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:
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?
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).
"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?"
•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."
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.
"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."
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.
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.
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.
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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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”