Posts Tagged ‘advertising’

Marketing Power Tools – Building efficiency through effective use of power tools

June 24, 2010

In the same way that two men using power nailers can roof a house in less than a day versus a week using manual hammers, our clients utilize LiveTechnology’s platform of marketing power tools to take cost, time, and hassle out of the process of managing large advertising production management tasks such as ad localization and versioning.  That said, in the same way that construction power tools have specific designed-in capabilities and are sized for the job at hand – so it goes for marketing automation.  In this issue, we take a look at how to evaluate how your organization could benefit from using LiveTechnology’s “power tools”.

A simple process:

When you boil down the process of getting an advertising or marketing message into the marketplace, it really comes down to three simple steps:

  • Create/Ideate:  In this process, the message is ideated, created, written, shot, recorded, etc.  Typically this function is performed by creative services departments at either agencies or within companies.  At this step, people think of the idea and then execute it into something that can be used in the second step.
  • Production:  Production is the process of synthesizing the output of the creative process into something that can be consumed by the third step …
  • Media and Manufacturing:  Media and Manufacturing is the process of utilizing the output of the creative and production steps to deliver the message to the intended audience.  This includes media outlets and channels such as newspapers, websites, magazines, TV stations, direct marketing and more, and includes manufacturing processes such as POP, printing, and more.

The process is relatively efficient and capital-intensive at the ends of the process – and has lots of room for improvement in the middle.

A Question:

Our clients often call us intrigued by the concepts and then struggle to apply them until we help them define how to judge whether or not you need “power tools” in your marketing.  The question always is “Well, how do I know if this is going to work for MY company?”

The Answers:

Don’t you love it when someone answers your question in the form of another question?  The answers lie the questions you should ask yourself when considering the question “do I need marketing automation at my company to help build efficiency in our marketing process.”

1)      Do you have dealers/stores/sales reps/franchisees that sell your brand?

2)      Do those selling your brand at the transaction level use your brand in marketing?

3)      Are those selling your brand locally using your brand correctly?

4)      Do you have directly-owned distribution or is it two- or three-tier?

5)      Do you frequently run advertising in multiple newspapers or print publications on the same day?

6)      Do you have the need to target your ad message to those receiving it?

7)      Do you run online advertising where the message is targeted to either the location or demographic of those viewing the site?

8)      Do you source-code or in some other way, uniquely identify your advertising and marketing materials for the purpose of tracking?

9)      Do you have your agencies create multiple versions of the same thing for any possible reason?

10)   Do you have the need to share your brand’s assets and information with partners or other entities?

Just saying “yes” to a single criteria means you should take a serious look at utilizing marketing technology to build efficiency in your marketing efforts.  Like the use of power tools, using marketing technology application like LiveTechnology’s LiveRetail and LiveMarketer products shouldn’t be done unless you’ve given serious consideration to the job at hand.  But, with a well-founded business case, and well understood marketing needs, marketing automation technology can save up to 90% on the cost of marketing versioning and localization, reduce cycle times by up to 75%, increase advertising accuracy to a rate far greater than what can be achieved manually, and finally, increase your distribution network’s satisfaction with your brand.

Conclusion:

Like a power saw or a power nailer, using marketing automation tools like LiveTechnology’s products, needs to be considered carefully.   But, given the right set of circumstances, the results can be stunning.

~ Stewart Campbell,

Agencies Still Don’t Get It

May 23, 2008

In yesterday’s Wall Street Journal, the company avVenta was hailed as “reaping the rewards” of advertising agencies shipping work to overseas contractors to meet the demands of large scale production for online ads. As the article notes, “campaigns are labor-intensive to produce.” Why do agencies continue to rely on manual labor when technology can produce the same results for a fraction of the cost of even the cheapest outsourced labor?

With agencies executing campaigns that have display ads, websites, emails, search ads, videos and game with thousands of variations on each, who would rely on manual labor to create hundreds of thousands of versions when computers can create these in hours?

Imagine no longer having to send work halfway around the world and wait for it to be created and shipped back when an agency can keep all their production in house and execute it in hours.

No one would consider handwriting thousands of copies of documents when they can be created on a computer and sent to a high-capacity printer and created in minutes. Why would anyone consider creating hundreds of thousands of versions of any advertising materials by hand when a computer can do it in less time and for less money than even the cheapest manual labor?

Local Newspaper Websites Lead in Local Online Advertising

May 2, 2008

In a report by Borrell Associates, over $2 billion was spent in 2007 by local advertisers on the websites of local newspapers.  This represents a 27% share of the local online advertising market ahead of local yellow pages, television websites and local radio stations.  Local online video advertising is the fastest growing segment with an expected $1.2 billion to be spent in 2008.

Interestingly, a majority of online advertisers at local newspaper websites do not advertise in print editions of the paper.  One explanation for this can be the use of dedicated sales teams to actively solicit advertisers for online.  Unlike other media outlets, newspapers devote two times as many online-only sales people.  This means a salesperson who specializes in online advertising is contacting local businesses to solicit business, not a print salesperson.

What does this mean for local advertisers?  It’s critically important to have a unified strategy to deal with whatever media types are being used.  While a majority of local businesses may only advertise on the newspaper website and not in print, it does not rule out countless other forms of media: radio, television, yellow pages, e-mail, billboard and more.

In order to get the best ROI, creative versioning is essential to coordinating the message the local business wants to present.  90% of local businesses are either branded branches of a national brand or resell national brands – incorporating national brands and themes into local campaigns is critical to capitalizing on the efforts of national brands.

Creative Versioning: Targeting Your Local Market

March 19, 2008

Have you ever seen those AT&T Wireless ads in your newspaper that have the locations of AT&T stores?  Ever wondered who had to hand-create all those ads with custom content for every newspaper?

You may be surprised to learn that those are assembled by a computer.  While a person selects the phones, offers and region, a computer assembles the ads based on rules that are established by the brand.  This saves time and money, giving AT&T speed to market that allows them to change any aspect of their ads only days before production deadlines.  To learn more about creative versioning, vist the AACV or check out LiveTechnology, the creative versioning service provider for AT&T Wireless and countless other brands and advertising agencies.

Google’s Search Market Share Hits 70%

March 17, 2008

According to statistics released by Compete, 70% of all web searches were initiated from Google. The rest of the top five are: Yahoo (15%), MSN/Live (8%), Ask (4%) and AOL (2%).

Read the full statistical analysis at Compete.

Global Ad Spending Grows 6%

March 17, 2008

According to data released from Carat, global ad spending is predicted to grow 6% for 2008 and 4.9% in 2009. For North America, the increase is expected to be 3.9% for 2008.

To read the full report, visit MarketingCharts.