Dearreaders,
Theadvertisinglandscapehasundergonesignificantshiftsinrecentyears.Despitethechallenges posed,certaintrendshaveemergedandcontinuetoshapetheindustry.Videoadvertisingremains dominant,with86%ofbusinessesincorporatingitintotheirstrategies.Brandsleverageplatforms likeYouTube,TikTok,andInstagramReelstoengageaudienceseffectively.Personalized advertisingisontherise,asmarketerstailorcontenttoindividualpreferencesusingdata-driven insights.Mobile-firstadvertisingisalsoapriority,giventhesurgeinmobileusage.Marketers optimizecampaignsforsmallerscreensandcapitalizeonappusagepatterns.Additionally, programmaticadvertisingpoweredbyautomationandAIstreamlinesadbuyingandtargeting, enablingreal-timebiddingandpreciseaudiencesegmentation.
Despitepandemic-relatedsetbacks,advertisingobjectivesremainconsistent:inform,convince,and remindcustomersaboutbrands.Notably,searchadshavethrivedduetoincreasedonlineactivity Globally,theadvertisingmarketreached$856billionin2023.Lookingahead,it’sexpectedtogrow ataCAGRof4.6%,reaching$978.5billionby2032.TheUSadvertisinglandscapeisundergoinga similartransformation.Fueledbydigitalinnovationandshiftingconsumerhabits,marketersmust benimble.Adaptingtocutting-edgetechandaudiencepreferenceswillbekey.Thefutureholds excitingprospectsforUSagencies,wherecreativitymeetsstrategiestopushtheboundaries.
Theadvertisingworldisinflux,drivenbyvideopowerhouses,personalizedexperiences,and mobiledominance.Inthisdynamicissueof“The10MostInfluentialMarketingAndAdvertising LeadersOf2023,”welookintothemindsofthemastermindsshapingthisever-evolvinglandscape.
ThisissuespotlightsDanKlein,CEOofSageMarketing.Withover3decadesofexperience,Dan isamarketingpowerhouse.He’sledteamsatMerrill/BankofAmericaandTDAmeritradeand shareshisexpertiseasaprofessorandcertifiedcoach.Now,hesteersSageMarketing,ensuringits continuedsuccessinthisdynamicindustry.
Insidethepages,wealsofeatureMartyO’Halloran,PhillipLomax,RobertRoyer,andCharles Anderson,whoarealsomakingsomerevolutionarycontributionstothisvastindustryandleaving theirunforgettableimpactontheindustry
Happyreading!
Tejas Tahmankar Project Editor
PUBLISHER
ARCHANA
EDITOR-IN-CHIEF
VIKRAM
MANAGING
PANKAJ
PROJECT EDITOR
TEJAS TAHMANKAR
PETER
KETAN
VISUALIZER
PROJECT MANAGERS MARK
GRAPHIC DESIGNER
OMKAR URAVANE
AAKASH
ROBERT
RESEARCH
JAMES
MARIA
C O V E R S T O R Y
I designed the company to be a “do it for you” approach in which we become an extension for each of the clients we work with
DanKlein
,MBAisa seasonedbusiness professionalwithoverthree decadesofexperienceinthemarketing andfinancialindustries.Withan impressivetrackrecord,Danhas workedatprestigiousinstitutionssuch asMerrill/BankofAmericaandTD AmeritradeInstitutional,whereheheld leadershippositionsandplayeda pivotalroleinshapingandguiding theirmarketinginitiatives.
Inadditiontohiscorporate achievements,Danisanesteemed adjunctprofessoratLongIsland University,whereheimpartshis knowledgeandexpertisetostudentsin marketingandentrepreneurship.His passionforhelpingbusinessleaders growandachievetheirgoalsledhimto pursuetheCertifiedProfessional CoachProgramattheUniversityof Miami.Equippedwithhiscoaching skills,Danfocusesonunderstanding theuniqueneedsandaspirationsof eachbusinessleaderheworkswith, craftingtailoredstrategiestohelpthem reachtheirpersonalandprofessional milestones.
CurrentlyservingastheCEOatSage Marketing,Danbringshiswealthof
experience,strategicthinking,and dedicationtosupportingthegrowth andsuccessofthecompany Withhis comprehensiveunderstandingofthe marketinglandscapeandabilityto navigatetheever-evolvingbusiness landscape,Daniscommittedtodriving SageMarketingtonewheights, ensuringitremainsattheforefrontof theindustry
CreatingaCultureofSuccessand Fulfillment
AsthedrivingforcebehindSage Marketing,Danassumesthecrucial responsibilityofsettingthecompany’s direction.Hisvisionaryleadership guidestheorganizationtowardits goalsandobjectives.Oneofhis primaryaspirationsiscultivatingan exceptionalworkenvironmentwhere employeesfindjoyandfulfillment, mirroringhispassionforthebusiness. Byfosteringapositiveandsupportive atmosphere,Danensureshisteamcan thriveanddeliveroutstandingclient results.
Inadditiontooverseeingthe company’sstrategicdirection,Dan remainsactivelyinvolvedinvarious operationalaspectsofSageMarketing.
Hemakespresentationstoprospective clients,showcasingthecompany’svalue propositionandexpertise.Withhiskeen eyefordesignandunderstandingof effectivemarketingstrategies,Danalso takesontheresponsibilityofcrafting digitaladsthateffectivelyresonatewith targetaudiences.
Furthermore,Danemphasizesensuring everyclienthasanexceptional experiencewithSageMarketing.He overseesclientrelationships,strivingto exceedexpectationsanddeliver unparalleledservice.Dan’scommitment toclientsatisfactionisdeeplyrootedin hisdesiretocreatelastingpartnerships anddrivetangiblebusinessresultsunder hisguidance.
Undoubtedly,Danconsidersthe establishmentandlaunchofSage Marketingasthepinnacleofhis professionalcareer.Itrepresentsthe fulfillmentofhisentrepreneurialdream andthemanifestationofhisunwavering dedication.Buildingacompanyfrom thegroundup,fosteringavibrant corporateculture,andassemblinga talentedteamhavebroughtDan immeasurableprideandfulfillment. ThroughSageMarketing,hecontinues toshapethemarketingindustry’sfuture whileleavingalastingimpacton clients,employees,andtheoverall businesslandscape.
MasteringtheArtofCaptivating Customers
DanKleincomprehensivelyunderstands thecurrentscenariointheMarketing andAdvertisingindustryintheUnited States.Herecognizesthatcompanies todayfacesignificantchallengesin
differentiatingthemselvesfrom competitorswithintheirlocalareas.The landscapehasbecomeincreasingly competitive,andimproveddigital advertisingcapabilitieshaveraisedthe barforbusinessesseekingtoconnect withtheirtargetedaudienceandenhance brandrecognition.
Danbelievesoneofthebiggest challengestheindustryfacestodayis effectivelyreachingpotentialcustomers andengagingthemwithmeaningfuland relevantcontent.Withtheabundanceof informationavailableandtheconstant bombardmentofadvertisements, capturingthetargetaudience’sattention hasbecomeincreasinglydifficult. Consumershavebecomemore discerningandselectiveintheir engagementwithbrands,makingit imperativeforbusinessestocutthrough thenoiseanddelivercontentthat resonates.
Toaddressthischallenge,Danbelieves thatacustomer-centricapproachis crucial.Understandingthetarget audience’sneeds,preferences,andpain pointsisessentialforcreatingthoughtful contentthatgenuinelyconnectswith them.Byconductingthoroughmarket researchandleveragingdataanalytics, businessescangainvaluableinsights intotheircustomers’behaviorsand preferences,enablingthemtotailortheir marketingstrategiesaccordingly.
Moreover,Danemphasizesthe importanceofcreatingauthenticand meaningfulbrandexperiences.Building trustandestablishingagenuine customerconnectionrequiresbrandsto gobeyondtraditionaladvertisingand embracestorytellingand
One of the biggest challenges in the marketing industry is the pace of change. Some changes are due to the exponential growth in technology, and others relate to the evolving buying patterns of consumers
personalization.Bybuildinglong-term relationshipsratherthansolelydriving short-termsales,businessescancreatea loyalcustomerbasethatadvocatesfor theirbrand.
Asaleaderinthemarketingindustry,Dan facedsignificantchallenges,particularly inadaptingtotherapidlychanging landscapedrivenbytechnology advancementsandevolvingconsumer buyingpatterns.OneofDan’ssignificant hurdleswastheneedtokeepupwiththe paceofchangeandleverageemerging technologiestostayaheadofthe competition.
Twoyearsago,recognizingtheneedfora morestreamlinedandeffectivemarketing approach,Danandhisteaminvestedina newproprietarymarketingtechnology Thisinvestmentaimedtoconsolidate multipleplatformsandcreatea centralizedsystemtoenhancetheirability tocreate,target,deploy,andfollowup withpotentialconsumers.
Implementinganewtechnologysolution ofthismagnituderequiredsignificant resourcesandpresentedseveral challenges.Danhadtoensureadequate resourceallocationandsecure stakeholders’buy-in.Theprocess involvednotonlyfinancialinvestmentbut alsotheallocationofhumanresources, includingrecruitingskilledprofessionals ortrainingexistingteammembersto managethenewtechnologyeffectively
Overcomingthesechallengesrequired strongleadershipandeffectiveproject management.Dan’srolewasinstrumental indrivingtheinitiativeforwardand
aligningtheteamtowardacommongoal. Heprovidedclearcommunicationand guidance;emphasizingthebenefitsand long-termvaluethenewsystemwould bringtheorganizationanditsclients.
Moreover,Danfosteredacultureof innovationandadaptabilitywithinthe company.Heencouragedteammembersto embracechangeandactivelyparticipatein theimplementationprocess.Byinvolving employeesinthedecision-makingand implementationstages,Danensureda senseofownershipandcommitment, fosteringacollaborativeenvironment.
Dan’sforemostadvicetoaspiringleaders istoprioritizeproblem-solving.Asa leader,itisessentialtounderstandthatthe ultimategoalistoprovidesolutionsto clients’challenges.Thisinvolves identifyingandaddressingtheirpain points,whetherhelpingcompaniesacquire newclientsorimprovingcommunication withexistingcustomers.Byleadingwitha problem-solvingmindset,aspiringleaders canbuildastrongfoundationfortheir companiesandensurelong-termsuccess.
Inaddition,Danemphasizesthe importanceofmaintainingalignmentwith clients.Understandingtheirneeds, expectations,andgoalsiscrucialin deliveringoutstandingservice.Aspiring leaderscanbuildenduringrelationships andfosterclientloyaltybyconsistently stayingattunedtoclients’requirementsand alwaysmeetingorexceedingtheir expectations.Thisalignmentcontributesto thesuccessofindividualprojectsand establishesasolidreputationfortheleader andtheircompany
Pioneering the Marketing Industry through Innovation and Creativity
Anderson CEOandFounderDigitalMarketinghasbecomeanessential marketingtacticforanybusinesstothriveinthe market.Contrarytotraditionalmarketing,digital marketingpromotesbranddevelopment,helpsmaintain efficiencyinoperations,providesincreasedcustomer satisfaction,andallowsbusinessestoreachaglobal audience.Numerousentrepreneursareutilizingtheir knowledgeinthisfieldtohelpotherbusinessesgrowand prosper.Onesuchleaderprovidingdigitalmarketing servicestoenhanceandhelpotherbusinessestogrowis CharlesAnderson(CEOandfounderofGAT Marketing)
Charlesisapioneerinthefieldofdigitalmarketingandis knownforhisoutside-the-boxthinkingandunique approachtoproblem-solving.Hisefforttosupporta communitymotivatedhimtopursueacareerinfirearms marketing.Overtheyears,Charleshasworkedwith numerousstartupsincludingPrivateInvestmentFirmsand VentureCapitalGroups.Hehasalsoassistedinthelaunch ofvariousstartupfirms.
Throughouthiscareer,Charleshasbeenrecognizedwith severalprestigiousawardsincludingtheexceptional workplaceaward,nationalandregionalINC5000listings, andmanyothers.Hebecameaseries7licensedbrokerjust attheageof19.Inadditiontothese,Charleshasalsoled multiplecompaniesthathavebeenboughtoutandmerged withhouseholdnames.
MirrorReviewrecentlyhadtheopportunitytoparticipatein aconversationwithCharlesAndersonwherehesharedhis viewsonleadershipalongwiththeassociatedrolesand responsibilitiesandthechallengingjourneyofthe establishmentofthecompany
Belowaresomeexcerptsfromourfascinatingconversation.
When was GAT Marketing established? What are the various services and solutions offered by the company?
GATMarketingwasestablishedin2014.Itisacutting-edge disruptivedigitalmarketingagencythatthrivesonchasing downthehighestreturnsonourclient’sinvestments.Our teamofexpertshasprofessionalexperienceinthefieldsof advertising,finearts,brandanddigitalmanagement, venturecapital,anddataanalysis.Theyworktowards handlingeverypartofabusiness’spotentialadvertising needs.Ourcompanydealsinidentifyingconsumerbases, adconcepts&creations,mediaplanning,ad-buying,and ROItracking.
In your opinion, how has technology and digitalization influenced the future of the business sector? Also, how did you implement these changes in the company?
Sincethe1990s,therehasbeenarapidshiftintheindustry duetotechnologicaladvancementsanddigitalization. Throughoutmycareer,I’veworkedhardonlearning, adapting,andutilizingnewtechnologiestofindnewways tomarketandachievesuccessforclients.GATMarketing doesnotjustadapttothesechangesbutisattheforefrontof them.Thisallowsustoofferservicesandtechnologytoour clientsthatotherfirmscannotduetotheirhesitancyand speedofadoptingnewtechnologies.
WehaveworkedhardtotransitionintoSMS,email,social sentimenttracking,intention-drivenanalytics,andother emergingtechnologiestobetterreachpotentialcustomers forourclients.Myexperienceofworkingwithbootstrapfundedbusinessesenabledmetomaximizeeverypotential partoftheclient’sbudget.
According to you, what essential traits are required for modern business leaders to survive in the market landscape? Also, how do you respond to criticism and tackle demotivation within the workspace?
Inmyopinion,beinglight-hearted,approachable,and respectablearethemostessentialvaluesthataleader shouldpossess.Moreover,Ifeelthatmodernbusiness leadersneedtobeopentoalotofconstructivecriticism. Anotherandthemostimportanttraitistreatingemployees withrespect,kindness,andvaluingtheiropinion.Employee satisfactionplaysagreatroleintheefficiencyandgrowth ofthebusiness.
Asforcriticism,Iusuallyrespondtoitwithajokeandthen aseriousexplanation.Inaddition,Iensurethattheperson posingthecriticismunderstandsthattheyareheardandI willeitheradapttheirideaorworkwiththemtofindan appropriatesolution.GATMarketingconstantlystrivesto buildharmonyandrespectwithintheworkplacethathas significantlyboostedthemoraleoftheemployees.Also,all themembersoftheteamsupportandmotivateeachotheras afamilyandhelpthosewhoaredemotivatedtogetbackon track.
Being at the helm of the company, what are your primary roles and responsibilities? How do you ensure to efficiently delegate your responsibilities?
AstheleaderofGATMarketing,Ioverseealldepartment
heads.Weareblessedwithsomeofthebestemployees.The companymakessuretohiretherightpeopleandfinda placefortheminsteadoffindingapersontofillaspot. DelegatingissomethingthatItakefulladvantageof.Iam proudofleadingateamofexceptionalprofessionalswhere everymemberisproductiveanddriventowardsexecuting ourcollectivevision.
What role do collaboration and creativity play in successful business leadership?
Thethreemostimportantfactorsthatareresponsibleforthe successandgrowthofGATMarketing.Theseinclude believinginmyemployeesandtheirabilities,workingside bysidewiththeminsteadoflookingovertheirshoulders, andexpectingthemtobringmewhatIwant.Theteam workscollaborativelyandgeneratesideasandperspectives thatarethemajorfactorsresponsibleforthegrowthand successofthecompany
How do you maintain work-life balance? What are your favorite hobbies or past-time activities?
IworktokeepmylifebalancedwhichishowImaintain work-lifeequilibrium.Also,Ilovespendingtimewithmy familyandfriends.Idevotealotofmysparetimeto collectingandlearningaboutguns.Iamalsoamemberof thecompetitiveshootingteam‘TeamTuff’whereIpursue myhobbyinmysparetime.
What are the upcoming solutions/services we can anticipate from GAT Marketing?
Theshifttodigitalpublicationsisoneofourbiggestdriving focuses.Inadditiontothis,ourprimefocusoverthenext fewyearsinvolvesdevelopingnewtoolsincludingSMS, retargeting,andcreatingawiderabilitytoreachpotential customerswhomaynotreadtraditionalfirearmseditorial.
“If you're going to lead and inspire your team, there needs to be a feeling of shared struggles.”
IIntoday’scompetitiveanddynamicmarket,digital marketingisessentialforanybusinessthatwantstoreach andengageitstargetaudience.Digitalmarketinginvolves variousstrategiesandtacticstoattract,convert,andretain customersonline.Butwhenitcomestoattracting customers,ContentMarketingvsSEOoftensparksa debate.Shouldyoufocusoncreatingengagingcontentor optimizingyourwebsiteforsearchengines?Theanswer mightsurpriseyou:botharecrucial,andtheyworkbest together!
ContentMarketingistheprocessofcreatingand distributingvaluable,relevant,andconsistentcontentto attractandretainaclearlydefinedaudience.SEO(Search EngineOptimization),isthepracticeofimprovingthe quantityandqualityoftraffictoyourwebsitethrough organicsearchengineresults.
BothContentMarketingandSEOhavetheirownbenefits andchallenges,buttheyarenotmutuallyexclusive.Infact, theyaretwosidesofthesamecoin,astheybothaimto providethebestpossibleuserexperienceandanswerthe user’squery.Inthisarticle,wewillexplorehowcontent marketingandSEOworktogether,andhowyoucan leveragethemtoboostyouronlinepresenceandgrowyour business.
ContentMarketingvsSEO:TheDreamTeam,Not Rivals
ContentMarketingandSEOarenotseparateentities,but rathercomplementaryandinterdependent.Theywork togethertocreateapowerfulsynergythatcanboostyour onlinevisibilityandauthority
HowdoescontentmarketingbenefitSEO?
ContentMarketingvsSEOisallaboutcreatingand deliveringvaluablecontentthatsolvesyouraudience’s problems,educatesthem,entertainsthem,orinspiresthem. Bydoingso,youarenotonlybuildingtrustandloyaltybut alsogeneratingorganictraffictoyourwebsite.
Organictrafficisthetrafficthatcomes fromunpaidsearchengineresults.Itis oneofthemostimportantmetricsfor SEO,asitindicateshowwellyour websiteranksforrelevantkeywords andphrases.Themoreorganictraffic youhave,themorechancesyouhave toconvertyourvisitorsintocustomers.
Buthowdoyougetorganictraffic?By creatinghigh-quality,relevant,and engagingcontentthatmatchesthe user'sintentandquery.Searchengines likeGoogleusesophisticated algorithmstocrawlandindexyour content,andrankitaccordingto variousfactors,suchasrelevance, quality,freshness,anduserexperience.
Therefore,byproducinggoodcontent thatanswerstheuser’squestions,you areincreasingyourchancesofranking higheronthesearchengineresults pages(SERPs)andattractingmore organictraffictoyourwebsite.
HowdoesSEObenefitcontent marketing?
SEOisnotonlyaboutgettingtraffic butalsoaboutgettingtherighttraffic. Youwanttoreachyourtarget audience,thepeoplewhoaremost likelytobeinterestedinyourproducts orservices,andwhoarereadytotake action.
Buthowdoyoureachyourtarget audience?Byoptimizingyourcontent forthekeywordsandphrasesthatthey usetosearchforinformation, solutions,orproductsonline. Keywordsarethewordsandphrases thatuserstypeintosearchenginesto findwhattheyarelookingfor
Byconductingkeywordresearch,you canidentifythemostrelevantand popularkeywordsforyourniche, industry,andaudience.Youcanthen
usethesekeywordsstrategicallyinyourcontent, suchasinthetitle,headings,subheadings,body, URL,metatags,andimages.
Doingsotellsthesearchengineswhatyour contentisabout,andhowitrelatestotheuser’s query Youarealsomakingiteasierfortheuserto findyourcontent,andtoclickonit.
However,optimizingyourcontentforkeywordsis notenough.Youalsoneedtooptimizeitforuser experience,whichisanothercrucialfactorfor SEO.Userexperiencereferstohowtheuser interactswithyourwebsiteandyourcontent,and howsatisfiedtheyarewithit.
Some of the aspects of user experience that you need to consider are:
● Loadingspeed:Howfastyourwebsite andyourcontentloadondifferent devicesandbrowsers.
● Mobile-friendliness:Howwellyour websiteandyourcontentadaptto differentscreensizesandresolutions.
● Navigation:Howeasyitisfortheuserto findwhattheyarelookingforonyour website,andtomovefromonepageto another.
● Design:Howappealing,clear,and consistentyourwebsiteandyourcontent lookandfeel.
● Readability:Howeasyitisfortheuser toreadandunderstandyourcontent,and tofollowyourmessageandyourcallto action.
Byoptimizingyourcontentforuserexperience, youarenotonlyimprovingyourSEOranking,but alsoincreasingyourdwelltime,reducingyour bouncerate,andenhancingyourconversionrate.
ToillustratehowcontentmarketingandSEOwork together,let'slookatsomeexamplesofsuccessful contentthatleveragesbothstrategies:
● HowtoStartaBlogThatMakes Money(Beginner’sGuide):Thisisa blogpostbyAhrefs,aleadingSEOtool.
Itisoptimizedforthe keyword “how to start a blog,” whichhasamonthly searchvolumeof49,500in theUS.Itranks#1onGoogle forthiskeywordandattracts over15,000organicvisitors permonth.Theblogpostis alsoengagingand informative,asitprovidesa step-by-stepguideonhowto createablog,with screenshots,tips,and examples.Italsoincludesa calltoactiontosignupfora freetrialofAhrefs,whichis relevanttothetopicandthe audience.
● TheBeginner’sGuideto ContentMarketing:Thisis ane-bookbyHubSpot,a leadingmarketingsoftware.It isoptimizedforthekeyword “content marketing guide,” whichhasamonthlysearch volumeof1,900intheUS.It ranks#3onGoogleforthis keywordandattractsover 2,000organicvisitorsper month.Thee-bookisalso engagingandinformative,as itcoversthebasicsofcontent marketing,suchaswhatitis, whyitmatters,howtocreatea strategy,andhowtomeasure theresults.Italsoincludesa calltoactiontodownloadthe e-book,whichisrelevantto thetopicandtheaudience.
Alwaysremember,inthecompetitive landscapeofContentMarketingvs SEO,therearethousandsofblogsand piecesofcontentuploadedonthe internetdaily.Hence,youhavetokeep updatingyourcontentatregular intervals.Updatingeverysixmonthsis anidealpracticetoimproveyourSEO results.Whicheventuallyhelpsvia contentmarketingstrategies.
ThePublicRelationsindustryisresponsibleforhowa companycommunicatesandrelateswithitspublic.The publicincludescustomers,media,investors,etc.By creatingandmaintainingapositivecompanyimage,thePR industryalsoinfluencespublicopinionandbehavior
Inadditiontothesefunctions,thePRindustrycanboost yourbusinessgrowthandreputation.Itcanhelpyoureach, engage,andpersuadeyouraudiencebetter.Itcanalsohelp youincreaseyourbrandawareness,credibility,and customerloyalty.Thesearethekeyfactorsforyour businesssuccessandprofitability
ThisblogpostwillshowyouhowtousethePublic Relationsindustry,whichisWorth$107.05billionin2023, tohelpyourcompany'sgrowthandreputation.Specifically, youwilllearnhowthePRindustrycanhelpyouwith:
● Reachingyourtargetaudienceandexpandingyour marketshare.
● Increasingyourbrandvisibilityandrecognition.
● Establishingyourauthorityandthoughtleadership inyourindustry.
● Managingyourreputationandhandlingcrises.
● Enhancingyourreputationandbuilding relationships.
IfyouareinterestedinlearningorapplyingPR,thenthis blogpostisforyou.ItwillteachyoumoreaboutthePR industryanditsbenefits.YouwillalsodiscoverhowthePR industrycanhelpyouachieveyourbusinessgoals.
AreyoureadytodiscoverthesecretsofthePRindustry?If yes,thenkeepreading!
Reachingyourtargetaudienceiscrucialforasuccessful business.Yourtargetaudienceisthegroupofpeoplewho aremostlikelytobuyyourproductsorservicesorsupport yourcauseormission.Theycanbenefitfromwhatyou offerandhelpyouachieveyourbusinessgoals.
ThePublicRelationsindustrycanhelpyouidentifyand communicatewithyourtargetaudience.Specifically,the PRindustrycanhelpyouwiththesetasks:
● Conductmarketresearchandanalysisto understandyourtargetaudience'sneeds, preferences,challenges,andexpectations.
● Developaclearandcompellingvalueproposition thatshowshowyourbusinesscansolveyour targetaudience'sproblemsorfulfilltheirdesires.
● Craftaconsistentandrelevantbrandidentityand voicethatreflectsyourbusinesspersonalityand values.
● Createanddistributeengagingandinformative contentthateducates,entertains,orinspiresyour targetaudience.
● Buildandmaintainrelationshipswithyourtarget audiencethroughvariouschannels,suchasemail, socialmedia,blogs,podcasts,webinars,events, andmore.
Bydoingthesetasks,youcanreachyourtargetaudience andexpandyourmarketshare.Moreover,thePRindustry canhelpyoutailoryourmessagingandpositioningto differentaudiencesandplatforms,basedontheir demographics,psychographics,behaviors,andinterests.
Forinstance,thePRindustrycanhelpyoucreatedifferent versionsofyourpressrelease,blogpost,orsocialmedia postfordifferentmediaoutlets,websites,ornetworks.This way,youcanensureyourmessageisrelevantandappealing toeachaudiencesegment.
Additionally,thePRindustrycanhelpyoumeasureand evaluateyourcommunicationefforts,byusingvarioustools andmetrics,suchaswebanalytics,socialmediaanalytics, emailmarketinganalytics,mediamonitoring,andmore. Thiscanhelpyouoptimizeyourcommunicationstrategy andtactics,andimproveyourROI.
Howpublicrelationscanhelpyouincreaseyourbrand visibilityandrecognition
Yourbrandvisibilityandrecognitionaffectyourbusiness growthandreputation.Theyshowhowwellyourtarget audienceandthepublicknowyourbusinessandwhatyou do.Themorevisibleandrecognizableyourbrandis,the morecustomersyoucanattractandretain.Youcanalso standoutfromyourcompetitors.
ThePRindustrycanhelpyouincreaseyourbrandvisibility andrecognition.Specifically,thePublicRelationsindustry canhelpyouwiththesetasks:
● Earnmediacoveragefromtop-tierjournalistsand publications.Thiscanexposeyourbusinesstoa largeanddiverseaudience.
● Securemediainterviews,guestposts,podcasts, webinars,andotheropportunities.Thiscan showcaseyourexpertise,achievements,and innovations.
● Generatepositiveword-of-mouthandreferrals fromyoursatisfiedcustomers,employees, partners,andotherstakeholders.Thiscanboost yourreputationandtrust.
● Winawards,recognitions,certifications,and endorsements.Thiscanvalidateyourquality, credibility,andauthority
● Participateinindustryevents,tradeshows, conferences,andseminars.Thiscanincreaseyour exposureandnetworking.
Bydoingthesetasks,youcanincreaseyourbrandvisibility andrecognition.Moreover,thePRindustrycanhelpyou leverageonlineplatforms,socialmedia,andcontent marketing.Thiscanamplifyyourmessageandreacha wideraudience.
Forinstance,thePRindustrycanhelpyoucreateandshare engagingandinformativecontent,suchasblogposts, videos,infographics,ebooks,casestudies,testimonials,and more.Thiscanattractandretainyouraudience'sattention andinterest.
Additionally,thePublicRelationsindustrycanhelpyou monitorandmanageyouronlinereputation,byusingtools andtechniques,suchasSEO,onlinereviews,socialmedia listening,andmore.Thiscanhelpyouimproveyoursearch enginerankings,increaseyourwebsitetraffic,andenhance youronlinepresenceandinfluence.
Howpublicrelationscanhelpyouestablishyour authorityandthoughtleadershipinyourindustry
Yourauthorityandthoughtleadershipaffectyourbusiness growthandreputation.Theyshowyourexpertise, knowledge,andinnovationinyourfield.
Themoreauthoritativeandinfluentialyouare,themore customersyoucanattractandretain.Youcanalsogain morerespectandrecognitionfromyourpeersand competitors.
ThePublicRelationsindustrycanhelpyouestablishyour authorityandthoughtleadershipinyourindustry. Specifically,thePRindustrycanhelpyouwiththesetasks:
● Showcaseyourexpertise,achievements,and innovationsthroughmediainterviews,guestposts, podcasts,webinars,andotherchannels.
● Providevaluableinformation,insights,and solutionsthatcaneducate,inform,orsolveyour audience'sproblemsorchallenges.
● Shareyouropinions,perspectives,andpredictions onthelatesttrends,developments,andissuesin yourindustry
● Engagewithyouraudienceandstakeholders throughcomments,feedback,anddiscussions.
● Collaboratewithotherindustryexperts, influencers,andleaderstocreateandshare valuablecontent,suchasco-authoredarticles,joint webinars,orpaneldiscussions.
Bydoingthesetasks,youcanestablishyourauthorityand thoughtleadershipinyourindustry.Moreover,thePR industrycanhelpyoubuildtrustandcredibilitywithyour audience.Itcandothisbyprovidingvaluableinformation, insights,andsolutionsthatshowyourexpertise,knowledge, andinnovation.
Forinstance,thePublicRelationsindustrycanhelpyou createandshareinformativeandinsightfulcontent,suchas whitepapers,reports,ebooks,casestudies,infographics, andmore.Thiscanshowyourauthorityandthought leadershipinyourindustry.
Additionally,thePRindustrycanhelpyoumonitorand manageyourindustryreputation,byusingtoolsand techniques,suchasindustryawards,rankings,ratings,and
reviews.Thiscanvalidateyourquality, credibility,andauthorityinyourindustry
Howpublicrelationscanboostyour businessreputation
Yourbusinessreputationshowshowyour customers,employees,partners,investors, media,andthepublicperceiveyour business.
Apositivereputationcanhelpyouattract andretaincustomers,increaseyoursalesand profits,enhanceyourbrandloyaltyand advocacy,andstandoutfromyour competitors.
Anegativereputationcandamageyour businessperformance,credibility,and trustworthiness,andmakeyouloseyour edge.
Youneedtomanageandprotectyour businessreputation,especiallyintimesof crisis.Acrisiscanbeanyeventorsituation thatthreatensyourbusinessoperations, reputation,orstakeholders.
Itcanbecausedbyinternalorexternal factors.Acrisiscanimpactyourbusiness reputation,asitcanexposeyourweaknesses, triggernegativeemotions,anderodeyour trustandconfidence.
ThePRindustrycanhelpyoumanageyour reputationandhandlecrises.Specifically,the PRindustrycanhelpyouwiththesetasks:
● Monitorandrespondtonegative feedback,reviews,ornewsabout yourcompany ThePRindustrycan helpyoutrackandanalyzewhat peoplesay,identifyanyissuesor risks,andrespondinatimely, respectful,andprofessionalmanner. Thiscanhelpyoumaintainyour reputationandcustomer satisfaction,andpreventany damageorescalation.
● Mitigatetheimpactofacrisisby beingproactive,transparent,and
accountable.ThePRindustrycanhelpyouprepareanddeal withacrisisbydevelopingandimplementingacrisis communicationplan.ThePRindustrycanhelpyoucraftand deliverclear,consistent,andhonestmessages,admityour mistakes,apologizesincerely,andtakecorrectiveactions. Thiscanhelpyoumitigatetheimpactofacrisis,restoreyour reputation,andrebuildyourtrustandconfidence.
Howpublicrelationscanhelpyouenhanceyour reputationandbuildrelationships
Yourreputationandrelationshipsaffectyourlong-term successandsustainability Theyshowhowyourcustomers, employees,partners,andotherstakeholdersperceiveand valueyourbusiness.
ThePRindustrycanhelpyouenhanceyourreputationand buildrelationships.Specifically,thePRindustrycanhelpyou withthesetasks:
● Engagewithyouraudienceandstakeholders throughmeaningfuldialogues,feedback,and collaborations.ThePRindustrycanhelpyoucreate andmaintaintwo-waycommunication,listento theirneeds,preferences,opinions,andexpectations, solicitandincorporatetheirfeedback,suggestions, andideas,andcollaboratewiththemonvarious projects,initiatives,orcauses.Thiscanshowyour respect,appreciation,andvaluetoyouraudience andstakeholders.
● Fosterloyaltyandadvocacyamongyourcustomers, employees,andpartnersbyhighlightingyour values,culture,andsocialresponsibility.ThePR industrycanhelpyoucommunicateand demonstrateyourvalues,culture,andsocial responsibility,andshowthemhowyourbusiness alignswiththeirs.
● ThePRindustrycanalsohelpyourecognizeand rewardyourcustomers,employees,andpartners, andencourageandempowerthemtobecomeyour advocatesandambassadors.Thiscanincreaseyour customerretention,employeeretention,andpartner retention.
Bydoingthesetasks,youcanenhanceyourreputationand buildrelationships.Thesearethekeyfactorsforyourlongtermsuccessandsustainability.
Conclusion
Asweareattheend,rememberthatPRcanhelpyour businessgrowandsucceed.Torecap,herearethemain pointswehavecovered:
● Publicrelationsisaboutmanaging communicationandrelationships.Itinvolvesa companyanditspublic.Thepublicincludes customers,media,investors,employees,partners, andregulators.Publicrelationshelpsthe companybuildtrustandreputation.
● PRcanhelpyourbusinessinthreeways.Itcan helpyoureachyourtargetaudienceandgrow yourmarketshare.Also,itcanhelpyouincrease yourbrandvisibilityandrecognition.PRcanhelp youestablishyourauthorityandthought leadership.Itcanboostyourgrowthand reputation.
● PublicRelationsindustrycanalsohelpyour businessinmanyways.Suchas,itcanhelpyou manageyourreputationandhandlecrises.The PublicRelationsindustryalsoenhancesyour reputationandbuildsrelationships.Itcanhelp youconnectwithyourcustomers,employees, partners,andotherstakeholders.
● PRcanhelpyoureachyourbusinessgoalswith variousskills,strategies,andtools.Forexample, marketresearch,valueproposition,brand identity,contentcreation,mediarelations,online platforms,socialmedia,contentmarketing,and crisiscommunicationaresomeofthem.PRhas manyskills,strategies,andtoolsforyour business.
Thepublicrelationsindustryisamulti-billion-dollar businessthatisexpectedtogrowtoavalueof$133billion by2027.Itisastrategicpartnerformanybusinessesthat wanttoachievetheirgoalsanddreams.
Youcangetexpertadvice,guidance,andsupportfroma PRagencyorconsultant.Theycanhelpyouimplement publicrelationscampaigns.Theycanboostyourbusiness growthandreputation.
Wehopethisblogwashelpfultoyou.Pleaseletusknow yourfeedback.Also,telluswhattopicsyouwanttoread moreblogson.
Overtheyears,neuroscience
hasemergedasavitalcrux formarketresearchstudies. Neuromarketingtechniqueshave becomeadvantageousoverregular marketresearchasithelpsmarketers tapintothemostimportantfacetsof marketing—emotionsandmotivations ofcustomers.Aswetranscendfurther intoatechnology-drivenworld, neurosciencehasbecomeoneofthe mostpurposefulassetsforhelping marketersandbusinessesunlock customerrequirementswithutmost accuracy
Althoughneuromarketingisa significantdeterminantofmarketing, itspotentialsareyettobeleveragedby marketers. “The largest enterprises in the space still had a lot to learn about how advertising works and neuromarketing was not being fully leveraged,” believesPhillipLomax. Phillip’sencounterwiththeconceptof neuromarketingmadehimrealizeits significanceinthemarketsphere.
DecoratedWorkProfile
Phillipwaseducatedininternational schoolsaroundtheworldandholdsa decoratedcareerportfolio.Hereceived aPresidentialScholarshiptoattend CornishCollegeoftheArtswherehe focusedonActingforTheaterand MusicalTheaterandgraduatedCum LaudewithHonors.In2011,Phillip participatedinFoxNetworks’The X Factor wherehefinished4thinthe Men’scategory.Healsoraisedover $450,000forvariouscharitiesandhas
showcasedhissingingtalentat renownedplatformssuchasFrank Sinatra’sBachelorPadinPalmSprings andmanymore.Hefurtherventured intohospitalityasaFrontOffice Manager.andtookover24/7 operationsofahotelpropertyin Seattle.
Phillipfurtherbroadenedhisbusiness developmentskillsetwiththeteamof UberEatswhereheestablished partnershipswiththousandsof restaurantsandenterprisechainsfor 3.5years.BythetimePhillipexited thecompany,hewasoneofthetop3 salespeople—intermsofaccounts signedandrevenueforthetechgiant. WhileatUberEats,heattended HarvardExecutiveEducationclasses for2yearsandearnedagrateful experience.
In2019,Phillipattendedthe NeuromarketingWorldForumhosted inRomewherehewasastoundedby neuromarketingandregardeditasone ofthemostadvancedtechnologieshe hadeverwitnessedthroughouthis career.Sixmonthslateritwaswhenhe wasinSingaporeattheGlobal RestaurantLeadershipConference, whereherealizedthepotentialof neuromarketingwithintherestaurant industry.Currently,Phillipservesas theSVPofBusinessDevelopmentat MediaScienceandcontributestoits continuoussuccess.
MediaSciencewasestablishedin2008
byDr.DuaneVaraninpartnershipwith Disney.HewasapproachedbyDisney withanintriguingproposal.Underthis proposal,Dr Varanwassoughtto performadvancedresearch—whichhe pioneeredasanacademic—ona broaderscaleandinadedicated customresearchlabforDisney’s properties.Afteranexclusive5-year periodwithDisney,thecompany onboardedvariousclientelesuchas Warner,NBC,Google,andseveral others.MediaSciencehascollaborated withnearlyeverymajorTVnetwork andsocialmediaplatforminthe industrytoday Withitsmethod agnosticapproach,MediaSciencehas beenoptimizingexperimentaldesign forthepastdecadetogenerateaccurate dataforitsclients.
MediaSciencefocusesonaccuratedata collectionbyintegratingnewscientific methodstomeasureitsaudiences.It determinestheaudience’strue responseusingitsneurometrics.Its toolboxincludesmultipleplatforms thatcanbeusedtotestadvertisingand programming,suchasitsin-home streamingplatform, StreamPulse,a privatestreamingsystemthatenablesit tocollectaccurateconsumerfeedback inanenvironmentwheretheaudience isatease.
“If a brand is looking for a more controlled environment, we have multiple laboratories across the United States where they can access our comprehensive toolbox,” quotes Phillip.
"Optimism compliments a scientific mind, and when compounded by belief, becomes the catalyst for innovation and disruption.”
MediaSciencetargetsawidearrayof industries.Thecompanyispreferred byplatformsandpublishers,whowish toshowcasetheperformanceoftheir advertisingformats,foritsabilityto accuratelytesttheirefficacy.Itis trustedbybrandsforitsabilitytodig deeperthantraditionalmeasures,and agenciesrelyonitsworktosteerthe wholeindustrytowardinnovationthat works.Yet,Phillipbelievesthatthefull powerofneuromarketinghasyettobe leveragedanditsapplicationsare boundlessandevenreachpastthe mediaindustry
MediaSciencebeginswithexcellent datacollectionandtranslatesits datasetsintopowerfulinsightsthatcan befurtherusedtodevelopan appropriatebrandstrategyforits clients.Usingitsrefinedalgorithms anddatasets,MediaSciencehas becomean“emotion-smith”by understandingcognitiveengagement, responseintensity,emotionalfeedback, memory,anditsimpactonthe consumer-brandjourney
“We use an ever-evolving process to make sure we are always on the cutting edge of the neuromarketing industry,” assertsPhillip.
Beingatthehelmofthecompany, Phillipleadsthesalesorganization, partnershipacquisition,andgrowth strategyofMediaScienceintonew verticals.Hewasresponsibleforthe company’sbrandrefreshin2020,its marketingstrategy,andnewclient development.Philliphasalso contributedtoestablishingthepremise forsomeofthecompany’sself-funded researchonvarioustopics.
Neuromarketingisanindustrythat demandsthegreatestminds,whoare perpetuallycuriousandalwaysasking themselves,“why?”andascientific mindisimperativetomakeitbig. Phillipbelievesthatasmallgroupof peoplecanchangetheworld. Speakingofhisexperienceat MediaScience,headdsthatheisatthe
beginningofajourneywithhisteam. Hementionsthatitisimportanttostay evervigilantandoptimistictowards thevisionwhilealsotakingastepback andlookingatthebiggerpictureby applyingknowledgewiththe considerationofglobalculture.By doingthis,andthroughexperience,one willbuildwisdom.
Phillipbelievesthatpassionisthefuel thatpowersusinternally,however,itis importanttonotethatitisnot exclusiveandthatpeoplearemultidimensionalintheirwantsandneeds. Onedoesnotgettopicktheirpassions, butjustbeawareofthemtoharness theirfullpotential.
“Following my passions has led me to my journey and brought me several successes - but I don’t feel “successful” yet, I’m still hungry to make an even greater impact. The ability to understand and measure your own success is unique to each person. Success is dynamic and internal,” concludesPhillip.
Victoria,TX
MarketingExtraordinaire
UniversityofHouston-Victoria
Awarded‘GooglePartner’recognition inJuneof2021.
• In2021,BuildingBrandsMarketingwasawardedaSilverADDYforbestwebsiteintheirregionbythe AmericanAdvertisingFederation.
• In2017,hewaspromotedtoyoungestAdvertisingManagerinthehistoryofVictoriaAdvocate.
• In2016,hewas1outof8individualsnationwidetobeselectedtotheNEXGENprogrambytheSouthern NewspapersPublishersAssociationforayear-longprogramforfutureleadersofthenewspaperindustry
Marketinghasalwaysstemmedfrome ectivestorytelling.Inthepastfewyears,ithasdevelopedsignificantlyin termsoftargetingcapabilities.Withnewtargetingcapabilities,theconsumerjourneymustbeevenmore personalizedthroughtheutilizationofsegmentaudiencesanddynamicmessaging.
In2018,RobertRoyerfoundedBuildingBrandsMarketing(BBM) byutilizinghisindustryknowledge andpersonalcustomerservicevaluestocreatemarketingstrategiesforsmallandmedium-sizedbusinesses.Royer envisionedcreatingamarketingconsultingagencyfocusedononegoal—toproduceresultsforclients.Heoverlookedthe traditionalrevenue-basedbusinessmodelforagenciesandperformedservicesthatcontributedtothebottomlineof businesses.
Royerdevelopedamodelthatfocusedonclientretentionforrevenuegrowth.Thus,thejourneyofBuildingBrands Marketingtobecomingoneofthefastest-growingcompaniesinVictoria,Texasbegan.Thecompanystartedasaone-man marketingconsultingfirm.In2019,itonboarded whoisitscurrent and AlexRichardson VicePresidentofOperations
“The key to success in business is finding a team with just as much passion and talent as you. And if you treat them better than you would yourself, that's when true successes are created.”
- Robert RoyerPartner Withhisadditionamongothercompanydirectors suchas and ,BuildingBrands MicahRi e RubenVera Marketingstartedexpandingitsservicestoafull-service agencyconcept,includingwebdesign,videoproduction, andmuchmore.Theydevelopedacompanyinwhichtheir passionfortheircraftwasobviousandeachnewteam memberadditionwasjustasdedicatedtotheirprofessionas thelasthire.
AccordingtoRoyer,themajorfactorthatdistinguishes BuildingBrandsMarketingfromitscompetitorsisthatit providesallservicesin-housewithaconsultativeapproach. Thecompanycomprisesstrategyconsultants,graphic designers,socialmediastrategists,productionspecialists, contentcreators,searchenginemarketing/optimization experts,andmanymore.Itsmissionistoproducecuttingedgemarketingstrategiesusingcreativity,data,and innovationtoassistorganizationsinincreasing sustainability,longevity,andlastinglivelihoods.It cultivatesanenvironmentofinnovationthatmotivates peopletoperformtheirbestwork.BeingacertifiedGoogle Partner,thecompanyalsohasmultipleGoogleCertified individualsin-house.
BuildingBrandsMarketing’svastexpertiseinsearch engineslikeGoogleandBinghasaccelerateditsgrowthin thepastfewyears.Thecompanyhasbeenperformingwhite labelworkforotheragenciesacrosstheUSsinceits inception—whichisoneofitsmostconsistentformsof revenue.Duetothecompany’sstrongreputationinthe areasofSEO,SEM,andtargetedsocialmediastrategies,it hasbeenapproachedbyotheragenciesforfulfillingthese services.
“Our clients trust us because we have built an industry reputation with comprehensive marketing approaches,” saysRoyer.BeingaGooglePartnerandaGoogleCertified experthimself,BuildingBrandsMarketingensures prominentsearchvisibilityforitsclientsanditssocial mediaandproductionspecialistscreatestoriesthat e ectivelybrandtheclients.
Thecompany’sownershipteamdealsdirectlywithclients onadailybasis.Althoughthecompanyprovidesmarketing consultingservicesacrossseveralindustries,ithasfound immensesuccessworkingwiththefollowingsectors:
● (Duetoexperienceandfamiliaritywith Medical HIPPAcompliance)
● (E ectivestory-tellingabilitythrough Education e ectivecontentandproductioncapabilities)
● MarketingAgencies(CertifiedGoogleExperts)
Alex Richardson Vice President of Operations & Partner
AstheFounder&President,Roberthasbeenhelming BuildingBrandMarketingsinceitsinception.Heworksin thebusinessona‘dayinanddayout’basisanddevelops marketingstrategiesforbusinesses.Robertandhisteam alsoconsultwiththeregionalsmallbusinessdevelopment centerprovidingmarketingconsultingservicesand strategiesforbusinesses.
Byestablishingitselfasthefastest-growingandlargest marketingagencyinSouthTexas,BuildingBrands Marketinghasbuiltapresencewherethetoptalentsofthe regionaspiretoworkwiththecompany Thecompany highlybelievesthatitsworkdirectlyimpactslivelihoods. Thisapproachhascreatedasenseofgratificationinits workthatelevatestheperformanceofteammembers.
BuildingBrandsMarketinghasbuiltauniquecompany culturecenteredaroundservingagreaterpurposethan themselves.Itsprogressiveculturecultivatesan environmentthatgeneratesafamily-likebonding.The companyencouragesdoingteam-buildingtaskstogether, promotesflexibleworkingconditions,andchallengeseach othertobecomebettereveryday
“The collaboration we create by having aspects such as a high level of passion for what we do constantly improves the quality of work we produce and we continue to set the bar higher and higher,” remarksRoyer
BuildingBrandsMarketingharborsacustomer-centric approach.Mostofitscustomersneedassistancewith bottom-of-the-funneltacticslikeleadgeneration.Tobetter assistitsclientsinthisarea,BBMimplementedamarketing automationandleadnurturingsoftware.Royermentions
thatthecompanycontinueslisteningtoitsclientsforbringing newstrategiesandprogramsthatbetteraddresstheirproblems.
BuildingBrandsMarketingaimstocontinuedevelopingnew softwaretobetterassistitsclients.Thecompanystrivestowork withitsclientstoidentifypainpointsandthendevelopsoftware solutionstoaddresstheseissueswheresoftwaredoesnotcurrently exist.
Robert’sforetelling
Inthenextfiveyears,RoyerenvisionsBuildingBrandsMarketingto beoneoftheleadingmarketingagenciesintheUS—withover50 teammembers.Thecompanycontinuestoo erthemostcuttingedgestrategieswithanevenstrongerreputationforbusiness development.Royeranticipatesthatsomeoftheclients(that BuildingBrandsMarketingcurrentlyworkswith)willhave expandedacrossmultiplelocationsorperhapsevendeveloped intofranchiseconceptsinsomeinstances.
InRoyer’swords, “We are not just building a brand here, we are building livelihoods. When we are helping local or regional businesses build revenue, we’re building livelihoods, we’re building a family, we’re building culture.” Thecompanyisbuilding opportunitieswithitsemployees,providingthemcompetitive compensation,strongbenefits,alongwithcountlessgrowth opportunities. “We are building opportunities nationwide, but probably most importantly, we are improving the community that we reside in,” concludesRoyer
THE USA LEADERS IS AN ILLUMINATING DIGITAL PLATFORM THAT DRIVES THE CONVERSATION ABOUT THE DISTINGUISHED AMERICAN LEADERS DISRUPTING TECHNOLOGY WITH AN UNPARALLELED APPROACH.