precedence

Marketers Put More Work in the Hands of In-House Agencies

source: http://www.emarketer.com/Article/Marketers-Put-More-Work-Hands-of-In-House-Agencies/1010228

Cost-cutting drives changes

A growing contingent of client-side marketers are turning to in-house agencies to take more ownership of their advertising and marketing strategy.

According to an Association of National Advertisers (ANA) survey, 58% of US client-side marketers said their company used an in-house agency this year, compared to only 42% who five years earlier said the same. And 56% of respondents said in May 2013 that in the past three years, they had moved at least some established business previously handled by an external agency to their in-house agency.

Magazine advertising, social media, online display advertising and search engine marketing were the services most commonly handled by an in-house agency, according to the study. The proliferation of digital marketing channels may be convincing companies to move more marketing in-house, so they can be more responsive and create a full breadth of material at lower cost. Still, only small percentages of in-house agencies handled most of these services, indicating that much work still sits squarely with external agencies.

Traditional TV and radio advertising were the least likely formats to be handled in-house.

Marketers cited cost savings as the most significant advantage of bringing agency work in-house in 2008. This year, it remained the top advantage, however one cited by far fewer respondents.

Five years earlier, more than half of marketers saw cost efficiencies as an in-house agency’s primary advantage, whereas in! 2013, that figure had dropped to 35%. Other factors instead took on greater precedence: 19% of marketers cited brand expertise, as well as institutional knowledge and the added benefit of a team dedicated to the company or brand. This indicates that marketers have become more satisfied by the quality of work created by in-house agencies.

But the disadvantages also stacked up. Forty-five percent of the survey respondents said it would not be as easy to stay on top of key trends with an in-house agency. That was more than the percentage of marketers who saw this as a challenge in 2008, and suggests that digital channels amplify the importance of understanding the latest marketing opportunities. Creative innovation was also seen as more lacking when agencies moved in-house, along with limited skill sets among the staff.

The digital marketing age seems to be forcing marketers to navigate between two competing impulses—the need to produce more marketing than ever before across ever-proliferating channels is making in-house agencies particularly attractive. But the skills needed to effectively leverage and communicate via these channels are still often seen as best handled by agencies fully dedicated to the advertising and marketing space.

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Thursday, September 19th, 2013 news No Comments

hurricane load

Source: http://www.engadget.com/2012/10/31/att-and-t-mobile-temporarily-share-their-networks-in-nyc-nj/

AT&T and TMobile temporarily share networks in New York City and New Jersey, shoulder the posthurricane load

Communication has been all too spotty across much of New York City and New Jersey since Hurricane Sandy struck the region, and those who can get through on their cellphones have found themselves on particularly crowded networks. AT&T and T-Mobile are providing some much-needed, if temporary, relief: the two have struck a deal to share their GSM and 3G networks in the area with no roaming fees or plan changes while the networks come back, with the best-functioning network taking precedence in any given connection. A return to the normal state of affairs hasn’t been fixed in stone and will likely depend on many, many factors, but it’s a much appreciated gesture for residents who might not have a choice to relocate for a vital phone call.

Continue reading AT&T and T-Mobile temporarily share networks in New York City and New Jersey, shoulder the post-hurricane load

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AT&T and T-Mobile temporarily share networks in New York City and New Jersey, shoulder the post-hurricane load originally appeared on Engadget on Wed, 31 Oct 2012 15:36:00 EDT. Please see our terms for use of feeds.

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Wednesday, October 31st, 2012 news No Comments

Blockbuster’s Last Gasp to Occur in 2011 [Rip]

Source: http://gizmodo.com/5584255/analyst-blockbusters-last-gasp-to-occur-in-2011

Analyst: Blockbuster's Last Gasp to Occur in 2011Blockbuster? We knew it was dying, courtesy Redbox, Netflix and the changing ways people consume their entertainment, but when will it finally expire? Probably next year, according to one analyst and the company’s own balance sheet. Updated.

It’s a balance sheet that’s continually losing money, with the latest blow coming last quarter, when Blockbuster bled $65 million, reported 24/7 Wall St analyst Douglas A. McIntyre. Life’s become so dire, in fact, that Blockbuster is mulling Chapter 11 to eliminate debt.

While the remaining 6,000 stores is nothing to sneeze at (my late hometown one not amongst them), there is precedence for massive, simultaneous closures in rival Movie Gallery. That company had 2,400 stores, you see, and it shuttered them all back in February.

Ending on a positive note, the company could have a Redbox/Netflix hybrid future with its existing supermarket kiosks and mail service. So here’s hoping that happens, some people can keep their jobs, and Blockbuster’s predicted “demise” in 2011 is merely a metamorphosis into something a bit leaner and meaner. Competition is good, and all that.

Update: Reader Josh writes in with an additional bit of depressing news for Blockbuster:

[W]hen considering the future of Blockbuster kiosks, Blockbuster doesn’t actually own any of kiosks. NCR owns and operates all of them. Blockbuster just gets a small licensing royalty for them. So, Blockbuster definitely doesn’t have a chance at sustaining itself on those kiosks.

Ho hum. [Yahoo via Neatorama]

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Monday, July 12th, 2010 news No Comments

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