Geoff Ramsey « FUEL LINES Fueling Ad Agency New Business Through Social Media

New Roper Study: 9 in 10 CMOs See Value in Content Marketing

April 20, 2011

To create new business opportunities for your agency through social media, content is critical.

“… marketers will need to rethink their approach to advertising and marketing and intensify their focus on creating magnetic content that will naturally attract consumers, rather than relying solely on the interruption model of advertising, which consumers are responding to less and less. Think pull vs. push.” Geoff Ramsey, CEO, Co-Founder of eMarketer.

New research from Roper GFK and presented by the Custom Content Council highlights the point that content should be a significant part of a marketer’s mix.

In a survey of more than 100 CMOs, respondents were measurably more accepting of custom-content solutions. Among the survey highlights:

More than 8 in 10 (83%) say they are receptive toward using custom content in their marketing plans, representing a 16 point increase since the last study.
Almost 9 in 10 CMOs say they see value in the service provided by custom content, representing a 15 point increase from 2006.
More than 9 in 10 CMOs believe that custom content has a positive effect on audience attitudes, strengthening the bond with consumers.
9 in 10 say that they believe a majority of consumers find useful information in custom media and 85% believe that consumers who receive custom content will be more likely to buy from the sponsoring company again.
A majority of CMOs believe that custom media will capture a larger proportion of marketing budgets over the next couple of years. 59% percent report having shifted marketing funds away from traditional advertising in the last year toward custom content, representing an 18 point increase from 2006.
Close to half (47%) strongly agree, and 91% strongly/somewhat agree that custom content should be an integral part of the marketing mix for any business. 84% strongly/somewhat agree that custom content represents the future of marketing.

“While print remains the choice du jour for most custom media programs, new media channels are providing more growth opportunities for the custom content industry,” said Lori Rosen, Executive Director, Custom Content Council, “Content has become the mantra for today’s savvy marketers”

Click on the following link for additional resources from the Custom Content Council and the article: What CMOS Think About When They Think About Custom Content

10 Comments | Agency Leadership, Content Marketing, New Business Trends, Social Media | Tagged: ad agency new business, Custom Content Council, Geoff Ramsey, Lori Rosen, Michael Gass | Permalink
Posted by Michael Gass

7 Key Digital Trends for 2011 for Ad Agency New Business

February 24, 2011

What are you doing to prepare your agency for the digital revolution?

Rising to meet the escalating demands for digital, a lot of agencies are now requiring that almost all of their employees develop digital skills. According to a recent Wall Street Journal article, the bigger agencies are spending roughly $750,000 to $1.5 million on digital training programs this year.

Founded in 1996, eMarketer, with its articles, charts and analysis, provides a whole library of resources for ad agencies wanting to keep up with the latest trends and best practices.

The CEO and co-founder of eMarketer, Geoff Ramsey, worked previously at several large New York ad agencies, including TBWA and Ogilvy & Mather, where he ran multinational accounts for brands including Procter & Gamble, Kraft Foods, M&M Mars and AT&T. Geoff is often called upon to speak at major digital and media events including he American Association of Advertising Agencies (4A’s), Association of National Advertisers (ANA).

Geoff recently shared the following presentation that I thought would be of interest, Key Digital Trends for 2011:

Shifting Content Consumption Patterns
Shifting Media Dollars
Apps, Apps, Everywhere!
Social Media Even More Critical
Location is More Than a Check-In
Online Buying Gets More Efficient, Targeted
Magnetic Content Rules

You may also find Geoff’s book, Digital Impact: The Two Secrets to Online Marketing Success a help.

Additional digital marketing articles that may be of interest:

4 Comments | Digital | Tagged: ad agency new business, Digital Impact, digital marketing, digital trends, eMarketer, Geoff Ramsey, Michael Gass | Permalink
Posted by Michael Gass

2011 Trends: Content Marketing Is Critical to Ad Agency New Business

January 14, 2011

Content is the most important asset in using social media for ad agency new business.

In the 2011 RSW/US New Year Outlook Report, 77% of Agency Principals indicate that they plan on getting more aggressive on the agency new business front in 2011. ”Networking” and “Social Media” are the top two ways agency principals state they’re going to “get aggressive.”

It’s great to know that agencies are planning to be more aggressive with their social media efforts. But please note that even more than technology, original content is the key to success.

According to a social media study by King Fish Media, HubSpot and Junta42, original content, both branded and expert, is by far the most employed tactic for social media.

“Next year [2011], marketers will need to rethink their approach to advertising and marketing and intensify their focus on creating magnetic content that will naturally attract consumers, rather than relying solely on the interruption model of advertising, which consumers are responding to less and less. Think pull vs. push.” Geoff Ramsey, CEO, Co-Founder of eMarketer

Here are 10 Content Marketing resources that will provide you with some best content creation practices along with unique insights, practical advice and tips: