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I presented this at BOLO 2011, a gathering of heads of agencies with less than 100 employees. A danger to this audience is clients "cutting out the middleman" and dealing directly with media, especially newer media. This presentation defines Disintermediation and offers advice on preventing it.
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admajoremblog.blogspot.com
Disintermediation
@SteveS1#BOLO2011
admajoremblog.blogspot.com
Disintermediation
What It IsHow to Prevent It
admajoremblog.blogspot.com
Disintermediation
“The removal of intermediaries in a supply
chain”
admajoremblog.blogspot.com
Disintermediation
1. Client replaces you with another agency
2. Client adds another agency to get a new service
3. Client abandons agencies to work directly with media providers
admajoremblog.blogspot.com
Disintermediation
1. Client replaces you with another agency
2. Client adds another agency to get a new service
3. Client abandons agencies to work directly with media providers
admajoremblog.blogspot.com
Spider Charts are Just Wrong
Brand
“Digital”
TVOOH“Social
Media”
Sales Promotion
Shopper Marketing
DR
admajoremblog.blogspot.com
Gigantic Venn Diagram
E-Commerce
TV
In-Store
Web
Shopper Marketing
Event Mktg
Mobile
Newspaper
Magazine
Radio
Social Media
WOM
admajoremblog.blogspot.com
Disintermediation
1. Client replaces you with another agency
2. Client adds another agency to get a new service
3. Client abandons agencies to work directly with media providers
admajoremblog.blogspot.com
admajoremblog.blogspot.com
admajoremblog.blogspot.com
admajoremblog.blogspot.com
admajoremblog.blogspot.com
Preventing Disintermediation
• Disintermediation
• Be On the Look Out
• Find Specialists
• Do, Learn, Do
admajoremblog.blogspot.com
Preventing Disintermediation
• Disintermediation
• Be On the Look Out
• Find Specialists
• Do, Learn, Do
admajoremblog.blogspot.com
Preventing Disintermediation
• Disintermediation
• Be On the Look Out
• Find Specialists
• Do, Learn, Do
admajoremblog.blogspot.com
Preventing Disintermediation
• Disintermediation
• Be On the Look Out
• Find Specialists
• Do, Learn, Do
admajoremblog.blogspot.com
Disintermediation
@SteveS1
