{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

Posts tagged with Agencies

top 100

How is the agency model changing? Part two

2014's Top 100 Digital Agencies report has revealed some changes in the agency landscape.

I've been looking at changes to the agency model. In part one I looked at PepsiCo's Galaxy model, the trend for marketers and agencies influencing the wider business, and how clients are increasingly embedding agencies or in-housing skills.

In this final part, it's time to discuss the demand for speed and agility, data's influence and changing pricing models.

2 comments
top100

How is the agency model changing? Part one

Michael Nutley’s report for 2013’s Top 100 Digital Agencies began with the assertion that “now, more than ever, the only generalisation that you can make about the way marketers and agencies are working together is that there are no generalisations to be made”.

I’d go further in 2014 (see the latest Top 100 agencies report)  and say that in many areas of marketing, client methodology is as varied as it has ever been, media volume is higher than ever and technology is eliciting tension in traditional agency models.

At the same time, customer expectation is soaring and transparency, or at least value, is increasingly the elephant in the room.

The aim for agencies is, of course, to provide value, but the continued digital transformation of clients is also making it harder for the agency to provide the right support.

Maturing marketing channels are increasingly integrated, dictating a converged media strategy. This is often better served by in-house expertise or by the embedding of specialist agencies. Project work, too, is on the increase.

“Change is constant” is one favoured aphorism of the marketing analyst. For agencies, if anything, the rate of change is constant, too.

0 comments
cockpit

Social media management companies: are they worth it?

Are social media management companies worth it?

Although ‘horses for courses’ applies, I’m going to attempt to address this question with the help of a few brand case studies.

17 comments
born to hack

10 benefits of agency hack days

They’ve been going on for a while now. They can represent project, product, PR and pitch.

What are the benefits of an agency hack day?

0 comments
steve carrell in the office

Senior level employees have greater digital knowledge: stats

So, you think your manager is an idiot? Looks like you're wrong, as senior level employees have better digital knowledge than their juniors.

That’s according to preliminary averaged results from the Econsultancy Digital Skills Index, designed to test digital knowledge across marketing.

It seems that senior level digital employees can put their money where their mouths are as they scored higher than mid-level respondents, who in turn scored higher than junior respondents.

The average scores for each level of seniority were 67% for juniors, 72% for mid-levels and 74% for senior respondents.

The assessment will remain live and continue to hoover up data, so take the test if you’d like to benchmark your skills against those of your peers.

In this post I’ll reveal a few findings from the assessments so far and discuss them in light of the skills of the modern marketer (incidentally, the title of a new Econsultancy report in our Digital Transformation series).

0 comments
If you're a vulcan, you can be objective.  The rest of us need to focus on communication.

Procurement: five ways to maximise communication

When you're buying, focus on opening up lines of communication, not on attemping to appear objective.

We’ve all been there, sat around a table talking to a series of vendors about how they’ll deliver our new site, or campaign, or brand.  

By the end of the day, we’ll be confused, up to our eyeballs in jargon, unable to remember quite who said what.

0 comments
the soda report

The changing relationship between clients and agencies

What do clients want and value in their agency relationships? What level of digital sophistication can be seen client-side? How are clients transforming in the light of increasingly digital customer experiences?

These are the questions asked by the 2014 Society of Digital Agencies (SoDA) Report and its Digital Marketing Outlook survey conducted in partnership with Econsultancy.

In this post I've rounded up some highlights from the report, looking at changes in the agency-client landscape.

2 comments

Digital to marketing to business transformation

IBM recently announced a $100m investment in its Interactive Experience arm. Essentially this is IBM’s global digital agency.

At Econsultancy we are currently finalising our annual Top 100 UK Digital Agencies report. Without giving away too much you will see the likes of IBM, Deloitte Digital and Accenture Interactive ranking highly. 

2 comments

Will your agency be in the Top 100 for 2014?

It's official - Econsultancy's Top 100 Digital Agencies report is now open for 2014 entries.

With the fee income from last year's agencies reaching a whopping £1.18bn, it will be interesting to see how the industry has developed within the last 12 months.

0 comments
about us

19 examples of cringeworthy 'about us' agency copy

Here is a checklist you can hold against your agency’s ‘about us’ section. Don't worry, it is equal parts 'do' and 'don't'.

Make sure you weed out examples of the latter and add in some of the former and your copy should improve. This list is solely about the content of your copywriting, the words you choose, not the formatting or style.

If you wonder why I’m qualified to create such a checklist, I can only cite my personal and professional interests in writing. I haven’t worked for many clients or won any awards but I have doggedly scrolled through many agency websites.

I must say that my favourite, in the end, was e3, which forgoes an 'about us' section altogether, opting instead for a little piece of copy on the homepage.

However, there are lots of great 'about us' pages out there, and even some of the 'don'ts' I have gathered work well in context. That means having a great copywriter on your team is essential.

Aside from this checklist, other resources worth looking at include my post on building a personal brand, and Chris Lake’s oldie-but-goodie, the A-Z of online copywriting.

5 comments
businessperson reducing agency costs

Do you really need a search agency in 2014? Three reasons to bring it in-house

As we enter a new year, is it time you take a fresh approach?

Last year, through various tender processes, we at Confused.com drastically reduced the amount of hours and spend we gave to search agencies (both PPC and SEO) and I thought I’d share some of my thoughts with you…

9 comments
Pushfit cube percentage by LEOL30 on Flickr

PPC agency payment models: percentage of spend

This time last year I scrutinised a number of SEO agency payment models, concluding that many of the pricing structures and commercial arrangements offered by agencies are outdated in the context of today’s organic search landscape.

PPC is generally accepted as an ‘easier buy’ compared to SEO. However, you need only do a search on Google for ‘PPC services’ to be confronted with a baffling array of offers:

7 comments