Agencies, consultants, B2Bs need to listen to clients: They really want to know what their customers want
State of the market
- Too much plumbing not enough poetry
- Too much keeping an eye on money sources: VCs are not the answer
- Not possible to understand a person based on 6 pieces of data, mostly beyond behavioral
- We need to think much broader about people, need to be thinking both off and online
- It’s not about pure simplicity
Marketers’ perceptions
- 33% say behavioral is important
- 50% say paid search
- 30% say SEO
Don’t underestimate how overworked agencies are or how smart they have become
Keep in mind what are they looking for
- Continuous improvement
- Service (answer the phone)
- Collaboration
Recommendations for online agencies and marketers
- Trust is lacking – across all industries – trust expedites speed
- If you’re doing a powerpoint, you’ve already lost, you’re defending
- Take clients out for a drink and treat them like people
- There should be a strong link between behavioral and creative agencies.
“Rishad Tobaccowala @rishadt serves as a key component of the VivaKi executive management board (Digitas, Razorfish), where he oversees innovation and reinvention efforts … Prior to his current role, Tobaccowala was CEO of Denuo – a Publicis Groupe company that invents, inspires and instigates new forms of creativity to help brands meet challenges of modern marketplaces.
OMMA Behavioral: Winning the Data Games of 2010
“Data, data everywhere. But which attributes and behaviors really match your marketing goals? In 2009, new technologies and layers of user data flooded the marketplace — from social affinities to purchase patterns, demand-side agency platforms to optimization platforms for both buy side and sell sides. But in 2010, marketers need to roll up their sleeves and make these tools work more efficiently for their clients. It is not just about vetting the vendors and running tests anymore. Real money is coming online to be allocated in ways that prove effectiveness. Execution is key, and behavioral targeting is now an integral part of that marketing mix.”