Archive for July, 2010
Apple is on course to become the world’s most valuable technology company
July 20th, 2010
As a brief update to the earlier post about Apple winning the PR battle around iPhone 4.0 – Apple is rocking! If there were any doubts that the concerted attack on the handset’s accepted shortcomings has had no significant effect, then the financials would lay these to rest.
More than that, they would run a shiver down the antennas of Android-based competitors. As of today, Apple is very, very close to overtaking Microsoft as the world’s most valuable technology company.
You can listen to the financials here.
I’m a reluctant Apple evangelist. The company’s retentive communications are plainly weird and its elitist brand persona jars with what I believe – but it continues to innovate and sell in a unique and very beautiful way.
You could say that Apple is Steve Jobs in corporal form. His genius is to find the very best people and ideas – and then build these into objects of desire. Apple expresses – it lives – this genius.
Despite the iPhone 4.0 issues, we are lucky to have this unique talent moving the mobile space forward. Think of the Sony Ericsson, Nokia, Motorola, Samsung strategies over the past five years. They just seemed to be dealing with mobile commodity decline, and not the enormous potential of the handset as a Smartphone.
Apple shook the market and Google responded. The Droids are a serious and ongoing threat to the cultural dominance of Apple in the marketplace. That’s really welcomed and if HTC, Motorola or any other handset company can deliver a device that monsters the iPhone, then what’s to worry?
Meantime, have we seen news of the iPad sales? HP is saying it won’t deliver this year on its original Slate and Microsoft is scurrying. Is the price point beyond the desire-pain threshold for the iPad? Will we see newspapers offering free giveaways (contract-based, naturally) of the iPad in the late summer, early autumn? They need to move – and quick.
Crowdsourcing compendium: General resource, case studies, examples and tips
July 20th, 2010
Following on from yesterday’s Location based compendium: The services, resources, Foursquare case studies and stats here’s another helpful compendium this time on ‘Crowdsourcing’ and related topics.
This is how Wikipedia defines crowdsourcing:
Crowdsourcing is the act of outsourcing tasks, traditionally performed by an employee or contractor, to a large group of people or community (a crowd), through an open call.
For example, the public may be invited to develop a new technology, carry out a design task (also known as community-based design and distributed participatory design), refine or carry out the steps of an algorithm, or help capture, systematize or analyse large amounts of data.
The term has become popular with businesses, authors, and journalists as shorthand for the trend of leveraging the mass collaboration enabled by Web 2.0 technologies to achieve business goals. However, both the term and its underlying business models have attracted controversy and criticisms.
General Resource
Online Marketing: How User-Generated Content Can Drive Web 2.0 Online Campaigns
Excellent post and a good place to start to get you up to speed with all things related to crowdsourcing.
Top crowdsourcing Websites, Resources, and Companies http://compassioninpolitics.wordpress.com/2008/10/01/top-crowdsourcing-websites-and-resources/
Nice resource post over viewing some guides, applications, platforms and tools available to help you find out more about crowdsourcing.
BEST PRACTICE: Crowdsourcing in B2B http://www.b2bm.biz/Features/BEST-PRACTICE-Crowdsourcing-in-B2B/
Some helpful tips for B2B marketers.
Crowdsourcing Mindmap
Case studies
Case Study: Crowdsourcing exhibitions http://www.museumsassociation.org/museum-practice/creating-engaging-displays/15072010-createdemocracy
An experiment to curate a gallery via the democracy of the general public.
Myoo Uses Crowdsourcing for Sustainability Solutions http://www.fastcompany.com/1662684/myoo-create-crowdsources-sustainable-solutions-for-companies
Examples from Myoo Create, a new company that works with brands to launching sustainability-focused crowdsourcing challenges that engage consumers and spur innovation.
How Air New Zealand uses crowdsourcing and social media for a new in-flight experience
How Air New Zealand is using social media and crowdsourcing to engage people in a creative way.
Case Study: Best Buy Uses Social Media To Crowdsource Employees http://mattsingley.com/blog/2009/04/best-buy-crowdsources-employees/
Best Buy uses a wiki to crowd source their employees thoughts and ideas.
Crowdsourcing examples
Red Bull X Fighters London – Crowd Sourcing Campaign
10 examples of how crowdsourcing is changing the world.
http://www.thesocialpath.com/2009/05/10-examples-of-crowdsourcing.html
A post highlighting a few clever uses of crowdsourcing, just to show how it’s quickly changing almost every aspect of online commerce, research and even human interaction.
Crowdsourcing Examples http://crowdsourcingexamples.pbworks.com/
An extensive wiki is intended for the benefit of anyone who has ever wished they could see a comprehensive list of examples, either backed by a brand or not, that illustrate the power of crowdsourcing
Crowdsourcing example: bmi uses Flickr photos in web design http://www.hotelmarketingstrategies.com/crowdsourcing-example-bmi-uses-flickr-photos/
The BMI website adds user generated content.
YouTube Launches Platform for Crowdsourcing Suggestions http://mashable.com/2010/05/27/youtube-google-moderator/
The use of Google moderator to manage feedback on YouTube.
Crowdsourcing statistics and tips
Some Crowdsourcing Search Stats http://www.thecrowdsourcingblog.com/2010/04/some-crowdsourcing-search-stats/
The use of Google trends to see the impart of the term “crowdsourcing”
How iPhone 4.0 opened Apple’s walled garden of communications
July 20th, 2010
If nothing else, the antenna problem on the iPhone 4.0 has prodded Apple into a more open, web-embracing approach to its communications strategies.
It’s still about controlling the messages but a multi-way conversation has been started – and that means letting go of the command structure. Apple has, rightly or wrongly, been seen as anti-web and seeking to dominate, closing off the areas where it operates online.
The PR campaign around the iPhone 4.0’s problems has a different flavour. Commentators are saying that Steve Jobs was prodded into a reaction by the spectacular online/offline criticisms of the wildly popular handset and certainly an un-timetabled Apple press conference is a very rare event.
But what was most intriguing about Steve Jobs’ session in Cupertino on Friday was not the apology or the free-case offer; rather, it was his contention that other Smartphone manufacturers had models with signal problems similar to those of the iPhone 4.0.
Now, Steve could have followed the classic Apple tactic of not mentioning the competition, promoting the advantages and innovations of the handset. This time he opened the door to the walled garden and practically invited the world and their cousin to respond. He stoked an external debate – almost unheard of at Apple.
Not surprisingly, the rival handset manufacturers have come out with communications guns blazing as CNET’s Caroline McCarthy reported.
They are more than miffed by Apple’s statements but significantly at the moment they all stop short of claiming that there are no antenna issues on their models. While their responses are very robust, they are on the back foot now, as Apple releases its internal tests on rival handsets, delivering a video website http://www.apple.com/antenna/ with detailed comparative information.
Ah, but here’s where the Apple openness stops short. The site, while informative and stylish, is a one-way street. No chance to comment or share, which is a missed opportunity and one that I hope Steve Jobs reconsiders. Right now, he’s winning the PR battle by using openness effectively – and maybe Apple will recognise the enormous benefits of opening the door to walled garden even further.
Wanted: Web developer for Pressitt Social Media News Release service
July 19th, 2010
Pressitt the Social Media News Release service is searching for a talented web developer to learn the Pressitt system and help develop the platform further.
If the first project goes well there is plenty more updates/concepts/user feedback to be integrated into the current platform.
The Role: freelance/short term
To develop and improve Pressitt.com on a freelance basis or short term contract, as and when required.
Working closely with our lead developer and front end coder, you’ll be responsible for coding various parts of the site, including bespoke and custom newsrooms from basic php functions within Code Igniter down to in-depth classes.
Built on Codeigniter, Pressitt is a fully featured site with combined client-side and server-side technologies allowing users to create rich and detailed news releases.
Required Skills
- Object Orientated Programming
- Model View Controller/Frameworks
- Linux Systems Administration
- Content Management Systems
- Social Networking (Web)
- Internet usability
- Accessibility (Web)
- Front end coding and javascript
Required Products
- Codeigniter
- PHP
- MySQL
- jQuery
- XHTML/HTML
- CSS
- LAMP
- WordPress (not essential)
- Zend Eclipse (not essential)
So, if you can deliver on the above, live preferably near London/the South East, are hard working and able to work to strict schedules, please get in touch via email at andy@pressitt.com
We look forward to hearing from you.
Social Media is not a separate channel
July 19th, 2010
Felix Wetzel, Group Marketing Director for Jobsite, has posted a blog on The Wall, voicing views that are often overlooked as part of the social media debate – and it’s refreshing to see a senior in-house marketing professional lay his social media cards on the table in such a direct way.
Felix says: “Social media needs to be implemented in the relevant functions and not built as another separate entity. If it’s a separate entity it will fail and will only always remain as another communication channel. Social media has to become part of the DNA, not another add on. Which leads me to one additional point: Any communication agency with a separate social media arm misses the point completely and waves a big sign that reads: ‘We jumped on the band wagon, but we don’t get it!’”
These may seem like brave words to some, but in a climate where too many companies still tend to rank discussions about Social Media in the ‘know we need to, but not 100% sure why’ file, which often leads to implementing social media as a box ticking exercise alone, I would argue it’s necessary to have this debate.
Felix’s key point, that ‘appointing a Social Media manager will hinder the harnessing of the social web’s true potential‘ is valid in my opinion, simply because that job is too often focused on creating a silo where listening, conversation and communication are contained, rather than about opening up these crucial elements to the rest of the business and of course the wider community.
If organisations think that hiring an individual to take care of social media for the whole company is ‘job done’ then it’s a sure route to failure.
If social media strategies are to succeed, they need to be an integral part of the organisation. Social Media isn’t just about marketing, nor is it a tactic, it’s a different way of approaching your business, moving real conversation, reputation and usefulness to the centre of the business, while addressing some of the fundamental issues that businesses of all types face on a daily basis.
You can follow Felix at Felix Wetzel. He’s also the author of the ‘People, Brands, & Random Thoughts’.
Location based compendium: The services, resources, Foursquare case studies and stats
July 19th, 2010
If you’re a little behind the times and want to understand more about location-based services and related subjects, read on. We have broken this resource down into the following sections; services, general help, case studies, and to round it off, some helpful statistics and facts.
The Services:
Foursquare: http://foursquare.com/
Foursquare is a location-based social networking website, software for mobile devices, and also a game. Users “check-in” at venues using a mobile website, text message or a device-specific application. They are then awarded points and sometimes “badges.”
Gowalla: http://gowalla.com/
Gowalla is a location-based social networking game created by Alamofire. Users ‘check-in’ at spots in their local vicinity, either through a dedicated mobile application or through the mobile website. As a reward users will sometimes receive items from check-ins. Items have developed to become a promotional tool for the game’s partners
Rummble: http://www.rummble.com/
Rummble is a bit like your social network, but based upon trust (or lack of) in people’s recommendations so you can discover things from thousands of people, not just your friends or immediate trusted connections.
Its the best to Rummble when you’re actually at a place that you love or loath, then you can add a photo and if you want, share it straight away on Twitter, Facebook, Bebo or more.
Google Latitude: http://www.google.com/intl/en_us/latitude/intro.html
Google Latitude lets you see your friend’s location on a map.
Loopt: http://www.loopt.com/
Loopt provides a mobile-based GPS sharing system that allows users to visualize one another using their mobile phones and share information. Loopt also enables users to explore the world around them by connecting users with integrated content from Citysearch, Zagat, Bing, Zvents, Metromix, SonicLiving and others.
In addition to the core features of Loopt, users also have the ability to integrate Loopt with other social networks, including Facebook and Twitter. Loopt also offers a Journal widget that displays a user’s latest updates and photos visually on a map, which they can easily install on their blog or other site.
Whrrl: http://whrrl.com/
Whrrl is a mobile network that lets you aggregate information as you visit different places. It’s generally like a location review service that’s wrapped up in a map mash-up and a social network.
Brightkite: http://brightkite.com/
Brightkite allows registered users to connect with their existing friends and also meet new people based on the places that they go. Once a user “checks in” at a place, they can post notes and photos to that location and other users can comment on these posts. Users control the privacy of their updates and can choose to share them with their Twitter and Facebook accounts, while also having the option to share their geo-tagged photo posts to Flickr.
Burbn: http://burbn.com/waitlist/
Is a web-based location app where people can share rich media about their whereabouts.
Hot Potato: http://hotpotato.com/
Hot Potato makes it easy to share what you’re doing with friends and connect with others who have similar interests. You and your friends can connect around the question, “What are you doing?” First choose a verb – for example, “I’m attending.” Then select the name of the activity – “I’m attending the Superbowl.” Confirm the activity update, and you’re connected to everyone else attending the Superbowl on Hot Potato. Ask questions, and share your photos and videos.
CauseWorld: http://www.causeworld.com/
CauseWorld is a mobile application that lets you help the world while you shop!
This is the easiest way to give back to your community! Best of all, in these tough economic times, it costs you nothing.
All you need to do is walk into one of the many stores you most likely frequent anyway, such as common groceries, hardware stores, department stores, and many others. Pull out your phone, open the app, and check in. No purchase is required. By checking in, you earn karmas from our sponsors. Donate those karmas for specific actions to improve the world. Some of the many actions in the CauseMall include donating to classrooms in need, planting a tree, providing a meal for the hungry, or helping an injured animal.
Plancast: http://plancast.com/
Plancast is the easiest way for you to share your plans with friends and discover what others are doing in the future. We offer a lightweight way to keep tabs on what people are doing in real life.
MyTown: http://www.booyah.com/
MyTown is a GPS game about buying and owning your favourite local shops, restaurants, and hangouts on your iPhone.
First, Check-in at real-world locations to unlock rewards. Then buy and own your favourite real-life places. During the day, you can collect rent when people Check-in to your shops. The more visitors that come to your stores, the more it raises your properties’ total value.
Foodspotting: http://www.foodspotting.com/
Foodspotters earn recognition for sharing foods they love enabling Foodseekers to find whatever they’re craving and see what’s good wherever they go.
Foodspotting is a visual local guide that lets you find dishes instead of just restaurants. It’s powered by Foodspotters, who can share their food photos and expertise while building a rich collection of foods and where to find them.
Become a Foodspotter by sharing a food that you love! You can post sightings on the website, mobile or email them to food@foodspotting.com!
Fire Eagle: http://fireeagle.yahoo.net/
Fire Eagle is an open platform that helps users take their location to the Web while giving them the ability to easily control how and where their location data is shared.
General Resource:
The Beginner’s Guide To Location-Based Marketing http://www.businessinsider.com/the-beginner-guide-to-location-based-marketing-2010-6
Location-based marketing includes a diverse array of tactics–from simple local advertising to more complex location detection using GPS and triangulation technology, 16 tips to get you started.
9 Killer Tips for Location-Based Marketing http://mashable.com/2010/03/15/location-based-marketing/
9 killer tips to help you get to grips with your marketing efforts around location-based networks and relegated issues by Mashable. First tip; get to know the platforms!
Foursquare vs. Gowalla vs. MyTown: Which Is Better for Business? http://www.socialmediaexaminer.com/foursquare-vs-gowalla-vs-mytown-which-is-better-for-business/
The contenders battle it out for title of the best business platform, 3 guesses who comes out on top!
The Widening Gap: Can Gowalla Catch Foursquare? http://thenextweb.com/us/2010/07/12/the-widening-gap-can-gowalla-catch-foursquare/
This post examines if Gowalla can catch Foursquare judging by the partnerships and numbers Foursquare has posted at this moment in time, it’s looking unlikely.
How the Fashion Industry Uses Location-Based Marketing http://mashable.com/2010/03/22/fashion-location-based/
Post on how location based service are used in fashion, including the Marc Jacobs, Foursquare and New York Fashion Week case study.
Location-Based Marketing, Resources and Tools Location-Based Marketing, Resources and Tools
Post by Search Engine Journal outlining the major payers on the location-based scene.
Some Privacy Ground Rules For Location-Based Marketing: Why ‘Geofencing’ Goes Too Far
http://moconews.net/article/419-some-rules-for-location-based-marketing-why-geofencing-goes-too-far/
Matt Silk is the SVP of Waterfall Mobile; a San Francisco-based digital-messaging company goes into detail about the privacy issues surrounding location-based networks.
Foursquare specific:
6 Tips for Getting the Most out of Foursquare http://mashable.com/2009/12/10/fourquare-tips/
Basic post over viewing how to use Foursquare and get the most from it.
Foursquare Mayors Get 25% Off at Ann Taylor http://mashable.com/2010/07/13/ann-taylor-foursquare/
Mashable post on the retailer Ann Taylor using a Foursquare promotion.
Domino’s UK Social Media Initiatives Help Increase Profits by 29% http://mashable.com/2010/07/12/dominos-uk-social-media/
Dominos claims to have used Foursquare to great success and help raise its profits.
History Channel Turns Foursquare Into A Real World Pop-Up Video http://techcrunch.com/2010/04/22/foursquare-history-channel/
Techcrunch post centred on the Foursquare partnership with the History Channel
Case studies:
Chevy Case Study: Using Mobile, Location and QR Codes to Inspire Brand Engagement (Gowalla) http://www.emarketer.com/blog/index.php/chevy-case-study-qr-codes-mobile-location-inspire-brand-engagement/
Gowalla case study based on Chevy using quick research codes and location-based technology.
More than 20 unique “Location Based” case studies from Foursquare, Gowalla, Whrrl, and MyTown http://blog.makeastartup.com/more-then-20-unique-location-based-case-studi
Great resource full of location-based case studies from a variety of platforms.
Gowalla x Nets Case Study: Underdogs Teamed Up on Geomarketing Campaign with ROI http://www.mobilebehavior.com/2010/04/22/gowalla-x-nets-case-study/
Small case study on the use of Gowalla with the basketball team the NY Nets.
How to use Foursquare to draw a crowd into a restaurant http://blog.steffanantonas.com/case-study-how-to-use-foursquare-to-draw-a-crowd-into-your-restaurant.htm
Another case study showing the power of drawing a crowd to a local restaurant via the use of Foursquare.
Statistics and Facts:
Location Based Services are Up and Running, Statistics Prove (April 30th 2010) http://stasgeomarketing.wordpress.com/2010/04/30/location-based-services-are-up-and-running-statistics-prove/
Brief post outlining the facts from the Mobile Marketing Association (MMA) in which one in four U.S. adults use mobile location-based services.
7.5 Foursquare facts you need to know http://prashantpatel.com/social-media/75-foursquare-facts.html
Some brief Foursquare facts from back in April 2010
Foursquare v Gowalla [FACTS] http://www.socialmedianews.com.au/foursquare-v-gowalla-facts/
More up to date facts focusing on the two major players Foursquare and Gowalla
Foursquare Is Five Times Larger Than Gowalla And Growing 75 Percent Faster Every Day
http://techcrunch.com/2010/07/07/foursquare-gowalla-stats/
RJ Metrics present data on the manor of Foursquare’s impressive growth vs. that of Gowalla
iPhone 4.0, Steve Jobs and killer PR
July 18th, 2010
Hands up, who does not want an iPhone 4.0? No really, be straight. Thought so – and just about everyone else wants one too. They did before the Apple press conference on Friday – and they do – more – now.
Want to see marketing and PR on a roll? Just watch Steve Jobs hitting the stage at 10 am Cupertino time. His audience? The financial analysts. He wooed them with absolutely the right messages at the right time and place.
He annoyed just about everybody else, except the distributors (that largely the network operators) but won the day. Why? He talked about how, right now, handsets (and networks) don’t deliver.
Sure, they connect, they can play, they can download and roll, The Smartphones have a way to go – but, as Steve Jobs said on Friday, they’re all getting there. It’s just that the iPhone is getting there quicker and with more style
Is the iPhone an issue? Not now, not really. Steve told us that the other “Smarts†have the same, solvable problem. At the technical layer its about a hardware/software workaround. Next time they’ll get it right.
At the network layer, it’s about integration – exactly how disparate mobile devices connect and communicate through this thing we call “the Webâ€. A theme for another post… but yours idea would be very welcome.
At the marketing layer, it’s about feeding desire – and Steve nailed this on Friday. Here’s the script: apologise, involve people with the problem, make it general, offer a bonus – then stoke the market with a time-limit. Beautiful.
So here’s the thing. In the next year, who do you think will sell more handsets – Apple or the Droids? My bet is still on Jobs to deliver, because the iPhone is still an object of desire.
Price-point is an issue but the difference between the Droids and Apple deals here and in the US mean that the corporates can still justify the added spend, if only on the base of desire. Professionals want to be seen using them.
But the iPhone does not only win there. Its nearest rival, HTC has produced beautiful products, the Desire and the Hero among them. The reviews are brilliant and all just point to a central sales flaw – the base. Open Source obviously means less control, more potential but at the same time means less control at the User Interface. If the Droids get the UI right, they will win the Apple war.
At the same time as we’re debating the benefits of Open Source, Apple, in the mobile sector, is winning because it has brand trust, brand affiliation, and a deep sense of its own rightness. It also does killer PR – in ways that we need to learn.
Weekly Social Media sites, tools and posts round-up (16-07-2010)
July 16th, 2010
Welcome to another instalment of the ‘Weekly Social Media sites, tools and posts round-up’.
1. Tweet Beat is a simple Firefox or Chrome add on that automatically brings you recent tweets from whoever (or whatever) is mentioned in the web pages you’re looking at.
2. Ckeditor is a plugin for WordPress. It’s an open source WYSIWYG editor, with common editing features found on desktop editing applications like Microsoft Word and OpenOffice.
3.Widgia provide free flash widgets for your social profile page, website or blog. Use the â€Get this†button under each widget to grab them in a click.
Below is a game from the gaming widget section.
soccer game by widgia
4. Static 520 (520 pixels is the width of the FB page) is Facebook application/page that can be customised and easily added to your Facebook group, for the price of $19.00 per year.
Check out how easy it is to set it in motion here:
5.Which loads faster is a tool that allows websites to go head to head in terms of speed. According to the site Bing loads faster than Google.
Social Media post of the week: 100 Great Writing Tips from the World’s Top Bloggers
SEO post of the week SEO for YouTube – How to Search Optimize Video for B2B Marketing
More of the same next week.
Check out previous issues of the ‘Weekly Social Media sites, tools and posts round-up’
BBC Radio 4 You & Yours – forensic approach behind the daily consumer programme
July 15th, 2010
The BBC’s You & Yours consumer affairs programme has just covered research findings by our client, the search and social conversion agency Tamar. The patient process involved in getting that five-minute interview with Winifred Robinson (my vote for radio Voice of the Year) was another reminder of how much respect the Beeb has for its listeners.
I began talking to the producer/reporter Kevin Mousley months ago about the YouGov survey commissioned annually by Tamar – Search Attitudes. Kevin is a straight up professional who does not waste your time or his so the fact that we were able to continue the discussions was a big bonus for me.
Kevin prised apart the data, reworked the ideas and came back several times with detailed, probing questions about the value, relevance and legitimacy of the Search Attitudes series, as well as the current study. He then worked on the detailed outline script, which was revised and assessed by his team before discussing the question-set and interview flow with Neil Jackson, Tamar’s Search Strategy Director.
Kevin then arranged for studio time in London so that Neil could be interviewed by Winifred via direct link to the Manchester studio where You & Yours was being produced.
Put that all together and we’re looking at least a couple of days’ work, for five-minutes of focussed Radio 4 airtime. I was mightily impressed!
You can hear Neil’s interview and learn more about You & Your team here as well as review the Tamar research, blogs and news on its website.
What can Bellwether actually tell us?
July 13th, 2010
As you may have seen on Monday, a one-off supplement to commemorate the 10th anniversary of the IPA BDO Bellwether Report, was released this week.
This of course includes comment from agency sage, and Ãœber marketing/ad sector financial commentator Sir Martin Sorrell, WPP chief executive.
His quotes include the fairly obvious: ‘The overall share of traditional areas such as television, radio, newspapers, magazines, outdoor and cinema has declined – in favour of consumer insight, PR and public affairs, branding and identity, healthcare, and specialist communications (which embraces direct, interactive and internet).’
Plus a reflection on the move toward integration: ‘Clients want more for the same money and that often means integrated solutions. Different specialities must be brought to bear coherently on a campaign. More and more clients are asking us to put together bespoke teams from across WPP, drawing the best talent from the group’s many renowned company brands.’
So, while it’s good to have these points backed up by the figures, I don’t think this is entirely new news for most of us in the marketing agency sector.
In fact, I would go as far to say that the positive and negative elements of the Bellwether report focus on very similar issues, simply because it is based on financials. This means the conclusions are accurate and trustworthy, but at the same time it also means that the conclusions are retrospective, rather than forward facing.
However, it’s still a good indicator, so what do the figures say? Well, according to PR Week; the ‘all other’ category, which includes PR and events, recorded a -7.9% downward revision in the second quarter of 2010. This revision was a significant drop from -3.5% in Q1.
‘Budgets for nearly all main Bellwether categories were revised down in Q2, with direct marketing and internet the exceptions. The findings suggest that the UK economy is now entering a phase of slower growth.’
To be fair, this was probably expected with the emergency budget announced in the UK recently, combined with a bit or realism hitting the sector as the majority realise we’re very far from being out of the financial crisis that has dogged the industry for two years. It’s also true that the actions of our Government will affect the recovery, or lack of it, but what of the effects we’re experiencing on the ground?
Although it’s a sweeping generalisation, new business across the board seems to be on the up (at least according to the PR and social agencies that I speak to). We all seem to be getting many more enquires, and as far as I can tell, the conversion of these opportunities is good.
Furthermore, of the agency people I’ve spoken to, many point to the fact that there seems to be a lot of agency reviews taking place, which may not always be positive for the incumbent, but suggests clients are either looking for more from their budget, or perhaps something different.
However, although those agencies that I’ve spoken to are generally positive, they have also caveated their excitement with a sense of trepidation about the future in terms of the economy.
So where to go from here? Well, as Sorrell says, we’re in a period of change, a change that has been very necessary for the agency sector for years. As I’ve said many times before on this blog, the change has been accelerated by the ongoing financial challenges, which has made it more painful, but necessary all the same.
In the long term, I believe the focus on integration of services and a more open and conversational approach to communication is certainly the way forward. We have been held back far too long by the rigid agency specialist approach, combined with blind broadcasting of messages.
This should also bring the era of agencies marking their territory and defending it fiercely to an end, as this approach simply isn’t relevant in a multi-skilled environment, where just saying ‘that’s our turf’ doesn’t actually mean anything. The focus has switched to well researched strategies, the ability to deliver and proven experience, whichever sector you originally came from.
For further analysis analysis of the report, check out Mark Sweney’s piece on the Guardian.