Pinboard (jerryking)
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recent bookmarks from jerryking‘Math men’ not mad men rule advertising’s data age, says Lévy2019-05-05T21:03:00+00:00
https://www.ft.com/content/af97c1cc-6e85-11e9-bf5c-6eeb837566c5
jerryking>disruption<< Publicis, the world’s third-largest advertising agency by revenues, has made a big bet on data. In April the company made its largest acquisition with the purchase of Epsilon, a digital marketing company owned by Alliance Data Systems......Like its rivals WPP and Omnicom, Publicis is >>under pressure<< as Facebook and Google have >>disintermediated<< the traditional agency model. The two tech groups account for two-thirds of digital advertising sales in the US.....The industry has been consolidating as traditional agencies look to position themselves as data analytics gurus who can help brands target shoppers online. Last year Interpublic bought data business Acxiom for $2bn, while just last month buzzy agency Droga5 sold itself to Accenture......Despite lingering fears that an economic slowdown is looming, “the situation is much better now,”.... making the Epsilon decision easier. “The fastest-growing segment [i.e. = "high-growth"] in our industry is data, technology, internet. Period. All the rest is suffering.”
]]>advertising advertising_agencies analytics big_bets data decline disruption disintermediation Epsilon Facebook Google Interpublic marketing mathematics Maurice_Lévy Omnicom Publicis WPP Mad_Men mass_media high-growth under_pressurehttps://pinboard.in/https://pinboard.in/u:jerryking/b:9f1c4f47dbb9/Technology has upended the world’s advertising giants - Mad men adrift2018-04-13T19:17:07+00:00
https://www.economist.com/news/business/21739758-advertising-agencies-are-under-pressure-change-archaic-and-inefficient-elements-their
jerryking>duopoly<< of >>Google<< and >>Facebook<<. Some of their biggest clients, such as Procter & Gamble (P&G) and Unilever, are also being disrupted, in their case by smaller online brands and by Amazon. They are cutting spending on advertising services, and also building more capabilities in-house. Consultancies with digital expertise such as Deloitte and Accenture are competing with agencies, arguing that they know how to connect with consumers **better, and more cheaply**, using >>data<<, >>machine learning<< and app design.......This month Marc Pritchard, chief brand officer of P&G, criticised their (i.e. the ad giants) model as a “Mad Men” operation that is “>>archaic<<” and overly complex in an era when campaigns and ads need to be designed and refined quickly **across lots of platforms**.
Technological forces are buffeting this model.
(1) The first big challenge is >>disintermediation<<. Despite the growing backlash against the tech giants, Google and Facebook make it easy for firms big and small to advertise on their platforms and across the internet via their powerful ad networks.
(2) The second headache is the rise of >>ad-free<< content for consumers, especially on Netflix, and the corresponding disruption of >>ad-supported<< television, which has declining viewership globally.
(3) Third, Amazon’s e-commerce might, and the growing clout of internet-era >>direct-to-consumer<< upstarts, have weakened the distribution muscle and pricing power of the advertising giants’ biggest clients.....cost discipline among clients is driven partly by the influence of thrifty private-equity investors like >>3G<<, the Brazilian owner of AB InBev, the world’s largest brewer......Sir Martin argues that the budgetary pressures that have forced his clients to cut back on advertising are a cyclical problem, not like the structural challenges posed by technological disruption.
In private, however, a senior executive at a rival ad-holding firm rejects much of this optimism. Technological disruption and disintermediation, he says, will only deepen. The efficiency of targeted digital ads means companies can spend less for the same outcome in branding. ....The advertising firms are responding by hiring away talent, acquiring businesses (in 2015 Publicis bought Sapient, a digital consultancy, for $3.7bn) and gradually changing how they make money. Their plans mostly boil down to two things: investing in digital services and consolidating their collections of businesses so that they can provide a range of services to one client more cheaply under one account.]]>advertising economics marketing advertising_agencies Martin_Sorrell WPP competitive_landscape P&G Unilever disruption Deloitte Accenture Publicis Omnicom via:sparkey ad-tech programmatic Google Facebook Amazon digital_strategies direct-to-consumer 3G ad-free ad-supported archaic cross-platform data disintermediation duopolies machine_learning Mad_Men pricing_power better-faster-cheaperhttps://pinboard.in/u:jerryking/b:629fb366f446/Crucial Assorted Marketing Concepts For Start-ups2014-05-05T18:19:47+00:00
http://www.skmurphy.com/wp-content/uploads/2007/04/Crucial%20Marketing%20Concepts.pdf
jerrykingmarketing market_segmentation Clayton_Christensen start_ups disruption niches Geoffrey_Moore S-curves early_adoptershttps://pinboard.in/https://pinboard.in/u:jerryking/b:15871e9b73b8/Top entrepreneurs talk about how to keep your customers, and find opportunities, in tough economic times2009-05-13T10:27:55+00:00
http://online.wsj.com/article/SB10001424052970204038304574145580304296414.html
jerryking>trying to stand out from the crowd<<. I think the best one we did, which we launched when it was about six degrees outside, was a marketing campaign that says, what this town could really use right now is a good bowl of chicken soup.
Chicken soup is one of the great comfort foods in every single culture, and we think that we need to be selling comfort right now. And chicken soup also is a way to define the restaurant. .....people are always looking for joy. They’re always looking to be connected. They’re always looking to feel generous. So Danny’s insight, which is so brilliant, is for the cost of a bowl of chicken soup, you get to feel generous. You get to feel connected. You get to feel part of the community. That story is easy to tell because we all have a memory of chicken soup growing up.......Marketing is not this blank check that lets you sell whatever you want. The challenge that we’re facing, as we enter this serious recession, is not how do we stop doing everything. It’s how do we create experiences and stories, interactions, that don’t necessarily cost a lot of money, but create value for everyone concerned.......I think that for an entrepreneur who is interested and passionate about creating something in the technology space, whether it’s a device or a service or a platform, this is an extraordinary time, because there’s an enormous lull in the Fortune 1000 with respect to innovation and new ideation. ........on the equity side, where they don’t have these types of opportunities, we look for innovative companies that actually create a disruption. The simple thing is, if you can offer the environment where we can lower your costs and improve quality, it’s a no-brainer.
But in general, we have to make certain that these entrepreneurs really know the industry, they know the customers, they know the competition and most importantly, they know thyself, they know what they can and cannot do.
So it’s interesting when you play across the capital structure, how you bifurcate this, and I think it all has to do with innovation and creating something that doesn’t exist, that fits a pent-up need.
]]>Gwendolyn_Bounds Seth_Godin Danny_Meyer entrepreneur economic_downturn hard_times attention innovation ideation ideas underwriting geographic_ingredient_branding Buy_American craftsmanship soups marketing storytelling lingerie intimate_apparel idea_generation emotional_connections small_batch generosity joy self-awareness disruption stop_doing recessions survival_strategies standing_out_from_the_crowdhttps://pinboard.in/u:jerryking/b:bfffafd6cca7/