Consumers are in the driver’s seat more than ever before, dictating when and how they communicate with brands. With a flood of information at their fingertips, they crave personalized experiences that educate, enable and entertain. Agencies, and their clients, must strive to deliver these highly relevant communications across channels.
Marketers must also connect actions to goals (e.g. website visitors, leads and sales). In tracking the right metrics, campaigns can be tied to bottom-line business impact, budgets can be justified and strategies can be adapted based on performance.
In a recent HubSpot (@HubSpot) webinar (available on-demand here), Paul Roetzer (@paulroetzer), author of The Marketing Performance Blueprint, shared 10 steps to becoming a performance-driven agency—one that builds and measures integrated marketing campaigns for maximum client ROI.Read More
Most manufacturing companies operate lean, and luckily; our agency was started by someone with an extensive background in both software and electronics manufacturing. Unlike the marketing agencies of the Mad Men era, new-age agencies are built to do more with less.Read More
Below is a guest post from Tom Smith, VP of business development and strategy for CloudEntr by Gemalto. In this role, he helps define and execute Gemalto’s identity and access initiatives in the cloud. Tom has over 30 years of experience with security, mobile, and cloud technologies, including founding executive roles at four technology companies. Read more on how to keep your agency’s data secure though two-factor authentication and password management here.
When you think of all the things that drew you to the marketing and advertising industry, information security probably doesn’t spring to mind. It likely didn’t even occur to you that dealing with clients’ strategies could make you responsible for handling sought-after secrets.
Yet look at how government leaks have happened. NSA servers weren’t hacked. Contractors like HBGary Federal and General Dynamics that work on government projects were targeted. This means you—a third-party vendor—could be at risk. Should confidential client files be leaked, you could be subject to the subsequent investigation.
If you want to land big accounts, you need to prove that you’re not a weak link. Agency collaboration is difficult without sharing access to online services, but you can do so securely with these four practices.Read More
In this Insider Series, he discusses the benefits of a Results-Only Work Environment™ (ROWE™), and his experiences implementing one at SpinWeb.Read More
If you're like us and heading to Inbound next week, you can look forward to a ton of great agency content.
To help you sort through the sessions, Dan MacAdam (@DTMacAdam), VAR channel account manager at HubSpot put together a curated list of recommendations for agency executives, marketers and business development folks.
Use it as a guide to help you, and your agency, get the most out of the conference.Read More
The marketing industry is advancing at an unprecedented rate, creating seemingly insurmountable gaps in marketing talent, technology and strategy.
For corporations, the right marketing agency can be a tremendous asset, and play a critical role in propelling growth. By better educating corporate marketers on the importance of working with tech-savvy digital firms, we can collectively create more demand for inbound agency services.
Paul Roetzer’s new book The Marketing Performance Blueprint (Wiley, August 2014) presents the processes, technologies, and strategies needed to build performance-driven organizations. It’s a guide for marketers, executives and entrepreneurs that you can use to help your clients advance their businesses, exceed ROI expectations, and outperform the competition.Read More
Jesse Giordano is a financial advisor and leads The 360 Group at Morgan Stanley in Great Neck, NY. Jesse and his team provide specialized wealth management services to owners of privately held companies who are looking to exit their business over the next 2-10 years.
Some of the services he and his team provide include helping the owner get their business ready for sale, navigating the many exit strategies available to determine which is most appropriate, facilitating the exit process, and implementing an income replacement strategy once the business is sold.
Jesse has been working with business owners over the last 10 years. He is a CERTIFIED FINANCIAL PLANNER™ and received his MBA from Pace University in 2003. He is also a family wealth director and senior vice president at Morgan Stanley.
In this interview, Jesse discusses the need for agency owners to start succession planning now, and tips and considerations on how to get started.Read More
Would you believe me if I told you that you’re losing up to 35 percent of your media-buying budget?
Everyone knows that you allocate about 15% of your budget to commissions if you’re working with a programmatic team. You allocate more if you’re still playing the game with networks or managed servers from one of the “big players.”
But you may not realize that impression fraud is estimated to eat up another 30%, meaning you’re starting with 35-45% less money than you thought you had.
That’s not good for the client or your agency. We have to face impression fraud head-on.Read More
"When people work together to create predictable time off, people, teams and ultimately the organization all stand to benefit.” — Sleeping with Your Smartphone
In most cases, it’s the pressure that we place on ourselves and our colleagues that makes work so demanding and all-encompassing. By making small concessions over time—such as answering client emails in the evening or responding to requests on vacation—we create the impression to others that we are always available.
This has a trickle-down effect. Colleagues start to think that they, too, must always be “on” to demonstrate they are equally hardworking and driven. Everybody starts to ask more from you, and expects you to answer quickly, since you’ve set that precedent. You accommodate the additional requests; and therefore, you expect the same of others.
The cycle of responsiveness will go on in perpetuity unless your agency puts a stop to it. But how?
Sleeping with your Smartphone: How to Break the 24/7 Habit and Change the Way You Work by Leslie A. Perlow (@LesliePerlow) explains how predictable time off can put an end to the nonstop workweek and create better work-life balance for employees. Below are lessons from the book that you can apply to your agency.Read More
In a wearable tech, internet of things-obsessed world, it’s easy to overlook that human beings are at the heart of marketing. That’s why the first edition of The SoDA Report 2014 explores themes around human value systems, creation and delivery from a wide variety of perspectives.
The report features curated editorial, contributed by leaders of some of the world’s top digital agencies and production companies. Essays complement case studies from brands, such as American Express, Adobe, EA Sports, Walmart, Nike, Google, IBM, Samsung, BMW, MINI and more.
Included in the report are also the results of the annual Digital Marketing Outlook (DMO) survey, which identifies the changes taking places across the industry. Conducted in partnership with Econsultancy, DMO is based on a global sample, evenly split between advertisers and agencies and representing a total annual marketing spend of $25.4 billion. There were 736 respondents; the majority were senior company decision-makers.