The VI Travel and Hospitality team recently had the opportunity to attend the eTourism Summit in Las Vegas. The conference was packed with lectures from the top travel marketing experts in the industry. After a week of networking with DMOs, travel associations, and agencies from around the world, one thing was apparent – travel is on the rebound, and industry experts are working tirelessly to re-imagine the future of tourism.

If marketing agencies were cars, project management would be the fuel. Agency marketers know that project management is an essential part of any project or campaign, and without it, nothing would get done on time...or correctly...or within budget. 

No two projects are the same, but the keys to execution come down to a few crucial components.

It has been over two years since Google introduced App + Web properties in Google Analytics (GA), and one year since the property type was aptly reintroduced as Google Analytics 4 (GA4), the fourth generation of the leading web analytics platform. GA4 has already proven to be a vital tool for every marketer’s toolbox, especially as we venture further into the increasingly mobile, privacy-first era of digital marketing.

VI is so proud to announce that Erin Robinson, local artist, and VI Creative Director, is creating change in our community with a collaborative, free art show, You & Me: The Art of Grief and Joy After Loss.

TikTok: Everyone’s favorite video app. And when I say everyone, I do mean everyone—at the time of this writing, TikTok has 689 million active monthly users from from 10 to 110. People like the app so much that 90% of TikTok users open it every. day.

It’s totally understandable that now, brands want a piece of those eyeballs. But before you start lip syncing or dancing for your brand, here are 3 things to keep in mind when creating branded content on TikTok.

1. Cut through the clutter...by blending in. 

I know, I know. Everything we’ve ever wanted as marketers is to stand out from the cluttered media landscape. What I mean is this: Create content that doesn’t automatically out itself as an ad in the first few seconds.

In this case, be entertaining, educational, informative, and creative, but don’t be sales-y. Shoot your TikToks as though you’re an average Joe. Use an iPhone, a ring light and trending sounds available in the Commercial Music Library. Be mindful of the safe areas for text, and for heaven’s sake, make your TikTok videos vertical.

2. Use royalty-free music & audio to your advantage.

As a business account, you have access to TikTok’s Commercial Music Library—meaning you can use any song within the library without worrying about licensing. This is nice because it removes some of the hassle, but the library is limited and generally doesn’t have mainstream, trending songs.

Unfortunately, you can’t use trending sounds created by users, either. When an incredible lip syncing opportunity comes by, you may have to settle for sitting it out or posting from your personal account.

3. Paid strategies give you a boost.

Partnering with influencers, running in-feed ads, and promoting branded hashtag challenges are all great ways to gain traction on TikTok. Like most social platforms, your media spend is scalable, so no matter your budget, you can make magic happen.

Ready to dive into TikTok?

We can help you create and execute a plan that’s not cheugy. Give us a call!

Your website is often the first, and sometimes the only, content to receive organic optimizations. But did you know your YouTube channel should receive the same attention? That’s right, off-site SEO is just as important as on-site optimization! Many brands and content owners don’t realize the robust SEO capabilities available on YouTube.

OKLAHOMA CITY, September 20, 2021 — An Oklahoma marketing agency is doubling down on the digital future. VI Marketing and Branding has just completed an ambitious initiative to achieve Google Certification across its entire workforce. All VI staff are now certified in at least one of six foundational disciplines, including Search, Video, Display, Apps, Measurement and Shopping. The majority of VI's team achieved two to four certifications, while members of the media team completed all six. 

The effort represents the firm's latest push for excellence in Google's cutting-edge suite of marketing tools. Since 2016, VI has been a Google Partner Agency, and in 2018 it achieved the elite status of Google Premier Partner. The Premier Partner designation is reserved for the top 3% of agencies worldwide as measured by experience, expertise and success in Google's ad platforms. VI is the first Google Premier Partner Agency in Oklahoma, and with the addition of full staff certification, it extends its formidable leadership in the digital realm.

The effort was spearheaded by Creative Director Erin Robinson, Marketing Strategist Deleanie Moriello and Senior Digital and Data Strategist Josh Faytinger.

As a creative artist, Robinson sees distinct advantages in the certification process. "I’m excited to work for an agency that values collaboration and backs it up with continuing education. As a digital-first agency, our Google certification ensures that we're all on the same page, from strategy to ideation to execution. It aligns our creative with Google's marketing platform to create deeper connections with audiences."

According to Moriello, the certification process is just the first phase of a three-part plan to revolutionize VI's digital offerings. "We're utilizing a Define-Mobilize-Reinforce framework to transform the way we approach digital," Moriello said. "The certification process defined expectations. It gave everyone a shared understanding of the landscape. In the Mobilize phase, we'll develop and test KPIs on qualified accounts. And of course, we'll reinforce what we learn through continuing coursework and strategic optimizations. It's a never-ending process of iteration."

The certification is part of a wider agency push toward digital excellence. It is complemented by weekly "Food For Thought" seminars hosted during lunch and focused on digital insights. At a recent seminar, Faytinger held a panel discussion with Google's in-house experts. The seminar explored seismic shifts in the Chrome browser and their impacts on audience targeting and campaign measurement.

For Faytinger, adapting to change is nothing new. "The evolution of digital marketing is accelerating," he noted. "There's never a time when you can lean back and say 'I've got this.' Our seminars and certifications keep us at the forefront of the digital ecosystem. In this business, that's so crucial. You adapt every day. You learn every day. Or you go extinct. It's that simple."

VI Partner and President Tim Berney is excited about the agency-wide effort. "Most agencies claim to be digital-first," he commented. "We're focused on creating tangible milestones that prove our digital excellence. It's great to talk the talk. To walk the walk, you have to do the hard work, invest in your capabilities and bring a relentless commitment to the process. Our success depends on it, and our clients deserve nothing less."

To learn more about VI Marketing and Branding, including their industry-leading Google expertise, visit vimarketingandbranding.com.

At its foundation, every visual branding system is an expression. It can represent the story, the industry or the values of a company. As a designer, my goal is to develop a well-crafted logo (in the business, we call it a "mark") alongside a complimentary branding system. I work to achieve this goal with each branding project. And with each one, I develop new distinctive marks with adaptable branding systems at their center.

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