For instance, we worked successfully through the Great Recession of 2008, we were here for 9/11, and we saw the 1987 market crash Black Monday. Ultimately, from each of these events and others, we moved forward learning lessons about stability, adaptability and empathy. And, as life returned to normalcy, we helped our clients grow stronger and more successful.

From the perspectives of business and marketing, the challenges before us now aren’t unlike those of the past. Yes, there is uncertainty, but we’ve been here before, and we know continued success requires thoughtfulness in our actions. It’s not time to panic or suffer paralysis. We must be sensitive to the goings-on around us, we must be smart, and we must invest wisely in our communications and our relationships. This is the way forward as we support our customers, prospects, partners and community.

We know because we’ve been here before. You could even say it’s part of our M.O.

So how did they do it?

Building an Awards Program from the Ground Up

In December 2018, ExxonMobil LNG came to Mod Op with a challenge to launch an awards program completely from scratch, all based on a referral from someone with whom we’d worked previously. Now, that’s a leap of faith!

From when the moment our relationship with ExxonMobil began, we had less than four months before the awards would be announced to plan the launch, outline objectives, nail down budget, develop award categories and terms, launch two websites, create assets, schedule paid/organic programs, determine prizes, find a platform to track submissions and recruit judges.

Of course, we didn’t (and couldn’t have) done it all alone. In order for a program like this to be successful in short order, we needed collaboration.

Mod Op and ExxonMobil worked together to establish goals that aligned with the key focus of the program; raising awareness of diversity in the LNG industry; building awareness for the Power Play Awards; and building a community of ambassadors for the program across the industry.

Once the objectives and timelines were set, we worked tirelessly to develop a comprehensive awards program from the ground up.

With everything in place, our team flew to Shanghai to help ExxonMobil announce the Power Play Awards at LNG 19. In preparation for the live, in-person announcement, we produced ambassador pins, printed awards handouts, drafted and distributed a press announcement, managed ExxonMobil LNG’s social channels to supplement outreach for the awards and developed and launched two new websites in just four months’ time – one in English and one in Chinese.

Launching and Promoting the Inaugural Awards

Leading up to and during the awards process, Mod Op executed numerous promotional campaigns and developed supporting materials to raise awareness for the awards.

We launched several paid media programs to extend awareness of the awards to a broad audience within the LNG sector, nurtured site traffic back to awards content and encouraged nominations leading up to the submission deadline.

From April through December, our team implemented organic and paid social media campaigns to support the awards and share ExxonMobil LNG updates.

We supported the awards program through public relations by drafting and distributing three press announcements to our media lists. We also pitched the media for interviews during Gastech 2019 to increase exposure of Power Play and the awards.

Throughout the process, Mod Op corresponded directly with nominees and finalists, verifying submissions and coordinating attendance at Gastech. We also developed finalist and winners’ packages. And we worked with an awards company to create and engrave the prestigious trophies.

Supporting ExxonMobil LNG at Gastech 2019 and the Awards Ceremony

At Gastech 2019, our team provided event support including coaching and coordination of speakers and judges, interviewing finalists and winners, designing and printing awards, transporting the trophies, coordinating media interviews, live-tweeting and filming the show and awards ceremony.

During Gastech and the awards ceremony, the Mod Op team filmed and produced five quick-turn videos for immediate implementation, including an awards ceremony recap that was filmed the night of the event, edited and finalized for implementation and social posting by midday the following day.

Putting together an event like this was no easy feat, but it wasn’t just what Mod Op was able to deliver that made it all worth it in the end. It was getting to meet the finalists and winners face-to-face and getting to know them. It was collaborating with various Mod Op team members from other offices and working together to accomplish something big. It was making the client’s dream come to life when so many factors had made it seem nearly unattainable.

A Major “Power Play” of Results

Mod Op and ExxonMobil LNG’s efforts throughout the process paid off tenfold. Not only were the awards a huge success, but the nominations submitted were heartfelt, enlightening and emotional.

Overall, the results of our collaboration with ExxonMobil were huge:

• Digital paid media delivered 560,229 impressions and 3,060 clicks from April – September.
• The Power Play Awards web page received 32,000 pageviews.
• Mod Op’s paid search efforts drove 343,328 impressions, 3,060 clicks and 5,534 visits to the Power Play Awards page.
• Organic and paid social programs on Twitter and LinkedIn generated 4.6 million impressions, 54,000 clicks and 92,400 engagements.
• ExxonMobil LNG’s LinkedIn and Twitter followers increased 238% and 38% respectively from April – December 2019.
• During the nomination process, Mod Op secured 81 nominations, submitted from 157 companies across 52 countries. During the final community voting portion of the judging process, nearly 40,000 votes came in from the LNG community.
• During Gastech and the awards ceremony, all 12 of the international finalists were supportive of one another, because even if they didn’t win their category, they knew this awards program was a win for women in the industry. This was truly a success story for women supporting women.

When all was said and done, the launch of the Power Play Awards was an unmitigated success, and the event proved to be a major power play, both for women in LNG and for Mod Op’s new relationship with ExxonMobil.

Looking for an agency that will work with you to make your business dreams come true? Visit our website or drop us a line!

Although this seems obvious, and, even with the advent of social media and companies like Google and Amazon integrating into our daily lives, many companies, including some large, publicly traded companies, felt it was unnecessary to develop a comprehensive digital strategy.  Companies that were still performing, albeit at significantly lower growth rates than their digital peers, suggested it was not worth the investment to assimilate to ecommerce or digital channels. Sales organizations that have relied only upon on-the-ground sales forces, using long-time personal relationships, have slowly seen that model deteriorate. Covid-19 has significantly accelerated the idea that companies without a digital ecosystem are likely to be “Blockbustered”.

Over the past few years, Mod Op has partnered with many clients to achieve their goal of building a digital ecosystem, encompassing a modern, effective website, mobile applications and a digital media strategy, including programmatic and display advertising, SEM, SEO, social media and public relations.  Additionally, creative is an important aspect of all of these disciplines. Effective creative will always make a good digital strategy great.

To be clear, we don’t believe we need to leverage all disciplines for all clients. Instead, we consider the historic business model of the client and work with management to build a strategy that will transform and conjoin with the existing model, creating a framework for the future. And, while digital transformation has been more common among B2C companies than it has been among B2B companies, there may be opportunities for B2B companies to differentiate themselves through new digital frameworks and strategies. Regardless, an integrated approach, including a portion or all of the strategies above, will allow for companies to outpace their peers, or in some cases, save them from a fate similar to that of Blockbuster.

As we’ve grown and evolved over the years, we’ve added new skillsets and capabilities, and, as of 2019, we put the final pieces of our puzzle in place with the addition of media management, public relations and strategic planning experts. As we’ve changed, so has our story, and today, our story is more compelling than ever.

To tell that story, we’re launching a new campaign titled “What’s Your M.O.?” As with all good stories, ours has many facets, but the main essence is this: We put our best people and practices (our Methods) in action to accomplish our clients’ marketing objectives (their Opportunities.) So, every time we engage with you, whether we’re launching a standalone project, a 360º campaign or an agency of record relationship, we start with a dialog about the end-results you expect to achieve. Examples are brand recognition, ROI, building a digital ecosystem or a number of different of other KPIs.  We then set a plan in motion, implementing the appropriate methods to recognize these goals.

That’s our M.O., and we hope it’s yours, too!

As we initiate this campaign, and more importantly, as we continue to methodically capitalize on client opportunities, we look forward to engaging with you.

Below are some of the more common myths surrounding digital marketing with the corresponding reality:

Digital marketing is best suited for brands that market to consumers.

It’s simply not true. Digital marketing is a great way to reach consumers, but it’s equally effective for business-to-business audiences. One reason that this myth continues may be because business-to-business purchases often have longer sales cycles that don’t culminate in online purchases. That continues to be true, but the majority of business-to-business customers do most of their research and evaluation online before engaging with a company. It’s critical for marketers to be present during that search for products/services and their evaluation.

Finding the right decision-makers on the web is becoming more precise with ever-increasing options for targeting them. Many of our clients target niche buyers that you might think would be hard to reach, but “big data” has made it more possible than ever. We can layer job titles, geography, content relevance and even company IP addresses to zero in on the right people at the right companies. One of the reasons for the recent exponential growth in digital marketing initiatives can be tied to the ability to deliver targeted, personalized messages to audience segments sliced and diced in ever-more granular ways. This programmatic targeting allows advertisers to identify the user and market to them wherever they are on the web versus relying on industry sites to aggregate them for us. It’s often more effective at a lower cost.

I can easily develop and manage a digital marketing program myself. 

Marketers can’t check their email or voice messages without a solicitation for another marketing automation tool that’s the greatest thing since sliced bread. Some have merit. A lot of them don’t. We don’t have anything against marketing tools – we use many of them on behalf of clients. We do, however, recognize that they are tools. A good tool in the hands of an experienced mechanic yields good results – a good tool in the hands of someone who doesn’t know how engines work won’t turn out so well.

Marketers in the digital space need a partner that knows the opportunities and pitfalls, one that can strategically think about how to best accomplish objectives, launch new products or respond to competition and market dynamics. Those things are still the most important factors in marketing success (online or offline).

It’s expensive.

If it’s done right, digital marketing should be less expensive than other forms of marketing. Certainly there are some high-impact opportunities that can get pricey, but the ongoing outreach and content delivery to your online audience can be cost-effective, especially compared to traditional marketing like print and broadcast advertising. Not only is it more economical and more effective, but it can be measured and evaluated on a “cost-per” basis. Evaluating the impact of traditional marketing is much harder, if it can be done at all. Programs like retargeting, search engine optimization and social media campaigns have tremendous returns for the investments required.

Digital marketing requires technical expertise.

Digital marketing, like other forms of marketing, requires marketing expertise, not technical expertise. There are definitely new things to learn specific to digital marketing, but they tend to be about new acronyms, metrics, regulations and new offerings. Marketing fundamentals like audience insights, market knowledge, understanding how to reach customers and how to measure effectiveness still differentiates good digital marketing programs from those that are less effective.

Quantity over quality.

The thought that pushing more content out in the digital space will increase exposure and achieve better results is flawed. As is the case in most instances, quality trumps quantity. It’s important to be consistent in generating content, and we’re proponents of a steady flow of good content. Good content should be some combination of useful, informative, entertaining and insightful. Well-executed digitally-based content has the potential to enrich and enliven the level of engagement a consumer may have with a particular brand. Good content should always focus on the value for the customer, not the search engine.

At Mod Op, we’re big believers in digital marketing and the benefits it delivers for our clients.

Misconceptions like the ones above will be debunked, and new ones will emerge as the market continues to evolve. If you need help navigating the digital landscape we’re here to help.

Understand your customers

A Bloomberg report said that “delivering a great customer experience is a top strategic objective” for companies. To do so, you need to understand customers’ perceptions, priorities and motivations. Many business leaders can be a proud and stubborn bunch, thinking they REALLY know their customers. But, let’s be real. Those business leaders have personal bias towards their customers, usually without realizing it. There is nothing more valuable about learning what makes your customers tick than hearing it straight from them through objective market research. Then, you can build a customer experience platform that ties your company’s strengths to your customers’ priorities and concerns.

Think beyond the transaction

No matter the product or solution, purchase decisions are made rationally and emotionally. Create customer experiences that have meaningful substance to help people make informed decisions but do it with a style that generates excitement and advocacy for your brand.

Surround your customers

The traditional sales funnel is long gone, and customers are bouncing around discovering, educating and seeking information long before they initiate any contact. Online and offline, consider all the touch points you have available to create a meaningful interaction with your customer.

What gets measured gets done

This old adage holds true at every level of business. Measuring performance, satisfaction, sales and retention are all ways to create accountability and gain meaningful insight into your customer experiences. Leverage that data to set benchmarks and optimize against them to constantly improve.

With a solid foundation, here are a few of my favorite tools that enhance my customer experience with brands.

Mobile support

My phone is always with me, and I’m not alone in that it’s often the first thing I turn to when I have a question or a problem. Brands that readily arm me with information and support when I need win with me.

Live chat

For me, live chat feels like it’s on its second wind, but I’ve long been a fan of the chat function. It’s quick, easy and puts me in control. I’ll go as far as saying that when done well, a live chat can be just as helpful and personal as an in-store engagement.

Social media support

Social media is where I, and most everyone else, go to share experiences with family, friends and acquaintances. I appreciate when brands are proactive in addressing issues through social or when they leverage the platforms to bring me information and offers that fit my lifestyle.

The human touch

I recognize tools that I find most favorable are digital, but it’s critical to not lose the human element. While I buy more from Amazon than brick and mortar, I still prefer the human element of an in-store experience. Even 25 years later, I get nostalgic every time I walk into a Best Buy, thinking about the times my friends and I rode our bikes to peruse thousands of CDs and play games. Apparently, I’m not alone.

An Accenture study reported that 83 percent of customers prefer human beings to digital channels when addressing service issues and 65 percent agree that in-store experiences provide the best personalized service. Companies that aim to be customer experience leaders must understand their customers’ preferences, be ready to help them wherever they are, and constantly improve while working hard to achieve the right balance of human and digital interactions. That’s exactly where an agency can provide a steadying hand and ensure your marketing is providing the most effective experience.

Intrusive ads

Due to native ad blockers and simple consumer dislike, intrusive digital ads are on their way out. This includes everything from pop-up banners, online ads that take over your device’s entire screen and even ads that interrupt what you’re reading or watching, forcing you to pay attention to the ad instead. Not only do intrusive ads cause more and more consumers to use ad blockers, they also create distrust for advertisers. Instead of intrusive ads, focus your online dollars on promotions that consumers actually want: ones that are targeted, relevant and don’t distract from the content the audience wants to consume. Don’t forget to offer ways for the audience to explore additional information.

Sending emails too frequently or that are not targeted properly

Want to know the fastest way to lose subscribers? Send three emails a day that are completely irrelevant to the audience. If the recipient doesn’t immediately unsubscribe, expect that email to sit forever unopened in a folder that will never be opened either. We as advertisers need to take some time to get to know our online audiences and help deliver exactly what they want, when they want it and how often they want it. By staying targeted and relevant, you’ll keep your messages in front of consumers.

Excruciatingly long video ads

Think you’ve got a great idea for an online video ad? Make sure the first few seconds cover everything you want the consumer to know. If not, the viewer will likely be too frustrated with your brand to pay attention. And if given the option to skip, 90 percent of consumers will skip. Keep it short and keep it relevant.

Sneakily selling consumers’ data to third parties

Few things will anger your target audience more than putting them on some email list or phone list for them to be constantly harassed. There are situations in which a consumer might be genuinely interested in receiving offers from third parties, but just make sure the information is clearly outlined and that users know what they are getting into.

Tricking your target audience into compliance

Consumers are smart, and, even though they have been trained to avoid or ignore online ads, sometimes they still fall prey to a new tricky digital ad format. Sometimes this comes in the form of putting the close button on a welcome ad in the top left corner (as opposed to the right corner, where it usually is) or making the close button light gray text on a white background. This can also be seen on Bumble, the dating app where you swipe right if you like someone and left if you dislike someone. By putting ads in between profiles, it’s a common mistake to accidentally swipe right on an ad, effectively tricking users into accidentally clicking. Annoying your customer and tricking them into clicking the ad accidentally isn’t doing anything for your brand, except artificially inflating your click-through rate and causing your bounce rate to skyrocket.

Instead of only thinking about digital advertising as a numbers game with no downsides, focus on creating and placing ads that resonate with your audience and provide minimal disruption to their online experience. Working with an agency that understands this is a strong first step to save your ads from the virtual graveyard.

But where to start? Months go by, quarters pass and you start to realize that perhaps there’s a bit more involved in getting your audience to buy in to your position as a thought leader.

If this at all sounds familiar, find comfort in knowing you are not alone. The path to thought leadership is not linear, and successful programs for one business are rarely identical to another’s. To help you sort through the fog, below are a few best practices to keep in your back pocket:

1. Continually Create Content

Blogs, webinars, podcasts, etc.

Generating content as part of your thought leadership program may sound like a no brainer, but, beyond being informative, you’ll want to ensure your content stands out from the crowd. Take a stand. Be bold! According to this Forbes article, “Once you take a point of view, express an opinion or share insider or expert-level knowledge, your addition to the conversation isn’t just another link amidst the marketing noise.”

It all starts with developing valuable content. By “valuable,” I mean the kind of content that’s going to encourage your target audience to engage. The type of content that generates the highest engagement depends greatly on your target audience. For example, a more technical audience might be intrigued by webinars, whereas a less technical audience may be interested in blogs. Take advantage of what you already know about your audience, and keep an eye on engagement data to fill any gaps.

2. Leverage What You’ve Got

Your website, social media, paid opportunities, etc.

Once you have content, you’ll need a plan for how to implement it on your site. If you have an active social media program, you should consider posting about new pieces of content. LinkedIn calls out one of the primary benefits of owned media: “Media that you own is content that you control.” You can control when, where and how content goes out, and that is a valuable piece of the thought leadership puzzle!

3. Earn What You Don’t

Contributed articles, interviews, press release pick-ups, etc. 

This is where you’ll see the endorsement of your company’s positioning as a thought leader really start to build momentum. You can push messages out all day, every day, conveying your unique opinions and expertise, but, if the only place your expert voice can be found is through your own channels, the results of your efforts will not likely meet your expectations.

Meltwater defines earned media as “publicity gained from word of mouth, online reviews and blogger, press and influencer relations. It’s a third-party endorsement of your brand.” Seeking third-party opportunities for coverage is imperative to the process; it is the secret sauce to making your audience buy in to your business’ expertise.

All in all, the most impactful strategy is to surround your target audience with varying forms of content through multiple channels. Of course, it also needs to be the right content through the right channels. That’s why partnering with an agency with broad and deep expertise in this area is the right call.

The personalization trend is evolving and has infiltrated the way brands market to their customers and prospects. For the past decade or so, personalization has been making inroads into marketing, particularly from an outbound perspective. Fueled by technology and big data, brands began to understand more about customers, and their preferences and actions, and applied the knowledge to email marketing and advertising to more precisely target and message to individuals and segments of individuals versus the masses.

Now we’re seeing personalization move to inbound experiences that customize a visitor’s website experience. If you spend any time on the sites of big online retailers like Amazon or Zappos, you’re accustomed to seeing web content that suits your preferences. By tracking where you’re navigating and your interest in certain products, they’re able to create a profile to serve you content based on your past actions to create a more relevant site experience.

With that said, we haven’t seen a lot of this customization from business-to-business brands on their sites. As personalization technology and tools become more readily available, business-to-business companies have the opportunity to personalize experiences for their customers and prospects. This is especially intriguing for companies that sell a range of products and services to unique vertical markets. Instead of delivering broad site content across specific markets, these companies can serve content, images, messages and promotions that are specific to the incoming visitor’s vertical market only. By using third-party tools that leverage reverse IP lookup databases, along with other data layers, website visitors for business products and services can begin to experience the same personalization as traditional retail sites.

Personalization by vertical market is only one way to customize content delivery on websites. Businesses can also personalize what visitors are served based on their demographics, location, time, device or behavior along with a slew of other factors. For example, if someone visits a site from a European country, the experience could reflect products/services that may be more applicable to that region or even have language adjustments based on that country. Or returning visitors to a site can be served specific content based on what they viewed in previous visits with more relevant messaging and suggested products. As big data expands, so do the opportunities and possibilities for more personalization.

In theory, site experience personalization sounds great to many of us. In practice, it takes a tremendous amount of commitment to make it a reality. That commitment comes in many forms. Bigger budgets are required to invest in the technology and tools to make it possible. Increased personalization means developing more content that is more specific to particular audiences. It requires additional time to test, measure and optimize site content against conversion points. Marketers need to consider and evaluate all of these in order to make customization successful.

Mass marketing is extinct. We’re already able to directly pinpoint audiences with paid media programs, social programs, direct marketing and other outbound marketing. Now, the opportunity exists to carry that experience through to an inbound website experience. Not just for consumer audiences but for business audiences as well. By delivering a more relevant and valuable website experience, site conversions go up and visitors are more satisfied.

According to Receptional, digital analytics is the analysis of qualitative and quantitative data from your business and the competition to eventually drive current and future customers toward a desired outcome. Digital analytics is used to better understand your paid online media advertising placements’ overall performance, good or bad. This means that your digital ads can measure how many potential customers viewed information about your product or service, took interest in it and what they did with the information you provided them.

This is particularly important in maintaining and acquiring customers because it gives you insight into their purchase decisions, whether they placed an order, visited another page on your site, added an item to their cart, became interested in another one of your products or took another action. This can all be measured and tracked by digital analytics. The most important things about digital analytics is knowing what to measure and how to use that information to improve your market share.

Understanding what your desired audience is looking for will help focus your initial testing of ads. Through testing, you can use digital analytics to understand whether you achieved certain preset goals and, if not, what you can do to reach audiences more effectively with future campaigns.

Results for digital ads can be measured by types of consumer engagement. For example, you can look at the number of people that visited your site as a result of seeing your ad and the steps they took once they were there. When using ad serving platforms, like Google DoubleClick, we always make sure that we tag all client URLs correctly. The tracking tag allows us to monitor our clients’ prospects to see what actions they take as they click ads and navigate through our clients’ websites. Being able to tell what pages they visit and what products most interest them helps us better understand who they are, what they want, how we need to reach them and what we need to say to them in the future to optimize the campaign’s performance.

Obviously, your digital analytics results will not always tell you good news, but there’s almost always something valuable to glean. Understanding the results can help you create a better-targeted campaign for your ultimate digital advertising success. Part of this comes from having an individual or team who can help you sort through the data to give you the key information you need, something the Digital Campaigns team at Mod Op does for clients every day.