FROM THE NEWSROOM

Mandy Idol is the founder of Indigo Collective Group, a dynamic marketing agency that offers clients a strategic marketing approach to connecting with your target audience, building brand loyalty, and ultimately driving measurable results.

In this conversation, Mandy shares the story behind her entrepreneurial journey and some excellent marketing tips for small business owners.

The Digital Women Entrepreneur of The Year Award recognizes women who have taken significant risks to operating successful businesses in the digital space.

ICG provides personalized marketing solutions and innovative strategies tailored to the unique needs of each client. With dedicated account teams consisting of marketing strategists and coordinators, the company seamlessly integrates into its clients' teams, fostering collaboration and delivering extraordinary results. Its services span from strategic marketing consulting to hands-on execution, including personal brand development.

The Women in Content Marketing Awards (WICMAs) recognize the outstanding work of inspiring and accomplished innovators, spotlighting specific achievements made by women and showcasing how they have positively impacted others—colleagues, clients, and the industry as a whole—through their leadership.

Meet the finalists for the Agency Owner of the Year award, each of whom has demonstrated exceptional leadership, vision, and dedication.

In the ever-evolving landscape of social media, authenticity has emerged as the cornerstone of creating compelling content and fostering a devoted audience. Authenticity resonates because it bridges the gap between brands and their audience, fostering genuine connections that go beyond superficial engagement. When a brand is authentic, it communicates with its audience in a manner that is transparent, relatable, and trustworthy, which in turn cultivates a loyal following.

Mae Andy Idol, co-founder and Chief Marketing Officer at Indigo Collective Group, in Charlotte, North Carolina, says her firm uses GenAI tools to “analyze trending topics and keywords relevant to our clients’ industries.” This, she says, helps to “identify emerging trends and generate fresh, engaging content ideas that resonate with our target audience.” That same approach could be used by HR professionals to stay on top of trends related to the workforce, employee engagement, and the job market.   

Mandy Idol, co-founder and chief marketing officer of Indigo Collective Group, says businesses that are ready to promote their brand should develop key assets to convey their brand voice. “You’ll need to create a website, secure social media channels, write a press release, and start creating promotional materials, such as graphics and videos,” Idol explained. 

The next step is posting on these platforms. Mandy Idol, Co-Founder and Chief Marketing Officer at Indigo Collective Group, provides the whole game plan. She says, ''Engage actively on social media platforms relevant to your target audience, sharing valuable content that highlights your expertise. Lastly, consider starting a blog, publishing thought leadership articles, participating in podcasts, or replying to media interviews to demonstrate your knowledge and attract potential clients. Networking in industry forums and attending events can also help build connections and increase your agency's visibility.'“

Our founder Mandy’s insights have been featured in a new article highlighting Charlotte’s attractions. Among the recommendations in this piece you can find Dilworth Tasting Room and many other authentic experiences shared by locals. It’s great to see the city be promoted by our own! You can read Mandy’s full contribution, as well as the other unique things to do in the city, in RentCafe’s article on top things to do in Charlotte.

You can also create a hybrid strategy that borrows from both product-led and sales-led strategies to meet the needs of your specific product or market space.

In fact, the best strategy for your launch may be somewhere in-between, as Mandy Idol, Co-Founder and Chief Marketing Officer at Indigo Collective Group, suggests.

Mandy Idol, Co-Founder and CMO of Indigo Collective Group explains,

“Video marketing has surged to the forefront of digital strategies, driven by consumers' preference for visual content.”

Mandy Idol, Co-Founder and Chief Marketing Officer at Indigo Collective Group explains,

Effective content marketing strategies for eCommerce companies involve a combination of educational, entertaining, and persuasive content tailored to the target audience's preferences and behaviors.

Mandy Idol, Co-Founder and CMO of Indigo Collective Group explains,

“Businesses can leverage content repurposing techniques to maximize the value of existing content assets and reach a broader audience, extending the lifespan of content and optimizing resource utilization.”

Mandy Idol, Founder & CMO of Indigo Collective Group, finds the value in value-based bidding.

“With the growing emphasis on corporate social responsibility and ethical business practices, value-based bidding allows brands to align their advertising efforts with their core values,” said Idol. “This approach not only enhances brand reputation but also resonates more deeply with consumers who are increasingly conscious of the social and environmental impact of their purchasing decisions.”

In an age where marketing landscapes are rapidly evolving and consumer behaviors are constantly shifting, Chief Marketing Officers (CMOs) play a pivotal role in steering their organizations’ marketing strategies towards success. With a plethora of channels, platforms, and techniques at their disposal, the decision on where to allocate the marketing budget is more critical than ever.

The award recognizes leaders who push the boundaries of traditional marketing practices and embraces data-driven decision-making to drive visibility and value for their customers, and their respective organizations as a whole.

The "70 Digital Women to Watch" list is our special take on the short-list for our most prestigious and competitive award: Digital Woman of the Year. This year, we’ve expanded the list, highlighting even more amazing women making remarkable contributions to their communities and industries through digital.

The ISG (Information Services Group) Women in Digital Awards celebrate the extraordinary achievements and contributions of exceptional women. Born from ISG's long running Women in Digital community, these prestigious awards shine a spotlight on remarkable women who have broken barriers, overcome challenges and made a lasting impact on the digital world.

The Rock Star Leader award highlights someone that has led her organization through a major transformation, demonstrated exceptional leadership skills and had a significant impact on her organization or company.