On May 2, YouTube made its first appearance at the annual TV upfront. The website has signed up celebrities including Amy Poehler, Rainn Wilson and Jay-Z, among others, to create channels of its own original programming to compete with traditional television.
According to a recent article in Bloomberg Businessweek, YouTube is “…funding filmmakers, artists, writers and proven online hitmakers with grants that range from a few hundred thousand to a few million dollars.” YouTube will invest $100 million total in this program. Starting in July, the website plans to have 25 hours of programming daily. (continue reading…)
Technologically, we have only come of age in recent years. The past twenty years have seen transitions from postal mail to emails to text messaging (SMS); from CRTVs to Plasmas to LCD to LED to 3D TV’s; from 8-bit video games to Playstation 3’s, Nintendo Wii’s, X-Box 360’s, Kinects; from telephones to mobile phones and now smart phones. The list of the technological advancements in the past couple of decades is endless. It’s simple evolution in terms of technology. The businesses and markets have changed dramatically over this period of time. While good copy writers, newspaper advertisements, and marketing posters were needed for marketing a new or revamped business in the early 90’s, there is so much more that you can do with technology in the current times to give your business the boost it needs. The World Wide Web (WWW) alone provides a plethora of techniques to reach out to the world – a world in which the potential clientele is infinite. While there are dozens of things that you can start with, there are five basic things that are a necessity to bring your business to life on the web.
A Sleek, Stylish, Sexy – yet Efficient – Website
Where’s a prospective client most likely to look for a product or service they need? The internet! In an age where Google and Bing have become verbs, a website is a necessity for any business. With the availability of the latest website building tools, a new website is expected to have utilized some, if not most, of the features available with the latest website building tools. With the advent of HTML 5, dynamic web has reached new heights, and a good looking, scalable dynamic website is a definite plus (or requirement) for your new business. A smart website is not only sexy, but should also be easy to browse and user friendly. Keep in mind that browsing a website should be geared towards the user since the user experience of the website can have a direct impact on the business. A person who is unhappy or unimpressed by a client website may be less inclined to approach it for his business needs.
Here are examples of some really cool websites that use the latest in web technology, mainly HTML 5: (continue reading…)
For those of us in marketing who watch Mad Men, we see a simpler, yet antiquated, ad industry business model. Paid media drives all of the billings and revenue, Public Relations and Market Research are burgeoning, yet-to-be-trusted disciplines, and the internet is a nickname for Betty Draper’s hair curlers covering.
But, in this TV show, the definition of what an ad agency delivers is crystal clear, and to me, always has been. In this seductive reenactment of the early days of the industry, Don Draper’s agency’s role is to understand a client’s business, develop the compelling point of difference for the brand, conceptualize the main campaign idea and then use mass media to turn up the noise level in the market.
It’s still the same today, only now agencies, on behalf of their clients’ brands, have a myriad of traditional and electronic avenues beyond mass media with which to build clients’ brands while keeping an ongoing conversation with their prospects, customers and referrers.
So, the answer to Advertising Age’s April 25, 2011 cover story, “Why Does it Seem Like Agency has become a Dirty Word?” is simple to me. It’s semantics – no matter what you call my company, Domus, Inc., we still have always taken the same approach, both before and since internet marketing became an option: 1) Define the market need, strategically position the client against that need (considering their core competencies and where their competitors are positioned) to create a compelling point of difference; 2) know their target audience(s) demographics, psychographics and media habits; 3) develop the creative concept that breaks through and has “legs” for promotion and longevity; 4) consistently implement a cohesive message; and 5) measure, measure, measure – and adjust accordingly to maximize our clients’ ROI on building not just their brands but, importantly, their businesses.
On the cover of the same issue, Advertising Age also points out that agencies are “ …starting venture funds, buying brands and developing products.” I don’t think this has as much to do with the industry’s identity crisis as much as it has to do with the fact that they need new accounts and revenue streams to survive and thrive, and they are finding more self-reliant, innovative means of accomplishing this objective. Kudos – entrepreneurial approaches helps the agencies as well as their clients and make for a more vibrant industry.
So I can’t resist the notion that, somewhere in a room, a group is brainstorming our industry bible, Advertising Age’s potential new name: some options are: We Brand for you but Can’t Brand Ourselves Age; Former Admen Turned Entrepreneurs Age; First We were an Ad Agency then a Digital Agency and Now a 360 Agency, and my favorite, We Don’t Know Who We Are Age. I suggest it remains Advertising Age and we stop talking to and about ourselves and focus on the clients’ needs in our ever-changing communications world. When marketing decision makers on the client side need help introducing, growing or saving a brand they say either “What does the ‘Agency” think? or “Do we need an new/different ‘Agency” to help us get this done?
If you want to learn about Domus, Inc., visit www.domusinc.com or call me directly at 215-772-2805. We know who we are and can deliver what you need.
Survey question: Marketing Directors, how do you define what your agency’s role? Do you still use the term agency?”
Facing a new reality
In the past 2 years, the percentage of consumers who are using smartphones to access the web has skyrocketed to more than 49 million1. A recent study by Morgan Stanley predicted that by 2015 there will be more mobile web users than there are desktop users2.
As the mobile audience continues to grow, our mobile devices continue to shrink in size and increase in functionality. They’ve gone from oversized “Crackberries” we used for constantly checking email to organic extensions of our hands and minds that nearly do everything for us. Need to pay a bill, make a dinner reservation, turn off your house lights, video chat with a customer service representative or kill zombies? There’s an App for that.