The Makegood recently wrote a very candid article describing how agencies are unfortunately positioned as “yes, men” to their clients. Agencies today are becoming victims of the ever-changing landscape, which is causing them to be more reactive vs. strategic and proactive.
Expectations are high and marketers are pressured to prove the value of their campaigns. According to eMarketer, marketers are relying on different metrics, such as CTR, brand lift, GRP, view-throughs, etc., which are leveraged in various ways. So, how should success be measured?
According to eMarketer, digital marketers worldwide are investing a greater portion of their total marketing budget online this year. In fact, a recent SoDA study found that one-third of respondents expect to invest 60 percent or more of their ad budget digitally, while 25 percent plan to significantly increase their digital owned and earned media spend.
Last week, HFS published an article entitled “Why today’s outsourcing industry is a sham.” This informative POV tackles some of the perceptions made about outsourcing as a term and outsourcing as an industry.
How can “CMOs stake their claim as growth drivers within organizations—and not merely ad-campaign custodians?” Forbes recently hosted a CMO as Business Strategist salon, an eye-opening round-table discussion among many influential CMOs.
Powerful brand experiences create valuable brand advocates, active promoters who recommend brands; these promoters are the means to more revenue. The “would you recommend” question is one that has been heavily relied on by companies to determine growth and profitability, using metrics such as the net promoter score.
What is the future of media? “We are witnessing a transformational moment in our industry. We are at the beginning stages where an industry lets go of broken and outdated business models (and processes) in order to be young again and creative about new models and new types of relationships,” as Shawn Riegsecker, CEO of Centro, stated in a recent interview with The Makegood.
Newspapers have traditionally relied on 80% of their revenue to come from Advertisers while only 20% is generated from print subscriptions. The NAA has reported that newspaper advertising (print and online) has seen a nearly 38% decline from $9.6 billion in the second quarter of 2008 to $6 billion in the second quarter of 2011. It is then no surprise that this has left publishers looking for alternative ways to generate revenue – and it inevitably brings them to the paywall debate.
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