Publicising an infographic... from Mad Men to Machines

ARE AGENCIES ON THE WAY OUT?

 ‘From Mad Men to Machines’ infographic charts the evolution of the client-agency relationship – showing if today we may all be our own clients… then who needs an agency? 

Award winning drama Mad Men painted a picture of the all-knowing advertising agency in decades past – once upon a time wowing their clients with the tricks of the trade and celebrating or sealing deals with a three-martini lunch. But no more.

A group of students from the groundbreaking online digital marketing course Google Squared has trawled through the research to produce an infographic that concisely traces the evolution of the client-agency relationship from the ‘Mad Men Era’ into the future. And what they’ve found does not bode well for the agency-folk among us.

You have only to look at statistics such as the drastically diminishing client-agency relationship tenure (down from more than eight years to less than three years over the past 30 years), combined with the increased focus on ROI to see that agencies could be facing a battle for survival.

 And, as the infographic goes on to show, much of this has been brought about due to the rise of online marketing and the increase in ‘big data’ and automation – to take advantage of these trends and stay close to their customers, companies are increasingly restructuring to develop expertise and bring in technology to manage these new areas in-house – effectively becoming their own ‘clients’. 

“Squared Online has really helped me look at the impact of digital from all angles and working with my team to develop this infographic has been a fantastic way to bring all the learning together,” said communications specialist Stefanie Agar, one of the students on the course. "And it does make me think, in this age of disintermediation and direct content creation -- who needs a Mad Man in today’s DIY, data driven world? How can agencies stay ahead of these trends?"

View the infographic at http://www.wearesquared.com/happy-days-seinfeld/ and follow us @squaredstudents for more insights on the rise of the client.

Social Media Monthly

I like magazines as much as the next person (or more, given the state of my bookcases, and inability to leave WH Smith without something glossy in my hands...)

But is it just me, or is something as fast moving as social media an odd subject of a (bi if you look at the date) monthly publication?

Spotted in Selfridge's today

Social Communication

According to Mike Klein, in From Lincoln to LinkedIn "There's no such thing as 'social media strategy'. If it's about media, then it isn't strategy. It's tactical at best."

Discuss...

Thanks Starbucks

Every now and then I just stop and think 'Huh. I cannot believe how much I take for granted some of the astounding technology around me as just part of my every day life now."

Like today: Early morning run on holiday abroad (Brooklyn, NY). Just me, my iPhone, and Starbucks app.  No cash, no map. And that's all I needed to find my route, including paying for a post-run refuel treat at the end.

A lot has been written about the Starbucks mobile app -- for example, the Boston Globe's 'Apptitude Test' said "the Starbucks app may be the best retail app available"-- and from the digital grownup perspective, I have to agree.

Why? Not only does it seem to have anticipated and simplified everything you might need as a frequent Starbucks customer (from speedy in-store payments and top-ups, to store-finders with GPS-led directions), but it's not filled with things you don't.

This app will appeal to the regular customer -- like me -- who knows what they want, and therefore appreciates speed and ease of use, driving and increasing loyalty and habitual purchase. 

The ease and speed of top-up is another plus -- as I can be standing in the queue with low balance, and before I've reached the counter to place my order, topped it up with my stored credit card details -- no need to reach for my wallet or hold up those behind me.

But one of my favourite benefits, and one not mentioned in the article, and what allowed me to have my no-cash-carried run this morning? The ability to use the app cross-border, or at least inter-region. If Starbucks can include exchange rate functionality within its stored-value cards and app, then surely other global companies can do the same (Gap, I'm talking to you!)