– Posted on Jan 31, 2012 by Margie Albert
There are articles all over the internet about traditional ad agencies and digital ad agencies. Are they really different? Well, they were for awhile but I’m watching them getting closer and closer to each other every day. That is good news and bad news.
The good news is those once considered traditional agencies are seeing the value and need for expansion into other ways to reach consumers on the consumers’ terms. Remember, consumers now have more control than ever as to how they will consume information. The awake agencies are not depending upon what they know best and embracing all the tools available to them to get their clients’ messages out. Here is a really good article featuring several agencies and how they view their world today. Many of them say the message delivery systems may be growing but good ideas and creative will always be timeless. Here’s another good interview featuring David Sable, CEO of Y&R. His take is a bit different!
Other good news is digital agencies are beginning to see the value awake traditional agencies bring to the table and are allowing themselves to participate in that arena. I predict many more mergers in the near future.
The bad news is I just read an article where internet ads will be measured by “effective GRPs.” Yes, the same GRP we have used and hated in TV forever! The internet experience is so different from TV but the advertising community is so trained and comfortable with the GRP and wanting to compare TV to internet it is falling back on this archaic measurement even knowing how inaccurate it is.
Digital buyers will be as detached from customer results as their traditional media buying counterparts. And sellers will, again, become commodity brokers rather than solution providers. When will we learn to measure based on our client’s results?
Need your remark-able thoughts on this before I explode! And a special shout out to Park Howell at Park & Co for inspiring today’s remark.
– Posted on Apr 19, 2010 by Margie Albert
I am so excited about Pearl Mobile DTV Company I can’t contain myself! OK, that may be a little bit of an exaggeration but this is really exciting news. I, along with many others, have been asked what this means. Here’s my take-
We all know the world is going mobile. Just look around – we are all taking part in the mobile universe in restaurants, meeting rooms, living rooms, parks and even restrooms. It is the device most people say they would refuse to give up over any other. We no longer talk on these things. We text, research, play, read (just downloaded the kindle app to my iPhone and it is great), take pictures, post videos to YouTube, etc. The list goes on and on.
What’s left is Mobile TV and now we know it is coming. What does that mean for marketers and advertisers? The WORLD!
Traditional TV remains the cornerstone of marketing and advertising BUT marketing to today’s niches is all but impossible on TV unless you have gobs of money. In comes mobile TV where you can implement traditional demographics but add GPS and lifestyle demographics to complete the spectrum. True one-to-one marketing/advertising that is measurable!
Will it be expensive? Probably on a CPM it will look outrageous but I contend, “Would you rather spend $100 to talk to 1,000 people who don’t care or spend $1,000 to talk to 100 people who do?”
I will be watching this joint venture closely and I wish them well. This gets my juices flowing – how about you? How do you see its future??
– Posted on Oct 20, 2009 by Margie Albert
My friend and former colleague Sam Rosenwasser sent me a fascinating article today I need to share with you. NPR has over 1.3mil Twitter followers.
You may say, “So what?”
Well I ask, “How many do YOU have?”
We all know intuitively as well as statistically our traditional marketing messages are missing many hard-to-reach consumer groups. We’ve all read or heard about establishing relationships with the consumers which means 2-way communication rather than the traditional outbound push of information.
Establishing these relationships with Followers and Fans not only helps you as a company remain relevant but also positions you with advertisers like never before. The “geeks” of the world who are all over technology are becoming the new trend setters. Being called a “geek” is suddenly a good thing! That’s a group advertisers want to talk with and listen to. Are you a favorite with this group? Is this a good reason for advertisers to partner with you?
How “geeky” is your audience? And how are you positioning that with your clients and advertisers? How many Followers and Fans does your business have?