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Competition is always tough amongst ad agencies. And soon it may get even tougher. That's because media companies are moving in on agency territory.
In an article discussing Conde Nast's new creative services offering, AdAge's Brian Steinberg points out that "no one can really say they corner the market on how to make things work in paid search, social media, or mobile marketing." So some media companies are likely to follow Conde Nast's lead in taking advantage of their unique positions to expand their relationships with marketers, and, they hope, their bottom lines.
Look on any marketing or web design company’s website and the chances are they’ll claim they do SEO. While some may do great work, some are just chancers.
Even amongst the specialist agencies, some businesses are much more effective at what they do than others. But how can you tell the difference between the well-qualified and snake oil merchants?
A few well placed questions should do the trick:
Every three years or so, advertisers decide to put all their media and marketing into a single agency network. Three years later, once they’ve seen their performance in the different marketing channels eroded, they head once more for the specialists.
It has been going on since the 80s, and it would be nice to see the cycle broken...
An interesting post by Erick Schonfeld at TechCrunch details how Nielsen has been "gushing" about Facebook since it partnered with the giant social network on a service called BrandLift, which is designed to help advertisers measure the effectiveness of their ad campaigns on the site.
One report Nielsen issued after it teamed up with Facebook highlights just how much time consumers are spending on social networks, and Facebook in particular. Another provided data showing that affluent consumers are more likely to be using it than MySpace. The obvious question: is Nielsen presenting objective data to advertisers or is it overhyping its newest partner?
Many Econsultancy members are in the business of regularly pitching for new business, or trying to grow existing accounts. Travelling and meeting people is part and parcel of winning work, but there are also various ways of using the internet to help you pitch to existing and prospective clients.
As such, I thought it would be a good idea to show you a bunch of tools that can be used to create and coordinate online presentations. They can be used for individual client work, or more publicly, to share your presentations with the wider world to increase exposure.
I believe that all of these tools are free, with the option to ‘upgrade to Pro’. There are others, but these are standout apps, and they're all worth checking out if you're not yet using them.
I hope they help you to win more business!
Has your relationship with your paid search agency soured? Are you in denial about bad service and performance, hoping that things will suddenly change for the better?
To mark the release of Econsultancy’s new Paid Search Agencies Buyer’s Guide, here are some warning signs that it might be time to take your paid search accounts to a more deserving agency.
Before we begin, let’s start with the Flash apologists. Whenever I say “Flash sucks” somebody points out that it doesn’t, but that some Flash developers truly suck and don’t know how to use it properly.
It is a fair point, however agencies / developers that build websites for their clients must understand the limitations of Flash, and build primarily for the needs of their client’s visitors, and business needs, rather than for their own egos.
But what happens when these agencies build Flash websites for themselves? Badness happens, that’s what. At least in my opinion. I’m sure I’ll hear otherwise, but from my perspective I can rarely see the point of using Flash as the basis for a website. And while I'm all for rich media, and immersive user experiences, I think agencies should know better...
Not everyone is sure that the deal between Yahoo and Microsoft will work out the way Yahoo and Microsoft hope but by in large, advertisers and search marketers are excited about the deal.
While Google will still hold a dominant lead in the search market, Microhoo becomes a strong number two, something that should create more competition. As David Kenny of Publicis' VivaKi told AdAge, "Anything that creates a credible platform and more innovation in search is going to be good for consumers and, therefore, good for advertisers".
Google's relationship with agencies has always been a little bit tenuous. Sir Martin Sorrell, chief of WPP, once described Google as a "frenemy". He's not the only one who has clearly felt that Google was a necessary evil.
But perhaps the recession has made Google more humble, or the search giant is simply maturing. This week, it was announced that Google had launched a beta of AgencyLand, an online portal for select agencies.
OpenX, the London-based startup that offers the open-source ad server by the same name, is moving into the sales side of the advertising business with the launch of a new online ad market.
OpenX Market enables advertisers to bid for impressions on participating websites using an auction format.
In this age of specialization, it's no surprise that we've seen specialization on the agency side.
And that means it's no surprise that somebody has decided to start an agency for the hottest social media service on the internet right now: Twitter.
You might imagine that many of the top digital agencies will be fearsome Twitter users, not least because many agency staffers regularly use the platform to communicate.
So have the majority of agencies claimed Twitter accounts for their brand names? Are they tweeting about their innovative campaigns and web projects, to spread the word and gain kudos?
I was perplexed to discover that many agencies haven’t yet bothered, and I’m not sure what message that sends out to the client-side.