It's An Absolute Disgrace - Advertising Agencies Are Getting Away With Murder

Well... with downright Robbery at least!

Why are they allowed to get away with no accountability at all?

The pollution of advertising messages is getting worse, despite supposed claims to clean the problem up.

And now there's even more bad news, a major study on Internet clutter finds the more ads on a page, the more click through rates, brand impact and product information declines.

Because Advertising Agencies have no answer to the problem of advertising's increasing ineffectiveness, the solution now is an increasing stampede to any new destination, like mobile phones where the greatest risk lies for a new avalanche of commercial content.

Whilst all this is taking place a big assault on television is underway, by, for example Google.

And all of this adds up to...you've got it, more and more clutter.

So whilst more and more marketing monies are poured down the black hole of TV and Internet advertising, there is another threat from the rackets and scams of the digital Mafia.

The problem is so dire that hackers are now conducting online auctions for people's personal details. It has emerged that there is an $8 billion on line black economy centred on credit card theft, corporate blackmail and insider share dealing.

Do you want your advertising to appear in such an environment? Meanwhile Advertising Agencies are leading the rush, together with increasing the clutter, onto that totally unproven, and highly suspect medium, the Internet.

Even that well known advertising personality, Jerry Della Femina is on record as to questioning the value of advertising on the Internet. Jerry has played an enormously influential role in the history of advertising. He states "I don't know any advertising agency that has mastered the Internet yet. Being able to understand it and sell products on it through advertising creates resentment, working to shut down attention rather than elicit interest."

For Media Companies the problem of clutter raises complicated questions of economics, Media companies and their associates won't look at it because they don't think in a multimedia way. Advertising will have to try and deal with the problem.

And the new media has the potential to deliver even more saturation, clutter and intrusiveness than traditional media, so the new media will only worsen marketing resistance.

Any time there's a new destination for people, the assumption is they've got to find a way to put some ads there. That's only going to make things worse.

Under the headline "The Money-waster That Marketing Ignores" AdAge had this to say about Clutter's drain on advertising effectiveness.

"Clutter, the rising blizzard of commercial messages sweeping through TV shows and other traditional and non-traditional communications channels, has become a blinding, deafening force heavily cutting into the overall effectiveness of advertising..

Yet little is being done to quantify the massive financial drain of clutter on marketing campaigns or organise a practical solution to the problem. Advertising Age paints a bleak picture of an industry apparently determined to ignore what may be its largest single money-waster!

However, the truth is that the interruption advertising model that supports television is broken, and without the utility that is currently found only on the Internet, TV will eventually become completely unsupportable.

People don't like to watch ads. The combination of the Internet and DVRs have opened up a Pandora's Box... People know what life is like without the traditional advertising model, and there's no going back. They will willingly sacrifice some production quality if doing so means they don't have to be interrupted. Trying to force people to accept interruption is only going to turn them off more.

The death knell for the advertising agencies?

Advertisers in the US will, for the first time, be able to see how many viewers have watched TV during ad breaks thanks to more detailed viewing data to be released by Nielsen Media Research from next month, according to reports.

According to the Financial Times, Nielsen will provide US TV networks with accurate data on how many viewers continue to watch channels through commercial breaks.
Nielsen said the new audience ad data would make a "big change" to the US ad industry, allowing broadcasters to access the average audience rating for ads during a programme, but it would not rate the success of individual ads.

The changes are being tipped to substantially alter the relationship between broadcasters and advertisers in the US ad market, which is worth $70bn (£35.6bn) annually.

Sara Erichson, general manager of national services at Nielsen, said: "There have been increasing calls from buyers and sellers of advertisers to look at the audience ratings and not use programme ratings as a proxy."

However, the new data could divide the industry, with some advertisers supporting calls for more accurate information on the performance of TV campaigns, but others fearing a dramatic loss in coverage if networks decide some ads are making viewers switch off.

There is, and has been for some years, a very simple solution to the ills that beset the marketing and advertising industries. In the past the advertising agencies have shunned the solution because it does not rely upon creativity, reach and frequency, the current model so beloved by the advertising industry.

It is interactive marketing communication, in one fell swoop Clients could solve all their problems and assist existing media to solve theirs at the same time.

Interactive advertising is richer than all other forms of marketing communication, and it is becoming increasingly clear that it is only a matter of time before Clients embrace the business saving life force of interaction!

Choose your own commercials anyone?

Interactive TV will immediately halt the interruption model on which television is based, that is interactive marketing properly executed will make advertising on terrestrial TV become richer because of the very nature of Interactive Marketing Communication.

Existing terrestrial television need no new technology imposed upon it to create immediately highly successful, totally accountable advertising "Events."

Automotive Advertising Agencies Leverage Viral Marketing Through Social Media and New Technologies

Consumers own the dealership of tomorrow, today... so get to know your new boss! Monetizing social networking is the challenge of the day and automotive advertising agencies that hope to serve their auto dealer clients need to apply new technologies and consumer-centric solutions to put their customers to work for them.

One constant in the auto industry is change, and since human nature is also a constant, most productive change is driven by technology. New technology driven solutions are able to integrate proven real-world selling systems with efficient and scalable online platforms to sell more vehicles and service with less staff. Auto dealers know they need to leverage social media and the viral marketing messages that it generates, but they don't have the resources or skill sets to do it; yet! Salespeople and brick and mortar dealerships will always have a role in the sales process, however tomorrow's virtual dealerships are already being built. Automotive advertising vendors have developed a variety of customer-centric online applications that blur the line between the real and the virtual world allowing dealers to use C2C comments to market to social networks from the inside out vs. B2C that does it from the outside in.

The explosive growth of Internet based digital marketing by auto dealers has been fueled by dealer's needs vs. their wants as advertising budgets have been reduced in synch with reduced sales volume and profit margins. The initial investment for many dealers was limited to building their online virtual showrooms as consumers replaced their local car row with the Internet Super Highway as the place to shop for a vehicle. The consolidation of brick and mortar facilities may have been accelerated by a shrinking economy and government dictates however, the writing has been on the virtual wall for some time. Technology has always served as the catalyst for change and the Internet has proven to be the platform to introduce the next evolution of the auto industry.

From the auto dealer's perspective, Internet based social networking was initially perceived as the virtual version of a Chamber of Commerce, the Rotary Club, Community Event, Fraternity, etc., etc. linked by technology that serves as a central communication and distribution tool. This limited understanding and application of social media was based on the presumption that B2C marketing messages were the objective as dealers attempted to replicate proven real world selling processes translated onto the World Wide Web as an extension of their virtual showrooms.

Relationship based selling processes in the real world were presumed to be transferable onto the World Wide Web, but based on experience; not so much! Dealer-centric messages relying on the fact that people like to do business with people that they like are diluted when filtered by the glass wall that isolates the customer from the dealer. The logic to -- Sell yourself, sell the dealership, sell the vehicle and then justify the price -- is an accepted wisdom based on the one constant that has survived in both the real and the virtual world -- Human Nature! Unfortunately, human nature also drives the need for consumers to seek the path of least resistance when looking for information to satisfy a need -- like purchasing or servicing a vehicle -- and the next generation of consumer-centric social networking and C2C marketing satisfies that need better than an auto dealer can; or ever will.

Internet based social networks represent an online community of likeminded consumers who have a strong influence on their online friends. Auto dealers recognize that they must invest and involve in these online communities as people, not as an auto dealer. However, they will always be perceived as an outsider with self serving interests no matter how much they try to join in on the conversations. Their best intentioned efforts to prioritize the interests of their online friends to earn their trust and consideration when they need a new vehicle -- or service for their present one -- will always be suspect.

Advertising Agencies - Finding Low-Cost Ad Agencies Online

So you need to advertise your product or service online, and you're considering your budget? Finding an affordable advertising agency is not like pursuing some unattainable romantic partner; the Internet offers a wide range of ad agencies to choose from. It's important, however, that you actually 'marry' the one that's right for you.

Web design agencies build professional-looking web pages, and they're the ones you call on for your web design needs.

If you need logos for your site, you can hire logo design agencies. You can either choose from their catalogs of ready-made logos or you can order custom-designed logos at affordable prices.

If you think your website isn't getting the exposure it needs, search engine optimization companies will be happy to help. These outfits will analyze and optimize your site to maximize its search engine ranking and traffic. These companies also do link-building-and-exchange, which will definitely help your site.

Branding, trademarks and domain names are often critically interrelated. While some full-service ad agencies might include domain registration as part of their offerings, reserving your business name and on the Net is the primary business of the domain registration companies, or registrars. Reputable ones need not be expensive; just be objective and always consider your options.

Competitive registrars often bundle useful tools and features with their basic services, or offer discounts on hosting, traffic or design packages, or other services you may need anyway. If you're experienced in these matters you likely know exactly how much or how little you need, and too much interruption during your intended purchase can be annoying. In fact, the actual style in which one registrar presents you with up-sells during the registration process ( "Since you've already got your credit card out...") may rub you the wrong way, while another, not as much.

You must also consider how much support you or your team will need with the registration, renewal and management of multiple domains. Not all registrars' support is live 24/7/365.

Copywriting agencies will help you maintain quality content on your site to capture the attention of your potential market. Individual copywriters also commonly go freelance and keep their own sites. If you visit their websites and like what you see, then you've found people who will definitely meet your requirements.

These are just some of the services advertising companies offer. As in the building industries, you may be in the market for a "general contractor" to manage a larger aspect of your promotional projects or process. Or if you have someone on your payroll who can fulfill that role, you may or may not have in-house talent that can do the equivalent of some of the subcontracting work. No matter what your need is, there will always be professionals eager to help you with your e-marketing. Look around and ask around; good reputation and talent are not always synonymous with expensive.

Why Aren't More Advertising Agencies Blogging?

"Blogs Will Change Your Business" declared the front cover of the May 2, 2005 Business Week. Without question, the Web publishing format is gaining popularity as a legitimate new business marketing tool.

A well developed blog provides fresh, updated content and natural links in abundant supply, and it does so in ways that far exceed the capability of other types of web content. Blogs are often the most regularly visited parts of a companies website.

Technologically savvy businesses are using blogs to build relationships with their clients and prospective clients by sharing information, their culture and expertise. However, it doesn't appear that ad agencies are that technology savvy. Instead of leading the way they are often lagging far behind and that is a sad reflection on our industry.

Blogging is an incredible marketing tool for ad agencies own self promotion. The benefits of blog marketing is almost unlimited. Agencies have the ability to draw prospective clients into conversations, giving them an interactive forum on the web. It increases credibility for agency's as an expert in their industry and makes agency's more attractive to their target audiences and in recruiting. It also provides an excellent opportunity to build relationships.

Why aren't more ad agencies blogging? The same old cliches come to mind, agencies don't practive what they preach, the cobblers children have no shoes and ad agencies are their own worst clients. But they are missing out on a great opportunity to demonstrate their own credibility and expertise in a immensly popular new communications medium that would provide them with great dividens especially in the area of new business.

New Business Resolutions For Advertising Agencies

It's traditional on New Year's Eve to announce your New Year's resolutions, those things that you're going to do better or more of during the new year. Below are a few suggested new business resolutions that will make 2008 a brighter year for your agency:

o Resolve to create an integrated New Business Action Plan for the year. Unbelievably, 62% of agencies don't have a planned new business effort. Remember, this isn't rocket science. All that you need is a 1- 3 page tactical plan that list key target segments, strategies, timeline and ballpark budget. Having a plan will also allow your agency to automate, or at least, semi-automate, most of its new business processes (mailings, RFP responses, presentations, etc).

o Resolve to identify and prioritize one to three industry niche prospect segments. More emphasis with fewer new business segments raises your visibility to become the go-to agency. This will give your agency's new business efforts focus.

o Resolve to develop a brief PR plan. Also consider hiring an outside freelancer or PR firm. Agency PR staff, pressed with current client needs, generally do not promote their own agency well.

o Resolve to update the agency Website. Among businesses looking for new agencies, 93% go to the agency's website first. Critically review your website. Make sure it presents your brand/positioning and brand character in a clear and compelling way.

o Resolve to form a new business team and have weekly new business meetings to keep the process moving. The key to success is consistency.

o Resolve to allow between 30 and 40% of your time for new business activities. You are, after all, the "new business ambassador" for your agency.

o Resolve to stay the course. New business efforts are relational and take time to come to fruition.

How To Choose A Marketing Agency or Advertising Agency

Choosing a marketing agency is a difficult task. This article offers useful tips for find a firm that simplifies your marketing. No more roadblocks. No more detours. First, let's look at two approaches to small business marketing.

A New Way to Think About Your Marketing

Here's the old way to think about your marketing:
I need a brochure

I need a business card

I need a Web site

Now here's a new way to think about your marketing:
I'm launching a new business...what do I need?

I need to attract new customers

I need to differentiate myself from my competitors

The old approach thinks of marketing as products. The new approach thinks of marketing as solutions. Once you think of your marketing as a set of solutions, you'll be better able to align your spending with company goals.

Why the New Approach to Marketing Matters to You

Think of marketing as part of a pie graph. The graph represents the hours you have in a day, and each wedge is the amount of time you spend on the tasks of running your business.

Under the old model, a large percentage of your day was spent supervising the production of your brochures, business cards, and other marketing collateral. That means you had less time for building relationships with customers and growing your business.

Under the new model, your marketing is simplified so you have more time to focus on strategic goals. A team of knowledgeable marketing professionals handles everything. Each marketing is strategically aligned with your business goals.

How to Choose a Marketing Firm

For a "marketing product" approach, you could use a combination of sources: freelancers, in-house employees, print shops, Internet orders. It may take five or six people to get the whole project done, but you'll be able to shop around for the right people.

For a solution-oriented approach, you want something simple and convenient, yet sophisticated enough to help you stand out. Choose a marketing team that can adapt as your marketing needs evolve.

Questions to Ask a Marketing Agency
Can you handle my complete marketing needs (from logos to Web site, from writing and design and printing)?

Will I have access to the writers and designers?

How quickly will you be able to complete my project?

Can you recommend marketing solutions based on my goals?

Will I have a single-point-of-contact to simplify the project?

Pulling it All Together

Marketing doesn't have to be difficult. You're a growing business, and you need time to focus on your customers and your operations. Finding a firm with resources, marketing expertise, and knowledge of your industry will allow you to focus on your growing company.

The Significance of an Advertising Agency in Letting Your Business Go on and Prosper

The need of a good advertising agency London certainly proves to be a good way to have your products and services known by your target group of customers. With tight competition against the best of the best, creative ideas for advertisement and promotion are perpetually essential, especially that business solutions demand nothing but the exceptional.

Being an owner of a business means an overlapping concern for the different aspects to where you should direct your focus. Aside from thinking a strategic plan to market, to brand and to conceptualize how to present the product; anything can come way out of hand. There are just parts in handling a business that you would rather have someone else take care of. When assigning people to do these, of course, you would want to depend on people who know what they are doing.

Starting your own business wherever you are is extended by the amazing capability of communication. No matter what kind of business you want, if you want to compete and be the best, you will be in need of a design agency. London and New York, among others, have these creative ideas that will take care of your product promotions. If you start small with a creative idea and beat the odds of failing, your small business might turn out big later on.

Advertising agencies understand the fact that many business owners may have the lack of ideas on how to carry out a good promotional campaign. This usually happens and so the business fails to operate successfully. Most of them close down in a matter of months. Mismanagement, more often than not, is among the common errors committed in this aspect of the game. What a promotional agency will do is to pin down which groups of people might be interested and will consume what you are selling. A way to approach this is conduct a research. If your product can cater the needs of a huge crowd then the next thing to consider is the possible reasons why they would not buy your product.

Assigning a branding agency to do the craft on presenting your product to attract customers is not a bad thing. It will prove its worth as you start marking your trade in the industry you choose from. The agency's work includes the logo design, color, font and everything that materializes the whole package of the product.

While trying out to start a small business can put you to a safe zone, there are many factors that your operation will fail sooner or later. Planning with ideas and concept reflects quality in the product or service. Corporate identity London may be too farfetched to think about at this moment. Nevertheless it can be assumed as long as you aim to compete with the best of the best with a tinge of luck.