Think Multiscreen for Ad Agency New Business

November 11, 2011

Photo Credit: mbiebusch

Keeping up with mobile technology and how it impacts consumer behavior is important because it inevitably effects how ad agencies will be reaching prospects in the near future. 

“Most marketers are still struggling to figure out how to truly capitalize on the opportunities represented by long-form video and — more recently — social content. Now, a new imperative is clear, especially for those spending heavily on TV. Content and experiences that move seamlessly from one screen to another are an absolute must.”  Jeremy Lockhorn, VP Emerging Media, Razorfish

Consumers’ use of emerging media driven by new technologies is moving at such a lightning pace that it’s difficult for agencies and the brands they represent to keep up. There is also the tendency for marketers to “over-focus” on things like television, mobile and social media as stand alone mediums rather than fully comprehending consumer behavior and creating a multiscreen strategy.

Emerging  media and new technology also impacts business development for ad agencies. There is a need to understand how prospects are using new technology such as mobile and web-enabled devices. Plus there is a paradigm shift in business development for agencies from outbound new business tactics to inbound marketing.  Agencies will need to be able to effectively reach prospective clients through a multiscreen new business strategy.

To better understand the impact of new technology and its rapidly evolving use of consumers here in the U.S., digital agency giant, Razorfish, partnered with Yahoo Mobile to conduct a study of mobile habits.

Here are some of the highlights from this study:

  • 80% of respondents are mobile multitasking while watching TV.
  • 70% of respondents who multitask do so at least once a week, with nearly half (49%) reporting everyday multitasking.
  • 60% check their phones at least “once or twice” during the course of a TV show, and 15% stay on the mobile Web for the full duration of the show.
  • The top 5 categories for multitasking: 1. Reality 2. News 3. Comedy 4. Sports 5. Food
  • 94% of multitaskers engage in some kind of mobile communication. In order — They are text, talking, email, social networking and IM.
  • 60% of multitaskers are accessing additional content of some type.
  • 44% is unrelated to what’s on TV versus only 38% related to TV.
  • Survey respondents were more likely to state that they frequently engaged in multitasking during TV ad breaks.
  • 36% of multitaskers use their connected devices for looking up information on a commercial they just saw.

Click on the following link to read Jeremy’s article and additional information regarding the Razorfish and Yahoo Mobile Study: ”Forget Mobile – Think Multiscreen”

Additional articles that may be of interest:

Photo Credit: mbiebusch

3 Comments | Digital, New Business Trends | Tagged: , , , , , , , , , | Permalink
Posted by Michael Gass

Of these 53 ad agency blogs, which best understands social media?

July 6, 2010

Examples of ad agency blogs. Review and decide which of them really “gets it” when it comes to social media. Pick-up ideas for your own blog.

The following 53 advertising agency blogs have been submitted to Fuel Lines. Review and vote for the best agency blog for the month of June. The winner will be featured on Fuel Lines throughout the month and included in the voting for ad agency blog of the year.

Cast your VOTE by Clicking Here

These are the ad agency blogs submitted for the month of June:

  1. 30 Dana, Dana Communications, Hopewell, NJ
  2. 5 to 9 Branding, Cameron Christopher Thomas Advertising, Denver, CO
  3. Aloft Group Insights, Aloft Group, Inc., Newburyport, MA
  4. Blog-a-Rhythm, Rhythm Interactive, Irvine, CA
  5. brainwoo, Thompson & Company, Memphis, TN
  6. brandSTOKE, CONRAD | PHILLIPS | VUTECH, Columbus, OH
  7. Content to Commerce, Big Fuel, Manhattan, NY
  8. creativity_unbound, Mullen, Boston, MA
  9. Energy Efficiency Marketing, Kelliher Samets Volk, New York, NY
  10. Engaging Trends, Pixel Farm Interactive, Minneapolis, MN
  11. Fifth Gear Analytics, Sigma Marketing Group, Rochester, NY
  12. Going Social Now, Razorfish, New York, NY
  13. Healthy Conversations, Trajectory, Morristown, NJ
  14. Hill Holiday Blog, Hill Holiday, Boston, MA
  15. ideas @ work, Ideas Collide Marketing Communications, Scottsdale, AZ
  16. JWT blog, Atlanta, GA
  17. Marketing Thoughts by Domus, Inc., Domus, Inc., Philadelphia, PA
  18. Marketing Your Hospital, TotalCom Communications, Tuscaloosa, AL
  19. My Name is Not Ralph, Toth Brand Imaging, Cambridge, MA
  20. Never Be Forgotten, Palio, Saratoga Springs, NY
  21. New FoundNation, The Communications Group, Little Rock, AR
  22. Off Madison Ave, Phoenix, AZ
  23. Off the Shelf, BARKLEY US, Kansas City, MO
  24. Ogilvy Earth, Ogilvy & Mather Worldwide, New York, NY
  25. onmessage Blog, OnMessage, Dallas, TX
  26. Park Howell, Sustainable Storyteller, Park&Co, Phoenix, AZ
  27. Peak Seven blog, Peak Seven Advertising, Deerfield Beach, FL
  28. Relate with Us, GS&F, Nashville, TN
  29. RIESTER BLOG, RIESTER Advertising, Phoenix, AZ, Salt Lake City, UT, El Segundo, CA
  30. Root & Madison Blog, Root & Madison, LLC, Dallas, TX and Denver, CO
  31. Scatter/Gather, Razorfish, New York, NY
  32. See What’s Working, Anderson Partners Advertising, Omaha, NE
  33. Share, bcad group, Toronto, Canada
  34. She-conomy, Holland + Holland, Birmingham, AL
  35. Spyder Trap Blog, Spyder Trap Online Marketing, Minneapolis, MN
  36. Superhype, Razorfish, Chicago, IL
  37. Tangent, Sharpe Partners, NY
  38. The Ad Contrarian, Hoffman/Lewis, San Francisco
  39. The Assurance Blog, Assurance Advertising, Orange County, CA and Las Vegas, NV
  40. The Experience Effect, Lippe Taylor Brand Communications, New York, NY
  41. The Idea Drawer, ABC Creative Group, Syracuse, NY
  42. The Main Artery, Kuhn & Wittenborn, Kansas City, MO
  43. The Nebo Blog, NeboWeb, Atlanta, GA
  44. The Point, Spear Marketing Group, Walnut Creek, CA
  45. Through the Ears of an Entrepreneur, Small Army, Boston, MA
  46. TV is Not Dead, Ad Partners, Tampa, FL
  47. Under the Iconic Influence, Preston Kelly, Minneapolis, MN
  48. Up Your Ups, Wheeler Advertising, Arlington, TX
  49. W+K NYC Blog, Widen + Kelly, New York, NY
  50. We Think. We Can. Blog, Murdoch Marketing, Holland, MI
  51. Why Moms Rule, BOHAN, Nashville, TN
  52. Wired to the Real World, Smiley Hanchulak, Akron, OH
  53. Wright -to -Know, Dimension X, Jeannette, PA

Fuel Lines Agency Blog of the Month for May: Marketing Home Products, Kleber & Associates, Atlanta, GA

If you would like to submitted your agency’s blog for next month’s vote, send me an email and include:

  • In your email’s subject line – Blog of the Month
  • Blog title:
  • URL:
  • Agency Name:
  • City/State:

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Posted by Michael Gass

Outlook Report 2010: The Great Recession and Ad Agency New Business

May 24, 2010

Advertising and PR agencies have lost 65,000 jobs, or about 14 percent of the pre-recession total. Moody’s Analytics estimates our industrywill lose even more within five years.

Federal Reserve Chairman Ben Bernanke calls it “the worst financial crisis in modern history.” His predecessor, Alan Greenspan, says it was “the most virulent global financial crisis ever.” The resulting recession was longer and deeper than any the U.S. has suffered since World War II.

On hopefully the heels of The Great Recession, my good friend, David Deal sent me the new sixth annual Razorfish Outlook Report 2010, it suggests the economic recession is subsiding.

“For this year’s report, we examined the data differently to acknowledge the new realities the Great Recession presented our clients and us,” said Jeremy Lockhorn, VP of emerging media. “We analyzed how our clients adapted to the challenging environment, what media proved effective, what didn’t deliver as expected, and how this information can be used to direct successful strategy moving forward.”

The report explores the effect last year’s down economy had on media consumption and client spending. The report predicts mobile and social media marketing will become key parts of clients’ media budgets. Among the findings:

  • There was a recovery in spending in 2009 over 2008, albeit a small one. The average client media spend increased 4% in 2009, as opposed to decreasing 13% in 2008.
  • Contrary to popular belief, not every brand shifted its advertising focus to direct response as a result of reduced consumer spending. In fact, 60% of clients who did switch the approach of their ads actually moved to a more brand-focused message.
  • Clients continued to experiment with new media. Digital out-of-home in particular experienced significant growth, along with ad exchanges, data brokers and social media.
  • Social media, which has exploded in popularity over the past few years, still only garners 4% of average client media spend. However, much of the cost of social media comes in the form of labor, not ad space – an important distinction when analyzing and planning media budgets.

This report also highlights other media trends, which are currently not getting as much attention as mobile and social, but will still have an impact in 2010, this year’s Razorfish Outlook Report can be viewed in its entirety online at http://razorfishoutlook.razorfish.com

Quick Ad Agency  TwtPoll: Is your agency’s business up, down or about the same from 2009? Click Here

Additional articles that may be of interest:

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Posted by Michael Gass

Ad Agencies: An Excellent Resource for Understanding Social Media Marketing

February 17, 2010

Getting up to speed with social media marketing with credibility, quickly for ad agency new business opportunities.

Just today I was asked by an agency executive for a book I would recommend for one of his clients. Without hesitation I recommended, “Social Media Marketing for Dummies.“

The only real negative of this book, from my perspective, is its title. I found myself hiding the front cover while reading it on the plane. It made giving this as a gift to any of my clients a bit awkward. I also found myself hiding the cover while reading it on the plane.

Even though you might have to provide a disclaimer for the title as being part of the Dummies Series or give it as a gift with a book cover, I highly recommend it.

Many agencies, when they step into the social media arena, become quickly overwhelmed. This is a good resource for every member of your staff to help get them up to speed quickly with social.

The book is written by Shiv Singh, who is well qualified to write such on this subject. He walks the walk as well as talks the talk. Shiv is the VP & Global Social Media Lead for Razorfish, one of the largest interactive agencies in the world.

Shiv has been with Razorfish since 1999 and, has led digital strategy and social media teams in its Boston, New York, San Francisco and London offices. He has helped helped Razorfish to introduce social media to its lients such as Carnival Cruise Lines, Microsoft, Citibank, Ford Motor Company, Mercedes Benz, Novartis and Victoria Secret.

Agencies that have been behind the social media learning curve need to get up to speed and establish credibility quickly. This book is an excellent resource for doing just that. It’s an easy read and will become a valuable reference tool moving forward.

Click here for a quick overview of the book’s helpful content, such as:

  • Social Media Marketing Rules
  • Establish a Social Media Marketing Game Plan
  • How to Bring Social Influence Marketing to Life
  • How to Measure Social Influence Marketing
  • Which Social Media Marketing Platforms to Target

Click here for additional reviews, a glimpse inside or to order a copy of Social Media Marketing for Dummies

Social Media Marketing For Dummies author, Shiv Shing shares some tips on how to be an effective marketer in the 21st century.


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Posted by Michael Gass

177 Companies Social Media Policies

September 30, 2009

If you want to reach prospective clients through social media, lead with benefits. The don’t want to hear any more talk about your agency’s credentials and capabilities. Be the go-to-person by being a consistent resource to help them with their marketing challenges.

Below is the kind of resource that prospective clients will find helpful …

 

Prospective clients are interested to learn what other companies and organizations are doing in regards to social media policies. A great resource for you and your clients is this list of 177 company social media policies created by Chris Boudreaux, author of the soon to be released book, “Social Media Governance.”

This list provides some great social media policy examples for each of these industries:

  • Agencies: Advertising, Public Relations and Marketing
  • Business Products or Services
  • Consumer Products or Services
  • Healthcare
  • Government or Non-Profit
  • General Guidelines and Templates

Chris’s list of 101 Company Social Media Policies. Chris is also offering a free preview of his book, Social Media Governance

Chris’s recent Twitter post: “Razorfish has the most impressive social media policy I’ve ever seen. Makes we want to work there”… Be sure and follow him on Twitter: @cboudreaux

4 Comments | Agency Leadership, New Business Tips, Social Media | Tagged: , , , | Permalink
Posted by Michael Gass

Fluent: The Razorfish Social Influence Marketing Report

August 10, 2009

Marketing has changed. Has your ad agency?

This is a guest post written by David Deal. He is Vice President of Marketing for Razorfish, one of the worlds largest interactive agencies. 

fluent

I want to introduce you to Fluent: The Razorfish Social Influence Marketing Report. The purpose of Fluent is to help marketers understand how to employ Social Influence Marketing more effectively. We believe Fluent dispels some common myths about social media and influencers, such as:

Myth 1: Companies are finally figuring out how to build their brands through social media and influencers.

In fact, consumers surveyed by Razorfish reveal widespread indifference to brands in the social world. Six out of 10 consumers don’t bother to seek out opinions of brands via social media. We believe the problem is that marketers still treat social like any other channel for spreading their messages when in fact they should be taking advantage of its participatory nature.

 Myth 2: Television is dead. Our survey shows that consumers view TV ads as more trustworthy than ads on social networks when purchasing decisions are made.

Our take: Social Influence Marketing complements, but does not replace, television. Moreover, marketers can increase levels of trust in social by developing a credible social voice and engaging with consumers instead of treating social like a one-way broadcast mechanism.

Myth 3: you cannot correlate consumer perceptions of your brand in the online and offline worlds. 

With the help of TNS Cymfony and The Keller Group, Razorfish has created a mechanism – the SIM Score – that can help brands understand the relationship between what consumers say about you across the online and offline social worlds. The SIM Score (introduced in Fluent) measures how much consumers talk about your brand and how positive or negative those discussions are.

We’ve found that a brand’s online share of voice corresponds closely to offline. The correlation is important because offline friends remain the single most trustworthy sources that influence consumer purchasing decisions.

As Social Influence Marketing touches every part of marketing and every dimension of an organization, we need to examine it more strategically. You’ll see this at work in every one of the sections that make up this report. 

The entire report is available here: http://fluent.razorfish.com 

Interview with David Deal: Digital Agency Uses Social Media for New Business

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Posted by Michael Gass

Digital Agency Uses Social Media for New Business

April 13, 2009

I met David Deal, Vice President of Marketing for Razorfish, a couple of months ago through Twitter. Razorfish is one of the worlds largest interactive agencies. In a recent conversation with David I learned how Razorfish’s staff were using social media to create new business opportunities.

I was so intrigued that I invited him to participate in a FUEL LINES podcast to this insightful information with you. To listen to the interview with David please click on the link below.

During this podcast, David and I also discuss Razorfish’s creation of viral videos and a television commercial for all® laundry detergent.  The TV commercial was a first for Razorfish. They used the TV ad to drive viewers to the all-laundry.com website to experience humorous videos Razorfish created with Joan and Melissa Rivers.  Each time people forward the videos, all® donates 50 cents to charity.

Razorfish’s move into TV  showcases the eroding of firm boundaries  that had existed between digital and traditional agencies.  Check out the all®detergent TV/video spots

Connect with David through:

Additional articles that may be of interest:

 

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Posted by Michael Gass

Using White Papers to Promote Your Ad Agency

March 12, 2009

This is an excellent example of how to build buzz, awareness and a position of expertise for your agency using white papers.

I recently had a discussion with David Deal, marketing director for Razorfish, a large interactive marketing firm. David was kind enough to pass on to me their just released 2009 Digital Outlook Report (DOR). This the fifth year Razorfish has produced the report. It generates lots of buzz and helps to build awareness for the agency. 

This 175 page report is nicely done. It provides a lot of useful information that will be a benefit and help to their prospective client audience. It positions the agency with an expertise in digital and makes a strong case for marketing’s continuing expansion into this space.

I invite you to explore the full report here. I hope you find ideas that are helpful. 

If you don’t have the time to read the entire report below are two blogs that provide an executive summary for you:

You can promote your agency’s white paper through:

  • Your blog
  • Email newsletter
  • Press Release
  • Social media channels such as LinkedIn, FaceBook, Twitter, etc.
  • Video whitepapers (online presentations based on print white paper content)
  • Ebooks
  • SEO

Additional articles that may be of interest regarding Ad Agency Promotion Ideas:

  1. “Mindsalt – Magic ‘09 Ball” Used to Promote Ad Agency
  2. Ad Agency Creates Online Film Festival on YouTube
  3. Social Media Marketing Map Used For Ad Agency’s New Business
  4. Promote Your Ad Agency with Social Media Tools – SlideShare
  5. Using Video to Promote Your Ad Agency
  6. ADBOWL: Ad Agencies Should be “Creative” Promoting Themselves

3 Comments | New Business Tips, New Business Tools, Promotion | Tagged: , , , , , , | Permalink
Posted by Michael Gass

Razorfish Blog – February’s Ad Agency Blog of the Month

March 1, 2009

razorfish

FEED: The Digital Design Blog, Razorfish agency, headquartered in  Seattle, WA,  was selected by FUEL LINES’  readers as the Ad Agency Blog of the Month for February. They received  381 of the 641 votes cast. Congratulations!

Check out all of the 25 Ad Agency Blogs, submitted for February.

Submit your favorite ad agency blog to be considered for Blog of the Month for March.

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Posted by Michael Gass

25 Ad Agency Blogs, Vote for Your Favorite for February

February 22, 2009

 

It’s time for you to vote for your favorite agency blog for the month of February. 25 ad agency blogs have been submitted to FUEL LINES. The winner will be featured on FUEL LINES throughout the month of March.

These are the 25 agency blogs submitted for the month of February:

A Ride Uptown, Mascola/Group, New Haven, CT

B&A blog, Columbus, OH

BINGenuity, Bing Design, Yellow Springs, OH

Blip, Martino Flynn agency, Rochester, NY

Bolin Digital Blog, Bolin Marketing, Minneapolis, MN

Brand Tracks, Locomotion Creative, Nashville, TN

Brains on Fire Blog, Greenville, SC

Brunner Digital Blog, Brunner Digital, Pittsburg, PA 

Contact Media Blog, Contact Media, Tampa, FL

Creating A Deeper Shade of Green Marketing, Park&Co Phoenix, AZ

Cure for Common Marketing, Jackson-Dawson Marketing Solutions, Greenville, SC

Demi & Cooper Advertising blog, Elgin, IL

Design Buzz, Design Matters Creative Group, Lake Forest, CA

Direct Dispatch, Haggin Marketing, Mill Valley, CA

FEED, Razorfish agency, Seattle, WA

Fluid Studio’s Big Idea Blog, Bountiful, UT

Free Advertising Candy, EVOK Advertising, Lake Mary, FL

Karasma Media blog, Harlem, NY

ID-ology blog, ID Branding, Portland, OR

Paramore | Redd blog, Nashville, TN

Razor Branding, The Russo Group, Lafayette, LA

She-conomy, Holland + Holland, Birmingham, AL

SPURspectives, Spur Communications, Overland Park, KS

VBP Out Sourcing, Glen Burnie, MD

WOMENK!ND , Womenkind agency, New York, NY


zap-blog

 

The Zapwater Blog, Zap Water Communications Chicago, IL, was selected by FUEL LINES’  readers as the Ad Agency Blog of the Month for January. They received  283 of the 649 votes cast. Congratulations!

 

 

 

 

For the latest agency new business updates subscribe to FUEL LINES by Email

Michael Gass, agency new business consultant, primarily to small and mid-size advertising agencies, utilizing both traditional and new media tools.

twitter / michaelgass

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Posted by Michael Gass