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Business of Marketing > Agency Business

Agencies Are Confident About Profitable Growth This Year. Where Will it Come From?

June 9, 2017

Some 86% of agencies are confident that this year will be better than last in terms of profitable growth, according to a Society of Digital Agencies (SoDA) survey [pdf] of 126 executives primarily from mid-sized ($25M or less in annual revenues) digital agencies in North America. Emerging technology seems to be an area where agencies can drive revenue gains, per the report. Read more »

Enterprise Organizations Tout Effectiveness of In-Person Events for Demand Gen

June 9, 2017

Marketing decision-makers working at organizations with at least 1,000 employees are seeing results from their event marketing efforts, per results from a survey from Certain [pdf]. More than three-quarters rated the effectiveness of their organizations a top-2 box on a 5-point scale when asked about driving business results such as demand generation and pipeline acceleration from in-person events. Read more »

Agencies’ Post-Election Takeaway: Focus More on Customer Demographics and Values

June 2, 2017

In the wake of the 2016 election, agency professionals stress that it's important to understand the demographics and values of a brand's customers, according to a recent 4A's survey, which examined consumers' and ad agency professionals' thoughts regarding brands that publicize their political or social beliefs. One-third of 4A's members surveyed advised more diverse perspectives in creative or planning. Read more »

Email’s Not Dead; Brands Are Innovating With It. Here’s How.

May 1, 2017

It wasn't so long ago that email was supposed to die at the hands of social media as a communications channel. But brands have been sending more email, consumers have been doing the same, and marketers continue to rate email the most effective digital channel. But what are they doing to get better? A report from Econsultancy and Adestra [download page] offers some insights. Read more »

Who’s Making Agency Selection Decisions, Anyway?

April 12, 2017

As one might expect, CMOs are most likely to be in the driver's seat throughout the process of agency selection, according to a 4A's survey [download page] fielded by Advertiser Perception. But in certain instances, the marketing team cedes its influence to the CEO and executive management. Read more »

Which Digital Capabilities Are Advertisers the Most – and Least – Confident About?

March 31, 2017

Some sobering results from Boston Consulting Group (BCG) and Google Digital Academy: on a 100-point scale, marketers working at advertisers around the world score their organizations' digital capabilities at an average score of just 57. Worse yet, that number hasn't budged since the last time the survey was fielded 18 months earlier. So where are advertising organizations having the most trouble? Read more »

Which Video Ad Targeting Methods Are Popular With Brands and Agencies?

December 27, 2016

Demographic targeting continues to be one of the more frequently used methods for targeting consumers via digital video ad campaigns, according to recent study results from Videology and Advertiser Perceptions. The survey of more than 300 brand marketers and agency advertisers found that demo and behavioral-based targeting were the two most popular targeting methods today. Read more »

Very Few Americans Trust Advertising Practitioners’ Honesty

December 27, 2016

When it comes to rating the honest and ethical standards of people in various professions, American adults rate medical professionals highly. But advertising practitioners? That's a different story. In fact, just 11% of adults rate advertising professionals highly for their honesty and ethics, according to Gallup's latest research on this topic. Read more »

How Are Marketers Using Location Data?

November 28, 2016

mma-how-marketers-use-location-data-dec2016The vast majority of marketers and agencies see location data as either important or critical to their mobile efforts, according to survey results [download page] from the Mobile Marketing Association (MMA). Location data is valued most for its ability to improve targeting and insights, though many also see it as useful for understanding the path to purchase and as a way for measuring ad effectiveness. Read more »

Search Marketers See Social, Mobile Rising in Importance

October 6, 2016

hanapinmarketing-search-marketer-budget-increases-oct2016Text ads (86%) and remarketing (65%) are considered the most effective PPC channels by search marketers, finds Hanapin Marketing in its latest annual State of PPC report [download page]. But not far behind, mobile (56%) and social (42%) are gaining steam, with these channels increasing in perceived importance and seeing planned budget hikes. Read more »