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Seven big in-house marketing challenges

November 1st, 2012

eConsultancy

The prominence of agencies in today’s digital marketing ecosystem is not surprising: the digital marketing landscape is so complex and seemingly all-encompassing that moving forward alone simply doesn’t seem like a viable option. Agencies aren’t perfect, however, and companies that believe they can simply outsource digital marketing to another firm often learn the hard way that it’s not so simple.

No two businesses are the same, so what gets outsourced and what remains in-house will obviously vary from company to company. But all businesses with in-house marketing staff face many of the same challenges.

Here are seven of the most painful…

 

Categories: Advertising & Marketing Blog, Digital Media Blog | Tags: , , , , , , , , , , , , , , , , , ,

Marketers vs. Agencies: Complexity Rears Its Head

June 5th, 2012

cmo.com

In my post last week, The 91%: Occupy Madison Avenue, I offered up a particular perspective on the unflattering findings from the recent CMO Council study stating that traditional agencies have failed to evolve to requisite levels of digital marketing proficiency. I pointed out that, while that certainly may be the case with some agencies, many marketers have not evolved to digital proficiency, either.

Going further, I postulated that the dissatisfaction marketers expressed through the study is due in some measure to shared deficiencies. In other words, it’s hard for an agency to be better than its client enables it to be–just as it’s difficult, frustrating and costly for a client to have to wait for an agency to step up to the digital plate.

Read more… 

Categories: Advertising & Marketing Blog | Tags: , , , , , , , , , , , , ,

Confessions of an Agency CEO

March 26th, 2012

Digiday 

“Mad Men” returned to great fanfare last night. The nostalgic look at the advertising business in the early 1960s is nothing short of a cultural phenomenon. Those in the ad world are as obsessed as anyone with the series, while often ruing the fact that the agency business is far less glamorous and swashbuckling today in an age of procurement, discount creativity and heightened financial pressure. Digiday spoke to an agency chief executive to get a read on what it’s like to run an agency today, how clients often get the bad work they deserve and why, despite it all, advertising is still a very fun career. You can read the full collection of Confessions. Please contact me at the email below if you’d like to participate. We promise full anonymity in exchange for honesty.

Read more… 

Categories: Advertising & Marketing Blog | Tags: , , , , , , ,

Why Agencies Are Better Off Staying Out of the Tech Business

March 20th, 2012

Ad Age 

Choosing Winners, Not Owning the Players, Is How Agencies Should Work With Tech

It’s no secret that media agencies have come under increasing financial pressure over the past decade. Agency margins seem to be ever-shrinking, while clients simultaneously demand more in terms of technological solutions and service in this increasingly digital marketplace. Meanwhile, agencies were annoyed to see their digital ad network counterparts generate double-digit commissions while aggregating media, traditionally the turf of media agencies.

Continue reading… 

Categories: Advertising & Marketing Blog | Tags: , , , , , , , , , , ,

The Only 4 Reasons Agencies Should Care About Their Own Content Marketing

February 7th, 2012

Convince & Convert 

Mimicry is not a strategy. Compulsion is not a strategy. Yet, far too many agencies are devoting resources to content marketing and social media solely because they feel they have to do so. Other agencies have a blog, and Webinars, and an active Twitter feed, so we need some of that too!

Continue reading… 

Categories: Digital Media Blog, Digital Media News | Tags: , , , , , , , , , , , ,

How Will Agencies Remain Relevant?

January 30th, 2012

Digiday 

The big struggle for advertising agencies of all stripes, according to Publicis Modem Jean-Philippe Maheu, is how to remain relevant as the world around them gallops ahead.

In the second interview of Digiday’s series looking at the modern agency, the former Razorfish CEO, who is now leading a hybrid traditional-digital shop, speaks to a trio of major challenges facing agencies in the quest for relevance. One is attracting and retaining talent in a world where creative people, particularly those steeped in digital technology, are in demand in other industries. Another is moving toward a better pricing model that rewards agencies for their ideas. The final piece, according to Maheu, is how to innovate within a business model that makes that difficult.

Continue reading… 

Categories: Advertising & Marketing Blog, Advertising & Marketing News | Tags: , , , , , , , ,

Marketers More Bullish Than Agencies on Traditional Media Spend

January 10th, 2012

Marketing Charts 

A greater proportion of marketers than agencies believe that spending on traditional media such as direct mail (25% vs. 17%), print (22% vs. 8%), and radio (18% vs. 3%) will increase this year as compared to 2011, with the proportions expecting spend to increase on TV relatively on par, according to Please or in order to access this content. a survey released in January 2012 by RSW/US. And although the survey shows that increases in digital media spending will outpace that of traditional media, marketers’ planned increases do not appear to match agency expectations: a higher proportion of agencies than marketers expect spending to increase in social media (89% vs. 63%), mobile (72% vs. 46%), SEO (66% vs. 48%), and banner advertising (55% vs. 30%).

Read more… 

Categories: Advertising & Marketing News, Advertising & Marketing Research | Tags: , , , , , , , , , , , , , , , ,

CES: Media and Agency Execs Weigh In

January 10th, 2012

Digiday 

It seemed like just yesterday that South by Southwest was declared the new Cannes for the agency and media world. Suddenly it’s the Consumer Electronics Show, a weeklong extravaganza of digital gadgetry that plops 130,000 on the Vegas strip. Digiday’s own Mike Shields is roaming the city, probably looking for a cab. We’re complementing his coverage with the daily thoughts of top agency and media executives on the ground. We asked them to briefly describe what they saw or heard that day that points to the future of digital media and marketing.

Continue reading… 

Categories: Digital Media News | Tags: , , , , , , , , , , ,

2012 Industry Predictions: The Death of Audience Buying?

December 21st, 2011

Digiday 

What are some changes that will shape 2012 in ad tech?
DMPs will be embraced as the future of digital media – relying solely on third-party data providers will no longer be viable. Agencies creating differentiated positions for their clients with propriety and unique views of data will pull away from competitors. Agencies and trading desks that do not control technology will further cede strategic leadership to industry players that do. Ad Network consolidation will accelerate with premium publishers withdrawing inventory out of the market, DSP commoditization and the formation of the Summit (AOL, Microsoft and Yahoo). – Brian Lesser, CEO of Xaxis
For more predictions click here
Categories: Digital Media Blog, Digital Media News | Tags: , , , , , , , , , , , , , , , , , , ,

Facebook’s 2011 Ad Sales Took No Pity on Portals

December 14th, 2011

ClickZ

Agencies, marketers, and research data all say the same thing about Facebook’s 2011 ad sales. The social giant left portals Yahoo, AOL, and MSN in the dust, as well as most major publishers.

“It’s definitely a challenge to [Yahoo, AOL, and MSN],” said Scott Symonds, head of media for digital agency AKQA. Symonds said Facebook’s marketing allure lies in not only its 800 million worldwide users, but also how it can offer advertisers routine follow-up pitches in terms of the likers/fans community they build on the social site.

Read more… 

Categories: Social Media News, Social Media Research | Tags: , , , , , , , , , , , , , , ,