Weekly Recap - June 8, 2018

As the rumblings around digital addiction escalate, other trends are emerging as well – like digital wellbeing. Mistakes happen at every business. It's how the business responds to mistakes that makes all the difference to the customer. The remote working movement is hotter than ever. Now, Vermont wants a piece of the action. Yes, Vermont. Online shopping is on the rise, but more consumers are opting to shop from a computer than a phone. And no, it's not an age thing.

DETAILS, Please

Apple unveils a new set of ‘digital wellness' features. The Fruit is setting a new tone for the tech industry with its upcoming version of iOS software. Check out the features that could help you better manage screen time.

How to create a remarkable experience without pulling teeth. In any industry, businesses must understand their customers' expectations before designing a customer experience. It doesn't take much to keep customers happy. Here's what your business can do to keep your customers smiling.

Vermont wants to pay you $10,000 to move there and work. The state is trying to attract new residents with a clever campaign aimed at the remote-working movement. Here's what you need to know about the new program.

Meanwhile, back at the RANCH

Everything's mobile, so why are more shoppers using computers? The trend crosses generational cohorts, with even the youngest generations using computers to buy. These studies emphasize the importance of always thinking cross-screen to ensure the optimum consumer experience.

THE Topic of conversation

Authenticity. Discover which brands are getting real and how to market authenticity across genders, generations and ethnic groups. Download our free whitepaper "3 Rules to Creating an Authentic Brand."

SHARING is CARING

Like what you see? Share the Brogan Recap.

Everything's mobile, so why are more shoppers using computers?

Picture of a consumer shopping online by Pixnio.com.

More people are shopping online. And people who shop online are shifting more purchases online. This surprises no one.

What was once clandestine consumption, is now smiling at us from the Amazon Prime boxes that pepper every other porch on the block. It's piled high in apartment complex mailrooms, demanding more square footage. It's the personal shoppers bullying their wide-load grocery carts through the store to fill your order before you arrive at curb side pickup.

According to an NPR/Marist poll, nearly two-thirds of U.S. consumers and 92 percent of online shoppers say they've purchased something on Amazon. They shop online for the convenience ("You can shop anytime day or night"), for the ease ("It's easier to find the item you are looking for"), for the selection, for the solitude ("You can avoid lines and people") and for other reasons big ("It's cheaper") and small ("Recommendations by the online retailer are available").

Again, not terribly surprising. But what is surprising is how consumers are opting to shop online. Retailers take note. That oft-featured money shot of a busy-yet-perfectly coifed and lipsticked businesswoman/wife/mom reaching for her phone to place an online order that will heroically save her from traffic/lines/people, is trending weary. Cue the desktop and tablets.

A growing number of North Americans are using a computer rather than phone to shop online. According to a recent Forrester study, e-commerce sales grew 14 percent between 2016 and 2018. But during the same period, the volume of e-purchases made with a mobile device, as a percentage of all e-commerce sales, dropped from 43 percent to 36 percent. The percentage using their phone to make a purchase at least weekly fell from 21 percent to 16 percent.

Participants who preferred to use a computer to shop online cited ease of shopping (51 percent), being "more used to their computer" (46 percent) and mobile screens being too small (30 percent), according to research by Gartner Iconoculture.

It's not an age thing. Yes, Boomers and Matures appreciate larger screens but so does Gen We. At least a third of Gen We students studied typically use computers, often tablets, to shop online.

Said Forrester vice president and principal analyst Sucharita Kodali, "There are few ‘no PC' households in the U.S. And we don't anticipate that changing as young children are becoming accustomed to larger — not smaller! — screens."

These studies emphasize the importance of always thinking cross-screen to ensure the optimum consumer experience. This is especially true in the retail space where retargeting can be used to follow consumers across devices and compel purchase.

Weekly Recap - June 1, 2018

Internet security is an important issue for all of us. It's easy to be complacent and assume that it'll never happen to you — you're too sensible and secure with your data after all, right? You can finally sit back and relax for real, thanks to Uber's newest feature. Why you need a YouTube channel and what to do first. Marketers assume that users will trade their data in exchange for ads that are highly specific to their interests. Users beg to differ.

DETAILS, Please

6 of the best security software solutions for 2018. Keeping your computer secure from various threats online is no longer just about avoiding clicking on the "wrong" link, and utilizing common sense. Nor is it just about protecting yourself from viruses.

Uber adds a panic button to its app in the U.S. Uber has experienced its fair share of bad press over the last couple years from workplace discrimination to unsafe drivers. The company is looking to score some points today and make riders feel more secure.

7 reasons to start a YouTube channel now (and first steps to take). Generation Z, millennials, gen Xers and baby boomers are all in on the YouTube action. There are many possible motivations to start a YouTube channel, but here are seven of the most important to consider.

Users are souring on ad tracking. People are fed up with cavalier approaches to data security. Companies that rely on unfettered access to user data would be wise to listen to people's complaints.

Meanwhile, back at the RANCH

Healthcare Checkup – May 2018. Get our key takeaways from three healthcare and marketing conferences we attended this month, and highlights from the AHA Annual Meeting.

THE Topic of conversation

Millennials. Discover who Millennials are, why it's important to market to them, and how you can increase brand loyalty and engagement. Download our free whitepaper "8 Rules of Marketing to Millennials."

SHARING is CARING

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Healthcare Checkup - May 2018

So many conferences, so little time? Get our key takeaways from three healthcare and marketing conferences we attended this month, and highlights from the AHA Annual Meeting. Plus barbershop medicine and tax preparation in waiting rooms – two innovative examples of meeting and helping patients where they are.

VITAMIN B & P

Key takeaways from the Marketing & Physician Strategies Summit. A few of our favorite tips from this content-filled conference.

4 key takeaways from the MSHPM conference. That's Michigan Society for Healthcare Planning and Marketing, of course!

Shave and a hypertension check? How barbers can help lower blood pressure. Researchers go the nontraditional route, outside of doc offices and pharmacies, and into barbershops to help at risk men to lower blood pressure.

MARKETING SUPPLEMENTS

5 insights marketers should know from Iconosphere 2018. "Be brave in this new world," was the theme for this conference, addressing consumer disconnection, Google as our god, and experiential marketing to name a few.

Click-surfing helps marketers turn ZZZs into dollars. What is click-surfing? How can you best connect with the nocturnal insomniac crowd as they learn the art of domino falling or cake-decorating?

INDUSTRY PULSE

Pollack Pledges AHA Support, Resources as Hospitals and Health Systems Redefine the 'H'. Healthcare is facing a period of unprecedented transformation as new entrants seek to disrupt the field and reduce friction for patients.

US doctors are offering free tax preparation for low-income families right in the waiting room. Founded by two Boston-based doctors, StreetCred has helped 750 underprivileged families in Boston get back $1.6 million in earned income credits since 2016.

MONTHLY DOSE

For more inspiration, read "4 healthcare innovations for improved access."

Weekly Recap - May 18, 2018

Facebook is empowering youth...or is trying to at least. While the Book might need to use some more complex tactics to stay alive among teens, ads don’t. Why some of the best ads are the most simple. Cash is still king for many businesses, but the trend of going cashless is growing, especially in the fast-casual segment of the restaurant industry.

DETAILS, Please

To win back teens, Facebook launched a website. For teenagers these days, Club Facebook is just not the place to be. Facebook has launched a "youth portal" for "teens" featuring things "teens" like such as dancing emoji, social justice and blog posts.

This may be the simplest ad that’s ever saved lives. In this case, all it took was a piece of paper. Holding a piece of paper to your vent could prevent carbon monoxide poisoning, thanks to Grey Poland.

Will cash become a thing of the past at restaurants? For some fast-casual restaurants, going cashless has operational efficiencies and some people say it's the way of the future, but others are calling it a discriminatory business practice.

Meanwhile, back at the RANCH

Key takeaways from the Marketing & Physician Strategies Summit. This year’s Healthcare Marketing & Physician Strategies Summit got me thinking—a lot. I’ve unpacked a few of my favorite tips below to continue sharing. (Unpacked because that’s what people do these days instead of explain.)

THE Topic of conversation

Communicating with visuals. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

SHARING is CARING

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Healthcare Checkup - April 2018

Uber Health and Apple Health Records are easing the way for patients. While cryptocurrencies and Weight Watchers are making critics nervous. But no nerves for Zuckerberg, whose calm & cool reaped high crisis PR ratings.

VITAMIN B & P

Docs help patients keep appointments with Uber Health. One third of patients miss medical appointments because they don't have reliable transportation. Uber Health will carry that number down.

Should Weight Watchers market to teens? More than one third of adults have obesity, and nearly one in five kids are grossly overweight. So, what's wrong with Weight Watchers marketing to teens?

MARKETING SUPPLEMENTS

Cryptocurrency: what marketers should know. Ad platforms are still wary of this disruptor, but some major brands are already using, and people are even purchasing property and homes with their Bitcoin or Ripple.

Productivity: The psychology and strategy behind getting more done. We all know the feeling: you get to the end of the day and realize you've accomplished about half of what you were planning to do. Or less. Don't put off understanding why.

INDUSTRY PULSE

5 reasons Facebook's Zuckerberg gets a crisis PR 'like'. Zuckerberg's preparation conjures up a lesson from the physician's Hippocratic oath: First, do no harm.

Apple Health Records launches out of beta with 39 health systems. If you're a patient of one of these 39 digital health innovators, you can now see your allergies, medications, conditions, medications, and lab results, right on your smart phone.

MONTHLY DOSE

Looking to market to all generations but don't have the budget? Not a problem. There's one common denominator across each audience. Can you guess what it is? Download our free guide, How to market healthcare to all generations, to learn more.

Weekly Recap - April 20, 2018

Shoppers love the convenience and efficiency of the online experience, but they still like to get physical. Brick and mortar remains a fundamental part of the consumer journey. If they want one channel, it's omnichannel. Will the Facebook Cambridge Analytica scandal make consumers hold their data more dearly? Because brands are demanding more and more intelligence.

DETAILS, Please

Physical retail isn't dead. It's working with tech to be more human-focused. A balance between ecommerce and brick-and-mortar is needed. See why physical remains fundamental.

What does real omnichannel service look like? Omnichannel doesn't just mean being present on more than one channel. It means being able to move between each channel seamlessly, during the same conversation and journey.

How brands are justifying an increased need for consumer data. The debate between freedom and security is heavily affecting both marketers and consumers today. At the center of this debate is one key measure: value.

Meanwhile, back at the RANCH

Productivity: The psychology and strategy behind getting more done. We all know the feeling: you get to the end of the day and realize you've accomplished about half of what you were planning to do. Or less.

THE Topic of conversation

Instagram. Learn how your business can use Instagram to build brand awareness and increase engagement. Download our free whitepaper "Why your business should be marketing on Instagram."

SHARING is CARING

Like what you see? Share the Brogan Recap.

Cryptocurrency: what marketers should know.

Cryptocurrency: what marketers should know.

Bitcoin. Ethereum. Ripple. No, these aren't random words. These are just three of the hundreds of cryptocurrencies circling the web. What is a cryptocurrency, you ask? And what do marketers really need to know about them? First, a cryptocurrency is a virtual, open-source digital currency that uses encryption methods to regulate its generation and ensure transfers. There is no bank. No government regulation.

So, what should marketers know about cryptocurrency?

  1. Reduced risk for identity theft. Cryptocurrency transactions do not store any personal payment details and are therefore less likely to be hacked.

  2. Quicker transactions. Since no personal information is stored, this enables for quicker transactions among customers. Cryptocurrencies also do not have any fees or delays associated with transactions. And due to the fact that there is no government regulation, international transfers and transactions are quite seamless.

  3. Ad platforms are still wary. Marketing platforms aren't so open to this open-source currency. In 2017, as part of their initiative to block, clean and filter the digital space, Google removed 3.2 billion ads from its platform. And according to AdWeek, starting in June, Google will "ban ads for unregulated or speculative products such as cryptocurrency, binary options and foreign exchange markets."

    Even Facebook is opting out. The social network has introduced "a new policy that prohibits ads from promoting financial products and services frequently associated with misleading or deceptive promotional practices, such as binary options, initial coin offerings or cryptocurrency."

What brands are already involved?

  • OkCupid. In 2013, 5 percent of subscribers used digital currency to pay for the platform's subscription.
  • Overstock. Overstock was the first online retailer to accept cryptocurrency (Bitcoin), starting in 2014.
  • Expedia. Another early adopter, Expedia has accepted Bitcoin payments for hotel bookings only since 2014. However, is expected to expand to include flight and other bookings.
  • Microsoft. Bitcoin is accepted as payment to purchase games, movies and apps in the Windows and Xbox stores, as well as the Microsoft online stores.
  • KFC Canada. KFC Canada created the "The Bitcoin Bucket" to encourage Canadians to exchange Bitcoins for KFC's bucket of chicken.

Consumers are even purchasing property and homes with this digital currency. What's next? Healthcare? Insurance? Salaries, even?

Should banks and credit unions be worried? Bank of America has told regulators that cryptocurrencies pose a competitive threat. Several large banks even prohibit customers from using credit cards to buy the currency. Meanwhile, the National Credit Union Administration calls cryptocurrencies "mysterious and controversial," and encourages credit union officials to monitor them carefully.

Mysterious and controversial? Sounds like a value proposition that is sure to continue tempting many consumers. The question remains, just how disruptive cryptocurrency will ultimately be.

Need more on financial industry news and insights? Subscribe to the Brogan Marketing Statement.

Brogan & Partners, chosen as first ad agency to test "AdBot" automated marketing tool, will scale back to a 2-day work week.

Adbot marketing automation tool

Marketing and advertising have become increasingly automated over the past ten years, especially in the digital space. You can find any number of companies and software programs that will help you implement elaborate email campaigns, for example, or place programmatic media. But if you want your advertising to stand out – to be creatively different – you have to do that yourself.

Unless you're Brogan & Partners.

Brogan has been chosen as the first U.S. test agency for AdBot, an automated marketing service that utilizes artificial intelligence to essentially clone a creative team.

By uploading all of a team's creative work into the system, AdBot actually learns to not only think creatively, but to think the same way those writers and art directors do.

Say you have a sarcastic, snarky writer whose style is perfect for one of your more irreverent clients. You can upload all of his or her work into a distinct profile within the AdBot system. Then when you need that writer for a new project – say, a :30 radio spot – you simply choose the parameters of the project and assign it to that writer's profile. AdBot will deliver you a creative spot written in the definitive style of that writer. Art directors can be "cloned" as well – the system will note favorite font styles, layout preferences, common color choices, etc. It turns out, as ad agency business teams have long suspected, you don't really NEED a creative department.

Media placement can also be mostly automated using AdBot, but the media team has to be in the office at least part-time to receive free promotional items and be taken out to lunch. Therefore, once the system is in place, Brogan & Partners plans to scale back to a 2-day work week, with customer service on call the rest of the week. The new job of the creative team will be to maintain the AdBot database, updating the creative input occasionally as trends change, and to fetch doughnuts for the account and media teams from the nearby Tim Horton's.

 

(Happy April Fool's Day!)

Weekly Recap - March 30, 2018

Brand loyalty would be a simple feat were it not for fickle consumers and evolving tastes. Just ask a restaurant chain. AR will be the death of brick and mortar retail. Or its resurrection? Handy search hacks to help you get all the answers. Patients missing appointments? Cue Uber Health.

DETAILS, Please

Four critical factors that drive brand loyalty for casual dining restaurants. Brand loyalty is coveted by all marketers, and even more challenging to attain in the restaurant space that's often subject to wavering consumer tastes. The time is now for brands to re-evaluate retention strategies for today's consumers.

How to ride the mobile AR wave in 2018. The time is ripe for app developers to jump into AR with both feet. Take a look at the ways you could get the most out of AR, and how it could transform everyday experiences.

How to search on Google: 31 Google advanced search tips. Looking for answers fast? Look no further. Here's an overview of some of the most useful Google search tricks.

Meanwhile, back at the RANCH

Healthcare Checkup – March 2018. Touchpoint Analysis, virtual hospitals, and at-home testing keep healthcare accessibility at the forefront. March Madness and influencer marketing insight. Topped off by endearing children hospital videos – led by their biggest stars.

Docs help patients keep appointments with Uber Health. Physicians lose billions annually because of missed appointments. Patients miss out on much more. Check out how Uber Health is bridging the gap to improve healthcare access.

THE Topic of conversation

Communicating with Visuals. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide, "Communicating with Visuals."

SHARING is CARING

Like what you see? Share the Brogan Recap.

Healthcare Checkup - March 2018

Touchpoint Analysis, virtual hospitals, and at-home testing keep healthcare accessibility at the forefront. March Madness and influencer marketing insight. Topped off by endearing children hospital videos – led by their biggest stars.

VITAMIN B & P

Are you in touch with Healthcare Touchpoint Analysis? Have you been caught a tad off guard being asked to measure Touchpoints? Might be time to learn what they are and how to map and track them.

At-home healthcare testing: fad or future? 23andME, Ancestry, sperm quality and now the first ever at-home cancer test. Healthcare DIY accessibility keeps on keepin' on.

MARKETING SUPPLEMENTS

Marketing madness by the numbers. Sorry we couldn't help you out with your NCAA basketball bracket. But we do have some data on who's spending the big bucks on tournament marketing.

Does influencer marketing still work? Yep, especially among Gen We. So be transparent, and realize that not all influencers are created equal.

INDUSTRY PULSE

How virtual tours give hospital employees the chance to shine. This is sure to bring a smile to your face. Led by children, these guided tours humanize the docs, nurses and hospital staff who ease ped patient fears with their warmth and compassion.

Intermountain creates a virtual hospital with telehealth tools and services. Including stroke evaluation, mental health counseling, and critical care, Intermountain Healthcare's virtual hospital encompasses 35 telehealth programs and 500 caregivers.

MONTHLY DOSE

Looking to market to all generations but don't have the budget? Not a problem. There's one common denominator across each audience. Can you guess what it is? Download our free guide, How to market healthcare to all generations, to learn more.

Weekly Recap - March 16, 2018

Let's talk tech. Google takes assistance to the next level with a fun home. Fast-food brands vs. fast-casual restaurants. Ever dream about being the star of your own Super Mario game? Well, now you can with a new stunt from Nike. Starting your spring cleaning? Don't forget to spruce up your digital space.

DETAILS, Please

Google gets creative for the 2018 SXSW Conference. Check out how they turned an Austin house into a giant, connected fun home to promote Google Assistant.

5 simple steps for smart sharing and enhancing cybersecurity. See how some digital spring cleaning could protect you from cyber-attacks.

Fast-food chains are ramping up their digital game. But not all apps are created equal. One big burger chain has even bigger plans for its mobile app.

Break a sweat, or beat your high score? No need to choose, thanks to Nike. Shoppers can now test-run sneakers on a treadmill hooked up to a video game.

Meanwhile, back at the RANCH

Marketing Madness by the Numbers. Sorry, we can't help you out with your NCAA basketball bracket. But we do have some data on who's spending the big bucks on marketing for the tournament.

THE Topic of conversation

Authenticity. Discover which brands are getting real and how to market authenticity across genders, generations and ethnic groups. Download our free whitepaper "3 Rules to Creating an Authentic Brand."

SHARING is CARING

Like what you see? Share the Brogan Recap.

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Results. Strategic insights that deliver more "aha" moments. Creative that makes an emotional connection. Account service that creates happy clients. And metrics that move your business forward. We guarantee you'll be delighted.

Client Hurrahs

  • Brogan & Partners has worked on a wide variety of health issues for us over the years. They have not only consistently provided innovative ideas and award winning campaigns, but they continue to help us work towards our overall goal of improving the health of Michigan residents.  Their creativity, expertise, and enthusiasm makes them an invaluable partner in our... More

  • Hiring Brogan & Partners to help Michigan Women’s Foundation create the brand and messaging around the campaign to raise millions of dollars to solve the backlog of untested rape kits in Detroit was a slam dunk!  With a well-deserved reputation for getting to the heart of complex and highly-charged issues with clear, action-driven communications, the Brogan team... More

  • A well-oiled machine operates at full performance, fluid and unyielding. At Frankenmuth Insurance we have often referred to Brogan & Partners as a well-oiled machine. Our experience with Brogan has been very strong and successful from the start. We view our partners at Brogan as an extension of our own staff. They are readily available to us at any time and deliver... More

  • When launching a startup, resources are very constrained and a startup has to pick its partners very carefully and with deliberation. There were many services that we have had to forego in the early stages of our company, Memloom. One crucial need, however, was identifying and aligning with a strong marketing partner who could help us with our brand, positioning and... More

  • We have been working with the Brogan team for the past 18 months. The Brogan team has truly been our marketing partner. They guided us through development our brand and messaging. They lead our our website redesign and deployment. And they provide excellent counsel on business development and market entry strategies. More

  • From the very first meeting we had with Brogan & Partners, it was clear that they had done their research on PREZIO Health, our competitors and the industry.  It has been  a very positive experience working with the Brogan & Partners team to re-design all of our service and product sheets as well as the total re-design of our website.  Their creativity is top-... More

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