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The Future of the Digital Agency
what does it look like? how is it structured? who are the players? how does it function?
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Inside the labs of the world's leading digital agencies | Feature | .net magazine

Inside the labs of the world's leading digital agencies | Feature | .net magazine | The Future of the Digital Agency | Scoop.it
We take an exclusive look inside the world’s leading digital labs, and reveal what it takes to staff, fund and operate your very own agency lab (RT @cpasori: This is so cool.Inside the labs of the world's leading digital agencies:
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UX Basic Training | Nielsen Norman Group UX Training

UX Basic Training | Nielsen Norman Group UX Training | The Future of the Digital Agency | Scoop.it
Full day course taught at Nielsen Norman Group’s Usability Week events. Learn user experience (UX) terminology and processes and ways to promote UX within your organization.
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Do Brands Need a Chief Digital Officer?

Do Brands Need a Chief Digital Officer? | The Future of the Digital Agency | Scoop.it
Having a digital chief can be awkward when there's someone else in charge of the overall brand.
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Should we be building office spaceships? - Igloo Software

Should we be building office spaceships? - Igloo Software | The Future of the Digital Agency | Scoop.it
According to a 2011 Forrester Workforce Technology Adoption survey, half of U.S. information workers divide their time between the office, home and other remote locations. Work is not a place, it's quickly becoming just what we do.

We may always have a "place" of work, but should it be the place we go each and every day?
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Using Targeted Content Marketing to Improve User Experience | OpenView Labs

Using Targeted Content Marketing to Improve User Experience | OpenView Labs | The Future of the Digital Agency | Scoop.it
Online marketer Jason Acidre provides four basic steps to help you launch a content marketing strategy that enhances your audience's user experience.

 

Evaluating the significance of UX in today’s marketing age will simply take a longer list, but here are several reasons that exemplify its impact on marketing and revenue generation processes:

 

• Search engines are now using usage data to assess pages that are being found genuinely useful by users based on user metrics (duration of time spent on site/page, exit rate, etc.).

 

• Conversion rate optimization also relies on user-based testing to further see how businesses can increase transactions and activities happening within their websites.

 

• Traffic and awareness generation methods such as social media, email marketing, branding as well as content marketing all need UX to increase the chances of retaining the incoming visitors yielded by these campaigns and eventually turning them to customers/loyalists.

 

These reasons simply imply how great marketing/advertising experiences can result in customer loyalty (by serving as an extension of the brand).

 

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Advertisers Vent On Agencies

Advertisers Vent On Agencies | The Future of the Digital Agency | Scoop.it

MediaPost Pub.10-24-12 - Corporate America is questioning the return on their advertising investment, says the report, and agencies continue to struggle to prove their value. There is an impatience for efficiency and effectiveness, and there are higher expectations of accountability.
Read more: http://www.mediapost.com/publications/article/185620/advertisers-vent-on-agencies.html#ixzz2AE8XIAON

 

 

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Catvertising

"To stay on top of the ever-changing advertising landscape, john st. has opened the world's first cat video division. With production, filming and seeding all in-house. Ask yourself, what can cat videos do for your business?"

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4 Reasons Google+ Brand Pages Will Be Better Than Facebook's [OPINION]

4 Reasons Google+ Brand Pages Will Be Better Than Facebook's [OPINION] | The Future of the Digital Agency | Scoop.it
Brands can't wait to get on Google+. Here are four reasons why they're right to be excited.
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8 Reasons Why This Is Such An Exciting Time for the Smaller Ad Agencies

8 Reasons Why This Is Such An Exciting Time for the Smaller Ad Agencies | The Future of the Digital Agency | Scoop.it

"These are certainly unconventional times that we live in. A recent IBM study states that we will see more change in the next 5 years than in the previous fifty."

 

With all the upheaval and uncertainty for our industry, Michael Gass explains why this is such an exciting, revolutionary time to be in advertising. 

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Daniel Pink on the surprising science of motivation

http://www.ted.com Career analyst Dan Pink examines the puzzle of motivation, starting with a fact that social scientists know but most managers don't: Tradi...
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What is the operating system of the future agency? | The Wall Blog

What is the operating system of the future agency? | The Wall Blog | The Future of the Digital Agency | Scoop.it

• ‘A servant of two masters’

•Driven by data and insights

•Platform agnostic, integrated approach

•Collaborative, flexible and fast

•Diversified remuneration models

•Letting the people shine

•Multi-faceted—Faced by multiple options to learn from and engage with consumers, agencies need to develop multiple skills that vary from analysis to strategic thinking, content creation and distribution, community management and more. This has implications on recruitment, structure and culture and demands the ability to offer and to manage multi discipline projects."

 

Read more: http://wallblog.co.uk/2011/10/28/what-is-the-operating-system-of-the-future-agency/#ixzz1c8WK4Mmf

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New Business Trends « IBM Study: The 4 Key Challenges That CMOs Everywhere Are Confronting

A new IBM study of more than 1,700 chief marketing officers reveals that most CMOs are well aware of the changing marketing landscape and the need to make fundamental changes to traditional marketing methods of brand and product marketing. But they are struggling to respond. Their unpreparedness to manage these key changes in the marketing arena presents a great opportunity for advertising agencies, PR firms and digital shops. But, only if they are prepared to lead.

 

The study’s findings point to four key challenges that CMOs everywhere are confronting:

1. The explosion of data - 90% of the world’s data today has been created in the last two years alone.

 

2. The rise of social media - 56% of CMOs view social media as a key engagement channel

 

3. Channel and device choices - The growing number of new marketing channels and devices, from smart phones to tablets, is quickly becoming a priority for CMOs.


4. Shifting demographics - New global markets and the influx of younger generations with different patterns of information access and consumption, are changing the face of the marketplace.

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Securing the virtual business environment

Securing the virtual business environment | The Future of the Digital Agency | Scoop.it

"The increased adoption of cloud computing and virtualised services within the enterprise is driving a number of trends with regard to the corporate network environment, most notably the centralisation of data, applications and services into data centres, the mobilisation of the workforce, and the consumerisation of IT."

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How Advertising Agencies Can Make Money While They Sleep

How Advertising Agencies Can Make Money While They Sleep | The Future of the Digital Agency | Scoop.it
Most companies make money while they sleep because they sell products or services with recurring revenue streams. But most professional service firms -- like advertising agencies -- only make money
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Why You Need Inventors On Your Team

Why You Need Inventors On Your Team | The Future of the Digital Agency | Scoop.it
The chief digital officer of Deutsch LA explains how to hire – and keep – digital innovators.

 

We invite everyone to digital. We believe in specialists because we have to. That said, we want the entire organization inventing and working on digital. Our long-term ambition is not to build fiefdoms or separate agencies within the agency. No one wins that way.

 
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How to Build Your Search Marketing Agency for the Future

How to Build Your Search Marketing Agency for the Future | The Future of the Digital Agency | Scoop.it
As more companies enter the digital age and look to generate demand for their products and services, the need for digital marketing services is growing exponentially. Here are seven things every agency should consider to ensure future success.
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Why is the Digital Agency Market’s Tail Growing Longer? - 'Net Features - Website Magazine

Why is the Digital Agency Market’s Tail Growing Longer? - 'Net Features - Website Magazine | The Future of the Digital Agency | Scoop.it
The evolution of digital marketing agencies and the overall online marketing sector is a conversation that demands attention.

Digital Marketing Agency Growth Will Be Concentrated Most in the Tail

The framework of the Porter Analysis leads to a simple conclusion we are seeing daily in the marketplace. The demand for digital marketing agency services is extremely large, while the barriers to entry are low for target clients in the small and mid enterprise sectors.

We've seen an exponential rise in the overall digital agency industry, but that growth will continue to be concentrated in the long tail of small agencies. Will there be a consolidation and bundling of services through marketing software, acquisitions and new technology, or will this market continue to be fragmented and tiered? Only time will tell. But for now, look around at your local indicators of agency growth in the tail.
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Digital Titles at Ad Agencies: Going, Going, Gone? | Agency News - Advertising Age

Digital Titles at Ad Agencies: Going, Going, Gone? | Agency News - Advertising Age | The Future of the Digital Agency | Scoop.it

Swedish shop honesty is getting rid of all the digital roles in a bid to ensure that everyone working there feels responsible for all creative output...

 

"We are really getting rid of are excuses for the rest of the staff not to learn digital and mobile," he said. "After the announcement this morning the entire agency was suddenly on their feet devouring blogs, podcasts and whitepapers when they realized it was going to be their own responsibility and nobody else's to deliver on digital and mobile. It was a beautiful sight.

 

Reproducing the same structure at a larger network agency, like say a JWT or BBDO, would likely be more difficult.

 

"We are consultants hired to help our clients thrive in the world as it looks today, and this means that our agencies have to be in sync with that world," he said. "Digital or analogue is not an issue for ordinary people on their way to work anymore, and neither can it be for us. I think that many agencies will be surprised to see how their teams step up to the plate when digital suddenly becomes their own responsibility and not that of the digital producers and directors."

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Video Marketers Must See the Big Picture: The New Approach to OPTIMIZE

Video Marketers Must See the Big Picture: The New Approach to OPTIMIZE | The Future of the Digital Agency | Scoop.it
Video marketers are well aware that great content can increase a brand's online reach - but what happens when search engine optimisation can actually harm those marketing efforts?
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6 Best Practices For Small Business YouTube Marketing

6 Best Practices For Small Business YouTube Marketing | The Future of the Digital Agency | Scoop.it
Mention YouTube and most people will picture cats playing piano. But among a certain type of small businessperson, the name conjures another image: Dollar signs.
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The Future of Web Advertising - ScribeMedia.org

The Future of Web Advertising - ScribeMedia.org | The Future of the Digital Agency | Scoop.it
4 AdTech Startups That Could Change The Marketing Landscape for Online Retailers in a Big Way Related posts:Mobile Music: Calling Up the FutureAppNexus Makes Advertising More Personal, ProfitableManufacturing the Future...
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IBM 2011 CMO Study Video News Release

IBM releases its inaugural 2011 Global Chief Marketing Officer Study with insights from 1,734 CMOs, spanning 19 industries and 64 countries. How prepared are...
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RSA Animate - Drive: The surprising truth about what motivates us

This lively RSAnimate, adapted from Dan Pink's talk at the RSA, illustrates the hidden truths behind what really motivates us at home and in the workplace. w...
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Ad Agency CEOs: Social Media Philosophy and Tips for New Business

Ad Agency CEOs: Social Media Philosophy and Tips for New Business | The Future of the Digital Agency | Scoop.it

"Social media “teaches” agencies to promote themselves the way they should have been doing new business all along; to lead with benefits instead of agency capabilities and credentials."

 

"Agencies need a differentiated and appealing position to a particular target audience (and no, great creative, proprietary processes and big ideas are not differentiators)."

 

"People always prefer to work with people that they know, trust and like. Social media is like working on steroids when it comes to enhancing your personal networking capabilities."

 

Read on for 10 tips for creating an ad agency blog that will help build social media capabilities, credibility and generate new business.

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New Digital Agency Model Responds to the Needs of the New Economy

New Digital Agency Model Responds to the Needs of the New Economy...“

 

"I have always struggled with the boutique model,” says Paul Flowers, President of CIRCA 46 and best-selling author of Underdog Advertising. “They seem to live from project to project. As I understand it, the modular digital agency model is interesting because its approach is a hybrid between the project-based boutique and the full Agency of Record model.—JDM”

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