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Carri Bugbee

6 Reasons Marketing Is Moving In-House - 0 views

hbr.org/...s-marketing-is-moving-in-house

in house marketing in-house marketing strategy ad agencies

shared by Carri Bugbee on 01 Sep 15 - No Cached
  • 1. Agencies are slow.
  • “The work is moving closer to where the customers are, where the responses can be more rapid and connected.”
  •  2. Agencies are stuck on advertising.
  • ...4 more annotations...
  • Another brand manager told me that many agencies are creating social spin-offs but they still operate like traditional ad agencies
  •  3. Continuity has become more important than campaigns. There’s a key difference between funding an ad campaign and supporting a social media effort.
  • 4. Companies no longer want to outsource customer relationships.
  • “Agency employees are stretched thin, and their ideas are too. It’s harder to invest in a brand and do a bang up, non-cookie-cutter job for a client when you have 12 other brands on your time sheet. Moving to the client side allows for more opportunity to really invest in one brand and watch it grow.”
Carri Bugbee

3 Ways to Make the Most of Programmatic and Data-Driven Creative - Think with Google - 0 views

www.thinkwithgoogle.com/...atic-data-driven-creative.html

programmatic data driven creative creative ads advertising

shared by Carri Bugbee on 12 Mar 16 - No Cached
  • First, you may already be using data from customer relationship management (CRM) tools and market research to inform campaigns. But a wider array of data signals is available, from analytics on your brand's website (that could tell you your most popular products, for instance), to audience data (that could give a glimpse of age, gender, or interests), to contextual insights about which device, location, or media type delivered the most success for a campaign. The trick is to know all the sources of data available, and figure out which can fuel smarter creative.
  • Too often, the creative agency and production shop are brought into the campaign process after the media strategy has been decided. By informing the creative agency of all the data from the outset of the project, you can work with the agency to build more relevant creative strategies for your target audience.
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