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So, what goes on inside a marketing company?


What goes on inside is mostly "Activation", which is the jargon for making the campaigns happen. But it's much more than simply pressing a "Go" button. The activation process takes all the ideas and concepts and turns them into a final published campaign. Some campaigns can comprise of many elements. Each element must achieve it's objective to make the overall campaign successful.
To understand more about how this works let's look at the activation process of a single media post. This was the lead post for a new line of sports clothing. The aim of this post was to create the "customer perception" of how the manufacturer wants you to feel when you wear the clothes. Our job was to accomplish this with a single photograph. To use the jargon again, we set the "content objective" with the adjectives, "Freedom, Outdoors, Independence, Travel, Style".
So, activation began...

activation photo 1 The primary task is to build the Creative. The creative is the foundation graphic from which the actual post images are taken. We're going to need 4 images...sounds confusing but you'll see. activation photo 2
The 1st step is to gather the "Assets". Assets are the photos, graphics, and/or video clips and sound track that we need to create the post. In this case, because the story was about a range of fashion clothing, it was important to include a fashion model. A quick visit to the local rugby club with a model wearing something appropriate followed. (there's some behind-the-scenes pics over there). We always take dozens of photos to make sure we get the right one.
Next, we had to create the background. Remembering that this was a "customer perception" setter, the background had to give exactly the right impression, the right feel. You'll see a few candidates in the photo on the left. Then it was the simple matter of selecting the assets we needed, and placing one on top of the other. activation photo 3 The next step was to add the brand logo and the catch phrase or slogan to complete the post story. The image below is the completed creative graphic. But it's not ready for publication yet. Before we can publish, we must do the "Creative Scaling". Creative Scaling is making versions of the creative in the different aspect ratios used by the various media platforms. activation photo 2 Then, each of these graphics is converted to a flat .jpeg image ready for publication. In this case we ended up with 4 images for the single post because we were going to publish to Facebook, Google, Instagram and Explorio.

The final step is one that's often overlooked. It's scheduling the publication, and this can be important. It may have to wait for a stock delivery, or coincide with a product launch for example. Your marketing must match your business activities.

The Platform takes control
Once the post is published, the algorithms for that particular platform take control of who sees it. These algorithms differ from platform to platform and are continually changing. The key to reaching a large audience is to exploit the original and fundamental function of all social media platforms, which is communication between "Friends".
Jump over to our Motivation page that will show you one way to do it...

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