David Ogilvy once said ‘clients get the advertising they deserve’.
Having been COO of a search agency for each of the last 10 years, I can tell you with some authority that Ogilvy’s quote is as true in the digital specialisms of SEO, PPC and Social Media as it is in the broader advertising discipline.
With 750m users and growing, Facebook is one of the most attractive platforms for brand advertisers to reach consumers.
But there's a problem: while it may be capturing more and more dollars from major brand advertisers, the efficacy of advertising on Facebook is still questionable.
If Facebook isn't able to change that, it will obviously face challenges long-term.
When it comes to how agencies are compensated, digital shops haven't always been treated like traditional shops. Retainers and performance incentives? Maybe, but project fees have been far more common.
That may be changing according to a study conducted by the Association of National Advertisers (ANA), which found that the number of digital agencies being compensated with a combination of project fees and retainers jumped to two-thirds last year, up from just 37% in 2009.
Also on the increase: performance bonuses. Nearly quarter of those
surveyed changed these last year, and nearly 30% plan to do this year.
Are demographics dead? Will marketers eventually buy most if not all media inventory, including television inventory, on performance-based models instead?
Executives from agency Initiative think so.
As internet channels have become more and more important to businesses, a
new generation of digital agencies have sprung up to assist them.
The value proposition of the digital agency: at a time when technology
is evolving so rapidly, it takes specialist knowledge to successfully
navigate digital marketing channels.
Is social media important? Even though there are still some who believe it isn't, today few dispute that it has at least some value.
Instead, the debate has largely shifted to another question: how is social media best applied to deliver meaningful results for businesses?
When it comes to that question, there is no shortage of consultants and firms offering to help companies find the answer.
SEO, paid search and social media: for obvious reasons, it's difficult, if not downright impossible, for companies to thrive online without them.
Given their importance, one might expect that a growing number of companies would be eager to bring their SEO, PPC and social media activities in house, but according to SEMPO and Econsultancy's State of Search Marketing Report 2011, just the opposite is happening.
Groupon may be one of the fastest-growing consumer internet companies
ever, but when it came to introducing itself to consumers on television,
it learned a harsh lesson: developing a successful television ad
campaign can sometimes be more difficult than building a
After its Crispin Porter + Bogusky Super Bowl ads flopped, Groupon faced a
consumer backlash and industry criticism from those who wondered how a
company that is doing so well could go so wrong on the biggest
advertising stage in the universe.
Have you been asked by a local business to develop an ad strategy, manage a company's paid search campaign or create promotional flyers for a nightclub?
If some in the ad industry have their way, you'd need a license to do all of those things.
Econsultancy has this month published an updated version of the Ad Serving Buyer’s Guide, containing detailed information about the trends and issues affecting the online advertising sector as well as useful advice for those seeking a suitable ad serving supplier.