View all posts: Content

View all posts: Content

Think Beyond the Click

Marketing teams invest heavily in email deployments and digital media buys. From building creative to choosing targeting parameters and setting up A/B tests for subject lines and ad copy, the bulk of this investment is spent with one goal in mind: drive clicks. With a hyperfocus on CTR as the magic metric of success, investment often—unfortunately—doesn’t support ongoing, personalized brand experiences after an initial touchpoint. 

It’s a huge missed opportunity for marketers. Investing in personalized experiences post-click helps build brand love and drive potential customers down the funnel. 

 

Personalization and Optimization: The New Peanut Butter and Jelly

Marketing teams are inundated everyday with scary statistics about subpar digital experiences and wasted marketing dollars. Often, the answer to these issues is to personalize or optimize content on your online channels. But what do these two strategies really mean? When should one be used over the other? Or are personalization and optimization complementary strategies meant to be used together?

Our take: Personalization and optimization are the new peanut butter and jelly. Together they help destination marketers succeed in this new era of customer experience. 

Director of Research and Online Marketing
Content
Destination Marketing

Dealing with Disasters

The last few years have seen an accelerating number of both natural and man-made disasters impacting destinations around the world. 

In the U.S., increasing wild fires across the west and flooding events in the east and south have increased and become more severe.  Recent fires in California and Colorado follow the pattern of earlier and more damaging fires as well as the continual “fire season”.  In storms and other wet weather occurences, the trend is the same.  For example in late May, Ellicott City in Maryland just outside Baltimore suffered its second “1,000 year flood” in the last two years.

Video Creative Director
Content
Online Video

…It’s Why They’re Called “The Talent”

Back in the day, I got roped into being in a bunch of fun, silly, behind-the-scenes videos that chronicled our shenanigans on the road – emphasis on the shenanigans.  Being one without shame, I have no problem being the slap-stick humorist, the self-deprecator on camera.  Maybe laughter is the mask I hide behind, but why is it that some people are born photogenic and some of us, well, look like a seasick walrus* on-camera even when trying not to be funny?

You’ve heard of someone having that “IT” factor, that certain je ne sais quoi.  Be in the presence of someone famous (even when you don’t know they’re famous) and you’re likely to find that there’s something magnetic about them.  But even among mere mortals, true talent has something there that transcends the boundaries of teachable skills or good looks (though that doesn’t hurt either).  It’s like the camera has this magic decoder that can peer inside the inner sanctums of the soul, or something.

 

Video Creative Director
Content
Online Video

How to Shoot Video with a Smartphone

Back when I started in video production in two-thousand…well, let’s just say it’s more years than I’d care to mention here, video was starting an epic journey.  Once the domain of strictly professionals (or very serious amateurs), technological advances were starting to make what was only available to some, available to the masses.  I would be even so bold as to say that not since the dawn of the camcorder in the 80s had consumer video production experienced such a tidal shift.