The agency of the future


What will the advertising agency of the future look like? Will traditional agencies realise the importance of things such as search and metrics or will they continue to hide behind TV? My prediction is that most agencies will realise that digital is just a channel and should be given the same cudos that TV departments are given.

There will be account service and creative people who specialise in digital, but they will be integrated and able to handle multiple channels rather than just one. The digital production and studio resources will be seen to be similar to TV, where there are directors (designers) and specialists (coders and developers) provide expertise and help craft the idea rather than being compared to the print production studio.

Written (but not finished) by Dominique Hind

Digital marketing 101 – An interactive intro


One of the most viewed posts (from this blog) and referring search terms are around digital training or advertising agency training for digital/interactive. Every agency is craving digital training and trying to up skill all staff quickly. In Sydney, there are so many digital courses and conferences out there, but it is hard to know which ones are right for the different skill sets.

Based on the iSchool sessions I ran at Y&R Brands (see previous post), I have put together an updated digital marketing introduction or basic 101 session for agency staff.

PURPOSE

The purpose of the presentation is to provide a basic overview of digital marketing, the different facets and how companies are embracing digital. This is only a short/quick introduction to digital.

TARGET AUDIENCE

Traditional advertising agency staff across all areas: strategy, account service, production and creative.

TOPICS

The presentation covers very basic digital topics including:

  1. Short introduction to the Internet
  2. Customers online: a paradigm shift
  3. Advertising today
  4. Online advertising
  5. Search consumption (SEM & SEO)
  6. Blogs
  7. Social networks
  8. Website
  9. Email
  10. Benchmarks & ROI
  11. Top 3 online trends

The presentation doesn’t cover the following topics (another presentation will be created for these):

  1. Mobile
  2. RSS
  3. In-depth web development
  4. Driving traffic (social marketing)

PRESENTATION

If you would like a copy of the presentation, please send me an email (in presentation) or post me a comment.

Written by Dominique Hind

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