Jun 26

Independent Internet of Things Sales Agent Program

We are seeking independent high tech sales agents to sell our award-winning Internet of Things (IoT) solution for fleet driver management.  This is an excellent opportunity for someone who wishes to make great income while working on a flexible schedule.

About us:

FieldLogix offers an innovative fleet driver management solution to organizations worldwide.  We are a growing company and have very competitive products, which a very high percentage of our prospects purchase.  Since our founding in 2002, we have worked hard to build a strong brand in our space and have been recognized as an industry leader.   Our customers include Trane, Coca-Cola, and ServiceMaster, who selected our product because of our innovative features, user-friendliness, and affordability.

What an independent high tech sales agent does:

An independent agent has the ability to offer our products to companies within their local markets.   As an independent sales agent, you set your own hours and have complete flexibility as to where you work and when.  Initially, you will generate your own leads, but over time, FieldLogix may provide you with additional leads from our internal marketing programs.   Beyond prospecting for new business opportunities, you will present the product services, and work toward closing your opportunities.

How we prepare you for success:

You will complete our training program over the course of 30 days.  You will also have on-going training each week for the first 3 months.  This includes formal product training as well as role plays.  Our training sessions will be completed on-line via video conference.  We will also give you access to our internal tools such as Salesforce and our phone system.  In addition, you will have access to an internal Service Promoter, who will serve as a coach and can work side-by-side with you during your initial product presentations.

Why high tech sales agents succeed:

There is a lot of demand for our technology and it has been growing over the past few years.  Organizations of all sizes know that they will gain thousands (if not millions) of dollars because our system increases their revenues, cuts labor costs, and cuts fuel costs.  Our product stands out from the competition due to our innovative features, competitive pricing, and user-friendliness.  Because of this, we win a majority of the opportunities that also have up to 5 other competitors involved.  We provide a solid training program and on-going sales agent support processes to ensure that agents remain engaged and knowledgable.  Between what we offer and the agent’s efforts, a solid performing agent could potentially earn over six figures annually.

Benefits:

Our independent agent program is very similar to the real estate agent model.  You will generate your own business opportunities and will earn a generous percentage of each sale as commissions.  The potential for earnings is unlimited and the more effort you put into it, the more you will earn.  There are opportunities for large up-front commissions as well as monthly recurring commissions, depending on the products and programs sold.  We also offer one of the most flexible products in our industry, so you would have many options to offer to your prospects, rather than offering a one-size-fits-all system.  Also, since you are independent, you have the ability to set your own hours and can work from home.  We offer full support for you while you are working on sales opportunities and we will handle all customer support requests.

Requirements:

To be successful, you must be a self-starter and entrepreneurial.  Prior experience in B2B sales is a plus, but is not required.  Our experience has shown that successful agents work hard, are professional, and are likable.   Prior experience in our industry is not the most important indicator of success.

Talk to us

If you want to have a conversation with us to learn more and determine if this is right for you, complete the form below.  If we reach out to you, expect us to schedule a call for a phone interview.  We will hold 2-3 interviews and run a background check before selecting an agent.  Also, we often get inundated with submissions, so don’t feel bad if we don’t respond right away.  You are encouraged to follow-up if you don’t hear back.

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/independent-internet-of-things-sales-agent-program/

Jun 25

Farmers weigh costs of chemical savings with personal service

For many farmers, ordering inputs consists of hitting a few keys on a computer. But some say they should proceed with caution.

Online purchasing of ag chemicals — mainly pesticides — is a booming business, as common as the trade for a myriad of business supplies on the Internet. And generics offer products with the same active ingredient as the name-brand chemicals, often at much lower prices.

Business is booming at AgChemical.com, one of the oldest online ag firms. One reason is cost savings.

“We run on really low margins and try to keep our overhead as low as we can,” said Bill Murrell III, a partner in the Florida-based business.

“A typical brick-and-mortar dealer can get pretty comfortable and get fatter. We’re not. We’re running lean and mean, because saving the grower money is the main benefit we provide to our customers.”

But Jean Payne believes farmers who depend on the Internet for their pesticides may be giving up personal service to save a few bucks.

“There’s always going to be a certain market that will want to buy their products that way. But it comes with no support,” said Payne, president of the Illinois Fertilizer Chemical Association. “Farmers have to realize that when they buy a product, they’re going to have to be responsible for its efficacy.

“If they’re not happy with the results, there’s really nobody to help them with that. If you buy generic glyphosate, dicamba or whatever, and you’re not happy with it, it’s like the old adage — you get what you pay for.”

In some cases, farmers pay a lot less for what they get. A study by the University of Nebraska found a wide range of price savings, depending on which generic and branded pesticides are being compared.

One example is a generic wheat fungicide that sells for $1.49 per acre, compared to $18.60 per acre for the name-brand product. That is a whopping 92 percent savings, representing more than $17,000 in savings over the branded fungicide in a 1,000-acre wheat operation.

The study also found, however, when treating fusarium head blight in wheat — commonly referred to as scab — the branded product provided better control.

Like more recognized dealers, online sellers must register in every state in which they operate. Murrell said AgChemical.com is licensed to market ag chemicals in 44 states, including most of the biggest farming states.

“A broker is a dirty word in the ag chemical industry, but we would call ourselves a broker for most basic products,” Murrell said. “We act as a distributor for most generic companies.”

According to the Illinois Department of Agriculture, there are about 1,200 companies and 14,300 products registered with the agency to be legally sold in the state. There are no statistics regarding products sold primarily over the Internet.

The department has no position on Internet sales, other than all sales must be conducted consistent with provisions of the state and federal pesticide laws. A spokesperson from the department did indicate in an email that buyers should be “as familiar as possible” with the seller, as well as the product they are considering purchasing.

Local ag chemical dealers haven’t been blind-sided.

“This is nothing new. It’s been out there for 20 years,” Payne said. “Our retailers still thrive in Illinois because they provide service that farmers don’t get with an online sale.”

Responsiveness to farmers’ changing needs is important for all sellers.

“We buy direct or out of distribution and normally deliver the next day, or maybe two days,” Murrell said. “We keep turnarounds pretty quick to stay relevant during the season. You got a bug in the field? We try to make sure we can be a viable option.”

Like other products, the marketing of ag chemicals may come down to whether buyers value old-fashioned, personal relationships.

“It’s certainly a free market out there, and there are always going to be customers who like that,” Payne said. “But a lot of farmers place value on service.”

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/farmers-weigh-costs-of-chemical-savings-with-personal-service/

Jun 24

Internet Of Things Depends On Businesses Working Together

WASHINGTON, DC – JUNE 19: U.S. President Donald Trump welcomes members of his American Technology Council in the State Dining Room of the White House June 19, 2017 in Washington, DC. According to the White House, the council’s goal is ‘to explore how to transform and modernize government information technology.’ (Photo by Chip Somodevilla/Getty Images)

This week, the newly created White House American Technology Council convened a series of policy discussions on the emerging Internet of Things (IoT), something I have discussed here in the past. The news is a welcome and timely development, given the breakneck speed at which IoT technologies are progressing – from driverless cars, to remote surgeries, to 21st Century Smart Cities. In the not-so-distant future, the IoT could be integrated into essentially every aspect of consumers’ daily lives.

But there’s a serious threat lurking to IoT advancements: fair access to essential technology standards – which are included in many consumer products like refrigerators, smartphones and TVs – so that all innovators have a chance to participate in this technological revolution. The promise of the IoT is predicated on the willingness of companies who control IoT technologies – and the Standards Essential Patents (SEPs) in these technologies – to share them with the world.

IoT refers to connectivity, not just between people, but also between people and things, as well as between things and things. When it is fully implemented, billions (eventually trillions) of sensors and communication chips implanted in all kinds of devices will share information and act on it in ways we have only started to imagine.

Smart Cities is a concept frequently associated with the IoT. Among many other things, it will feature cars that not only drive themselves, but also foresee and avoid traffic jams to ease congestion and save energy. Police will know about gunshots as soon as they happen, speeding first response and protecting public safety. Public buildings will constantly monitor and adjust heating and cooling levels, optimizing energy consumption and keeping people more comfortable.

In healthcare, providers and consumers will no longer be separated by geography. Specialists will be able to examine people from thousands of miles away and even perform surgical procedures using real-time robotic tools. Baby pajamas will be able to detect warning signs of Sudden Infant Death Syndrome and alert parents and 911 to the danger. That is not a pipedream. Sleepwear like that already exists.

The business applications, from marketing to manufacturing, are boundless. When the whole world is connected, companies that aren’t connected simply won’t be able to compete.

But the IoT is about much more than just a furnace that turns itself on when you pull into the driveway or a refrigerator that orders milk when you’re about to run out. The IoT is going to fundamentally change the way key parts of consumers’ lives function, including healthcare, business and public safety.

Because of that, it’s essential that consumers demand fair business practices now to make sure that all the technology companies involved in creating the IoT work responsibly for the common good in the coming Internet of everything world.

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/internet-of-things-depends-on-businesses-working-together/

Jun 23

Hong Kong Internet marketing lagging Singapore’s

Singapore Internet marketing is much savvier than Hong Kong. This, according to research by WL Media HK, which helps Hong Kong businesses to maximize their online presence.

 “Hong Kong firms are being left in the digital dust by Singapore Exchange listed companies, who seem to be more digital savvy and better able to promote their firms online,” according to a report titled “Hong Kong an Internet Marketing Leader?”.

For example, the firm noted that a simple and free tool like Google My Business (which the report highlighted as one of “the most basic of marketing activities”) remains underutilized in the territory.

The research showed that more than 7% of listed Hong Kong companies do not even have a phone number registered with Google. This means potential customers cannot use click-to-dial function on mobile phones to connect. In Singapore, only 1.2% of Singapore firms face the same issue.

“Companies who neglect to claim their listing from Google Business are not taking advantage of one of the most basic ways to promote their business and improve their interaction with their online customers and stakeholders,” said Raymond Lowe, from WL Media HK who led the study.

However, the same study found that Hong Kong companies are looking to other means of Internet marketing rather than maximizing their presence on Google, “despite Google’s dominance of the search traffic.”

One reason is that Google’s products, like the Google Business Directory, has “little or no relevance” to China as the search giant’s services fail behind the Great Firewall of China.

However, this approach reduces Hong Kong company’s international presence and brand equity. In Europe and the US where Google has a dominating presence, Hong Kong companies fall behind both local companies and Singapore’s. 

“Hong Kong companies are missing out on a lot of revenue by ignoring the opportunity offered by Google My Business listings. It is one of the hidden treasures of online marketing in Hong Kong right now, and the local businesses that move first to optimize their listings are going to have a significant advantage over their slower moving competitors,” said Josh Steimle, CEO of digital marketing agency MWI.

Further reading:

MobAir to offer mobile app marketing in China

Google’s free online tool helps SMEs test the performance of their websites

Google launches new image-based ad format in Singapore

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/hong-kong-internet-marketing-lagging-singapores/

Jun 22

In a Digital Economy, Marketing is the Business Glue

Joanne Moretti is the SVP Chief Marketing Officer at Jabil, and General Manager at Radius Design. Moretti has a universal reputation of driving transformational business outcomes by focusing on developing and cultivating a customer focused culture of innovation, superior quality, agility, sustainability and scale. Moretti has spent 30 years in the high tech and software industry and today proudly servers on the Executive Leadership team at Jabil, a U.S. based design, manufacturing and supply chain services company with 180,000 employees and $18.4 billion in annual revenues.

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/in-a-digital-economy-marketing-is-the-business-glue/

Jun 21

C2C E-Commerce Platform ForeverShop raises seed funding

Bangalore-based Teamleaf Software Pvt. Ltd which runs a C2C base E-Commerce app, ForeverShop has raised around $ 300,000 (2Crore INR) seed funding from a clutch of angel investors.

ForeverShop was founded by an international team in 2016: the Indian team mainly focuses on marketing, operation and customer service; the team in Beijing focuses on product development. It is a free and powerful e-commerce platform for millions of small and individual business owners across India. It aims to empower them to own a Free Online Shop and have the vision to change the Indian e-commerce landscape.

The money will be used to upgrade the product, expand seller base in Tier II and Tier III cities, and build more business relationship with logistics and payment gateway partners.

“We have invested lots of money on product development because we aim to build the best app for small/individual sellers in India.

Many sellers are not familiar with smartphone usage and running own online shop, so we help them to own a shop and use it easily with ForeverShop with excellent user interface and user experience” said Shathyan Raja, the president of ForeverShop.

Beta launched in Jan 2017, and officially launch in June 2017. It is a free app that not just aggregates sellers, but transforms them into entrepreneurs. Sellers need only a smartphone with internet to create an own online shop. It contains feature like own online website, products listing, categories, payment, order customer management, marketing tools etc…

ForeverShop has already got more than 1000 sellers during the beta launch period from metro cities. With official launch, they plan to help more sellers from tier II and tier III cities.

“India is the fastest growing e-commerce market in the world and recently big investments happened in the e-commerce sector. However, they focused more on B2C, which benefits only big sellers. 60% Indian economy contributed by SMEs and around 2million SMEs is looking to start their own online shop. F

ForeverShop designed to empower these people to benefit more with the power of the internet as the internet not only benefit big companies but also all the small/individual sellers.

Mr. Shathyan Raja had his first stint with marketing and e-commerce during college days and started his own online furniture sales and rent website. He is a sales and marketing specialist with a proven track record of achieving sales and revenue excellence.

He is a strategic thinker and a disciplined executor with excellent entrepreneurship skills and driven by high determination and plans to expand his realm in e-commerce pan India to make this online selling place available and accessible throughout the nation.

According to a recent report, online resellers space has been projected to grow to $48 Bn-$60 Bn by 2022. The number of online small/individual sellers will increase from the current 2 Mn to 21-23 Mn by 2022. Also, the market share of SMEs is expected to rise from 1.2% to 5.4% of the Indian retail market

ForeverShop is a Free Powerful eCommerce solution for millions of small individual business owners across India, with a vision to change the Indian e-commerce landscape by empowering every business owner to own Free Online Shop. This is an app that not just aggregates sellers, but transforms them into entrepreneurs.

The Small Individual Business owners can create a free online shop, upload unlimited products, share on social media like Facebook, WhatsApp, Instagram to reach a wide set of target audience and chat with the customers, receive multiple online payments manage the order all on the Go from their mobile which in turn enhance the business.

It provides complete end-end world class solution, required to own and manage an e-commerce business independently and thus taking complete control of your online business all by yourself.

This easy to create an online shop is user-friendly and its hassle-free operation makes it desirable over its counterparts.

It aims to build a strong business network and transform your business into next level or reach higher levels with the help of Internet Technology supported by Big Data Artificial Intelligence. With global vision and technology, we aspire to elevate the retail business to uplift the socio-economic status of India.

 





Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/c2c-e-commerce-platform-forevershop-raises-seed-funding/

Jun 20

Announcing the Judges for the Seattle Meetup + Pitch Off


TechCrunch is headed to Seattle this Thursday for the annual Meetup + Pitch Off. And we are ready to announce our esteemed judges.

The pitch-off will consist of 10 startup companies presenting for 60 seconds on stage in front of TechCrunch Editors and tier 1 investors from the Pacific Northwest.

The winning team will get a free table at TechCrunch Disrupt SF Startup Alley this September. Second place gets two free tickets, and audience choice gets one free ticket.

Bummed you missed your chance to apply for the pitch-off? Fear not! TechCrunch has your back. We will randomly select 1 company from the audience to pitch their startup on stage as a part of the competition. So make sure to sign up for the meetup here.

And now for our fantastic judges:

Bill Bryant, DFJ

“William K. (Bill) Bryant is a partner at DFJ. Bill has had early and instrumental involvement in more than 25 leading software, Internet, mobile, and digital media companies, as a founder, senior executive, investor, and board member. He has had founding roles with Visio (now part of Microsoft), Netbot (acquired by Excite), Qpass (acquired by Amdocs), Medio (Nokia), Mixxer, and Airworks. In these founding capacities, Bill drove definition of the core product and market strategy; raised $150M in venture capital; recruited senior management teams; and built customer, partner and channel relationships in launching software products, Internet, and mobile services. Bill represents DFJ on the boards of Chef, Ping Identity, Yellowbrick, Reflect.io, Remitly and Bright Computing.  In addition to his DFJ investments, he is an active angel investor with investments in Winshuttle, LiquidPlanner, Bonanza, and Socrata.”

Linda Lian, Madrona Ventures

“Linda joined Madrona in 2016 and works on identifying new investments and supporting the growth of Madrona’s portfolio companies. Linda loves working with passionate entrepreneurs to solve business challenges, evaluate options and make decisions about the future of their products and services. Prior to Madrona, Linda was at Lookout Mobile Security in San Francisco. Previous to that, she was with Morgan Stanley’s Investment Banking group in NYC where she worked on strategic and sponsor-led transactions. Linda graduated magna cum laude and Phi Beta Kappa from Harvard concentrating in History Literature with a secondary in Economics. She is particularly interested in consumerization of enterprise, dev-ops and software-defined infrastructure, security, and new mediums including AR/VR and live media.”

James Newell, Voyager Capital

“James has been working with high growth technology companies as an adviser and investor since 2005 and focuses on early stage and seed investments in the Pacific Northwest.  He has served as a board member or observer at Casper, DoubleVerify, General Assembly, Sauce Labs and Zerto, among others.

Prior to joining Voyager, James worked for Institutional Venture Partners (IVP)..  While with IVP, James worked on investments in AlienVault, Carbonite , Casper, Checkr, DoubleVerify, General Assembly, Kayak, LegalZoom, Prosper, Sauce Labs, SoFi and Zerto. 

James previously worked with Maveron, a leading consumer focused venture firm based in Seattle and San Francisco and in business development for Zulily, a Maveron portfolio company. Earlier in his career, he worked in the Technology Investment Banking group of Bank of America Merrill Lynch.

James earned a B.A. in Economics and a B.A. in Business Administration with a concentration in Finance from the University of Washington. He has also earned his M.B.A. from the Wharton School at the University of Pennsylvania with a concentration in entrepreneurial management.”

Jason Stoffer, Maveron

“Jason joined Maveron in 2007 and is now a partner focused on investing in education, e-commerce and web-enabled consumer businesses. He is involved with the firm’s investments in General Assembly, Common, TrueFacet, Everlane, CourseHero, Dolls Kill and Dolly.  Prior to joining Maveron, Jason served as senior director of strategic operations for Career Education Corp., where he co-founded and led admissions and marketing for IADT Online, a for-profit design school. He has also served as an associate at Spinnaker Ventures, an expansion-stage venture capital fund.  Jason graduated Phi Beta Kappa with a BA in economics from the University of Michigan (Go Blue!), and an MBA from the Wharton School at the University of Pennsylvania.”

Looking forward to seeing you all at the Showbox SoDo. There will be tons of time to connect with TechCrunch staff, the judges, and to grab a drink.

Buy tickets to the Seattle meetup on June 22 right here.

Sponsors make TechCrunch events possible. If you are interested in learning more about sponsorships with TechCrunch, shoot an email to sponsors@techcrunch.com.

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/announcing-the-judges-for-the-seattle-meetup-pitch-off/

Jun 19

The future of ad agencies has never been more in doubt


booking
Advertisers
like Booking.com are relying less on agencies, and that should
scare the ad business.

iSpot.tv

A few years ago, Booking.com, a hotel e-commerce
site owned by Priceline, worked closely with a media-buying
agency to figure out where to allocate its ad budgets.

“We’d have meetings where we’d sit down and say, ‘We should put
this much on YouTube, this much on other sites,’ et cetera,”
Pepijn Rijvers, Booking.com’s chief marketing officer, told
Business Insider. “And then three months later we’d ask, ‘How’d
we do?'”

But Booking.com is about to cut out that middleman, and it could
have big implications for the advertising industry.

This week, thousands of top executives from the media,
advertising, and marketing industries will touch down in France
for the annual Cannes ad festival. There, these bigwigs will
receive awards and look to ink major ad deals. Yet hovering over
the proceedings are questions about the future of the classic
ad-agency business.

In recent months, Booking.com has hired data scientists and
researchers and other digital-media-buying experts. By the end of
the year, all Booking.com’s digital-media buying will be done
in-house.

According to Rijvers’ there are two reasons for the change: speed
and data. And the more outside companies involved, the more that
structure gets in the way of adjusting digital ad campaigns on
the fly, which ultimately costs the company money.

“I would not like to have meetings with long decks of data,”
Rijvers said, who recalled trying to set up “meetings with 30
people at agencies that take a week and a half to set up.”

“We have way more data than the media agency has. I’d make a very
strong case that anything that generates data, you need to own as
a business. You cannot have anyone else be the expert.”

Booking.com is representative of a
new wave of marketers
. These are brands born with the
internet, and they don’t have decades of history running massive
national television and magazine campaigns shepherded by
traditional ad agencies. They don’t rely on selling their goods
at Walmart or Walgreens or the local car dealer. Instead, they
have direct relationships with customers and live and die on
data.

That means they have a very different take on advertising than
traditional marketers like Procter Gamble or General
Motors, and that should scare the ad agency world.

The pressure is mounting

The ad industry loves its clichés. “Content is king.” “Everyone’s
scared of Google and Facebook.” “I’m a thought leader.” And these
days, everyone loves to repeat the line “The agencies are so
screwed.” screw screwed crankPeople love to say that ad agencies are
screwed.
Wikimedia
Commons

Though they usually use a different word at the end of that
sentence.

There’s little doubt that traditional agencies — the companies
that write and produce those brilliant Super Bowl ads and buy the
media space to showcase their work — are under fire from several
fronts.

‘Agencies are said to be like cockroaches’

Still, the agency business will be hard to kill.
According to Ad Age
, US ad agencies reeled in over $48
billion in 2016. And the industry employs 200,000 people. So it’s
not about to disintegrate overnight.

But growth in this business is undoubtedly slowing.
The ad-agency holding company WPP
recently posted its slowest
growth rate in years, The Wall Street Journal reported.
Similarly,
Omnicom Group provided markedly cautious guidance
for the
near future.

“There’s little question that there are tougher times ahead,”
Brian Wieser, senior analyst at Pivotal Research Group, told
Business Insider. Wieser laid out the risks facing the ad-agency
holding-company giants, which have enjoyed strong growth in
recent years from their media-buying agencies. That may be
slowing dramatically, because of marketers squeezing their
budgets and reduced demand, among other factors.

“Agencies are said to be like cockroaches,” he said. “But even in
a nuclear winter, cockroaches may have a tougher time.”

Yet even as advertising has been disrupted by macro trends, such
as software-driven ad buying, agencies have proved fairly
resilient. “People talk about whether agencies … and this
function [they serve] will still exist, but there are a lot of
people involved here,” said Brian Lesser, North American CEO of
the ad-buying giant GroupM, at a conference hosted by the trade
company VideoNuze.

“And understanding a client’s needs and determining exactly how
to translate that into a media plan … we’ll always occupy that
space,” Lesser added.

Things are undoubtedly changing

Jordan Bitterman, chief marketing officer at the Weather Company,
logged two decades at agencies. He says they will survive but
their scope will shrink.

For one thing, he said many big marketers’ overall businesses are
struggling.
Look at the retail industry
, for example.

“This is just the new reality,” he said. “The problems roll
downhill. Marketing is going to feel it early and often.”

Bitterman sees more marketers using smaller agencies and vendors
on a short-term basis as needed. Need some social videos? Hire a
specialist for a few months.

“The days of a full-service advertising agency offering full
service to every client are gone,” he said.

Booking.com’s Rijvers agrees. He still works with several
creative agencies as needed, but adds: We’ve “moved away from
retainer relationships,” he said. “They are predicated on a
predictable future.”

There’s not much that’s predictable about media and advertising
these days. But Bitterman says there’s a role for a smaller
agency. Marketers still want agencies to coordinate all the
different things they have going on at one time. And they’ll
always need an outsider’s perspective. “Strategy and ideas never
go out of vogue,” he added.

Trust issues


mean girls trust fall
Some big marketers no
longer trust their agencies.

Mean
Girls / Paramount Pictures


Agencies’ operational structures are one thing. Relationships, of
vital importance in the marketing world, are another.

The ad-agency industry is still reeling from last year’s
bombshell report from the
Association of National Advertisers
, which found that cash
rebates and “other non-transparent practices” to be pervasive in
the US media-buying world. Essentially, the report, conducted by
independent firm K2 Intelligence, found that ad agencies were
buying ad space for their marketing clients, and not being open
about what they were spending and how much money they were
making.

And since no names were named, the effect made everyone a
suspect.

“The tension has been heightened,” said Andrew Altersohn, CEO at
the ad-tech company Adfin. “That’s led to an aggressive
evaluation of in-house options.”

In other words, many marketers are saying, If I can’t trust
my agency, I’ll have to take things into my own hands.

Examples abound. Chobani has its own creative officer.
Netflix and L’Oreal have brought more of its ad buying
in-house.
Western Union has consolidated its agency roster
from over a dozen partners, in part because it wants to have a
tighter rein on its spending,

Libby Chambers, Western Union’s chief strategy, product, and
marketing officer, told Business Insider that the company is
contemplating a full audit of its ad buying, to make sure it’s
running ads in safe, cost-effective places on the web. “Now we
can hold somebody accountable,” she said.

Yet brands need to be careful what they wish for when they take
on agency work, said Charles Cantu, CEO of the ad-buying company
Huddled Masses. “In a visceral sense, this is something they
want,” he said. “The reality is, some are prepared for this and
some are not.”

Meanwhile, the ad-agency trust issues play into consulting
companies’ hands, said one 30-year agency veteran. Those
companies have a reputation for being straightforward and are all
about driving business results.

“These kinds of companies get access to decision makers and are
tied into financials,” said this executive, who did not wish to
comment publicly.

Change is tough


changing of the guard
The
ad business may be seeing a changing of the
guard.


Wikimedia


Wieser of Pivotal Research said that big ad agencies are trying
to evolve.
Publicis’s acquisition of the digital-ad company Sapient

which boasted of prowess in consulting — in 2014 was a step in
that direction.

Jon Mandel, a media consultant who logged three decades in the
agency world, including a stint as CEO of the ad-buying firm
Mediacom, said it would be very difficult for classic ad agencies
to change their ways.

“They are still set up for fighting the last war,” he said. “They
haven’t really set themselves up for the future war. Instead they
are trying to eek out gains from a model than needs to change,
while always trying to upsell clients on services.”

Rosemarie Ryan, another longtime traditional agency executive who
know runs the creative-consulting firm Co Collective, put it in
even more dire terms.

“Facebook and Google are the new agencies,” she said. “Look who’s
taking over the beach at Cannes.”

The future

Wieser was not predicting total agency destruction, particularly
given ad agencies’ entrepreneurial nature and constant ability to
reinvent themselves. He cited the emergence of search-centric
agencies in the early 2000s, mobile agencies a decade ago, and
other specialty shops more recently.

“Agencies are good at moving onto the next big thing,” he said.

For example, that might mean building specialty practices for
marketing via artificial intelligence, or virtual reality.

“What I can’t tell you is whether the next new thing they focus
on will be as profitable as the old business.”

Permanent link to this article: http://homebiz2bizreview.net/internet-marketing/the-future-of-ad-agencies-has-never-been-more-in-doubt/

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