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When you're buying, focus on opening up lines of communication, not on attemping to appear objective.
We’ve all been there, sat around a table talking to a series of vendors about how they’ll deliver our new site, or campaign, or brand.
By the end of the day, we’ll be confused, up to our eyeballs in jargon, unable to remember quite who said what.
What do clients want and value in their agency relationships? What level of digital sophistication can be seen client-side? How are clients transforming in the light of increasingly digital customer experiences?
These are the questions asked by the 2014 Society of Digital Agencies (SoDA) Report and its Digital Marketing Outlook survey conducted in partnership with Econsultancy.
In this post I've rounded up some highlights from the report, looking at changes in the agency-client landscape.
IBM recently announced a $100m investment in its Interactive Experience arm. Essentially this is IBM’s global digital agency.
At Econsultancy we are currently finalising our annual Top 100 UK Digital Agencies report. Without giving away too much you will see the likes of IBM, Deloitte Digital and Accenture Interactive ranking highly.
It's official - Econsultancy's Top 100 Digital Agencies report is now open for 2014 entries.
With the fee income from last year's agencies reaching a whopping £1.18bn, it will be interesting to see how the industry has developed within the last 12 months.
Here is a checklist you can hold against your agency’s ‘about us’ section. Don't worry, it is equal parts 'do' and 'don't'.
Make sure you weed out examples of the latter and add in some of the former and your copy should improve. This list is solely about the content of your copywriting, the words you choose, not the formatting or style.
If you wonder why I’m qualified to create such a checklist, I can only cite my personal and professional interests in writing. I haven’t worked for many clients or won any awards but I have doggedly scrolled through many agency websites.
I must say that my favourite, in the end, was e3, which forgoes an 'about us' section altogether, opting instead for a little piece of copy on the homepage.
However, there are lots of great 'about us' pages out there, and even some of the 'don'ts' I have gathered work well in context. That means having a great copywriter on your team is essential.
As we enter a new year, is it time you take a fresh approach?
Last year, through various tender processes, we at Confused.com drastically reduced the amount of hours and spend we gave to search agencies (both PPC and SEO) and I thought I’d share some of my thoughts with you…
This time last year I scrutinised a number of SEO agency payment models, concluding that many of the pricing structures and commercial arrangements offered by agencies are outdated in the context of today’s organic search landscape.
PPC is generally accepted as an ‘easier buy’ compared to SEO. However, you need only do a search on Google for ‘PPC services’ to be confronted with a baffling array of offers:
Webinars are annoying, ultimately, because we are designed for face to face communication. However, they are extremely useful if your colleagues and customers are ‘global’.
There are many annoying things about webinar tech, but most of them centre on UX. And central to UX is getting your language right.
Webex, as my chosen example, simply didn’t work with a good copywriter when laying out its back-end and webinar UI. I can’t speak for others such as Adobe Connect, as I haven’t used them myself.
I don’t think Webex is attempting to appear natty or complex, using slightly mystifying words or combinations of words. It’s just badly written.
Here are some examples:
If you run a digital agency, especially one that designs and builds websites, then what better way of showing off your talents than to build a wonderful website for your own company?
In the past couple of years many agencies have rebuilt and relaunched their websites using HTML5 and CSS3. The results can be eye-opening, highly engaging, and built to work on all kinds of devices.
It's not all good news though. Sometimes the use of HTML5 can be downright annoying: just because you can do something doesn't mean you should. Does it matter that some of these websites take half a minute to load? Personally I think fast loading times really matter, but I've heard arguments that people are prepared to wait for certain types of website. You can decide for yourself.
At any rate, there is plenty to admire here, and perhaps there is an acceptable trade off between optimal usability and the overall user / brand experience. Certainly it's always interesting to watch web design evolve, and agencies are naturally inclined to push the boundaries.
The following examples show what can be achieved, and mercifully not all of them are addicted to loading icons. Tuck in and see what you think.
To be successful in the new multichannel and digital age businesses have to adopt an integrated approach to marketing.
And as companies seek to join up what have often been siloed activities, agencies are moving towards a fuller service offering to cater for the increased demand.
Data included in our new UK Search Engine Marketing Benchmark Report 2013 shows that more than half of agencies (52%) now offer a ‘full range of digital marketing services’, and increase from 45% in 2012 and 42% in 2011.
How does Econsultancy get people to come to its events? With the Festival of Marketing set to be an intense, fun, insightful....erm..fest, here's some of the stuff we've done to market events and to make them successful on the day.
I should add, there's a ton of stuff I've missed off, here (not least, effectively segmenting your audience), as I've concentrated on creative.
Marketers are seeing their organisations undergoing massive transformation from the impact of digital.
Businesses, through marketing and brand departments, no longer have to find a reason to do something digital. This is a change defined by consumer appetite for engagement, with each other as well as with brands and businesses, in ways that suit their needs at that very moment.
Engagement is now characterised by speed, through the use of technology that’s increasingly a part of consumers’ lives.
In this post, I'll look at how agencies need to adapt and evolve in order to help their clients transform their businesses.