Jetzt für die Adobe Creative Residency bewerben.

Jeder Kreative kennt vermutlich diese Situation: Du hast jede Menge Ideen für deine eigenen Projekte, die völlig unabhängig von Auftraggebern und der Notwendigkeit, die Miete bezahlen zu müssen entstehen könnten. Ich habe eine ganze (virtuelle) Schublade mit solchen Ideen und ich hätte es wahnsinnig toll gefunden, hätte es zu Beginn meiner beruflichen Laufbahn schon Möglichkeiten wie diese gegeben: Die Adobe Creative Residency – ein Stipendium für ein Jahr, um sich komplett kreativ auszutoben.

Was ist die Adobe Creative Residency?

Dieses von den Kreativ-Software-Experten Adobe geschaffene Programm ist für junge Kreative gemacht, die gerne ein Jahr lang in Ruhe an ihrem Herzensprojekt arbeiten möchten. Adobe stellt die notwendigen Grundlagen bereit, die es dafür braucht: Zugang zu Werkzeugen wie Hardware und Ressourcen wie Adobe Software, sowie Expertenwissen und selbstverständlich ein Jahr lang die komplette finanzielle Absicherung.

Das ist ziemlich großartig wenn ihr mich fragt.

Was ist im letzten Jahr passiert?

Ich hatte selbst das Vergnügen die beiden deutschen Residents in diesem Jahr treffen und bei ihren Projekten begleiten zu dürfen. Ihre Projektideen stellten sie als frisch gekürte Residents auf der leider letzten Typo Berlin im Mai vor.

Besonders die Arbeit von Nadine Kolodziey hat mich dabei begeistert, da sie wie ich Illustratorin ist. Allerdings arbeitet sie sehr künstlerisch und frei und hat dieses Jahr genutzt ihr Projekt Undrawn Drawing auszuarbeiten und damit auf Tour zu gehen. Das Projekt bedient sich der Möglichkeiten des Augmented Reality und ermöglicht so, das Projekt interaktiv zu erleben.

Sie kam viel rum in diesem Jahr, war z.B. auf der Adobe Max und in Tokio.

Die Fotografin Laura Zalenga widmete sich in diesem Jahr ihrem Foto-Projekt Beauty of Age, das sich der Schönheit im Alter verschrieben hat und damit ein Gegenpol zur retuschierten Mode-Fotografie mit jungen Models bildet. Ihr Projekt begleitete dokumentarisch Menschen in ihrer Diversität und bettete die Fotos in Zitate der Porträtierten ein.

Eine komplette Übersicht aller bisherigen Absolventen und ihrer Projekte findet ihr auf der Absolventen-Seite.

Für wen ist die Adobe Creative Residency gedacht?

Bist du angetan? Dann solltest du dich bis zum 7. Februar bewerben, wenn folgende Kriterien auf dich zutreffen.

  • Du lebst in Deutschland (oder den USA, Kanada, Großbritannien. In diesem Jahr gibt es das erst Mal
    Residents aus Japan)
  • Du arbeitest in den folgenden Fachgebieten:
    • Fotografie
    • Digital Painting & Malen
    • Grafikdesign (Digital und Print)
    • UI/UX-Design
    • Online-Videos

    Ist dein Fachgebiet nicht dabei, macht das auch nichts. Bewirb dich trotzdem!

  • Du stehst noch am Anfang deines Werdegangs
  • Du willst ein Jahr lang deine Passion ausleben in ein Fundament für deine eure weitere Karriere legen.
  • Du reist gerne und nimmst gerne an internationalen Design-Konferenzen teil

Was musst du für die Bewerbung tun?

Wichtig ist Adobe bei der Auswahl der neuen Residents, dass sie sich an ein paar Leitlinien halten. Natürlich solltest du in jedem Fall schon mal eine kreative Projektidee haben und diese auch entsprechend skizzieren. Bedenke dabei folgende Fragen:

  • Was ist deine Motivation für dieses Projekt?
  • Was soll (und wird) dein Projekt bewirken?
  • Welche Materialien und Werkzeuge wirst du dafür benötigen?
  • Wie sieht dein Workflow aus?
  • Wie wirst du dein Projekt der Community vorstellen?
  • Wie kann dir die Residency helfen, deine Karriereziele zu verfolgen?

Für Ideen und Inspiration zur Bewerbung werdet ihr hier fündig: Im Video der Residency-Absolventin Anna Daviscourt gibt sie dir 5 Tipps für deine Bewerbung gibt.

Außerdem solltest du drei frühere Projekte und Links zu deinem Online-Portfolio und/oder deiner Behance-Seite teilen, damit Adobe sich ein Bild von deiner bisherigen künstlerischen Arbeit machen kann.

Wichtig ist der Jury dabei zu erkennen, wieviel Lust du aufs Ausprobieren und der Herausforderung neuer Dinge hast.

Bewirb dich!

Wenn das nicht alles fantastisch klingt! Um dich zu bewerben, fülle einfach das Bewerbungsformular aus! Der Anmeldeschluss dafür ist der 7.2.2019.

Mehr Infos gibt es im Adobe-Blog Creative Connection.

Source:: designmadeingermany.de

Gotteswerk #04 — Trail and Error

Mehr Bilder…

We are very grateful and proud that this is already the fourth year in a row to create the look of »Gotteswerk“ magazine. This year’s edition carries the motto Trial and Error. We felt that it was a perfect opportunity to juggle with the notion of experimenting. This is how we go through life in many situations, after all. At times with surprising results. We decided to present a juxtaposition of words and images, which fly back and forth like the ball in a Ping Pong game. Our author designed a vital concept in cooperation with numerous photographers. One of them, the famous and international known fashion photographer Joachim Baldauf, shares his views on experimental photography in an interview. On the cover you find a puzzle and a removable shiny black substance – that we ourselves experimented with for the first time – so that you can go for own attempts to change the reality of an image and a text.

Agentur
Milch+Honig

Designer
Christina Sofie John

Source:: designmadeingermany.de

Keyfender – Das wasserdichte Gehäuse für moderne Autoschlüssel

Mehr Bilder…

Ob Wassersportler, Outdoor-Aktivisten oder bei Schietwetter. Wer seinen elektronischen Autoschlüssel vor Wasser, Schmutz und Stößen schützen will, für den gibt’s jetzt die Rettung. Und der Clou daran: der Schlüssel lässt sich dank der innovativen Schutzhülle mit elastischem Fenster im Gehäuse bedienen.

Du hast Lust auf das Teil? Ab jetzt startet die Crowdfunding Kampagne auf Kickstarter. Mehr Infos auf der Webseite.

Agentur
Weissraum

Source:: designmadeingermany.de

How to automate yourself to success in PPC

Here are some ways you can get automation to play nice and to drive your KPIs in a controlled and accountable way. Learn how to automate yourself to success in PPC.

Since the main purpose of Paid Search (like all marketing) is to communicate and persuade humans to choose a business, manual management is unlikely to disappear entirely.

However, Google, in particular, have been investing massive sums in machine learning so as to reduce marketers‘ reliance on human management of campaigns.

Whilst we’re in this hybrid stage (a little like where we’re at with self-driving cars) it pays to not entirely reject automation.

Also, with the gradual takeover of Google Ads‘ new UI, some legacy bid rules setups will be changed or removed. So getting accustomed to the more AI-style automation will be important in the coming months.

Here are some ways you can get automation to play nice and to driving your KPIs in a controlled and accountable way.

What’s great about automation?

I am the Head of Account Management at ESV Digital, and we have always employed automation in a number of ways so we’re no strangers to letting computer power take the reins.

However, we always monitor the effect on performance and the decisions made by our silicon-hearted friends.

There are currently two broad types of automation right now:

  • Bid automation, which is designed to help you achieve a specific goal for your campaigns.
  • Content and keyword creation (e.g. ad messaging, extensions etc.), which can help you show your ads to the right audience. Your keywords should match the terms your potential customers would use to search for your products or services.

Bidding

Screenshot taken by the author from Google Ads.

The simplest and also most risky element is the bid automation. It’s simple because in Google Ads it boils down to simply setting a performance target and seeing what happens. The risk is in the fact that…you merely set a performance target and see what happens!

There are more rule-based ways to bid but they are somewhat limited both in control and in the fact that they cannot take advantage of the more target-oriented bidding schemes (called Smart Bidding) which bid per query (based on all the context of that query, such as user history, browser, location etc.).

To simplify your decision on which option for bidding to go for, look at the data levels in your account. If it’s dealing with many hundreds of conversions per day, you’re likely going to see a pretty good performance with Smart Bidding. If you’re talking a couple hundred or less per day, you’re going to need to set it on only the highest-converting parts and generally, the rules will work better.

The reason is Smart Bidding is entirely algorithm-based, which needs data. The less data, the less accurate. So scale is extremely important if the algorithms are going to do the right thing more often than not.

Do:

  • Ensure your campaign structure is set up to make the most of the bid automation. If you’re dealing with mainly Broad traffic, try first to get it to majority Exact traffic. This will ensure less can go wrong.
  • Get negative keywords in place to reduce the likelihood of an explosion of useless traffic when bidding commences.
  • If performance and volumes are wildly different across devices, think about splitting them out so the algorithms can concentrate on the most consistent data. The more “reliable” the data set, the less the algorithm will introduce quirks. Essentially, if you know statistics, it’s getting the groundwork done to maximise the R2 ratio.
  • Start any of this with the highest volume campaigns to test what target is working for you before rolling out to the rest of the account.

Don’t:

  • Set up multiple portfolio smart bidding schemes and set them live at once – you’ll go crazy!
  • Expect it to be perfect first time. Never is.
  • Try to instantly turn ROI from 2 to 45 in a week. Gradually increase the target over time.
  • Try this without robust conversion tracking!

Content creation

Screenshot taken by the author from Google Ads.

This automation segment comes in a variety of flavors and purposes. The major examples of automation you have tangible influence over are:

  • Ad Customizers: populates ads based on a sheet of options linked to a criteria (e.g. user location or device).
  • Countdown customizers: highlights upcoming events, like sales or special events.
  • Dynamic Search Ads: uses your website to target your ads and find customers searching on Google for precisely what you offer.
  • Responsive Ads: utilises your assets (images, headlines, logos, and descriptions) to automatically generate ads to be shown on the Google Display Network (in Beta on Search and already fully launched on display).
  • Dynamic remarketing: shows your ads to people who have previously visited your website or used your mobile app.

Other elements that are not really in your hands include:

The advent of Google Ads scripts allows the more code-loving amongst us to really automate creative in almost any way you like but most users will limit themselves to using Google Sheets to populate ad copy with Countdowns and Ad Customizers.

Screenshot taken by the author from Google Ads.

Do:

  • Exploit these carefully – done wrong, you could really embarrass your brand.
  • Creatively implement them to get ahead of complacent competitors.
  • Test heavily – some will work best on top-funnel and others at bottom-funnel areas.

Don’t:

  • Use them everywhere, you need to be accountable for what they do.
  • Cut corners any more than you would on static content.
  • Implement them without a solid plan so you know what is out there at any given time.
  • Forget about Quality Score – don’t try to be fancy at the expense of ad relevance.

This should serve as a good introduction to this subject and we hope it will be very helpful when managing your PPC campaigns.

Steve Plimmer is the Head of Account Management US at ESV Digital.

The post How to automate yourself to success in PPC appeared first on Search Engine Watch.

Source:: searchenginewatch.com

The Next Level of Influence: 30 Essential Influencer Marketing Statistics

30 Essential Influencer Marketing Statistics

30 Essential Influencer Marketing Statistics

Pop Quiz: When influencer marketing is done right, who wins?

a) Your brand
b) The influencers
c) Your audience
d) All of the above

In case you missed the last few classes, the answer is D. In the ideal influencer marketing engagement, your brand gets a boost in credibility, authority, and exposure to a new audience. The influencer gets a cool content asset to promote, association with other thought leaders, and is able to grow their influence in their niche. And the audience gets awesome content neither the influencer nor the brand could have produced on their own.

Getting to that “everyone wins” stage requires strategic planning and execution, though. You can’t just throw money at someone with a big Instagram following and expect results.

Our agency was a pioneer in B2B influencer marketing, and we’re invested in taking it to the next level. Our approach has seen amazing results for Fortune 500 companies and small businesses alike.

To help you reach the next level of influencer marketing — what we call Influence 2.0 — this post combines our experience with original research from other thought leaders in the industry:

  1. Influencer Marketing: Science, Strategy & Success (Zine)
  2. An Evaluation of Brand Influencer Partnerships (Onalytica and Smart Insights)
  3. Two Sides of the Same Coin: Exploring the Brand and Influencer Relationship in Influencer Marketing (Activate)
  4. State of Influence 2.0 2018 (Traackr & Altimeter Group)
  5. Influence 2.0: The Future of Influencer Marketing (TopRank & Altimeter & Traackr)
  6. The State of Influencer Marketing 2017 (Linqia)
  7. Sponsored Spenders Survey (Collective Bias)

Read on to upgrade your influencer marketing and get ready for what comes next.

30 Essential Influencer Marketing Statistics

Influencer Marketing Works

  1. Over half of brands say influencer content outperforms brand-created content. Only 6% said it underperformed brand content. 6
  2. 78% of consumers will buy when recommended by someone they feel they know and trust. 1
  3. 67% of consumers have no negative reaction to sponsored content. 7
  4. 58% of brands have seen improved brand awareness and perception from influencer marketing campaigns. 2
  5. 54% saw an increase in leads and revenue. 2

Influencer marketing works because the message comes from people your audience already trusts. It also works for awareness and brand positioning, but also for driving revenue.

As our CEO Lee Odden defines it: „Influencer marketing activates internal and industry experts with engaged networks to co-create content of mutual value and achieve measurable business goals.“

[bctt tweet=“#InfluencerMarketing activates internal and industry experts with engaged networks to co-create #content of mutual value and achieve measurable business goals. – @leeodden“ username=“toprank“]

Very Few Influencer Marketing Programs are Fully Mature

  1. Only 10% of organizations are fully mature with influencer marketing; that is, running a cross-functional program. 4
  2. 46% are using influencer marketing tactically, but have not integrated it across marketing. 4
  3. 57% of marketers say influencer marketing will be integrated in all marketing activities by 2020. 5
  4. 62% are going to spend more on influencer marketing in the year to come. Only 4% will spend less. 4

Marketers have a ways to go with influencer marketing sophistication. Investing more time and budget is a good start, but sophistication really comes from integrating influencers across your marketing initiatives on an ongoing basis, from strategy to content to promotion and beyond.

[bctt tweet=“#B2B #influencermarketing is still in its infancy—which means there are plenty of opportunities to begin implementing it today. @azeckman“ username=“toprank“]

Sophisticated Influencer Marketing Involves Deeper Relationships

  1. Nearly half of marketers are working on long-term campaigns w/influencers. 2
  2. 40% of influencers say they’re in long-term partnerships. 2
  3. 48% of B2C influencer programs are ongoing, but only 11% of B2B are. 5
  4. Only 29% of influencers are asked for their opinion on content direction. 1
  5. 55% of marketers say content strategy and direction are decided well before influencers are added. 1
  6. Only 25% of influencers said brands shared engagement goals with them. 1

Building long-term relationships with influencers is crucial for sustainable influencer marketing. The relationship-building should include working with the influencers on content strategy, direction, and engagement goals.

As Rani Mani, Adobe’s Head of Social Influence Enablement, recently told us in an interview: „We at Adobe pride ourselves on cultivating and nurturing long term relationships with our influencers. We look at it as dating with an eye towards long term commitment which means we are always looking to establish a ‚give to get‘ exchange where all parties come out ahead.“

[bctt tweet=“We look at #influencermarketing as dating with an eye towards long term commitment, which means we are always looking to establish a ‚give to get‘ exchange where all parties come out ahead. – @ranimani0707″ username=“toprank“]

Influence Is More than Follower Count

  1. Only 25% of consumers are more likely to buy a product when someone with over 1 million followers recommends it. 1
  2. As reach grows, engagement tends to drop. 1,ooo-10,000 is the sweet spot for engagement. 1

It’s time to rethink what makes a good influencer, especially for B2B brands. Reach is only one part of the equation; resonance and relevance are even more important than size of audience.

Not long ago, our own Ashley Zeckman, Senior Director of Digital Strategy, wrote: „Social reach should be a consideration for your B2B influencer marketing program, but not the only one. Sometimes the influencers with the largest reach may not be engaging their audience in a meaningful way that leads to more users connecting with your content.“

Look for people who are actively engaging with their audience, and are talking about topics relevant to your brand.

[bctt tweet=“#Social reach should be a consideration for your #B2B #influencermarketing program, but not the only one. @azeckman“ username=“toprank“]

Aim for Content Co-Creation, Not Sponsorship

  1. 73% of influencers said they put more effort into content when they’re passionate about the brand/product. 1
  2. Only 27% said they put in more effort when the campaign involves financial compensation. 1
  3. Only 34% expect financial compensation. 1
  4. However, 65% expect some form of reward. 1
  5. Only 14% said being paid well was the most important reason to work with a brand. 2
  6. 52% say building their influence on key topics is most important reason to be an influencer. 2
  7. Top criteria for influencers choosing brands? Most important is “I love the brand and already post about them organically.” 3

While financial compensation can be part of your influencer marketing strategy, it shouldn’t be the whole strategy. Money can’t buy genuine enthusiasm and emotional investment. Look for influencers who are already excited about your brand, are eager to share their thoughts and expertise on a relevant topic, and work with them to create content you both can be proud of.

[bctt tweet=“While financial compensation can be part of your #influencermarketing strategy, it shouldn’t be the whole strategy. Money can’t buy genuine enthusiasm and emotional investment. @NiteWrites“ username=“toprank“]

Level Up Your Measurement

  1. 78% of marketers surveyed use influencers to build brand awareness. 3
  2. 45% cite sales conversion as their primary goal. 3
  3. 5% of marketers surveyed are tracking engagement rate, while only 45.92% track sales conversion. 3
  4. 37% of influencers cite brand awareness as their goal, while 22% cite sales conversion. 3
  5. 74% of marketers surveyed said sales conversion was one of their top goals for influencer marketing. 5
  6. 76% of marketers surveyed said determining ROI was their top concern. 6

Influencer marketing isn’t just for brand awareness. Like every other marketing tactic, your influencer efforts can contribute to revenue and that impact should be properly attributed. It’s important to make revenue measurement part of your initial planning and goal-setting.

[bctt tweet=“#InfluencerMarketing focuses on the entire customer journey, driving demand, leads and to help with nurture. @AmishaGandhi @SAPAriba“ username=“toprank“]

The Next Evolution of Influence

As these statistics show, it’s time to rethink what influencer marketing is and what it can do. It’s more than one-off sponsorship deals with celebrity contributors to boost brand awareness.

Influence 2.0 means finding the true influencers for your audience. It means developing long-term relationships to co-create valuable content worth getting excited about. And it means setting goals throughout the marketing funnel and being equipped to measure them, from engagement down to revenue. When you can do all of that, everybody wins.

Is your B2B organization just getting started with influencer marketing? There are six things you absolutely need to know.

The post The Next Level of Influence: 30 Essential Influencer Marketing Statistics appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com