Insights

Future of White Collar Work

Interesting post by Shelly Palmer about the pace of technological advancement and the impact on white collar work. In the next century, we’ll see the equivalent of 20,000 years of advancement. So, marketing and advertising executives need to be ready for the new skills required in the next 3-5 years. The job requirement of the future will be mastery of marketing strategy + creativity and vision to use the new tools that will be able do most of the executional tasks of today.

What will you do after white collar work? – SP

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What Hollywood Can Teach Us About the Future of Work.

This New York Times article outlines how Hollywood’s more efficient, technology driven model for doing business will be adopted by all companies in the future. A short-term, well-defined, project-based structure of experts needed for a specific job seamlessly produce high quality films and shows with the lowest possible cost. This is the future for businesses and also the current 183 model of operation. The opposite of the long-term, open-ended retainer-based model of some large agencies.

What Hollywood can teach us – NYT

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Yet Another Study on Dissatisfaction Levels with the Big/Old Agency Model

This Forbes article based on a study of CMO’s from Adivan Research is yet another data point showing that the old model of AOR is not cutting anymore. Read the article and see if you have the same frustrations as most CMO’s. Ready for something different?

http://www.forbes.com/sites/avidan/2014/09/29/what-cmos-are-saying-about-the-future-of-their-relationships-with-agencies/

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Marketing Morphing From Expense to Revenue; Measured on ROI

FINALLY!! According to “The Economist,” marketing will increasingly be seen as more of a source of revenue. The proportion of companies where marketing is viewed as a cost center will dwindle and the number where it is seen as a driver of revenue will grow. In three to five years, approximately four of five companies will classify the marketing function as a revenue driver. Keys to success are integrating digital marketing, better metrics, especially around customer engagement. Budget meetings are looking better!

http://futureofmarketing.eiu.com/briefing/EIU_MARKETO_Marketer_WEB.pdf

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New Survey: Advertisers Are Increasingly Frustrated with Agencies

Big agencies handle the majority of advertising dollars, but they don’t articulate a better value proposition to clients, and 73% of the panel believes that small and medium size agencies are more creative. The advertising holding companies fair even worse, and 85% think that they have not improved service to clients, and view them as inefficient and unable to overcome internal territorial disputes.

 

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New IPSOS Research on Mobile Device Usage

New research from IPSOS reinforces the growing trend toward usage of smaller devices.  82% of consumers use a mobile phone, 66% use laptops (now higher than desktop usage) and 17% use tablets.  Marketers must make sure their online campaigns are reaching this audience and their landing pages/web sites are optimized for these devices.

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Americans are Fed Up with Bad Ads

Good advertising is more critical than ever. Now, it’s not just breaking through the clutter, but delivering something that won’t permanently turn off your audience.   Almost a quarter (23%) of Americans say they will ignore a company completely after seeing just one spam email or online ad, and 43% say they will ignore a company completely after seeing as many as two.

Americans hate bad ads

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IAB Proposed Guidelines on HTML5 Ads

The industry is trying to standardize HTML5 ads to help create better and more seamless ad performance across desktop and mobile platforms. This proposed document from the IAB is intended to be a framework to expand use of HTML5 ads and move from design based ad development. The document is open for comment until June 10.

IAB HTML5 Guidelines

http://www.iab.net/media/file/HTML5_DAv1_0_Draft_05-06-13.pdf

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