Search Results for: insight

Technology Insights For Ad Agencies: Fred Wilson of Union Square Ventures

Peter · December 21, 2013 · Leave a Comment

Smart collection of insights for ad agencies to think about and absorb from Fred Wilson of New York’s VC firm Union Square Ventures.

Here are some of the mega-trends Fred thinks will shape the future of technology and where he is placing Union Square’s bets — the list itself is instructive.

Transition to technology-driven networks from bureaucratic hierarchies. His examples include Twitter replacing newspapers – crowd as reporter and editor; YouTube facilitates video creation; SoundCloud allows us all to be all audio creators. More? Codeacademy and Kickstarter.

Unbundling as in how products and services are delivered. Buy just what you want. Industries going through unbundling… banking (Lending Club, Funding Circle); asset management services; education (from classic university model to live streaming and physical libraries to tablets); research (Science Exchange.); entertainment (from bundled cable to Hulu and Chromecast and )

Smart Phones. We can do everything on our phone. We are all nodes on the network — we are all connected all of the time. Examples: Transportation via Uber; payments ala Square and Dwolla.

These are some of the areas that ad agencies need to be thinking through. Shifting trends will shape the ever shifting advertising and design world. if you are not thinking ahead you will not make it.

Insights

Your Personal Brand and Advertising Agency Sales

Peter · October 29, 2024 ·

You Should Be a Major Asset of Your Advertising Agency Sales Program.

Check out the podcast below.

Today, our personal brand is out there for all to see. We are on LinkedIn, on our website’s About page, in cute Instagram posts, in our new books, and interviewed on industry podcasts.

Whether an agency leader wants to become as famous as David Droga or Gary V or not, they most often have no choice. The market might just brand them whether they like it or not. The key is to control it.

Start with your objective. Since selling my ad agency Citrus, my clear objective has been to be perceived as a leader in advertising agency consultation—primary in the area of business development. I mean sales.

To get there, I’ve written two advertising agency management books, over 850 insight-oriented blog posts, and been on over 75 podcasts—all to help guide your advertising agency sales. As in grow – faster.

Thanks to Google NotebookLM for this podcast.

Oh. My brand… Aqui.

The Advertising Agency Client. How Do They Find You?

Peter · October 26, 2024 ·

What Type of Advertising Agency Client Do You Want?

Your next advertising agency client probably has multiple needs, even if they think all they need is an Instagram influencer program or seriously good video storytelling.

Yes – It’s often difficult for a client to clearly state their needs / business objectives.

Objectives range from increasing sales and revenues, growing brand awareness, building loyalty, new product development, geo expansion to more Xandr please. Just to name a few. I’ve seen an inability to express clear objectives across client seniority. I once had a senior Nike client who didn’t have clearly stated sales goals. I know, kinda crazy. Instead of asking for those metrics, I asked my client how she made her bonus. There were interesting revelations in that discussion, including finding out where the agency could act to help make her a Nike star.

Let’s look at industry research on advertising agency client selection criteria.

The UK firm SCOPEN interviewed 81 senior marketing professionals, 57 chief marketing officers, and 56 agency professionals.

The overwhelming majority of respondents (72.8%) were the ultimate spending decision-makers. The research showed that creativity is the number one criterion used in agency selection.

However, SCOPEN also reported,

It’s interesting to see how (clients) are talking more about innovation related with business transformation and digital transformation, which is a different territory from creativity,

I’ll parse this out. Here is SCOPEN’s list of large client needs.

1. Creativity

2. Innovative ideas (how W+K got that first piece of Ford)

3. Digital capabilities

4. Strategic planning

5. Marketplace insights

6. Competitor insights

7. Brand knowledge

8. Trend awareness and predictions

9. Media planning

10. Social media prowess

11. Integrated services

12. Good value

That’s a long list. Not all clients need all of that. To simplify, I believe that most clients are looking for advertising experts. Be the expert who delivers smart, efficient programs plus measurable results. High ROI results.

OK. A podcast about client selection.

Thank You, Google’s NotebookLM, For This Episode.

Some insights from my book, “How To Build A Kick-Ass Advertising Agency,” on how to position, describe, and sell your advertising agency services.

That’s the story. Go forth and position your advertising agency for success.

The Big Advertising Agency Resource List

Peter · June 6, 2024 · 16 Comments

Advertising Agency Resource List – Updated Often

The advertising agency resource was recently updated with three new AI information tools. I use them.

My Advertising Agency Resource List is often curated to help advertising, digital, design, and PR agencies easily find the inspiration and industry resources to help you build killer agencies and careers.

FYI: According to Google, people spend mucho minutes perusing this long list.

If I were you, I’d grab a glass of Larkmead Cabernet Sauvignon 2016 (LOL only $150 or a nice craft beer – a bit less expensive) and check out all of these links. I guarantee that at least one of these websites and/or tools will help you or your team grow your agency.

A kudo from David Ogilvy: “I wish I had this advertising resource list when I was in the ad biz. All I had was my brain.”

OK, one more. Go here: Corleone offer.

New Resources.

AI Related… Websites + A Podcast Just For Marketers + YouTube

Marketing Intelligence Institute: From Paul Roetzer (super smart marketer for eons) on how to use AI in marketing and advertising. Read it, attend their seminars, and listen to their “Artificial Intelligence Show” podcast. Do it!

Decode: A daily news and info resource. Decode “unlocks exclusive access to Decode’s ultimate AI tool book, with 500+ verified, vetted, and powerful tools across 40+ categories.” Includes AI tutorials, lists of what’s new, etc. A smart one.

Superhuman: Yes, more info and news. Their words — “Learn how to leverage AI to boost your productivity and accelerate your career. Join the world’s biggest AI newsletter with 650,000+ readers from companies like Apple, Amazon, Google, Meta, Microsoft and more.”

AI Tool Report: Yes…. More… “Learn AI in 5 minutes a day. We’ll teach you how to save time and earn more with AI. Join 500,000+ free daily readers from Tesla, Apple, A16z, Meta, & more.”

Matt Wolfe: A rather beyond-decent YouTube channel dedicated to AI.

A Short But Sweet List of The Best AI Directories For Marketers

We are all a bit (understatement) overwhelmed with the barrage of new AI tools. To help sort this overload, here is a list of what I think are today’s easiest-to-use AI directories for marketers. Note, this is a short list.

Futurepedia – From Google Bard: “This directory is one of the largest and most comprehensive, with over 3,000 AI tools and resources listed. It’s a great place to find AI tools for a variety of tasks, including machine learning, natural language processing, and computer vision.” Just today… 18 new tools. Yikes.

Zain Kahn’s Superhuman – The world’s biggest AI newsletter with 350k+ readers.

Marketing AI Show – THE best AI podcast for marketers.

iLib – AI websites listed by popularity.

Product Hunt – As they say: “Product Hunt surfaces the best new products, every day. It’s a place for product-loving enthusiasts to share and geek out about the latest mobile apps, websites, hardware projects, and tech creations.”

Crunchbase – A comprehensive list of AI startups. Wowzer, this is a hot venture universe. Go find your new marketing agency client here.

GPTE – Just in case you need MORE!