What I need…What can make an interactive agency work properly today

This is about advertising

Why?Because advertising is the first system of money-making for any new

Internet thingie

So deal with it…

need time

need education = need money = need time

need specialists = need education = need money = need time

need technology = need money = need time

need digital planners = need education = need specialists = need education = need money = need time

need money

2 significant needs

2 significant TRUTHS

One specific need

One specific need

Internet is about

Myths

(great) expectations

Fustrations

Unexplained succeses

Internet is about

Conversion funnel

Standards

Reliability

Ease of use

Immediacy

More data we can use

Reliable conversion measurement

Conversion funnel or how we prove online sells

One known experiment in Romania

No biiig success story

Failing CTR before successful CTR

No conversion experience

No ability to meet foreign providers’ expectations

No good practice guide

No in house teams for optimization

No model for conversion

No time to make model

Reliable conversion measurement

Make your own conversion scheme and sell it to the client

Set up quick&easy measurement algorithm; create quick&easy interface

Use it

Conversion data

We do not have it or we do not have the time to interpret it

We do not have ENOUGH specialists to design conversion-based programs

Press clients to supply it

Do not be discouraged by it

Use it to improve the next program

Industry standardsCTR monitoring scandal – opposing parties, strange arguments for not

implementing it, clients not asked, payment issues

Traffic issues – two standards of measuring traffic of websites

SATI measurements: basic in presentation and the way they are thought out

Blogosphere is not measured

No actual way of measuring brand (!!!)

No research data on users and their behavior

Two to three foreign providers offering their services and slow adoption policies

Implement the campaign results software in a palatable form and do it fast

All publishers (in ALL forms) wanting to get advertising money should be audited

All beyond banner projects should implement a standard algorithm for measuring

Get some industry standards # publish industry segmented

traffic and industry segmented CTR results without pointing out the company/brand

More easily usable campaign management software

Campaigns need to be resolved with speed for efficiency

Currently we are peddling excell files

If there is no standard then at least inside agencies a system of real time campaign management should be implemented

Assign responsibilities for this role

Train specific people to do it

Seriously… do ghosts (God forgive me!)

Data

Looks researched

Gives arguments

Makes you look good

Gets your boss to like you

Trust (like) the agency

Conversion

Leads

Sales

Makes you look good

Gets your boss to like you

Trust (like) the agency

conversion model

case studies

standards

data

fast#smart