Traditional ad agencies are in trouble, especially small ones. In an industry where your capital walks in and out of the door each day, the value you can bring a client all comes down to thought leadership. And real thought leadership comes from smart, talented people with a knack for making things happen (hence outsourced digital marketing firms claiming more marketshare from business of all sizes). These people aren’t created overnight. They evolve. And when they hit a certain point, they get sucked up into the vacuum of larger agencies. And after that? They branch out on their own to take their skills direct to customers, or they white label their work to agencies, reaping more of the financial benefit. Read More
It’s time to tackle an outdated, and quite frankly absurd, practice that old-fashioned advertising agencies and second-tier digital marketing companies use. By the title, you can guess what that is.
Just think about it a little bit. If you’re paying a person or persons to actively manage your Google Adwords, BING Ads, Facebook Ads, etc, why should you also pay “markup” on the spend just to run it on an agency’s line of credit versus your own? Or, why is it fair to pay management fees AND a “percentage of spend” on top of that? Read More
The Internet is a vast, ever-growing entity. It has fundamentally changed nearly every aspect of our lives. Think for a second about how social media has changed how we interact with friends, family, co-workers, and communities. Look up how much retail business happens online during Cyber Monday alone…it’s staggering. It’s really pretty amazing that a technology in its infancy just 20 years ago is now a crucial part of our day-to-day lives.
Websites are at the core of our day-to-day business lives as well. Apps, virtual reality and augmented reality experiences are also fighting for “time” with prospective customers, but business websites remain a primary cog in the wheel of financial success. Website marketing, not surprisingly, is more important than ever. But how do you create real, qualified traffic to your site in a way that’s cost effective (meaning, in a way that generates positive ROI)? Read More
Gmail Native Ads, formerly known as Gmail sponsored promotions, aren’t really new. They’ve been around since 2013 (Beta) and were widely introduced in early 2015. BUT…their appearance and targeting has changed. And therein lies all the value.
These ads appear in a Gmail user’s inbox, above their emails as clickable ads that look like emails. Upon click, this clever design expands into a variety of ad formats, such as the example below: Read More
(note: This post originated at Marketing Land on November 28th)
Is it better to do your online marketing in-house or through an agency? It’s an important decision to make.
Now, you should probably know that I’m a founder of an online advertising agency, so I might have a bit of a bias. But I have worked in-house and done my own fair share of hiring agencies throughout my career, so I’ve seen the good and bad of both options.
During a recent consulting session with a new client in the IT services space, we got into the “tough stuff” pretty quickly with their President. We’d flown through the first 15 minutes of the video chat…what they’d been doing previously, what the numbers looked like, how they handled metrics and reporting, etc.
One simple question that we always ask hit him like a vintage Mike Tyson uppercut. What we asked was “does your marketing budget include the salary of your marketing staff?” The question hung in the air for a few seconds. His expression changed, his voice lowered. The tone of the meeting pivoted instantly. “No, it doesn’t” he finally answered. Read More
If you’re involved with the advertising and marketing for your company, especially digital marketing, chances are you’ve at least heard of programmatic advertising. Although the technology has been around for several years, most mid-sized companies aren’t utilizing programmatic buying. Those that are leveraging it often outsource their programmatic advertising to an agency or other digital marketing partner. Why? Because its complex. And it’s just one piece of the online advertising puzzle. It’s hard for many marketing decision makers to decipher if it’s worthwhile or not. Plus, much like other digital marketing initiatives, just ‘doing it’ won’t generate results without all the pieces in place. Read More
In the business world, time is money. This is especially true for key executives. Their time needs to be spent on high-level strategy, developing key relationships and product innovation. Dealing with the day-to-day issues of entry and mid level employees, however, can drain their valuable time and energy. This is especially true with digital marketing. More and more companies are looking at outsourcing digital marketing to support executive staff. It might sound counterintuitive at first, dealing with a “vendor” instead of internal staff as a means to save time. After all, conversations are easier when held in person right? Read More
If you’re reading this, chances are you’re interested in outsourcing digital marketing, hiring a full-time digital employee, or some combination of both. This article is aimed at making your decision process easier. When does it make sense to outsource? What about outsourcing parts of an internal marketing function, but not all of it? Below we’ll answer some of these big questions. Read More
(note: This post originated at QuickSprout on June 29th, 2016)
If you’re like me, you stay busy.
Running a business (or a marketing department) is a tall order in and of itself. When you throw marketing into the mix, things can quickly become overwhelming.
If you haven’t felt this way yet, you’re going to feel it soon: There just aren’t enough hours in the day! Read More