As a strategic media planning and buying agency, we negotiate and manage advertising campaigns and work with brands to raise their profiles across multiple delivery platforms. As a part of that effort, we often help our clients improve their SEO either in advance of or in concert with an advertising campaign.
As media planners and buyers, we rely upon partnerships with media vendors, graphic designers, web developers, copywriters, SEO specialists, creative agencies and anyone involved in a client's marketing effort. It takes a team-based approach to see our strategy come to fruition in the form of a thoughtful, professionally-executed advertising campaign. And so, from time to time, we like to profile our partners. Today, we'd like to introduce you to Marco Mottola of Trigger Digital.
Digital display is a form of advertising that is served across websites on mobile devices and desktops. Display ads play an important role in today’s comprehensive media campaigns. Whether your goal is to build awareness of your brand or convert leads, creative implementation of display ads within larger, multi-layered strategies drives traffic to dedicated landing pages or company websites. When choosing to use display ads in combination with other types of digital media vehicles within a multi-faceted program, advertisers’ messages effectively (and often repetitively) target users as they consume information throughout their daily lives.
As a media planner who relies heavily on data for setting up and optimizing her clients’ campaigns, I consider it my job to be well-informed on the topic of media campaign performance metrics and web analytics. Sure, keeping track of data can be time consuming, sometimes even complicated, and the benchmarks are constantly changing. However, there’s really no excuse for even the busiest media folks not to stay on top of the latest metrics. A lack of knowledge is entirely avoidable.
As someone who takes a walk almost every day, I'm no stranger to its fitness benefits and other positive attributes. I love this quote about walking by the writer, Kenneth Grahame, 1959-1932, who's perhaps best known for his classic children's book, The Wind in the Willows. Clearly, Grahame relished being outside in the elements and appreciated the importance of his daily constitutional. Thought I'd share his words here to remind us all to get up from our desks, take a breather and put the day into wider perspective.
Media. It’s one of those words that is now used so often by so many types of marketing and advertising companies, that its meaning has become murky. A media agency can be anything from a web development company to a platform like Facebook to a digital marketing company to an old-fashioned print magazine. For our purposes, we’ll define media as the main means of mass communication—broadcasting, publishing, radio, billboards and the internet, to name a few—regarded collectively. In other words, media includes all of the various platforms and channels you might use to present your message in an advertising campaign.
Inspired by Virginia Woolf’s A Room of One’s Own, Anne started Womenspaces, a blog about home, family and personal relationships. We continue that tradition here, profiling pieces written by women who have come together through Richardson Media Group.
Up here along the New Hampshire border, winter often forces us to endure bone-chillingly low temperatures. The past week or so has been a particularly cold stretch with thermometers struggling to rise above zero degrees much of the time.
It’s that time of year again!
Cards, gifts, late nights, cocktails, a few too many sweets, and, here in New England, add the requisite snowfall. At Richardson Media Group, we’ve willingly embraced all that the season brings, but the reality is that the holidays can put extra stress on small businesses like ours.
Anne Richardson, the founder of Richardson Media Group, was recently profiled by BostonVoyager, an online magazine that celebrates small businesses, independent artists and local institutions. The in-depth interview covers Anne's career in media planning and buying and takes a look at where the industry is headed in the next few years. The interview, which originally appeared on BostonVoyager, is reproduced below.
I am a planner. I love task lists, spreadsheets, schedules and budgets. Creating a strong plan is like putting together a giant jigsaw puzzle, and it is every bit as satisfying. As each piece snaps into place, the outcome becomes clearer and more obtainable.
That’s the theory, anyway.