Monthly Archives: digital marketing
Inside ON Advertising Virtual Events studio with two presents in front of a camera

The Benefits of Virtual Events

A new world is emerging in the way we communicate with others.  Technologies created or improved in the face of the pandemic helped us continue with business meetings, family gatherings and maintaining relationships, even though we kept our distances. Sometimes miles away. Although it seems like an inferior solution, virtual events have actually proven to be an effective alternative. 

In fact, Grand View Research estimates the market size for virtual events is expected to grow by 23.2% from 2020 to 2027. This can be attributed to the many benefits these types of events provide to their guests. As lockdowns began, On Advertising had the foresight to transform our digital studio into a fully equipped virtual studio.  We’ve been at the forefront of virtual meetings and conferences since the pandemic started, working with small groups to hundreds in attendance.  As one of the top Arizona digital marketing agencies, we’ve highlighted a few benefits we’ve seen with these online events. 

What is a Virtual Event?

Virtual events are an online space built to replicate a physical location-based event. It allows people and companies to host an online conference, trade show, product launch, job fair, lunch and learn session, or informative interviews from the comfort of their home or office. When deciding to host a virtual event, there are 5 types to consider:

  • Webinar: These are the simplest form of online events and they’re a great starting off point for organizations in virtual planning
  • Webinar +: This extends the concept of a regular webinar by adding features such as content hubs and in-depth reports
  • Content and Connect: An essential aspect of in-person events is the opportunity to network with peers and experts. Event planners will be able to facilitate a way for people to connect with others virtually through their online events
  • Online Summit/Conference: Much like in-person conferences, online summits are broken into themed sessions, offering short presentations, Q&As, and panels with full audience participation
  • Virtual Expo/Fairs/Festivals: Like any in-person expo, organizers are trading their multi-day, multi-venue events for an online model built around a virtual replicate

How Can Businesses Benefit From Virtual Events 

Online Events are Less Expensive

One prominent benefit to virtual events is their ability to save on overhead costs. Because you are saving on staff, venues, setup, takedown, meals, and travel costs, the overall cost of the event is greatly reduced. According to Aventri, it’s up to 75% less expensive than in-person events. The only cost planners must worry about is the costs associated with hosting an event on a virtual platform.

Promotes Attendee Growth and Delivers Additional Value

Because there aren’t any geographical limitations, people from all over the world can attend these virtual events. This allows for greater reach by inviting people who wouldn’t normally make it in-person to attend the online festivities. Furthermore, these online events will typically have overlapping sessions, allowing users to attend more than one panel simultaneously

Virtual Events Can Easily Be Measured

One of the disadvantages of hosting an in-person event is the difficulty of measuring results. By hosting an online event, planners have the ability to easily access results thanks to being entirely online. They are capable of learning when attendees logged on, from where, the number of people who are attending, how they are paying, and so much more. With so much information, organizers have the data to evaluate the success of their event.

Do Virtual Events Work?

As mentioned, online events are growing and due to the COVID-19 pandemic, at a rapid speed. These types of events have become so popular amongst organizations, many industry leaders expect planners to begin developing hybrid models. Many people are beginning to look into hosting their own online events to make up for their inability to host in-person.

At ON Advertising, we’ve experienced firsthand just how effective this type of event can be. We recently helped the Seena Magowitz Foundation host their ‘2020 Celebration of Hope’ event, which replaced their annual gala and golf tournament. We also helped the non-profit, Saving Amy, with their ‘Toss Kindness Like Confetti’ event, which raised more than $120,000 in donations. Despite their inability to host in-person events, online alternatives provided them with a platform to safely reach and engage with users during the pandemic.

Plan Your Virtual Event With ON Advertising

In the midst of the COVID-19 pandemic, we knew we had to step up our event planning game. That is why we invested in Studio ON, our in-house production studio built with full filming, production, and live streaming in mind. Our event planning and production teams are equipped with the knowledge and equipment to ensure your virtual event goes off without a hitch. Contact us today to learn more about our event planning capabilities!

A title picture that says marketing strategy

Digital Marketing vs Traditional Marketing Strategy: Which One is Better?

For the last decade, the debate between traditional and digital marketing strategy has been a question on many marketing professionals’ minds. On the one hand, technology is evolving, and consumers continue to be engaged online. But, on the other hand, some audiences are more impacted by traditional marketing methods. Both have their advantages and can build brand awareness of your company and product. As one of the top advertising agencies in Arizona, we have first-hand experience in both methods. Learn why each method is important below. 

Investing in a Digital Marketing

This form of marketing is, as you’d expect, entirely digital. It’s a strategy that involves anything online, such as social media, online ads, email marketing, Pay-Per-Click advertising, and website optimization. As consumers become more reliant on digital, there are more opportunities open for marketing. 

Some form of digital marketing is essential for businesses today. It’s become routine for consumers to research and buy products online. For example, when someone is interested in trying a new Italian restaurant, they will typically Google: “Italian restaurants near me.” In doing so, you’ll see ads of Italian eateries and strategically ranked websites

Digital marketing allows for a truly personalized marketing experience by targeting specific audiences in cost-effective, measurable ways. By partnering with a digital agency, you can expect a marketing strategy that will resonate with your target market for a fraction of the cost of a traditional campaign. 

Investing in a Traditional Marketing Strategy

Traditional marketing refers to any type of marketing that isn’t digital. It consists of a range of mediums including, television, print, radio, direct mail, and billboards. It’s one of the oldest forms of marketing, making it one of the most researched. Traditional may seem antiquated in the fast moving digital age, but it doesn’t mean it’s not effective.

People still rely on traditional media for information. According to 99 Designs, the experience of an impactful TV commercial or a clever array of words on an ad in a magazine has a lasting effect on a person’s memory. The familiarity of traditional methods of promotion makes it much easier for many consumers to understand. Studies have shown that hard copy marketing is easier for audiences to process and recall. 

Furthermore, by implementing a traditional marketing strategy your message has a great chance of reaching local consumers. Mediums such as radio and television make it easy to communicate your message on time. While digital strategies may be able to get your message across globally, traditional advertising can resonate locally. 

Which Marketing Strategy Should You Use

When it comes to choosing a superior marketing strategy, we believe there is no right answer. Both methods provide many benefits that businesses can use to reach their target audience. A great marketing campaign should find the right balance between traditional and digital. TV commercials and print ads are often repurposed for social media and online ads to help consumers recall the message. By combining both methods into one strategy, the campaign has a greater chance of success.

Benefit From Our Marketing Strategy Expertise

For over 25 years, innovation and creativity have been the core of ON Advertising’s marketing strategies. Whether you’re a B2B or B2C company, we work closely with each client to ensure their brand and message reaches the right audience at the right time. Contact us today and let us know what you are looking for in your marketing strategy. 

A smartphone lying on a countertop with Google SEO up

SEO – What is Search Engine Optimization?

If you are reading this blog post, you may have found it through a Google or Bing search. But, have you ever wondered how websites like this one end up on your search list? The answer is simple – search engine optimization, or as it is more commonly referred to, SEO. 

It’s a digital marketing tool for businesses to use to ensure the visibility of a website in a search engine through relevant searches. You may be asking yourself, what exactly is SEO, and how does it work? As one of the top digital marketing agencies in Arizona, we have you covered.

What Is Search Engine Optimization?

As we mentioned, SEO brings organic internet users to your website. In simplest terms, SEO is influenced in several ways, such as keyword usage, website design, and backlinks.

Keywords

Keywords are the words people plug into Google to find relevant information about their query.  For example, you may have searched for keywords, such as SEO, content strategist, SEO strategist, or DIY SEO tips, and stumbled onto a plethora of websites (ours included). Use targeted keywords in the written content and meta descriptions of each page to assist users in finding the information they desire.

Website Design

Creating a well-designed, user-friendly website is key to engaging people who visit your site. Things to consider include content length, readability, uniqueness, and page loading speeds.

Backlinks

Backlinks are links that are from one website to another website. These are especially important for SEO as they act almost like a voucher for your content. 

The above is only a fraction of what goes into search engine optimization. By partnering with the right digital marketing agency, your website can be optimized to its fullest potential.

Benefits To Having An SEO-Friendly Website

The benefit of optimizing your website is the ability to get more users to visit it. By having a website that ranks higher on search results, you are creating a sense of brand credibility. By becoming one of the first three websites that show up on a search, users may view your business as a popular option in your industry.

SEO will synergize with your other online marketing activities, such as blogging, social media, email marketing, e-commerce, and much more. By working hand-in-hand, your marketing strategy has a greater chance of achieving success. 

Another benefit to optimizing your website to be more SEO-friendly is it may become one of the business’s primary sources of leads. When it comes to B2B, B2C, and non-profit organizations, inbound strategies are the most effective ways to gain leads. With more traffic coming into your website it will inevitably generate more interest in your product and or services.  

Make Your Website SEO-Friendly with ON Advertising

To attract prospective customers, having an online presence is essential in today’s business world. By employing strategic SEO activities into your website, you can effectively reach your target audience and generate more leads. 

As one of Arizona’s top digital marketing agencies, ON Advertising specializes in website development and search engine optimization. By enlisting in our digital services, your brand will get on the first page of your favorite search engine and maximize your conversions and revenue. Sounds promising? Contact us today to get started.

The heart of Times Square highlighting all of the different types of media advertising

Media Buying – Choosing The Right Media For Your Business

When you think of an advertising team, you probably picture a group of writers, artists, and account executives huddled around a conference room table. As creatives, we can spend all day creating ads, but what’s the point if they’re not seen by the right people? That’s where the media buyer comes in. Media buyers are an integral part of an agency’s success as their job is to understand the client’s goals and target the right audience on the right advertising platforms. Without the media buyer, your message can easily get lost in the static.

What Does a Media Buyer Do?

Media Buyers plan and negotiate buys for various clients. They work with other departments to better understand the client’s marketing goals and the target audience for the advertising. With this information, the media buyer will purchase ad space where the target audience will respond, engage, and buy the company’s products or services. They are knowledgeable in all aspects of media, including television, radio, print, billboard, digital, and OTT. By knowing the different areas of media, the buyer helps choose the right medium that would give the client the best return on investment (ROI) for their advertising dollars. 

Look At Where Your Competitors Are Advertising

The media buyer takes several things into consideration before making recommendations on where you place your hard-earned advertising dollars. This includes looking at your competitor’s ad placement and ways to outshine and outperform what your competition is doing so you capture more market share. 

Fine Tune Your Message With Consumer Analysis

It never hurts to do research, especially when you’re marketing your brand to consumers. Trends and buying habits change over time, and it is the media buyer’s job to make sure your message is seen in relation to their interests. If your target audience is a part of the generation Z demographic, buyers must look into their buying habits and current trends that could help your brand stand out.

Which Medium is Right For You?

With several different places to advertise, the media buyer has many outlets to choose from to get your message out there. Depending on the marketing strategy, the buyer may decide on television, print, radio, digital, or billboard spots. Each with their own benefits, including:

  • Television: Can deliver a message visually and audibly with a low cost for viewing
  • Radio: Provides an outstanding reach, frequency, and ability to expose the listener to build awareness
  • Billboard: With placement along freeways, it provide a high reach and visibility
  • Digital: Digital advertising has strong targeting capabilities that will provide brands a more efficient way of delivering their message to their audience
  • Print: This medium benefits from a highly engaged audience, which may translate into action

By combining research, analytics, and strategy, the media buyer will ensure your ad reaches the proper audience, engages with them, and gets your audience to buy your product or service. 

Make Your Brand Stand Out With ON Advertising

In today’s digital world, there are several ways brands can stand out amongst your competitors. At ON Advertising, we work closely with our clients to ensure their brand is front and center. Advertising is a strategy, and knowing when and where to buy takes an experienced media buyer. Contact us today to get started.

A Person holds her phone towards the camera to show ON Advertising's website on a mobile device

Why Marketers are Moving Towards a Mobile-First Strategy

Mobile devices are responsible for major changes in how consumers buy, research and ultimately view a product being advertised across a wide range of industries. We are in the middle of a specific digital transformation, which is an exponential growth of consumer activity on mobile devices and an extreme increase in mobile advertising. Life seemingly revolves around smartphones, which is why mobile-friendly websites have become so important.

Mobile devices have become the preferred method of accessing digital media. ComScore found mobile devices account for more than 60% of all digital minutes. To put it in perspective, the time spent on desktops has decreased by 20% in the past year alone. The reality is that mobile advertising must be a priority for a company to avoid stagnation or even failure.

Every day, businesses are encouraged to focus on a mobile-first strategy to stay successful within their industry and here’s why.

Thank Mobile Devices for Half of the Paid Search Clicks

Mobile has become a key role in the consumer’s journey specifically when researching and creating brand awareness. Mobile devices have become a leader in the number of paid search clicks. Acquisio found that year-over-year, paid search clicks have increased by 45% on mobile phones. This means that desktop clicks have decreased by 16% and in contrast, nearly half (48%) of clicks are now happening on mobile devices.

Befriend Social Media

Companies who fail to utilize and maximize their social presence on Facebook, Instagram, and other social platforms are subjecting themselves to a very small advertising box. When you compare the total U.S. ad spend in 2014 to 2018, the shift is very clear. An MDG study found that “brands are devoting 33 percent of ad spend to digital platforms—up from 25 percent in 2014 while television’s ad spend is decreasing this year.” Because mobile advertising is becoming the most popular and effective type of advertising, it takes engagement, shared content, and an appropriate strategy to be successful as a mobile ad platform.

Videos are the New Billboards

Video ads are the fastest-growing mobile category. Platforms like YouTube and Facebook are visible on mobile apps, emails, social sites and more. Mobile marketers can promote their ads on a pre-roll to capture the short attention span of the audience. This allows the user to watch the advertisement without making them feel pressured to purchase a product. Video advertising combines sound and motion to create connections between the buyer and the brand by evoking emotions. When it comes to social platforms, YouTube is on top. Forbes conducted a study and found that “73 percent of adults spend their screen time on the video-sharing site. Social networking giant Facebook ranks second, with 68 percent of consumers spending time on the platform.”Mobile users are viewing content more than ever, so logically they view more ads in the long run.

How can ON Advertising help?

There are many different ways to adhere to mobile-first advertising, which can be overwhelming and leave a little confused. Now is the time to work towards a mobile-first strategy. Not sure where to begin? We can help! ON has researched new and innovative ways to market, advertise and promote your business using a mobile-first strategy. Contact us to explore how mobile-first strategies can help your business grow.

A close up of a stethoscope and plastic heart

Client Spotlight: Valley Schools

This week we are highlighting our client Valley Schools. Valley Schools has been a leader in insurance administration, vendor contracting, and consulting services for over thirty years. As a nonprofit corporation, the number one priority at Valley Schools is advising and providing their members with a best-in-class service at the most competitive rates possible.

It is a busy time of year for Valley Schools as it is open enrollment season, which means the many school districts they represent are in full swing for plan renewals. ON Advertising has been helping Valley Schools with multiple projects for this busy time of year, some of them include new designs for their member’s benefit books, creative design for multiple pop-up banners for upcoming conferences, video production, and voice-over recordings for enrollment plan booklets. Check out a recent video we created for Valley Schools here.

Many of our clients have multiple projects going on, especially if they have busy seasons. So how does ON make sure everything stays streamlined when there are multiple projects in the air?

It’s all about organization.

You would be surprised, but many advertising agencies do not leverage Traffic Managers to help workflow through various departments. This is a vital resource for Account Executives and Senior Account Executives as it ensures important items do not fall through the cracks. At ON Advertising, our Account Services team has Traffic Manager in place and builds out comprehensive quarterly plans called 30-60-90s for each client. These plans cover the action items for each client so everyone knows what deliverables to expect and their respective due dates.

Having consistent meetings with our clients is also extremely valuable. This achieves two essential goals: 1) It keeps all stakeholders informed about ongoing tactics. 2) It strengthens relationships and builds trust. Our agency is committed to being a partner to our clients, not just another vendor.

These are just some of our agency differentiators. For more information on things your agency should be doing for you, give this a quick read.

At the end of the day, our primary mission is to ensure success and ROI for our clients. We love working with organizations like Valley Schools. If you’re interested in our wide range of full-service offerings, look no further than our services page.

Hines Chandler Viridian Sign glowing during sundown

Welcome to Chandler Viridian

Have you driven by Chandler mall recently? Did you notice a few new buildings occupying a once vacant lot with a half-finished building? In fact, the development company, Hines, has recently completed its $160 million project of building class A office space, a luxurious hotel, and an upscale apartment complex on that 8,900 square foot lot. And guess what? We had the pleasure of working with the executives at Hines to create the main logo and grand opening videos! The new development is called Chandler Viridian, and we are excited to see everything come to life.

Who is Hines

Hines is a privately owned development company that works in 24 different countries around the world. Chandler Viridian was just one of many projects that they are working on. Their portfolio consists of $116.4 billion under management and is growing at a rapid pace.

The Project

Three different videos in only 2 weeks. There were many obstacles that we had to work around while filming these videos and shooting photos to make everything look perfect. One of the most difficult aspects of shooting this development was dealing with the construction still taking place on the buildings. Working around the construction workers and manipulating the shots to make it seem like the building was finished was not an easy task. We did a lot of touching up at the end, including removing equipment, fixing dead trees, and more.

Shoot Day

Another challenge we faced was the limited amount of time we had. We only had 2 weeks to complete the entire production and only 2 days to shoot the entire 8,900 square foot land with all its features. The first day we shot was before the grand opening ceremony. We brought in various models to pose in “lifestyle” shots, giving the audience a taste of what it would feel like to live and work at Chandler Viridian. We even captured drone footage of the land to show a birds-eye view!

The next shoot was at the grand opening ceremony, showcasing all the executives and the first-ever Hines hot air balloon. This was a historic day for us and Hines, as we saw this development come to fruition.

Final Videos

With a short amount of time, multiple obstacles and a lot of hard work, everything came together! Click here to see the final video.

Logo

One of our owners, Eric Garcia, created the logo for Chandler Viridian. As pictured here, the logo is plastered on every sign all around the building, giving the new area a unique brand and contemporary feel. Having the elegant logo all over the development ties the hotel, the office, the apartment complex, and all of the restaurants together.

With the talent of our creative staff and the hard-working accounts team, we were able to produce a great video for the Chandler Viridian development. To learn more about how we can help you with your next project, contact us. Check out our portfolio page to see more creative projects we have accomplished.

Why Should You Engage in Facebook Live

Have you ever wondered if there is more you could be doing for your brand on Facebook? Are the photos and graphics you’re posting not getting the engagement you had hoped they would get? Have you ever thought about using Facebook Live? It’s an excellent tool for your company to help grab an audience’s attention and engage them in your brand on Facebook.
In fact, Facebook Live can provide viewers with unique content that cannot be easily shown in a photo or graphic. Much like your planned social media strategy, it is important you plan out exactly what you are wanting to feature and the dialogue, so you are always providing quality content. Not sure where to start? Read more below to get started!

Address Questions

There may be a blog out there that has your audience wanting to know more, or maybe you have been getting repeated questions from customers. Facebook Live is a great place to answer these questions because nowadays, consumers rarely read a long paragraph of text. Answering questions in a live event can be more intriguing for your audience and an easier way to address questions in depth.

Show an Inside Look

Many consumers only see what is on the outside of your business; they see what is publicly available but not inside the operations. Give them a behind the scenes look on some of the more exciting activities you have going on. Whether it’s the back kitchen, behind the scenes of a photo shoot, or a work outing, consumers will see a different side to your company. This can make them feel more connected to your business, giving them even more reason to stay engaged in you and what you are selling.

Promotion

Using Facebook Live is a great way to make viewers think they are getting an “exclusive” look into a new product or event. When companies showcase new products on Facebook Live, their audience may feel as though they are getting a unique advantage to the brand. It’s a cost-effective way to show a revealing of a product to more viewers.
Facebook Live can make people feel connected to your brand and can give your audience a different viewpoint on your company as a whole. Here at ON Advertising, we utilize Facebook Live for many of our clients, and we have seen positive results and received positive feedback. If you would like to learn more about how your business could be using Facebook Live to improve your brand and improve your social media strategy, give us a call!

People working at a table on freshening up their website's content

How to Freshen Up Your Brand’s Content

The world is constantly changing when it comes to business trends, new technology, and consumer preferences. Having up to date content on your online platforms to reflect new trends in your industry is a key component of being successful in marketing. Sometimes, you may find yourself running out of material to write or you are losing business to competition, it may be time to freshen up your copy. We’ve compiled some tips and tricks from the experts to help get your content in tip-top shape.
 

Use Infographics

Using a graphic with information (infographic) makes it easier for your audience to view and understand a concept. Customers nowadays don’t have the patience to read text-heavy paragraphs, they lightly skim the content. An infographic can make a lot of information visually appealing and way easier to read and understand.
 

Stick to Relevant Content

Making sure copy on your online platforms is relevant to your service or product is very important. Stay up-to-date on current research regarding your industry and remove everything that is not appropriate anymore. Keyword research can give you a good idea if a topic is relevant enough to continuously write about or to shift efforts into a different area.
 

Pay Attention to SEO

It is essential that you and your company pay attention to SEO. Having good information on your website, as well as having high-level keywords in the content consistently will help your website traffic. Keywords have to naturally flow within the text, meaning it cannot be over-stuffed and used repeatedly. Putting a list of keywords next to you when you write a blog, blurb, or any copy is a good way to make sure you are using all of them efficiently and consistently.
Here at ON Advertising, we help our clients in a variety of industries freshen up their copy. We have seen their business have positive results when giving their content a face-lift. If you have any further questions about how to keep your content up-to-date, feel free to contact us.

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