Ignite | A B2B Marketing Blog

Mekelle Bess

Recent Posts

Why the research? Why the data?

By Mekelle Bess | June 30, 2015

In today’s marketing environment where majority of decisions are made based on ROI, how does the data management and research help shape the visual messages we create?


2015 Digital Banking Trends

By Mekelle Bess | June 19, 2015

So we are almost half way through 2015. Crazy. As we think about our clients in the financial industry and evaluate marketing efforts to date, I found this article interesting. It talks about the top digital banking trends for 2015. As I read it, I found a few things that coorelate with exactly what we're doing most for our clients in this industry. I'd like to highlight a couple:


Women's Media Consumption Habits

By Mekelle Bess | April 08, 2015

Did you know women have a spending power of over $5 trillion in the United States? So how are brands marketing to women? A Meredith study, conducted by Insights in Marketing (http://bit.ly/1DQTaCb) on over 2,500 women ages 18-67, discovered more about women's preferred channels, digital preferences, and the kind of information they are most likely to share with friends and family. Interesting findings include the following:


Posted in: Digital Marketing


Design Trends from 2014

By Mekelle Bess | March 26, 2015

Shutterstock recently posted an awesome infographic about design trends from 2014. Some things I found particularly interesting:

  • With the popularity of Instagram and other mobile photo apps, filtered photography is everywhere. Searches for instagram-esque imagery were up 661% in 2013.
  • The search term "infographic" was + 332%
  • The search term "BYOD" was +407%  (Bring Your Own Device)
  • Images most shared on social media include landscape, vibrant color and and typographic quotes

Check out the other neat facts!


How Facebook Ads are Reaching Around the World

By Mekelle Bess | March 11, 2015

The challenges that come with running digital ads in emerging countries are different than those in the United States or Europe, where most consumers are using smartphones and are connected to WiFi or 4G anywhere and everywhere. This week Facebook launched a new program, Creative Accelerator, in order to help top worldwide agencies learn about advertising in less developed countries. How does it work? Large companies like Coke or Nestle build ads that work on slow networks in remote locations. They build ads that run no matter what speed or device a consumer is using.


Posted in: Social Media


It’s Not All About the Money

By Mekelle Bess | February 18, 2015

Money. Time. Quotes. Discounts. Cheaper. Affordable. Package. Profitable.


Posted in: Production Management, B2B Marketing


Why Real-Time Bidding?

By Mekelle Bess | February 11, 2015

Traditionally, media buying was all about scale. Agencies would use a client's budget to negotiate discounts and best rates. The more you had to spend, the better deal you would get. While this is still true in TV and some print venues, when it comes to digital buying, programmatic buying creates huge opportunities for smaller agencies and/or clients with smaller budgets. 


Posted in: Pay Per Click, Digital Marketing


Better Creative Team + Better Agency Practices

By Mekelle Bess | January 21, 2015

Award-winning creative for our clients stems from a great creative team in-house. We believe the delivery of a creative product is only marginally enhanced by client budget (but don’t get us wrong, we are not going to turn down your million dollar budget!).

The following are three steps agencies or companies can follow to improve creative products and create more structure within the creative team, which, let’s be honest, tends to be more ADD than OCD.


Posted in: Production Management, Creative


Brand Characters

By Mekelle Bess | October 27, 2014

One of my favorite TV spots running right now is the 2015 Kia Soul hamster commercial featuring the new hit song "Animals." I love these spots because of the music and let's be honest… the hamster dancing. Who would've ever thought such a silly idea would be so memorable, humorous and bring so much attention? I would love to know all about the thinking that went on behind the scenes. Why hamsters? 

Let's talk a minute about using brand characters, icons or personality symbols in ad campaigns. In today's world, visual often trumps the written word. Often times, using characters can bring instant recognition across many media outlets from print to video. In an article written by LeeBeth Cranmer entitled Using Brand Characters to Create Enduring Brand Appeal, Cranmer explains how brand character appeal is tied to visual recall. Did you know that the brain has more cortex devoted to processing visual information that our other senses? We're programmed to retrieve visual information more than auditory information. 


Posted in: Branding


What Is a Marketing Partner?

By Mekelle Bess | August 13, 2014

To some companies, marketing agencies are seen as vendors - someone who is just a quote, someone to negotiate with or someone who costs them money. For years, however, agencies have been working to align themselves more as marketing partners. A partner, meaning someone who is strategically aligned and works together with clients to increase sales and revenue.


Posted in: Production Management, Agencies