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.
What’s your ideal day? Would you know a great day when you saw one?
In his book, Your Best Just Got Better: Work Smarter, Think Bigger, Make More, Jason W. Womack (@jasonwomack) challenges his readers to understand what makes them happy, and then to align daily activities with this ideal.
It’s common for business professionals—especially those in the face-paced world of agency marketing—to feel a constant busyness. We’ve all said it: “There’s not enough hours in the day!” Instead of lamenting this, Womack recommends you take control.
Doing so, involves a three-part approach: knowing yourself, setting goals and using time wisely. Below are lessons learned from his book on how to focus time on the most important aspects of your business and life, and in turn achieve personal success.Read More
This is a guest post from Todd Wolfenbarger, who has more than 25 years of senior marketing experience with Fortune 50 companies in various industries and with his own marketing consultancy.
There is a notion that life on Madison Avenue moves infinitely faster than in a place like Salt Lake City. Having seen both sides of the street, I agree; in some ways, this assessment couldn’t be more true. Salt Lake City—affectionately dubbed “Small Lake City”—has wide pioneer streets built on a grid and will never be known for a dramatic skyline or for three-martini lunches where big deals are sealed.
That said, I’ve worked in two major U.S. cities with Fortune 100 companies for more than 20 years, and from an agency’s standpoint, to say that business moves slowly in a small town couldn’t be less true. Small towns simply beat to a different cadence, and there are a few tactics that the “Mad Men” of Madison Avenue could stand to learn from them.
Below are three simple, but important, small-town marketing lessons I had forgotten before opening an office on West Temple—a smaller, lesser-known “avenue” in Salt Lake City.Read More
Below is a guest post from Don Broekelmann (@dbroekel), executive vice president at Influence & Co., a professional branding firm based out of Columbia, Mo. Don works with Influence & Co.’s brand partners to develop content marketing plans to create authentic engagement with specific customer segments.
When it comes to marketing, we all want the biggest bang for our buck. But there’s a common misconception that “the biggest bang” simply means reaching the most people.
It’s tempting to develop content that appeals to everyone. When it comes to content marketing, however, the key is quality — not quantity. Reaching the right audience through the best channels is the linchpin of a successful strategy.Read More
This is a guest post from Sheree Tebyanian (@thereinventfirm), founder of Reinvent Firm, an Adelaide based marketing firm that helps small business owners with the right education and marketing tools.
Often, the people who know the most about why an agency failed are its clients. While business owners are often quick to blame the government, shady partners or financial institutions, they hardly ever blame themselves.
There are, of course, situations in which the owner had absolutely no control over what ultimately occurred, but that is rarely the case. Below, I share the 10 most common reasons why small agencies fail and tips to overcome them.Read More
You’ve decided that agency interns are indeed the answer to your staffing needs. You have the resources to properly train and support them, and are committed to making it a mutually valuable relationship. But, what next?
Last August, I had the pleasure of sitting in on a session at Inbound 13 on this very topic. Presenter Erin Wasson (@ewasson), VP of marketing at UrbanBound, successful used interns to scale her inbound marketing strategies, and attract quality talent. In fact, she has a 100% employment rate for interns coming out of her training.
Below are key takeaways and lessons learned from her session on how to effectively hire and manage a team of digital marketing interns.Read More