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Rx For Agencies Suffereing From Digital, Direct, PR, And Social Media Confusion Or Disorientation (Updated 01/22/2010)

CEO à Euro RSCG Discovery
24 Jan 2010
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Rx For Agencies Suffereing From Digital, Direct, PR, And Social Media Confusion Or Disorientation (Updated 01/22/2010)

  1. Rx for agencies suffering from Direct, Digital and Social Media Confusion or Disorientation
  2. Why Are We Still in This Business?
  3. What Type of Agency Are We?
  4. Top 5 Most Trafficked Sites July 2009 The Rise of Social Media Rank 2005 2009 1 2 3 4 5
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  6. Emergence of Social Media has Created a Land Grab Between Agencies & Within Marketing Departments!
  7. Source: June 2009 Strongmail/Zoomerang Survey Which Marketing Function Owns Social Media Within Your Organization?
  8. Marketing Executives’ Attitudes to Social Media
  9. Marketing Executives’ Attitudes to Social Media “ How will you fund increases in your company’s Interactive/Social marketing budget?” By shifting money away from Traditional marketing: Increase budget with no change to Traditional marketing: Increase budget for both Traditional and Interactive Marketing: We have no plans to increase our Interactive Marketing budget: 60% 15% 14% 7% Source: Forrester Interactive Marketing Forecast 2009-2014
  10. Marketing Executives’ Attitudes to Social Media “ Which of the following Traditional marketing budgets will you decrease in order to fund increased Interactive/Social marketing?” Direct Mail: Newspapers: Magazines: Television: Yellow Pages: Outdoor: Radio: Telemarketing: None of the above: Other: 40% 35% 8% 3% 28% 12% 11% 9% 7% 3% Source: Forrester Interactive Marketing Forecast 2009-2014
  11. Marketing Executives’ Attitudes to Social Media “ In the next three years, do you think marketing effectiveness will increase, stay the same, or decrease for each of the following?” Created Social Media: Online Video: SEO: Mobile Marketing: Paid Placement in Social media: Email Marketing: Direct Mail: Television: Magazines: Telemarketing: Radio: Source: Forrester Interactive Marketing Forecast 2009-2014 Increase Stay the same Decrease 80% 60% 20% 40%
  12. The Ultimate Combination of Search and Social Networking Social Media, Meet Search Engine Marketing
  13. The basic idea is that, if someone in your social circle has ever commented about the topic you are searching on, That content will appear on the first page of your search results. Imagine the impact of this on marketer and agency alike!
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  16. Aided by a flurry of acquisition activity, an influx of venture capital funding and growing brand adoption in the latter half of 2009, the year ahead will see mobile continue its shift toward the marketing mainstream. eMarketer.com Mobile Marketing: The New Frontier For Agencies
  17. In January 2009 it projected m-commerce sales would reach $544 million this year, up 57% over 2008—impressive in its own right. But in late October, ABI upped its forecast, saying sales would top $750 million in 2009, a whopping 117% annual growth rate. M-commerce’s time has arrived, and it is an easy bet that sales in 2010 will pass the $1 billion mark. Mobile Marketing: The New Frontier For Agencies
  18. When Webtrends surveyed marketers worldwide about how to close the gap between data analysis and business action, their top answer was more knowledgeable staff. Data Analytics… Is There An Agency Out There Who Can Help Me?
  19. At The End Of The Day… It’s All About!
  20. This Has Created A New Era Of Person2Person Marketing!
  21. Rx for agencies suffering from Direct, Digital and Social Media Confusion or Disorientation (www.clivemaclean.com)

Notes de l'éditeur

  1. Direct, Digital, Database, Social Media, PR? 360, full service, integrated,
  2. 1995 marketers wanting to go digital built a website Example Google something - novice or advanced.
  3. 1 year ago most people had no idea what twitter was
  4. Youtube and facebook displaced ebay and mazon to take the number 3&4 spots behind Google and Yahoo.
  5. They shy away form noise like shying away from abnocious people they cannot relate to. This is why consumers tune out ads (noise) in favor of ewhat their friends are saying (signal)
  6. They shy away form noise like shying away from abnocious people they cannot relate to. This is why consumers tune out ads (noise) in favor of ewhat their friends are saying (signal)
  7. Integration with social media accelerators like social networking, microblogging, book-marking, and referencing allow them to leverage their most valuable asset,”the customer”, to expand the reach of their message and brand to the customer’s trusted networks and communities.
  8. Talk the numbers
  9. Give example
  10. Its not just bout social networking
  11. Google recently made big news by combining state of the art search with social networking to launch Social Search Imagine what this could mean for ad agency new business prospecting
  12. If all this is not enough. What about Mobile Marketing.
  13. It is eye-catching when a consultancy revises a market forecast upward in the midst of an economic downturn. That is exactly what ABI Research did with its forecast of mobile sales of physical goods in North America.
  14. eMarketer estimates that mobile ad spending, including messaging-based formats, will reach $416 million in 2009, increasing to $1.56 billion by 2013. The New frontier for ad agency new business growth
  15. Based on this perspective, who better to champion the mobile revolution than the agencies in this room?
  16. Discuss 46% etc and how agencies can help the client Or is it an opportunity?
  17. Discuss 46% etc and how agencies can help the client
  18. Branding is for all intents and purposes dead, as most consumers’ first impressions of a brand are what they find in search results or what they read from other people in reviews . It’s about Brand Experience or Brand Engagement! Traditional marketing and advertising thinking is no longer effective as consumer media habits continue to evolve 25% content in search is CGC As consumers circumvent traditional media approaches, they gravitate
  19. Branding is for all intents and purposes dead, as most consumers’ first impressions of a brand are what they find in search results or what they read from other people in reviews . It’s about Brand Experience or Brand Engagement! Traditional marketing and advertising thinking is no longer effective as consumer media habits continue to evolve 25% content in search is CGC As consumers circumvent traditional media approaches, they gravitate
  20. Those of you who are direct marketers will be disappointed to hear that targeting is dying too. No longer can you just drop an email to your house file or run a banner campaign with the simple objective to sell more products or generate more leads. You have to become part of the conversation, where they are and when they want to have it.
  21. The new age of People2People agencies have to be experts in understanding consumer habits and expectations in this new media environment. They need to be the unbiased filter that prioritizes the media/channels and indentifies the ones that will yield the greatest ROI. Core skilsets = direct, data/analytics, digital new. This new breed of agency will avoid the temptation to shout messages at consumers disrespectfully or target thousands of people multiple times (reach and frequency). Instead, they will embrace techniques that cultivate genuine and open dialogue with customers, where brands quietly listen and learn, and then respond with new features and product innovations that better match the needs of the consumer. Future growth and success will be led by those agencies that embrace this new media environment and choose to become part of a new breed of People2People agencies. Those who remain siloed will continue to become less relevant over time and unable to deliver against evolving client expectations. Help clients to leverage their most valuable asset,”the customer”, to expand the reach of their message and brand to the customer’s trusted networks and communities.
  22. The new age of People2People agencies have to be experts in understanding consumer habits and expectations in this new media environment. They need to be the unbiased filter that prioritizes the media/channels and indentifies the ones that will yield the greatest ROI. Core skilsets = direct, data/analytics, digital new. This new breed of agency will avoid the temptation to shout messages at consumers disrespectfully or target thousands of people multiple times (reach and frequency). Instead, they will embrace techniques that cultivate genuine and open dialogue with customers, where brands quietly listen and learn, and then respond with new features and product innovations that better match the needs of the consumer. Future growth and success will be led by those agencies that embrace this new media environment and choose to become part of a new breed of People2People agencies. Those who remain siloed will continue to become less relevant over time and unable to deliver against evolving client expectations. Help clients to leverage their most valuable asset,”the customer”, to expand the reach of their message and brand to the customer’s trusted networks and communities.
  23. but rather one that has been built from the ground up with the vision of being a truly integrated shop.
  24. but rather one that has been built from the ground up with the vision of being a truly integrated shop.
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