Every Bit As Good As I Knew It Would Be
For me, it’s nearing the end of month two as Fusion’s newest team member and its every bit as good as I thought it would be. Of course, most people probably wouldn’t take on a new opportunity, unless they felt it was a good fit. In my case, I already knew that it’d not only be a good fit, it’d be a great one. In a former life - not so long ago - I used to be a Fusion client and I had the good fortune to work closely with the team here. I wish I could take credit for having hired them in the first place, but alas kudos for that must go to the person who preceded me. As I told them in my interview for this position, they were one of the first full-service agencies (and I’ve worked with many) that actually “got it.” What do I mean by that? Well, simply put, it meant that they made it their business to know my business. This process ultimately led to exceptional results and outstanding customer service.
So many agencies talk the talk, but don’t walk the walk. They simply don’t take the time. To me, it’s only logical that if you don’t know my business, you can’t produce results. Fusion worked diligently to gather the information they needed to help me achieve success. And now that I’m here, I see that this is part of the process for every client and in my opinion, the key to successful partnerships between an agency and client. At the end of the day, Fusion brings undeniable value that results in success for the client. I’ve always been a firm believer in the old adage, “you get what you pay for,” and what you get with Fusion (if I do say so myself) is the best.
Ad Agencies Slow to Adapt to Online Marketing (except us, of course)
Friends of friends of friends of friends. And such.
Ad agencies are not getting good grades in evolving and providing value in the age of social networks, online advertising and the awesome new capabilities in web development. This according to a post in Marketing Profs, which was quoting a study by the CMO Council.
They say that such firms will be challenged in their retention efforts: 48% of senior marketers said they are hiring specialized digital marketing providers to implement social, mobile and interactive strategies in 2012. 47% say they want to do it in-house.
Here's a chart.
This study took me by surprise. I guess we live in a bit of a vacuum, never knowing what our competitors are doing and thinking they must be doing what we do.
We started into web development, social networking and online advertising just about as soon as was possible. We tested it out on ourselves and, later, on my own social networking company, and now are implementing programs for our clients and teaching them how to effectively manage their digital presence themselves.
I think we are ahead of the game. We are certainly ahead of the agencies that these senior managers are referring to. We were fortunate enough to have partnered with IBM in the United States to build elaborate websites for Morgan Stanley, Goldman Sachs and Elizabeth Arden, among others. Partnering with a company thay pays 600 PhD's to go deep on how people use computer interfaces and which ways are the best to build, helped put us on the bleeding edge in the early days of creating a brand's online presence.
Web design, architecture and content development, and online social management and execution are fast becoming the most sought after practices at Fusion. We have spent a great deal of time and effort, in many internal meetings, evolving our direction and setting course for what we see will be our future. The web, and Apple and Google, and Facebook, and LinkedIn and Twitter have changed the way the world works and have decimated entire industries. We don't want to be broadsided like the music industry, the movie industry, the publishing industry, the travel industry, the TV industry, and too many more industries to mention.
We want to, and must, stay ahead of the game.