replica. The risks of getting bad advice from a media agency is much too big, writes Keybroker CEO Fredrik Holmén in a reply to Daniel Collin.
I want to thank Daniel Collins response to my debate article and his call for the phrase me sharper. It’s a good call, I will try to follow.
What I would say is that clients who want to buy print should turn to a media agency because they are basically print bureaus. Those who want to buy digital should turn to an agency that specializes in the digital world. The risks are getting bad advice and bad strategy of a traditional media agency is much too large.
Let me take an example. It was more than Daniel who responded to my article. One of the media agencies his company competes with wrote the following on his Facebook page under the heading “RESPONSE TO FREDERICK Holmen” (their caps, not mine): “If the growth is achieved by getting more customers to consider you more often on more buying opportunities … how can then reach to be irrelevant? “
A good digital campaign does not work that way. In a digital world, we strive to make the customer experience tailored to man, with ads that he or she can benefit from. With the right message, the right data and the right technology, we can make marketing into something people appreciate. It can be about reminding a customer that placed a flat-screen TV in their digital Now that she should actually complete the purchase so it has time to arrive before Christmas Eve or propose a new blouse that we know they will love.
Hard facts say that we need to have a debate about who is behind all poorly targeted marketing on the Internet. The problem is that 26 percent of those purchasing marketing think that the agency they use to get better at digital under Registration. The big problem is that 4 of the 10 install software to avoid advertising as MediaVision. I’m honestly not surprised.
I have the greatest respect for my colleagues on the established digital agencies. We all have different focus, but the skill of really good digital marketing are of the digital agencies. Nevertheless, I become just like any other awash in poorly targeted advertising every time I surf around the web.
Then we must ask ourselves, where are all poorly targeted internet marketing from?
only use digital media as a new way to push out advertising to customers are missing out on the opportunity to create better results. Digital specialists understand how every dime from branding to conversion helps to create financial results – new customers, more purchases from existing customers and better profitability.
Advertising investments in print has in one year decreased between 17-30 percent depending on the sector. Print agencies are not so stupid that they realize that they must be digitized or die. But repentance for the gallows never creates real commitment.
The digitization brings a new age, which will change everything. This is also how we do business and how we market ourselves. It is by creating good customer experiences companies can build relationships with their clients. It favors fundamentally good companies with good products. We at the digital agencies now see everything we worked for breakthrough. We look to the future without fear, but with confidence.
My call to you who feel that your media agency needs to enhance their digital skills is to determine a meeting with a digital agency instead. In the digital agencies will find expertise, experience and above all the passion of a digital world.
Fredrik Holmén
CEO at Keybroker
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