What’s in my head will kill Ad Agencies. Seriously.
I was out last night with a friend who is the advertising account manager for several large consumer brands. I asked about her online strategies and she said they had been planning for six months and they are just about ready to hop to it. I said, “So what is your strategy?” She said, “reinforce key messages … blah blah” I tuned out after the first three words.
“Reinforcing key messages” is an offline advertising and PR strategy. Online it totally wastes opportunities.
Online you want to build a relationship. By the time someone is on your site, they are looking to participate. Help them – don’t waste your breath telling people how you are better. Start a relationship and as it grows, seed those messages.
I asked, “What Metrics will you use to measure the success of your online campaigns?”. *Black stare*. “Maybe our design guys know. I’ll ask.”
I asked, “Are you using a special URL to track your various print and TV ads.” *Black stare*. “Not sure. Good Idea though. I’ll ask my creative guys.”
Fortune wrote some great articles about Madison Avenues fears of going online (could not find them…read them in print. Sorry). They fear it because you can track EVERYTHING. No more, “Spend 5 million on 30 second spots” with no way to track results directly. Ambiguity is gone. Fear is building.
What’s in my head will kill Ad agencies. Seriously.