Keep up with Google through SEO Effectiveness

Posted by on Feb 1, 2013 in Advertising, Return on Investment (ROI), Social Media, Technology

Each year Google makes on average 500 changes to it’s search engine algorithms. Some of these are small incremental changes, some however are fundamental to the way we see the web. This relentless pace of change is actually speeding up, so we all need to know and understand enough in order for us not to have our business websites damaged irreparably. The focus here is on Google as in the UK over 90% of all search is done via Google, albeit Microsoft’s Bing is applying a good amount of competitive pressure, but it’s still a way off in terms of overall impact. So what’s the reason for all the changes I hear you say? Well the search market is maturing, people (SEO companies) are becoming more and more sophisticated in manipulating the search results and the revenue that Google is getting is plateauing. This latter fact will clearly put extra pressure on Google to maintain their lead in the search market and they can only do this by continually improving search results for the user. For many of you I can hear you say “why does this matter to me? My site is fine.” The truth is that, depending on how clean your SEO team has been, future Google...

Learn More
What are the risks of having a bad contract? Marketing procurement can help. 0

What are the risks of having a bad contract? Marketing procurement can help.

Posted by on Nov 8, 2012 in Procurement

As marketing procurement professionals we see this all the time. Suppliers trying to force spurious wording onto clients who don’t really understand what they’re signing up to. These small anomalies may seem fairly innocuous at the time, but the test of good contract comes only when the relationship is under pressure. Having a contract with clear wording and explicit language around key points is imperative to ensuring that when push comes to shove, everyone is really clear on what the intention was when the contract was signed. People move on, businesses change. The contract remains. As an example of why it’s really important to get this right I would cite a recent example. A new client of ours asked to conduct a general review of their marketing arrangements; a large part of the marketing spend was focused around media buying. Naturally our first stop was to look at the current contract, and ensure everything was contractually in good shape. This is where the problems begin. The agency in question (one of the largest in the world), had been working under a draft contract since the beginning of the relationship. There were a number of draft versions, but as happens, the people involved have move on and the draft contract...

Learn More

The Marketing Factory is changing the face of unbilled media forever

Posted by on Sep 28, 2012 in News

Press Release For immediate release Thursday, 28th September 2012 ———————————— The Marketing Factory, a specialist marketing procurement and marketing analytics consultancy, has today launched a primary research initiative into how unbilled media, rebates and contracts are handled within client companies. Anecdotal evidence over the past 18 months suggests that there is a multi-sector issue with how media buying agencies handle rebates and unbilled media for their clients and the Marketing Factory is seeking to address the issue. This is a spectre that has blighted the industry and helps to maintain a view held by many that media agencies don’t operate in an open and transparent way “This is a spectre that has blighted the industry and helps to maintain a view held by many that media agencies don’t operate in an open and transparent way. The purpose of this research is to understand the scale of the problem and identify areas of particular concern. We have seen some particularly egregious cases of manipulation by agencies over the past 18 months,” says Marketing Factory Director, Milan Panchmatia. “It’s high time that agencies are completely transparent about how they earn their money, and stop looking to top-up their earnings through rebates or unbilled media that really should be paid back to the client”. The research...

Learn More

It’s all about expertise. Marketing Procurement IS complex.

Posted by on Sep 11, 2012 in Media, Procurement

With all due respect to the many procurement people out there, consultancies and internal departments alike. Unless you have multi sector, category specific knowledge – (that’s growing by the day) it’s just not going to cut it anymore. There are some excellent procurement consultancies out there that work across all the usual categories, and in this mix they normally cover marketing procurement.  As far as we can see, based on the work that we pick up after they leave, they generally lack the deep category knowledge required. This problem is exacerbated by the suppliers out there, in particular the big agencies, that are incredibly sophisticated, have vast experience and an army of lawyers and commercial specialists who’ve been through this process dozens of times. It’s time for client companies to realise that unless you are immersed in the subject and have a pool of people who truly excel in their own specialist areas, you are never going to get the results you desire. The same problem exists within the ranks of clients’ own procurement departments. These very able people come from a wide range of procurement specialisms and aim to apply all of the same principals to the marketing category. Sure, some of this knowledge will carry across, however...

Learn More

The great rebate debate. Shock horror!

Posted by on Sep 10, 2012 in Marketing, Procurement, Return on Investment (ROI), wasted spend

On today’s Adage there was a story about how rebates in the US are becoming more commonplace. Shock Horror! This practice is widespread in Europe and in particular in the UK, but i’m not sure this practice is that much of a concern if your procurement team has done it’s job properly. Having an experienced hand with you in the negotiations, and as part of the selection team, will ensure that the contract you get covers you off with regards to rebates and incentives. Agencies today do understand the role of the procurement department and when challenged (in the right way) are more than happy concede the point around rebates. Where there is a problem, and this is something that we see increasingly, is where the client is mid sized and doesn’t have the procurement support – or where they do it’s not sufficiently experienced enough in marketing procurement to spot or understand the pitfalls. Calling in a specialist doesn’t need to costs the earth and if you can only afford it on a tactical basis it will still deliver significant dividends when you sign that all important contract. the original article can be found here....

Learn More