborative, consultative approach can yield the best results.  “Our project management system was designed by engineers to streamline internal and external client communications, improve client satisfaction, and increase overall efficiencies. We don’t just talk about process, we are  passionate about implementing it,” adds Gareleck.

For more on how Junction Creative Solutions, a hybrid agency model for today’s business environment, can help your business meet its growth projections, call 678-686-1125 today.

Overcoming the Challenges of Succeeding in Business

 

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“The most admirable benefit to being self-employed is having the freedom to select which 80 hours to work each week.” For those unaccustomed to the realities of becoming an entrepreneur, the most common misconception is that with the ability to cut ties with regular paychecks from an employer comes freedom from the commands of another. In reality those who choose to step out from the pack and start a new business are trading one demanding 40-hour work week for an all-consuming lifestyle that is full of daunting challenges and surrounded by seemingly endless numbers of foes bent on stealing the dream.  According to the U.S. Small Business Administration, over 50% of small businesses fail in the first year and 95% fail within the first five years. So, with that statistic in mind; what is wrong with all the small business people out there?

Obviously, the challenges to achievement of success in business are many, formidable and often complex. Financing, marketing, administrative tasks and acquiring needed talent just to name a few. Most say that the leading hurdle in running a business is the demand of time. Small business ownership is generally a lonely journey, particularly in the beginning. Nearly a quarter of all small business owners feel that having enough time to get everything done each day is their most formidable barrier to formulating the long-term strategies necessary to succeed. The Small Business Growth Index found that 65 percent of small business owners believe technology innovations are making it easier to streamline business operations.

Fortunately, the technology that is providing large businesses significant competitive advantages in the marketplace is also providing endless opportunities for small businesses to automate routine and redundant everyday activities, permitting much needed time for owners to focus on long-term goals and objectives without sacrificing quality performance. Developing a reasonable and achievable plan and working the plan has never been more important to achieving success in business.

While 95 percent of all business owners admit to performing their own marketing, less than half identify themselves as being “marketing savvy.” The universe of marketing is experiencing a revolution. The Internet, social media platforms, mobile devices and an increasingly expanding range of digital technology is providing a plethora of new vehicles to connect with consumers. Selecting an affordable mix of marketing collateral that project your unique business proposition to your targeted customer requires time and an understanding of what vehicle will best suit your particular business needs. With most small businesses unable to afford in-house marketing professionals, outsourcing the marketing function to experienced marketing professionals can have an immediate positive impact on a small business.

Attracting and selecting qualified employees is perhaps the most challenging of all tasks facing small businesses today. Identifying and onboarding the talent needed to establish and grow a sustainable business is paramount to success. Filling a need for individuals who share your passion for achieving the vision, who mirror the company culture and who can bring valuable insight, skill and effort to the journey is difficult and time consuming but is essential to earning a place in the 5 percent club.

Each year there are more than 600,000 new businesses opened by people who, as statistics suggest, have something wrong with them. The reasons given by those who choose to establish a small business is varied. Some profess a need to command their own destiny or are compelled by a need fulfill a personal passion. Some relish the immensity of the challenge and still others are attracted to the game of risk and reward. The reasons, perhaps, are as many as the challenges to be overcome.

For more on how Junction Creative Solutions’ (Junction) experienced marketing professionals and business development experts can help you overcome the many small business challenges, call 678-686-1125.

Junction Taking a Page from Its Own Playbook As It Expands Its Team

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There are a multitude of skill sets required to successfully achieve a business owner’s vision, each practiced daily and each with its own level of importance.  Perhaps the most important of these skills is hiring, onboarding and motivating the right people who will be instrumental in achieving the vision.  American author and lecturer on the subject of company sustainability and growth, Jim Collins said, “Great vision without great people is irrelevant.”

At Junction Creative Solutions (Junction), we share the idea that hiring great people impacts virtually every aspect of an organization, from company culture and values to the ability to innovate, adapt, and remain focused on achieving the vision. Building a team of qualified associates makes it possible for a business to differentiate itself from the competition, establish a credible brand, and deliver a superior customer experience.

“Junction, for nearly a decade, remains focused on building a team of talented professionals to not only drive our business but also our clients forward,” comments Julie Gareleck, CEO & Managing Partner, Junction Creative Solutions (Junction). “As Junction’s portfolio continues to expand, the need for qualified people with the skills to manage and execute multi-faceted, integrated strategies and solutions has been a critical area of focus.”

Susan Lynam, a former Account Manager for a Global Healthcare Company and an entrepreneur, has enabled Junction to improve its internal and external processes to better serve our clients.  With nearly 2 decades of expertise in business management, logistics, and operations, Junction is excited to have Susan as a valuable member of the team. “Susan’s insights and experience have made a significant impact on our business in the last year.  Her professionalism and positive approach to problem-solving have made her an asset to our team,” comments Julie.

Kai Weber, a marketing veteran, has successfully built corporate marketing teams and managed complex marketing initiatives for a subsidiary of Morgan Stanley.  Kai, as a Strategic Account Manager, will be focused on new client acquisition and account management.  In her role, she will work to expand opportunities for Junction and contribute to the growth of the firm. “Kai brings a unique viewpoint to Junction’s team. In her previous roles, she was the client working with agencies.  This insight will help Junction provide an unmatched client experience.”

Growth, while positive, can have its own challenges.  As purveyors of strategy, Junction is taking a page from its own playbook. “As we grow our team, we have to be sure that we have the right folks in the right seats to drive this business forward.  In an environment with a multi-generational, technology focused mindset, finding top talent is especially difficult although not impossible.”

Data Centricity Becoming a Key Objective for Organizations

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The data generated and collected from smart devices, laptops, wearables and even consumer appliances is mounting. The volume of data collected is outpacing organizations’ ability to timely evaluate, measure and react effectively. Organizations are struggling to gain optimal, efficient results that permit them to take effective advantage of critical opportunities. Fractured data, collected from numerous silos, can impact a company’s ability to respond to consumer trends and can result in inefficiencies in delivering consistent brand messaging across marketing channels.

A recent study conducted by the Winterberry Group entitled “The Data-Centric Organization 2018” found that marketing media and commerce are becoming more focused on centralizing marketing data functions to take full advantage of efficiencies in campaigns and cost. According to McKinsey & Company, centralized marketing analytics will save 15-30% of an organization’s marketing budget.

Centralization of data collection and management can reduce reporting times by 80-90 percent and may result in a more consistent stream of reporting. A centralized approach will eliminate unnecessary task-oriented labor and will provide more time for marketing professionals to focus on creative and strategic functions, leading to more effective and responsive campaigns. According to the Winterberry Group study, data centricity will improve team collaboration, more effectively direct segmentation and result in better brand messaging.  In organizations where marketing is identified as a cost center, return on investment (ROI) will be more easily measured.

Achieving centralized marketing data allows a company to take advantage of technology and create additional opportunities to grow the business. “Nearly 50% of the marketers, publishers and tech developers in North America surveyed by Winterberry Group in 2017 said that centralizing ownership of data would be one of the most important changes that their organization could make to derive value from their data.”

“Centralizing data ownership has been a big focus as advertisers take programmatic and data management contracts in-house to gain a complete view of their consumer,” said David Lee, programmatic group lead at ad agency The Richards Group. “This has allowed clients to see where the gaps in their data are.”

With programmatic advertising predicted to account for the majority of advertising spend by the end of this year, taking ownership and streamlining data management has become a key objective for organizations across the industry spectrum.

Advertisers are Rushing to Assure Brand Safety

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For marketers it seemed like a gift from the technology gods. Digital marketing, the limitless opportunity to reach out and connect with infinite numbers of potential customers and grab their undivided attention to your messages where they live, shop, walk, play or relax. Never having to worry about printed media’s shelf life, missed delivered copies of the daily news bugle, mass distributed mailings or consumers planning their trips to the refrigerator during commercial breaks.

For a relatively paltry few cents per touch point, sellers can connect with a customer through smart phones, pads, desktops, laptops, wearable or even home appliances. By gathering up all the subsequent data, sellers can learn what the consumer bought, how and where they bought it, and potentially how much the customer earns, how many kids live with them in their single parent, multi-parent or no parent household, and how they were about to act. Digital marketing was promising an end to a consumer’s ability to escape the messaging even for an unobtrusive bathroom break. What could possibly go wrong with this new-found advertising utopia?

In a time where ultra-sensitivity prevails around every expressed comment, public position, personal opinion or mutual association, the answer has been revealed: plenty. With 37% of consumers saying their perception of a brand is altered when they see ads placed alongside offensive content, marketers are learning that just one misplaced advertisement can result in serious damage to the brand’s image and value. With major social media channels falling victim to careless handling of user data and insensitivity to accepting offensive content, marketers are rethinking the investment in many digital platforms. Major advertisers are responding to the threat by establishing policies that eliminate investment in platforms or environments that do not protect children or that create division in society or promote anger or hate.

Research indicates that 77 percent of brand marketers are convinced that failing to address brand safety directly impacts return on investment (ROI), leading a staggering 91% of digital marketers to implement or plan brand-safe strategies. Many of the world’s biggest advertisers are learning just how little control they have over their brands once they’ve been released into the digital media environment. James Londal, chief data officer at Hearts & Science says, “We want our adverts to appear in the best place. We need to have greater control over where ads appear, regardless of the platform. We need to have a certain standard of quality on the content. Platforms need to ensure the quality level is maintained.”

Facebook, Twitter and other digital platforms are finding themselves behind a learning curve and scrambling to undo the damage to advertisers’ brands and their own bottom lines. Regaining advertisers’ trust and confidence in the digital marketing chain is not likely to be quick. Some digital competitors are exploiting the problem by promising to fix internal failings and offering more advertiser control of ad placements. The solution may not lie only with the platforms and purveyors of digital media but with the industry as a whole. “I think that marketing as an industry needs to take a good look at itself and really question: am I truly, truly, truly a competitive value proposition such that I am a provider to the industry?” says, Andy Main, head of Deloitte Digital, told Marketing Dive. “A lot of it hasn’t been reinvented for decades and people are running out of juice on old business models that are so antiquated that people are just running away from them.”

Advertisers must reevaluate the level of the marketing department’s involvement in protecting the brand from association with offensive and damaging social commentary. Social responsibility has become an important part of a company’s overall marketing strategy. Being recognized as supporting universally accepted social issues can add significant brand value in an increasingly socially conscious market. In the new world of commerce, our grandfather’s lament to never speaking of politics and religion in conducting business is no longer a tenantable position. However, in a society equally divided over micro social and political issues, our forebearer’s advice may still hold some measure of validity.

Contact us to learn more about the importance of Reputation Management and how Junction can assist in protecting your brand!