chris marocchi todays mad men - what to expect from your ad agency
TRANSCRIPT
Today’s Mad Men:
What You Should Expect From Your Marketing Agency
Today’s Discussion
In a Content Era, What’s the Role of Agencies?
• Ads vs. branded content – are agencies up for the challenge?
• Authenticity in brand voice
• Resource Allocation – Staffing
• ‘Groupthink’ vs. External Creative Thinking
Today’s Discussion
What is the agency’s role in and what are best practices for:
• Content Management
• Inbound Marketing
• Reputation Management
Vintage Content
Today’s Content
What’s The Message, Kenneth?
Content Management
Pros to Outsourcing
• Creative Voice
• Objective
• Fully resourced
• Cost effective
• More expertise
• Agencies are driven toward performance
• Good job with content amplification
Cons to Outsourcing
• Lengthy Review Process
• Lacks Expertise
• Can be perceived as inauthentic
• Can’t marry strategy to daily content as well
• Knowledge of the Customer
• A new area where proficiency hasn’t evolved completely
Case Study
Case Study
Case Study Our guests find inspiration and information about Target from lots of different sources. And where they go depends on what they’re looking for and changes based on their needs. Guests experiencing the adventure of parenthood like the Target Baby Facebook page. Fashion fanatics look to Target’s Style-focused Tumblr account, On the Dot, and Facebook page for the freshest mix of fashion and beauty. Those looking for inspiration in all parts of their life have Target’s Pinterest page. Our corporate site offers the latest business news, career opportunities and to see how Target’s making a difference in the community. And guests find our online magazine, A Bullseye View, the spot for a behind-the-scenes look at everything Target-related, including exclusive partnership announcements, recipes, style tips and stories about our community involvement. “Target’s placing more value than ever on creating quality content to connect with our guests and share our brand story,” says Dustee Jenkins, vice president, Public Relations. “This means investing even more into a channel like A Bullseye View more than ever before.”
Inbound Marketing
What to Outsource
• Lead Generation Tactics
– Verifying contact info
– Qualifying leads
– Booking appointments
• Marketing Automation*
• PPC
• SEO
• Visual Content/Video
What not to Outsource
• Customer Engagement
• Social Media
• A+ Content Creation
Inbound Marketing
"It’s no longer enough for a provider to be experienced in a single area like tele-prospecting or telesales. Best-practice expertise in all areas -- market identification, database management, process management, recruiting and staffing, training, program management, and data analysis and content -- is now the key to a program’s success."
That means if you don't have a solid lead generation and qualification process already, and your prospective service provider isn't capable of helping you sort it out, you might not be ready for outsourcing quite yet.
-- Karen Hayward, EVP and CMO for CenterBeam
Reputation Management
In House Considerations
• Can you find qualified talent?
• Does it justify a full-time position?
• Do you have the tools required?
Outsource Considerations
• Is your resource qualified and sufficiently experienced?
• Does your resource understand your industry?
• Testimonials
• What is their platform/tools?
Conclusion
• What’s the right answer?
