If you think it’s expensive to hire a professional marketing management consultant to do the job, wait until you hire an amateur

This post is by Darren Woolley, Founder of TrinityP3With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, search and selection and relationship optimisation.

Marketing Management Consultant

I love this quote that I have shamelessly paraphrased in the headline here. Red Adair was a larger-than-life character who built his reputation successfully putting out oil well fires. This is a highly dangerous and incredibly lucrative occupation.

Imagine an oil well producing thousands of barrels of oil, suddenly erupting into flames? It is literally millions of dollars going up in smoke.

Now I am not for a minute suggesting what we do as marketing management consultants is anywhere near as dramatic or a dangerous as Red Adair and his oil fire fighting business, but I think there are some key examples of where in marketing management an expensive professional provides more value than a low cost amateur.

Choosing a professional versus an amateur

The easiest thing in the world is for someone to become a marketing consultant. As Professor Mark Ritson recently questioned, why is it possible to be a marketing expert without any formal qualification?

To become a marketing-consultant is even easier. You simply hang up a shingle and hope that either your work experience or reputation is enough to get you consulting projects and build a business.

Because of the low barrier to entry, many people become marketing consultants because they are currently not working in a fulltime job and it is a convenient way to earn an income until you land that next fulltime gig. You can see this behaviour in the LinkedIn profiles of many marketers who have short bursts of consulting interspersed with fulltime marketing positions.

When I made the decision in 1999 to start TrinityP3 (or P3 as it was then) as a marketing management consultancy it was with the clear vision to build a consulting business that acted as an independent advisor to advertisers and marketers on the issues around agency selection, remuneration and performance and relationship management.

This was not simply a thing I did while waiting for another opportunity to turn up. It was a very deliberate decision to leave the agency world as a creative director and create a brand and professional consulting business. Continue reading “If you think it’s expensive to hire a professional marketing management consultant to do the job, wait until you hire an amateur”

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Media transparency the biggest challenge last year and next

This post is by Darren Woolley, Founder of TrinityP3With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, search and selection and relationship optimisation.

Media Transparency Challenge

2016 was, generally speaking, a difficult year for the world. Brexit, the US election, a number of iconic world figures dying, and various natural disasters, have not made for high levels of morale or happiness.

So can we at least spread a bit of cheer in our tiny little corner of the world, that of the marketing industry? Unfortunately not; the past year has given us very little to cheer about.

If advertisers are looking for some relief from the challenges and issues of the past year, I suggest they make sure they are well rested going into 2017 based on the biggest issues we have noted in 2016.

All signs point to the fact that these issues will continue to challenge the market place right through this year and possibly next. Based on analysis of popularity and engagement of the Top 20 topics on the TrinityP3 blog for 2016 we have seen media transparency rocket into the top three.

Media Transparency rockets to the top

Is it any wonder? Consider that this was the year in which the USA based ANA released the finding from the K2 Study into media rebates and kickbacks in the USA and across the Atlantic, their equivalent in the UK, ISBA released a media agency contract designed to address the issue of media agency transparency.

More recently, the AANA has followed suit with a contract of its own. Whilst it’s good that steps are being taken to address the problems, it’s pretty clear that the problem itself is wide-ranging.

But consider an advertiser who is investing any reasonable budget in media and especially programmatically traded media through their media agency. From the K2 report alone, as well as work done by the WFA, there has to be a tangible recognition that for every dollar you are spending that only an estimated 40 cents of this is reaching the media publisher and that this could be as little as 10 cents in some cases, with numerous intermediaries taking their cut along the way.

Combine this with the issue of viewability and the fact that the ANA further reports that around 50% of paid digital display advertising is not actually viewed by a human-being either because of limitations in the system or fraud. The solution offered by some agencies is to guarantee viewability at a much higher cost with a significantly reduced range of inventory available.

I’m not suggesting that intermediaries shouldn’t be paid, that media agencies aren’t trying to tackle some areas themselves, or that media agencies should not be able to make a profit.

But surely, people are telling us, there needs to be more understanding before purchase, other than ‘buyer beware’. Advertisers will have to definitively address these issues in 2017 as CEOs and Boards question the logic of continuing to invest in a media channel that has so many questions hanging over it.

Rumour of new issues arising

Continue reading “Media transparency the biggest challenge last year and next”

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9 incredible ideas that became a reality in 2016

This post is by Anton Buchner, a senior consultant with TrinityP3. Anton is one of Australia’s leaders in data-driven marketing. Helping navigate through the bells, whistles and hype to identify genuine marketing value when it comes to technology, digital activity, and the resulting data footprint.

Incredible Marketing Ideas

There is incredible innovation happening all around the globe. Science fiction is turning real in almost every industry sector.

From augmented reality and artificial intelligence applications, to interoperability in healthcare, light bulbs that kill bacteria and much much more.

It’s opening marketers’ eyes at a rate of knots.

There’s even a $10M contest to develop the Star Trek Tricoder (a multifunction, hand-held device used for sensor scanning, data analysis and recording data) – to be used in healthcare and not in space. 

Here are 9 advances and innovative uses of technology that became a reality in 2016:

1. Wearable sweat sensors to track your health

You may not know that sweat can be used to detect certain diseases due to its chemical properties containing simple ions and complex proteins.

Scientists have been embedding sensors and micro devices into soft rubber patches, about the size of a 20c piece, in order to identify and analyse biomarkers (markers for health).

Whilst this wearable technology and testing has been around for a couple of years now, I like it as it’s starting to yield real results.

Different sections of the sensor slowly change colour as they react to different levels of certain chemicals found in sweat. Then with the right App you can take a picture of the sweat sensor on your smartphone to automatically interpret the colour changes and biochemistry of the sweat as certain health signs.

Which means maybe, just maybe, we can do away with having to sit through blood tests.

2. The world’s first robot lawyer with a 64% success rate

Continue reading “9 incredible ideas that became a reality in 2016”

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Corrupt and illegal advertising production practices in advertising agencies?

This post is by Clive Duncan a Senior Consultant at TrinityP3. As a Director and DOP he has an appreciation for the value of great creative and outstanding production values, while also recognising the importance of delivering value for money solutions to the advertiser.

Corrupt advertising production

It was with great interest that I read an article in The Wall Street Journal (Dec 6 2016) detailing how the US Department of Justice is investigating advertising agencies in the US for manipulating the tender process especially for the production of TV commercials.

The concept of the agency acting as the production company is not a new one and has been an effective way to produce television commercials in the past. What is of concern is the way the agency and their holding companies manipulate the bidding process to circumvent the competitive process and maximise the profits from their clients.

This has been a global problem for almost a quarter of a century, and I am amazed that it has taken the Americans so long to wake up to the fact.

The historical context

Continue reading “Corrupt and illegal advertising production practices in advertising agencies?”

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If marketing and their agencies were responding to a customer’s festive season brief

This post is by Darren Woolley, Founder of TrinityP3With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, search and selection and relationship optimisation.

As we come to the end of another year I got thinking about what would happen if marketers and their agencies responded to a brief for the festive season, what would the outcome be?

Imagine for instance if a letter to Santa Claus was delivered to the marketing department instead of going to Santa’s workshop in the North Pole? What would arrive on Christmas morning in response?

The festive brief

This letter from young Catherine to Santa is a request for a doll’s house (Quite a retro-gift in this day and age). But Catherine has been a good girl so she would have a reasonable expectation of Santa delivering on Christmas Day.

Marketing brief response

So what happens to this brief? Lets speculate on the outcomes.

Marketing response

Continue reading “If marketing and their agencies were responding to a customer’s festive season brief”

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The 20 essential marketing posts from 2016

This post is by Darren Woolley, Founder of TrinityP3With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, search and selection and relationship optimisation.

Wow, what a year 2016 has been. It will potentially go down in history as the year the people of the world rejected the political norm with Britain rejecting belonging to the European Union and voting to Brexit, when the Philippines voted in a very unconventional President in Rodrigo Duterte and the USA followed suit electing President Trump against all of the predictions of the polls and the mainstream media.

Where this will take society, time will tell. But here we are reviewing those topics published this year on the TrinityP3 blog, which have attracted the most interest from our audience of marketers, procurement professionals and agencies.

This audience continues to grow each year to almost 200,000 around the globe. So what are the topics that captured the attention of this audience this year? Lets take a look and see what it could mean for the year ahead.

essential marketing posts

1. The latest trends in agency remuneration – Darren Woolley

With the continuing downward pressure on marketing costs and therefore agency fees, it is not surprising that the post on the latest trends in agency remuneration proved so popular. This was actually the transcription, video and presentation by Darren Woolley, founder of TrinityP3 as the first of a series of successful webinars held at the end of the previous years. The insight was that while most advertisers were still relying on a cost based model there is an emerging trend for value based remuneration models.

2. Client agency relationships in advertising: 4 problems that cause breakdowns – Zena Churchill

The great conundrum for marketers and agencies is that the relationship is changing as marketing, media and advertising is changing. But at the same time there are some core enduring issues that are maintained. In this post, TrinityP3 senior consultant, Zena Churchill was able to distil four problems that cause breakdown that clearly resonated with the audience of marketers and their agencies.

3. 3 more brands that have successfully reinvented themselves in the digital age – Anton Buchner

Continue reading “The 20 essential marketing posts from 2016”

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Marketing management predictions for 2017 by the TrinityP3 consultants

This post is by Darren Woolley, Founder of TrinityP3With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, search and selection and relationship optimisation.

Each year the TrinityP3 consultants work with marketers, advertisers and procurement professionals to improve the marketing outcomes for those organisations. We do this across a wide range of categories and marketing channels and disciplines.

Each TrinityP3 consultant is an industry subject matter expert and their exposure to the range of issues and challenges facing these marketers provides incredible insight into the emerging trends facing the industry.

This year we have challenged the TrinityP3 consulting team to share their most pressing trends and predictions for the coming year across technology, marketing, media, market research, innovation, mobile, e-commerce, search, social and more.

Marketing management predictions 2017

Technology

More Tech mergers and acquisitions.

Just as we saw in 2016 with Microsoft buying LinkedIn, Salesforce buying the Krux data management platform, and Facebook continuing on it’s merry path, picking up the facial recognition start-up FacioMetrics, 2017 will bring more consolidation.

However the challenge will be aligning culture, opportunities and delivering consistency to the market.

Anton Buchner – Data & Digital

Virtual Reality an Everyday Reality

The other day, I was in a teen stationery store with my 11 year old and I happened upon a mini virtual reality headset and I started to get a tingle…..could it be…..after all these years…..will 2017 be the YEAR OF VIRTUAL REALITY, for real this time?

We have all been hearing about VR and AR for about a decade. I remember presenting this concept to clients when we still used Yahoo to search the web and thinking how cool it would be to make this, well, a reality.

Every year, for the past 10 years of app development, has promised to be THE YEAR of VR. And every year, we are disappointed. One of the barriers has been the hardware – the helmets that we used to see were bulky, experimental and expensive. But now, with the help of advanced handsets, that has been solved.

Annette Sharp – Digital Media

The growth of messaging apps as a means of one to one marketing.

Over 3.4 million Australians use messaging apps as their primary source of contact for friends and family. Savvy brands are tapping into this and using those apps to engage with people direct, creating tailored communications targeted at individuals and able to be shared with their friends.

Lots of interest is coming from financial services and retailers who can see the opportunity to package up their products and services in a way that can assist users to engage with those brands more meaningfully e.g. Retailers, through a series of questions, can create a potential gift list for users who may need a present for a boisterous 2 year old boy, 10 year old identical twins who love swimming, a married couple in a new home and a 70 year old who loves lawn bowls.

Anita Zanesco – Agency Expert

Personalisation will start to move from basic to more advanced techniques.

Rather than simplistic page or click based rules for targeting and retargeting, we’ll start to see the rise of real time personalisation through more relevant experiences.

Blending page data, with content view data, and visitor segment profile types. This new data-layer will put digital marketing and targeting on steroids. However the risk will be not having a heart attack with the data overload.

Anton Buchner – Data & Digital

Automation and New Models.

Automation represents both opportunity and threat. The drive towards real-time, geo-targeted, predictive marketing depends on data and automation; longer-term implications for agencies are enormous.

2017 won’t be ‘Automation Armageddon’, but there will be a shift. Agency networks will make further investments into automated technology; trading automation across traditional channel inventory, particularly TV, will grow, and there will be more partnerships between agency groups and technology suppliers. Additionally, new AI-based SaaS trading models, pioneered by companies such as Blackwood Seven, will gain further traction.

David Angell – Head of Media

Digital transformation keeps transforming

Continue reading “Marketing management predictions for 2017 by the TrinityP3 consultants”

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SEO predictions – what to expect from search and content marketing in 2017

This post is by Mike Morgan, Founder and Director of High Profile Enterprises and Content Director for TrinityP3. Mike has been collaborating with TrinityP3 on a Content Marketing, SEO and Social Media strategy since early 2011.

Contrary to the myriad of articles announcing the death of SEO every time Google makes a major change, SEO (search engine optimisation) will become an even more important skill to have in your organisation or via your agencies in the coming year.

SEO predictions 2017

The speed of change alone means that someone with a high level of experience and expertise needs to be measuring, analysing and adjusting to keep web properties healthy and compliant with changing requirements.

Any content marketing strategy must be aligned with the SEO strategy so each of the following will have a substantial impact in both areas.

In no particular order here are my predictions.

Forcing a shift to HTTPS

In January Google will begin to add warnings to websites in Chrome that are not using https (secure certificate). This will affect password options and credit card options and will have a bold “Not Secure” notification. This will roll out to all webpages during the year.

Websites that are not using https will more than likely see a drop in traffic.

Google has signaled as early as August 2014 that security would be a top priority in their results. This is from the Google Webmaster Blog at that date:

Security is a top priority for Google. We invest a lot in making sure that our services use industry-leading security, like strong HTTPS encryption by default. That means that people using Search, Gmail and Google Drive, for example, automatically have a secure connection to Google.

…we’re also working to make the Internet safer more broadly. A big part of that is making sure that websites people access from Google are secure.

We want to go even further. At Google I/O a few months ago, we called for “HTTPS everywhere” on the web.

In September Google went a step further:

To help users browse the web safely, Chrome indicates connection security with an icon in the address bar. Historically, Chrome has not explicitly labelled HTTP connections as non-secure. Beginning in January 2017 (Chrome 56), we’ll mark HTTP pages that collect passwords or credit cards as non-secure, as part of a long-term plan to mark all HTTP sites as non-secure.

Any site that uses passwords, credit card purchases, registration will begin to see warnings as below. Continue reading “SEO predictions – what to expect from search and content marketing in 2017”

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Relationships, remuneration and media transparency top trending marketing topics in 2016

This post is by Darren Woolley, Founder of TrinityP3With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, search and selection and relationship optimisation.

Following a series of high profile international scandals, media transparency has, for the first time, made it into the top three most popular subjects in the Marketing Management Book of the Year 2016.

While social media measurement and gender equality have also received considerable attention over the past 12 months, the relationship between client and agency once again tops the list, followed by posts on agency remuneration.

Top Marketing topics in 2016

The most popular subjects on TrinityP3’s Marketing Management Blog 2016:

  1. Client/Agency relationship
  2. Agency remuneration
  3. Media transparency
  4. Digital marketing
  5. Marketing challenges
  6. Procurement
  7. Agency search and selection
  8. Social media

Now in its fourth edition, the Marketing Management Book of the Year published by strategic marketing management consultancy Trinity P3, is a collection of the top 50 most popular posts based on readership, commentary and social sharing from TrinityP3’s marketing management blog, which has more than 150,000 visitors each year.

In 2016 the 270-page book, the biggest yet, reflects the subjects that have captured and engaged the interests of marketers, procurement and agencies, across the world.

Client / Agency Relationships

Continue reading “Relationships, remuneration and media transparency top trending marketing topics in 2016”

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Managing Marketing: The role of digital, content and social media in marketing

Managing Marketing is a podcast hosted by TrinityP3 Founder and Global CEO, Darren Woolley. Each podcast is a conversation with a thought-leader, professional or practitioner of marketing and communications on the issues, insights and opportunities in the marketing management category. Ideal for marketers, advertisers, media and commercial communications professionals.

Jeff Bullas is the CEO at jeffbullas.com and a entrepreneur, blogger, author and marketers, who talks with Darren on the importance of strategy and a focus on return on investment when using digital, content and social media marketing techniques to ensure effectiveness and to focus you on performance in the face of increasing opportunities and options.

jeff-bullas

You can listen to the podcast here:

Follow Managing Marketing on Soundcloud or iTunes

Transcription:

Darren:

Welcome to Managing Marketing, and today I have the great honour to be talking with Jeff Bullas, entrepreneur, blogger, author and marketer. Welcome, Jeff.

Jeff:

Thank you, Darren. It’s great to be here.

Is digital just a distraction?

Darren:

Well, Jeff, I’ve been wanting to have this conversation for a while because I’ve been following you online and your blog, jeffbullas.com for many years, and you have a terrific focus on one level but a breadth of content, so there’s so many things that I’ve been wanting to have a chat with you about.

But let’s start with the fact there’s been some controversy going on especially in this market with Professor Mark Ritson who is going around telling marketers ‘stop being distracted by digital and get back to basics because the basics still work’.

What do you think about that piece of advice purely on face value? Continue reading “Managing Marketing: The role of digital, content and social media in marketing”

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