Is your marketing agency committing one (or all) of these 7 deadly sins in the pitch process? Read part one here.

It's a familiar tale to many a marketing agency. Your team is assembled, the caffeine is kicking in and the powerpoint is ready to roll... but still you lose the pitch.

In the words of one of our registered agency bods, in the marketing agency search and selection business, teams really do have to kiss a lot of frogs before winning that hard-earned brief. So why do marketing agencies lose pitches and what can they do to improve their chances?

According to this wonderfully detailed infographic on marketing agency trends for 2014, as found on Brand Republic, 93% of of all B2B marketing agencies are using Content Marketing, with 30% of all budgets being allocated on the discipline.

Further, 70% of marketing agencies are producing more content than they did last year.

LinkedIn and Twitter were the most popular platforms for marketers to use, while the biggest challenged cited by marketers for not doing more was a lack of time. Perhaps this correlates to the 86% of marketing agencies who report having someone in-house to oversee content marketing strategy.

There was once a time when Jez Furlong, Creative Director of Cleverducks (part of Cherryduck Productions), used to shudder on hearing the stock ‘all-under-one-roof’ and ‘one-stop-shop’ descriptions of marketing agencies.

Now, he's running one. So, what happened?

To me, a one-stop-shop always used to sound, well, cheap – a bit lazy, tacky, a bit… pound shop.

So what made me swap my comfortable existence as a Creative in a plush central London ad agency, for exactly one of those outfits?

Marketing agency trends can be fickle and fleeting. But one that is still floating around (and not just in the cyberspace above us) is the notorious Big Data.

Yes that is right we are in the era of Big Data and marketing agencies are just warming up with their efforts to tap the marketing potential of this floating information source. Over 2.5 Exabytes of data are created everyday (1 billion GB to 1 Exabyte) and that number doubles every month. Most of this data is still drifting just out of marketing agencies’ reach, temping them with its juicy information, but quickly agencies are devising ways to reach new heights and tap the Big Data cloud.

As marketers learn more about Big Data new marketing agency trends are popping up with ways to utilise its potential. Over 90% of all data was created in the last two years, this offers brands an opportunity to grab their slice of the data pie and be one of the first to try new marketing approaches. Although over $500 billion is spent on Big Data marketing every year, 40% of that amount is wasted due to an inadequate use of Big Data.

So how should you use Big Data?

Marketing agency trends point to an integrated living experience where everything consumers do leads to another more informed advertising proposition. In this environment a simple activity such as placing your daily coffee order can help other brands to decide what time you will be the most susceptible to an additional promotion such as, what kind of products you might be interested in and the exact location to target you.

Many brands and businesses are already finding innovate uses for Big Data. Macy’s famously tap their Big Data mine to predict spending habits of their customers and please their investors.

But these trend leaders haven’t quite achieved the complete synergy that Big Data promises as the holy grail of marketing. Olgivy demonstrated a whole range of marketing agency trends for Big Data in their showreel of ‘A Day In The Life Of Big Data’:

Olgivy present an extreme and futuristic picture of life with Big Data but in many ways we are not far off from achieving this. Marketing agency trends for the source have lead to some concerned consumers voicing their objections on how it will impact on their daily lives.

Brands and businesses are quick to mine Big Data to beat their competitors and rake in as much revenue as possible from their customers. However the uses for Big Data don’t have to be invasive or promotional. In fact, many brands are not using Big Data to improve customer experience. One leader in this field is Amazon, despite their huge database and potential to utilise their data for promotions they have placed a large focus on their marketing efforts to improve customer experience as Fast Company describe in their blog post – How Companies Like Amazon Use Big Data To Make You Love Them:

“Last month, I talked to Amazon customer service about my malfunctioning Kindle, and it was great. Thirty seconds after putting in a service request on Amazon’s website, my phone rang, and the woman on the other end--let’s call her Barbara--greeted me by name and said, "I understand that you have a problem with your Kindle." We resolved my problem in under two minutes, we got to skip the part where I carefully spell out my last name and address, and she didn’t try to upsell me on anything. After nearly a decade of ordering stuff from Amazon, I never loved the company as much as I did at that moment.”

Customer service is an area where two popular marketing agency trends can join forces; Big Data and the evolution of brand to consumer relationships. A personalised consumer to brand experience can only come as the product of a well-informed interaction. Enter Big Data into the equation. With competition heating up amongst brands for loyal customers their focus is switching from acquisition to retention and a customer service informed by Big Data can provide this.

If you are looking for an agency to harness the power of Big Data for your company then get in contact with FindGood on @wefindgood or submit your brief now.

Influencer-led campaigns are quickly becoming one of the most coveted forms of marketing for brands says Pooja Sookur, Digital Account Manager at Integrated Marketing Agency whynot!.

But when it comes to building credibility, a strong marketing agency search and selection process will help clients secure the right team for the job.

Reaching consumers during the decision making process rather than after it is what makes this kind of marketing really valuable. Not just to drive sales but also to build strong and lasting brand awareness.

Brian Solis, in his book “What’s The Future Of Business?” introduces the ZMOT concept in relation to technology. ‘Zero Moment Of Truth’ he says it “is that moment when you grab your laptop, mobile phone, or some other wired device and start learning about a product or service (or potential boyfriend) you’re thinking about trying or buying.” With a goal to get a head start at this point of the purchase cycle, many brands choose to pre-build credibility by asking people from the community to test, review and recommend products to their peers. Not surprising, since 70% consumers trust brand recommendations from family and friends, whereas only 10% trust advertising.

Who are the influencers?

Influencers are difficult people to define. A limited definition; they are people who have a measurable impact on the online communities they are a part of. Because of a steady output of reliable information from their end, people in the community trust them. The level of influence however, is more important. Do they influence people to just ‘follow’ the brand? Or do they actually influence people to take action? Make a purchase? Speak up and amplify the campaign’s impact?

For the purpose of this piece, let’s assume they are the latter and have the ability to generate an action out of someone else. For anyone who has reached this point of impact, it is a position they will not want to sully or damage. With that in mind, the parameters for brands shift from finding the right message to communicate, to finding the right people to communicate it and more importantly, the right marketing agency to convince them to come on board. Following that is the challenge of building a rewarding relationship with influencers without rewards. Using reward systems (coupons, freebies) the possibility of skewed results cannot be ignored. An organic exchange of product for feedback is the ideal situation. And to get to a point where you can expect that from influencers, you will have to find a marketing agency who has been cultivating these relationships already.

Marketing trends, like agency consolidation, are transforming the way the industry works, says Becky McKinlay, Managing Director of Marketing Comms Agency, Ambition Communications. Here, she outlays how the changes will affect mid-sized marketing agencies -- and their clients.

Where we are today: the latest marketing trends and the mid-sized marketing agency

As industry consolidation continues apace, the bigger marketing agency groups continue in their quest to dominate, increasing their reach across new territories and offering broader services and specialisations. Keen to satisfy their newly enlarged structures and resource levels, as well as impress shareholders and the City, they will concentrate on global clients and no doubt, service them extremely well. Those clients who require centralisation and economy of scale will continue to benefit from these new structures for the foreseeable future.

Recruitment. Now there is a boring word. The very idea is snore inducing. But when a marketing agency enters into the realm of recruitment it becomes a whole new ball game. It’s no surprise the ideas these creative brained agencies come up with are media attention grabbing and awe-inspiring examples of their skills. What better way to attract new troops?

Proving their bite is just as good as their bark marketing agencies have a knack for producing quirky and unforgettable job adverts that leave their mark on all that see them, regardless of whether they are applicants.

Work 4 Rich - Goodby, Silverstein & Partners

One example that has exceeded its applicant quota is Rich Silverstein’s campaign to recruit a new Personal Assistant. The Work 4 Rich campaign has reached an applicant count of 3,055 on last count. Phew, a little too effective maybe. We can image the HR manager left to sift through those CVs is not a happy bunny.

The success of Work 4 Rich was entirely down to the all singing, all dancing full-blown extravaganza of advertising genius that was applied to the simple task of creating a job advert.

Let’s start from the top. Firstly we had a ‘Work 4 Rich’ Tweet emerging among the many Goodby, Silverstein & Partners Tweets in the familiar @GSP timeline. Then before we knew it there was a website with a rather catchy tagline: ‘Rich Silverstein answers to nobody… and that nobody could be you’.

Immediately you want to play and prove your worth and the marketing agency sure does deliver. The next step of the application is a series of gamified tasks to prove you are worthy to work with the apparently super organised, painfully busy and OCD suffering Rich Silverstein. The tasks included sorting pencils from blue to green (all of which appear a dull grey colour), deciding which explosion is the most ‘explosiony’ and arranging his meetings with Felix the cat, Kim Jong Un and others in order of priority.

The site provided such a funny and engaging experience that it attracted a universal audience of playful participants, not just job seeking applicants but also new found fans of the marketing agency.

The news of the site spread quickly thanks to a clever viral aspect that encourages applicants to Tweet about the job from their personal accounts. A stream of witty and whimsical responses filled the Twitter-sphere, gathering more attention to the site as the Work 4 Rich Twitter account replied with equally as sharp responses.

On September 5th the website was nominated for an FWA Award (Favourite Website Award) by the public with a 70% yes vote. Even if Rich doesn’t find his Personal Assistant it proved to be a great internal achievement for the marketing agency, showcasing their proficiency to clients and media.

Marketing Agencies, Marketing Agencies, where for art thou Marketing Agencies?

Do you know what your prospective client marketers are thinking? Do your assumptions match up with what they're looking for?

For example, these stats show nearly three quarters of client-side marketers think marketing agencies talk too much about themselves first. Further, while 59% of marketing agencies think referrals are the best way of attracting new business, 58% of client-side marketers actually first hear of an agency via the agency themselves.

PR has long faired as the golden child of the marketing mix, but marketing agencies could take a pointer or two when it comes to their planned activity, says Victoria Evans, Account Director at Social Media, SEO and PR agency, Punch Communications.

Sometimes it can be challenging for brands to generate their own news content for a number of different reasons. These can range from budget to partner approval, to lack of relevant product or service news taking place, and therefore capitalising on external goings on is vital. A great PR tactic for marketing agencies to develop is to research what is going on in the wider world and piggyback on topical occurrences with comment and feature ideas.