Flipping the Funnel

Logic+Emotion –

funnelGive Your Fans the Power to Speak Up

"Seth Godin is known for many things—but his true gift is articulating thoughts in a clear and simplistic way.  That’s why ‘Flipping the Funnel’ is such a rewarding read.  Seth does a really nice job of capturing the strength of transforming consumers into active participants that can do a better job of marketing any product or service than most professionals.  The trick?  Get them engaged.  Seth Writes:

"What if we flip the funnel and turn it into a megaphone?
What if you could figure out how to use the Internet to empower the people who like you, who respect you, who have a vested interest in your success? I call this group of people—your friends and prospects and customers who are willing to do this—your fan club.—"Turn strangers into friends.  Turn friends into customers.  And then… do the most important job: Turn your customers into salespeople."


pdf_icon Download the electronic version of Flipping the Funnel eBook free of charge.


 

Advertisements

The end of advertising as we know it

IBM – Institute for Business Value studies

ibm-logoTraditional advertising players – broadcasters, distributors and advertising agencies – will need innovative new approaches to respond to major industry shifts underway.

The next 5 years will hold more change for the advertising industry than the previous 50 did. Increasingly empowered consumers, more self-reliant advertisers and ever-evolving technologies are redefining how advertising is sold, created, consumed and tracked.

Imagine an advertising world where… spending on interactive, one-to-one advertising formats surpasses traditional, one-to-many advertising vehicles, and a significant share of ad space is sold through auctions and exchanges. Advertisers know who viewed and acted on an ad, and pay based on real impact rather than estimated "impressions." Consumers self-select which ads they watch and share preferred ads with peers. User-generated advertising is as prevalent (and appealing) as agency-created spots.

 the-future-of-advertising

 

 

 

 

 

 

 

 

 

 

 

 

pdf_icon Download the electronic version of Business Value Study free of charge.

 

Agency Report 2007

Advertising Age – DataCenter: Agency 2007

TOP INTERACTIVE AGENCIES

RANK

U.S. INTERACTIVE REVENUE

2006

AGENCY [PARENT]

HEADQUARTERS

2006 REVENUE

%CHG

1

Avenue A/Razorfish [aQuantive]

Seattle

$235.4

24.1

2

Sapient* [Sapient Corp.]

Cambridge, Mass.

228.0

29.6

3

Digitas* [Publicis]

Boston

163.2

5.3

4

Wunderman* [WPP]

New York

113.4

NA

5

Rapp Collins Worldwide* [Omnicom]

New York

107.1

11.7

6

OgilvyInteractive* [WPP]

New York

103.2

13.2

7

Organic* [Omnicom]

San Francisco

102.0

41.7

8

AKQA

San Francisco

98.0

58.1

9

DraftFCB* (MS) [Interpublic]

Chicago/New York

94.1

4.3

10

IMC2*

Dallas

92.7

44.9

pdf_icon Download the electronic version of Agency Family Trees free of charge.

 

Most respected agencies (in UK)

 

1

Glue London

2

Dare

3=

AKQA

3=

Poke

5

Profero

6=

Graphico

6=

LBi

6=

R/GA

 

 

 

 

 

 

 

 

 

 

Most influential person (in UK)

 

Rank

Name

Title

Agency

1

Wayne Arnold

UK MD

Profero

2

Mark Cridge

CEO

Glue London

3=

Ajaz Ahmed

Chairman

AKQA

3=

Russell Davies

Planner and blogger

 

 

 

 

 

 

Battle Of The Advertising Superpowers

Online Advertising Made Simple

Google acquiring Doubleclick, Microsoft acquiring aQuantive, WPP acquiring 24/7 RealMedia and AOL acquiring AdTech AG to go along with what they already own in Advertising.com.

Additionally, there are still some other large players who are also in the game such as News Corp./Myspace/Strategic Data Corp, and IAC/Ask.com.

Obviously this is a big land grab for these large companies, combined with trying to get innovative companies who are pushing things forward in online advertising. The Wall St. Journal talks about the ad exchange concept and how it relates to these acquisitions.
"Exchanges could eventually handle 50% of all display ad sales."
"The underlying assumption to that is you’re buying a commoditized product that anyone can sell you."

 

Who’s Got What?

After the acquisitions are all complete, we need to stack up all the areas that matter in the online advertising battle that’s taking shape. (A checkmark means they have an asset, the 1/2 means they do to some extent but not to the same level as the other companies).

[Combo]

 

 

 

 

 

 

 

Advertising Marketplaces: DoubleClick, Google, Yahoo, RightMediaMicrosoft, Atlas

 

Create TV ads Online

Spot Runner

article-largeSpot Runner’s online system is changing the way advertisers are thinking about creating, planning and buying all forms of media from local television to online search. Bant Breen interviews Andrew Bloom of Spot Runner about the company’s services and direction. 

 

 

  

Thousands of Versions of Ads

It’s an Ad, Ad, Ad, Ad World – New York Times

It is only a matter of time until nearly all advertisements around the world are digital.

The plan is to build a global digital ad network that uses offshore labor to create thousands of versions of ads. Then, using data about consumers and computer algorithms, the network will decide which advertising message to show at which moment to every person who turns on a computer, cellphone or — eventually — a television.

More simply put, the goal is to transform advertising from mass messages and 30-second commercials that people chat about around the water cooler into personalized messages for each potential customer.

Greater production capacity is needed, Mr. Kenny says, to make enough clips to be able to move away from mass advertising to personalized ads. He estimates that in the United States, some companies are already running about 4,000 versions of an ad for a single brand.

Publicis is trying to carve out a niche as a middleman between those online giants and the consumer brand companies that buy advertising.

As the Internet emerged, Digitas developed a platform it calls Dashboards to break online ads into their components and figure out which pieces work for which audiences.

Which Ad is Aimed at You?

 

Neurological Market Research

ANA Marketing Musings

newanaTrends to Watch in 2008

Going beyond traditional focus groups and consumer surveys, market research will embrace scientific approaches that literally tap consumers’ brains to learn how they neurologically respond to commercial messages and make brand choices. The Four A’s and ARF have begun researching this topic in earnest with an intensive study, "On the Road to a New Effectiveness Model." In 2008 we will start to see practical applications of these insights as advertisers and shops begin to truly understand engagement.

A Radical Report Hidden Between the Pages of a Whitepaper
Response to The Advertising Research Foundation report on Idea Engagement, “On the Road To a New Effectiveness Model”
by Verse – The Narrative Branding Company
A new report by The Advertising Research Foundation (ARF) should cause all of us in branding, advertising and marketing to stop, question and re-evaluate the way we see our world. The report is titled, “On the Road to a New Effectiveness Model.” No, it isn’t a revision of the Kerouac novel. But it is no less radical.
The report summarizes fi ndings from a three-year taskforce looking at the underlying principles and theoretical constructs of advertising effectiveness. We actively participated in the taskforce during that time and agree with the conclusions and implications, particularly the statement, “The fi ndings of this project require us to completely rethink how advertising works.” And rethinking advertising isn’t even the half of it. The findings shake the very bedrock upon which advertising, branding and marketing as a whole are built.
The findings indicate that “brand positioning” is perhaps the most misguided marketing idea in the past 30 years.

pdf_icon Download the electronic version of this response free of charge.

 

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