Archive | Opinion

Opinion: Death of the Small- to Mid-Tier Agency Has Been Greatly Exaggerated

Opinion Death of the Small- to Mid-Tier Agency Has Been Greatly ExaggeratedThe following is a guest contributed post from advertising industry veterans Jim Lindsey and Paul Friederichsen.

Since the 1980’s, the anticipated shrinkage in numbers of the small- to mid-tier ad agencies (less than 100 people or so) has not happened. If anything, there are more of them! While worldwide mega-agency groups (starting with Saatchi & Saatchi back then) have continued to grow, merge, morph, and control more media dollars, the small, independent shops stubbornly remain. There are several reasons why even worldwide brands, as well as local or regional brands, prefer working with small- to mid-tier shops.

•  Relationships matter – Most businesses are small themselves, and those large enough to seek the help of an ad agency, PR firm or web shop prefer to do so, in most cases, with similarly-sized companies. In RFPs, a common question is about the agency’s client roster and where the prospect’s account would fit in the pecking order. Mattering to an agency’s business translates to a certain amount of leverage, regardless of the added services or bench strength the larger agency promises it would give access to. All that added firepower that’s promised sounds good, but in reality, how much will actually be used on your business? Continue Reading

Posted in Announcements, Marketing Strategy, Mobile Advertising, Mobile Marketing, News, Opinion, Smartphones0 Comments

The Hermit Crab Economy: There Are Endless Apps for That

The Hermit Crab Economy There Are Endless Apps for ThatThe other day, I tried to engage a fellow resident in the apartment complex where I live in some light conversation. Let me tell you, the recoil on a modern neighbor beats any I ever experienced from shotguns my father-in-law handed me when he taught me to shoot tin cans in the backyard.

At no time in history have there been so many people who’d describe themselves as “fully engaged” who live like — I kid you not — solitary hermit crabs.

Sure, they want to share kitty pictures on Instagram, tell you what they ate last night via Facebook, order groceries from PeaPod, get their books from Amazon, hustle up a ride from Uber … but heaven forbid they have to confront very many real … live … humans.

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Posted in Mobile Apps, Opinion, Technology0 Comments

Cohen: Email-Based Display Advertising is the Future

Cohen Email-Based Display Advertising is the FutureThe following is an op-ed from Jordan Cohen, CMO of Fluent.

There was a big story out in the Wall Street Journal last week, suggesting that Google is preparing to roll out a custom audiences offering similar to Facebook’s.

For those unfamiliar with customer audiences, there’s a short, simple description of the program on Facebook’s website. Essentially, custom audiences enable advertisers to send encrypted files of their email marketing lists to Facebook, and then re-target those individuals through Facebook ads. Facebook then additionally targets ads to “lookalikes” (people who have commonalities with individuals on the marketer’s email housefile).

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Posted in Announcements, Mobile Devices, News, Opinion, Platforms, Technology0 Comments

Op-Ed: What Marketers Need to Know About Geolocation Tech

Op-Ed: What Marketers Need to Know About Geolocation TechThe following is a guest contributed post from Ben Tepfer, Product Marketing Manager for Adobe Campaign.

The famous refrain “location, location, location” may have been borne out of the real estate industry, but its relevance to marketing is undeniable. At the most basic level, geolocation allows businesses to understand customers’ interactions in the physical world. When customers do this, it’s as if they have given you a treasure map complete with an X that marks the spot. Savvy marketers understand how to turn location into an experience.

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Adapt or Fail, How Mobile Can Meet the Hype

Adapt or Fail, How Mobile Can Meet the HypeThe following is an exclusive guest contributed post from David Giannetto (@dgiannetto), the author of Big Social Mobile, How Digital Initiatives can Reshape the Enterprise and Drive Business Results.

Mobile is full of big promises. But if you are like most companies, you’re still waiting to see it actually lived up to the hype of reinventing corporate-consumer interactions. This case study from my new book, Big Social Mobile, How Digital Initiative can Reshape the Enterprise and Drive Business Value (Palgrave Macmillan), shows how mobile can be used to maximize the value of every consumer.

National Oil and Gas (Marathon, Phillips 66, Sunoco, Clark and other gasoline brands and co-located convenience stores) used it to overcome common industry problem—and so much more. Their goal was to get consumers who often didn’t know the area to pick their stations over the competition, to completely fill their tanks, and then to also shop in their convenience stores where the higher margin products were located. These behaviors maximize revenue and profit. This is how mobile technology made it happen:

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Posted in Announcements, Marketing Strategy, News, Opinion, Platforms1 Comment

Williams Sonoma Email Address Collection: Just be Honest and Let Us Know!

Williams Sonoma Email Address Collection Just be Honest and let us Know!This weekend I went into a Williams Sonoma store at my local mall to buy a few things. After selecting what I needed I proceeded to the checkout counter where two people were ahead of me in line, both were returning items. As the transaction for the first person was coming to a close the cashier asked the customer for her email address. While this is not unusual it was the way she was asking that caught my attention. It went something like this:

Cashier: “…and may I please have your email address for your receipt?”

Customer: “ Why do you need my email address?”

Cashier: “ It’s for your receipt”

Customer: “ Oh, ok. It’s [email protected]

Cashier: “ Thank you”

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Posted in Best Practices, Marketing Strategy, Opinion0 Comments

SmartFocus CMO Talks Success of Contextualized Marketing

CMO of SmartFocus Contextualization Gives Boost to MarketersThe following is a guest contributed post by Jess Stephens, CMO of SmartFocus.

The success of contextualized marketing can be boiled down to one main asset: the capability to identify and give your customers exactly what they want.

Contextualization as a concept is simple enough: it offers a perspective based on the conditions and meanings surrounding something. But in practice, it requires factoring in shopping habits, demographics, preferences, time, location, price, past purchases, and behavior.

These are all things that unconsciously play a role in a shopper’s purchase decisions. Digital contextualization serves to bring these factors to the surface, using them to optimize the customer-brand experience.

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Posted in Marketing Strategy, Mobile Advertising, Mobile Marketing, Opinion0 Comments