Archive for the ‘agencies’ Category

The Print Media Zombie Apocalypse

In 2007, Microsoft CEO Steve Ballmer famously declared: “Print is dead.” Perhaps he really meant “Undead”, because I sure do see a lot of print still roaming around in 2012!

I mention this because I recently came across some leading magazines from theB2B Healthcare Vertical and it left a great impression on me. Imagine my surprise when upon examining many of these publications, I saw some with folio sizes ranging from 100-300 pages! The content was terrific. Many of them have thick and glossy paper stock, strong binding, dozens of advertisers, custom inserts and all of the other trappings of great B2B publications. As a media professional with a deep respect for print, seeing all of this nearly brought a manly tear to my eye.

As a marketer you may be tempted to dismiss this as an anomaly. After all, healthcare is a booming industry and it makes sense that advertiser spending in this market would buck many of the trends brought about by the current recession and the digital media revolution. Surely, you ask, the health of these brands can’t be compared to other market sectors?  I think that conclusion is a bit hasty.

In my role at Just Media, Inc., I work in many other vertical media markets, including: Government; manufacturing; education; energy; public safety; and several others.  While these markets may not all be booming in quite the same way as healthcare, we still continue to see strong folio sizes and advertiser support among many of the leading publications in each sector. There may be a slow decline, but nothing terminal and there certainly has not been a wholesale abandonment of print.


Retargeting: Time to get creative!

Thoughts from Just Media, Inc’s Analytics Manager, Frauke Cast.

Re-engaging with your audience is one of the most successful strategies to drive a conversion. Today’s article on ClickZ points out a few rules we all need to keep in mind to ensure a positive experience for the user. Obviously, the risk of annoying the audience is high. In addition to frequency capping, opt-out icons and excluding already converted users, we also strongly encourage our clients to get creative with their messaging. Change up the offer, build the message by sequencing different banners so your campaign becomes the online equivalent of lead nurturing, follow up after a trial sign-up to remind the user to purchase, send check out abandoners a new offer to encourage that sale. The possibilities are endless!

Interested in understanding more about how to integrate retargeting and other cutting edge digital marketing techniques into your media plan? Dick Reed, CEO of Just Media, Inc., put together a road show to explain what can be done with data pixels, impression bidding and audience targeting. Please contact me, Frauke Cast or Dick directly for more information and to get on the tour. Each event is personally tailored to your needs. It’s one hour, a whiteboard and an open mind!

Augmented Reality – We Are in for a Treat!

This is year 8 for me and Thanksgiving in the United States. Macy’s parade is as much of a staples to me as A Charlie Brown Thanksgiving, Turkey and stomach pain at the end of the day. This year, Macy’s is taking the parade to a whole new level again (I was already impressed by last year’s app) by tying in parade attendees with people in front of the TV  – augmented reality and all. We are in for a treat!

See article here:

Frauke Cast, Senior Director, Analytics, Technology and Insights
Just Media, Inc.

Online Data Tracking could use a cleanup, but it’s nothing to be scared of.

Just Media’s Media Planner & Buyer, Kevin Flint, gives some thought to arguments surrounding Online Data Tracking and its wider implications.

There are a lot of scary stories floating around out about advertisers’ use of online “tracking cookies”. These include the announcement of Microsoft’s default “Do Not Track” setting in its latest browser, Internet Explorer 10. As well as recent developments in Europe that are moving to thwart advertiser’s use of cookies.

Marketers and the online advertising industry are up in arms for fear that our industry will be utterly destroyed. Privacy advocates and tech pro’s seem to think it’s a slam dunk of good over evil. (more…)

Navigating a Social Media World

With more and more consumers accessing social network sites to gather input and post reviews, Chain Store Age spoke with Dick Reed, CEO of Just Media, on a subject that is a top priority for retailers across the board: how to reach out to consumers in today’s social media world.

To contact Dick:

Just Media, Inc., adds to Growth Momentum, names Brandon Friesen as President

SAN FRANCISCO BAY AREA (August 30, 2012) – On the back of adding seven new client accounts, including Toshiba, NetScout and Matthews Asia; Just Media, Inc., has named Brandon Friesen as President and an officer of the company. Independently owned, Just Media, Inc., is a results-oriented media and marketing services agency that has delivered thousands of successful campaigns for technology and related-industry customers. The addition of Friesen, who will be primarily responsible for overseeing the Media, Analytics and Partnership Development teams, marks another step in expanding the expertise available to customers to address the ever more complex media landscape.

Dick Reed, CEO of Just Media, Inc., stated: “Just Media, Inc., has a long history of delivering results driven marketing services and solutions to industry-leading B2B and B2C brands. I’m excited that we’re continuing to invest in both technology systems and the highest caliber of staff to build out our capabilities and deliver even better solutions to our clients. With Brandon’s long history in customer-centric media environments, especially in the technology sector, it will bolster our already strong momentum this year.”

Friesen has a successful track record across a number of marketing and media disciplines. In addition, he has worked with technology customers, both large and small, across both the B2B and B2C sectors.


Is Facebook really a strong ad platform?

This week I was interviewed by Martin Giles of the Economist for his excellent article about the Facebook IPO.

This subject is by no means small beans for online marketers because the reality is that Facebook is indeed one of the most powerful platforms for consumer marketing that exists today. Why do I think this?

Well, firstly a Facebook page is uniquely an environment where the content has been written specifically by, or for, the individual user who owns that page. It’s highly personal and therefore some of the most powerfully engaging content a user will experience on the web. Placing an advertising message in such highly prized content almost guarantees it gets noticed (provided it’s made relevant, which is sadly still a problem advertisers have not solved in most cases on Facebook)


Social media in tech – where are we now…??

There continues to be lots of debate about social media and the role it should take within the marketing mix. It’s something I have spent many hours agonizing over, not least because I continue to wrestle with the role our agency should be playing in this space. At this time I’m still convinced this is primarily a client side component to the marketing mix and that the focus in tech marketing departments should be focused internally on resources before reaching out to the all too willing grabbing hands of the agency world!

Several recent conversations certainly seem to be confirming that this is the key direction in which clients need to be moving. These come from very respectable sources and combine to confirm where we are right now – aligned with thinking within some of the biggest brands:

Firstly at the recent panel discussion at the IDG Tech Marketing Dinner in SF (where I was thrilled to invited to join Pat McGoverns top table!) Rich Vancil of IDC declared that social media is not yet a fully fledged function of marketing – link here for more details of his excellent opinions. Thinking this was a controversial statement to kick things off I was pleasantly amazed to see the entire panel agree. Of particular interest were the panelists from Cisco, and Avaya, Paul Dunay - both clearly experts in the space and advocates for internalized solutions.

Secondly through a conversation at EMC World with John Conway, who manages the EMC social website strategy, I was delighted to hear him also say that the key issue with corporations is the need for them to be able trust the employees to actively represent the company. This is so true. Clearly advice must be given to employees about appropriate activity – particularly in such a very public environment – but at the end of the day we all have to trust our employees to positively and truthfully talk about the company they work for.

Finally this story  that appeared in Advertising Age which not only brought a smile to my face but I think offers a little insight into how this is handled by many of my competitors right now….

For more good information from peers I recommend the following link at B2B magazine where you can find some video content from a variety of vendor CMO’s.

Back with blog and whitepaper

Hello to all – it’s been almost six months since the last blog and much has happened – new site, whitepaper content, huge changes within the company and across our industry as a whole.

First up I hope you like the new site and the whitepapers. Please let me know by leaving comments here.

I’ll now start to try and blog more regularly and hope that the spammers don’t drown out the good content (when did spam start getting posted in blog content?) That’s an interesting development in social media I’ll comment about later for sure…

So welcome to blog and please do send me an email if you want to be kept informed on any new whitepapers we have.

Warmest regards Dick

Wow what a ride!

I was staggered to see that my last blog post was back in May. In some ways that reflects the internal shift in focus required by all during what was some massive upheavals within both the media industry and our own company. It’s nice to finally come up for air.

I guess everyone who works in this industry has felt the effects. Layoffs have been abundant in media companies and across the board we have witnessed adjusted business models, pricing structures, staff skill sets and services. Ultimately organizations have been forced to reflect upon their own best practices. Change has been the most common theme over the last 6 months.

Just Media was no different. We lost two key staff members – long term employees who we miss greatly. But when client spends drop – in some cases by 90%, any organization needs to adjust to survive. Thankfully we are now back hiring again and able to take advantage of some great talent to boost our teams expertise. Adding new blood is a fantastic way to re-energize – new ideas, different experiences and fresh thinking – challenging the conventional thinking and creating new angles to attack and deliver upon existing client goals.

Client wise it’s also been a roller coaster ride. Early signs in 2009 showed big budget cuts and the inevitable shift of dollars to ROI and lead gen – almost to the exclusion of all other media activity. That’s tough for all. Small budgets as we all know don’t take less time to manage. I lost count of projects that got planned only to get cut at the last minute when quarterly figures didn’t match expectations. That frustrates everyone – clients and agency – everyone feels like they are stuck in the mud with wheels spinning.

However in the last few months things have changed. We have picked up some major wins – Hitachi Data Systems, Trinet HR services, Juniper Networks, Webroot and Stephens Bank – and whats interesting is that ALL are asking for assistance to develop strategies, plan and run branding and awareness campaigns. A return to true marketing perhaps?

So as analysts predict an end to the recession, companies appear now to be rushing to claim market and mind share from competitors. All realize the window for this is short and anyone who is sleeping now will miss one of those rare post recession openings to win and win big….

Maybe the real ride is only just beginning – buckle up….