Many people are confused by the terms “marketing,” and “advertising.” Often times, marketing and advertising are used interchangeably, however they are not the same thing. Marketing is a process that involves design, creation, research, and data mining about how to best align the idea of a product or service with the target audience. It can include public relations, events, social media, direct mail, email, and advertising. Advertising, on the other hand, falls under the umbrella of marketing. It is the process of making a product and service known to an audience, used to present the product, idea, or service to the world through the placement of an ad in such mediums as newspapers, magazines, direct mail, billboards, TV, radio, and online.

Integrated marketing is an approach to creating a unified and seamless experience for consumers to interact with your brand. It is a process designed to ensure that all messaging and communications strategies are consistent across all channels and are centered on the customer. Strategy’s role in integrated marketing focuses on making a plan, conducting in-depth research and creating a timeline for deliverables. With a hand in coordinating messaging across channels, an integrated approach invites greater cohesion resulting in increased familiarity, favorability, and purchase intent. An integrated marketing strategy puts the focus on ensuring your messaging is consistent and ensures you are on track to meet the key objectives that drive business growth.

UX stands for user experience, while UI refers to user interface and although key differences separate the two, the areas they overlap in are much more important to creating a highly efficient final product. Both UX and UI are crucial to a digital product and work closely together. A user’s experience using a digital product, like an app or website, is determined by how they interact with it. Is the interface smooth or is it difficult to navigate? That user interface includes the graphical layout of an application, from the buttons users click on and the text they read, to the images, sliders and text entry fields. United, UX and UI are responsible for translating brand strengths and visual assets to a digital product’s interface to deliver an optimal user experience.

While people may read every word of a book or magazine article, skimming past entire paragraphs is common practice when browsing the web. Viewers inherently interact with online content differently to printed copy. Digital copy needs a strong hook. Therefore, writing effective copy for websites and blogs requires an in-depth knowledge of how to convey the most important information to readers and keep their attention from straying to other intriguing corners of the world wide web. Moreover, just like any other component of digital marketing, keyword optimization is critical. A copywriter knowledgeable in search engine optimization (SEO) will be able to help you rank higher on Google by targeting specific keywords within your copy. Prioritizing keyword-rich copy and combining it with compelling content and strategic execution is essential in ensuring your copy stands out amongst a sea of competitors on a search engine results page.

A full-service ad agency delivers a full range of advertising and marketing services through a core, internal team. At evok, these capabilities include research, strategic planning, media planning and buying, digital marketing, graphic design, copywriting, web development, and social media management. Offering a complete spectrum of services, full-service ad agencies can create and execute integrated campaigns, ensuring continuity and cost-efficiency.

Brand positioning refers to what differentiates one brand from another in the minds of consumers. Effective brand positioning leads to brand recognition and, ultimately, customer loyalty, making it your brand positioning strategy a key element in reaching your marketing goals, increasing sales and delivering a competitive advantage. At evok, we establish clear, consistent and ownable brand positioning for our clients by getting to the core of what separates their products and services from their competitors’.

Social media management plays an indispensable role in today’s digital marketing campaigns. Social platforms are used as a primary communication tool to make your brand accessible to those interested in your product or service and visible to those who don’t. These platforms dominate search engine results pages for brand inquiries, and content can easily be discovered and navigated by users with the help of hashtags. Optimizing social profiles and keeping them fresh with both organic and paid content creates a stronger web presence for your brand.

More and more, consumers use the internet to find information. This shift towards all things digital has fundamentally transformed how brands communicate with their audiences—how messages can be shared with those for which they are intended. But even as digital media takes over a larger slice of media buys, traditional marketing channels still holds their ground in media plans. Whether listening to the radio on the way to work, watching the news on TV, or reading a magazine at the doctor’s office, consumers continue to come in contact with traditional media throughout their day. Other times, these consumers multitask, exposing themselves to both digital and traditional media, like researching their next dream vacation on their tablet while watching television. Because of this, it’s important to find a harmonious mix between both traditional and digital media buying in order to reach your target audience.