strategist

Blurred Lines

blurred lines

I love the fact that the lines are blurring between digital marketing, advertising, and PR. Blurred lines are nothing new to me – in fact, I feel like I’ve made a career out of them. I started as a programmer with a creative background – my formal education was in architecture. Then I became a web designer that knew how to program sites, taking user experience into account before user experience was a “thing.” I became a graphic designer that loved helping brands tell their stories through presentations and infographics, and that opened the door for new business development through visual story-telling. The lines between creative, business development, and digital strategy are blurred as well, and combined, all these skill sets prepared me to assume my current role as StudioB Lead at Burson-Marsteller Miami.

StudioB is our data-driven digital content, creative, and video production team. The full team works out of the Miami office, which allows us to support our existing clients with a robust digital offering that augments their traditional PR efforts, while allowing us to build a full-service communications practice that provides digital-specific services to clients beyond our PR portfolio. While there are smaller, dedicated digital shops out there, it’s this truly integrated approach to digital and PR that sets Burson-Marsteller apart and proves to be most valuable to our clients.

In my role as StudioB Lead, I manage a group of strategists and creative professionals that support a client roster across a variety of practices locally in Miami, regionally in LATAM, as well as in the US Market. The team is comprised of digital and content strategists, community managers, data-analysts, designers, and video editors.

It is a really exciting time to be working at Burson-Marsteller to witness first-hand the convergence between digital marketing, advertising, and public relations. The lines are blurring more each day, and as the digital team here in Miami, our goal is to keep our fingers on the pulse of all of these emerging trends, and share these observations with all of you.

StudioB’s dynamic team will take charge in covering relevant and engaging stories that past, current, and future clients will be interested to hear. We hope you enjoy the articles as they are published over the coming weeks, and encourage you to reach out If there are any topics you would be interested in hearing about from the StudioB team at Burson-Marsteller Miami.

A Lesson on Storytelling Via Snapchat

clinton-snapchat

The Clinton campaign used Snapchat’s unique features to run an anti-trump story on the platform. Regardless of our political affiliations, we, as marketers, should applaud her social media team for creating what is essentially a native political ad using a creative tone and approach that is perfect for the channel, and ultimately, their audience.

The campaign used Snapchat’s face-swap feature to superimpose former presidents’ faces over Trump while he spoke on a variety of issues. They used text overlays to “narrate” the story, as well as emojis and iconography to add emote sentiment; in this case, humor and sarcasm.

While the execution itself was brilliant, in my opinion, it was the choice to use Snapchat that truly intrigued me. In one of the most heated political seasons of our generation, candidates are vying for the highly elusive and potentially powerful young vote. By choosing Snapchat, the Clinton campaign is sending a signal that it is aggressively pursuing a younger audience that skews female.

The key takeaway here is that marketers should use the tools at their disposal through the various social platforms to reach targeted audiences with contextually appropriate native content. Kudos to the Clinton campaign team for creatively using Snapchat’s new features to reach potential voters with an engaging story that only Snapchat could have delivered, while injecting some much needed humor into this crazy election cycle.

Visit the Tech Insider article for screenshots and video of the full story.

This article was published originally published on LinkedIn Pulse.

Are traditional websites an endangered species?

Social ecosystem2

There is no doubt that social media has changed the way we engage with content online. People are turning to social channels for more than “social” engagement; they are turning to social for news, current events, and product information and sentiment. In an effort to meet both current and potential customers in their preferred social platform, brands and publishers are responding to this trend by providing native content that is channel appropriate, and mobile optimized.

As digital marketers, should we begin to consider a world where the traditional website, largely considered the proverbial home base for a brand’s content, takes a back seat to an ecosystem of social channels that deliver contextually appropriate content in their customers’ preferred formats and channels?

It’s already happening. Obsessee.com is delivering fashion and culture content to teens solely through their social channels. Similarly, NowThisNews.com is providing news to its audience natively through a variety of social channels. In both cases, their “homepages,” should you make your way there, are simply landing pages with links to their social channels.

This approach is interesting for multiple reasons. By placing their content on social media, brands and publishers can:

  • target their audiences and provide them with native content that is contextually appropriate
  • simplify the user experience by doing away with the click-through, which on mobile, can result in slow load times and engagement drop-off
  • side-step ad blockers. No need for display advertising since the content itself will be served

As I create my first native post on LinkedIn, I ask myself: Are traditional websites an endangered species, destined to become portals for true audience engagement? What are your thoughts?

This post was originally posted on my LinkedIn profile:
https://www.linkedin.com/pulse/traditional-websites-endangered-species-ivan-ruiz