Increasing the development of digital marketing has become a major trend in the industry. If we do not make a good transition now, we will be like Zhiwei Thomson, as the first advertising company in the world with 154 years of history, and finally retire quietly by merging with Weimen.
Bain ranked second only to McKinsey in Vault's ranking of consultants in 2019. In recent years, Bain has been making great efforts in the field of digital marketing.
Last May, Bain reached an agreement with FRWD, the world's leading digital marketing agency, to acquire it. The introduction of FRWD greatly strengthens Bain's digital marketing strength, helps Bain customers achieve outstanding performance in the whole marketing channel, reduces dependence on external partners, makes full use of customer data, and reaches consumers more accurately.
In the new media era, Party A needs better, faster and cheaper dissemination and promotion, while the traditional Party B company has been unable to adapt to the dissemination law in the new era. The logic of the marketing industry is undergoing a subversive transformation. The source is the rapid development of the Internet and technology.
P&G and Unilever began to think about the "world" without advertising.
Advertising giants explore remodeling agency service model
In January, Marc Pritchard, P&G's chief brand officer, said at CES, an international consumer electronics exhibition: "We put too much effort into propaganda. We are constantly looking for platforms and advertising. But the era of advertising is coming to an end soon. We need to think about one that is not broad enough. The world of complaints."
As the world's largest advertiser, P&G has been shocked to shout "a world without advertising". However, associating with the fact that P&G has been reducing its marketing in recent years, it seems that everything is reasonable.
It is reported that P&G has cut the number of its global cooperative marketing agencies from 6,000 to 2,500 in 2017, and plans to continue to cut to about 1,250.
In fact, not only P&G, Unilever is also working hard on consumer experience. Unilever also intends to create deeper marketing agency partnerships at the level of large advertising and communication groups instead of directly appointing its business to a single advertising agency.
"I know half of the advertising costs are wasted, but I don't know which half," is the "Goldbach Conjecture" of the advertising industry. However, with many advertisers trying to "create a world without advertising", this situation will be changed.
Advertisers not only hope to cooperate with agency companies in new ways, but also openly express their intention to broaden the so-called types of marketing agency partners. Both P&G and Unilever say that partners are not limited to advertising companies, but also include film and television production companies, animation production companies and entertainment economic companies.
Advertisers are no longer satisfied with the traditional agent service model, they want to find a more flexible, creative and breakthrough service talent team. Procter & Gamble and Unilever respectively explored the new service model of agents in the first half of the year to meet this demand, and also to create a symbolic, representative and phenomenal marketing advertising.
Alibaba Baidu Jingdong is competing for outdoor advertising market
Outdoor advertising has become a hot baboon.
After Alibaba and its affiliates will invest 15 billion yuan in Focus Media and Baidu 2.1 billion yuan in new media, another Internet giant, Jingdong, has acquired the technology platform of outdoor advertising industry, Quick Cloud, and renamed it Jingdong Molybdenum Media.
Jingdong Molybdenum Media has positioned itself as an intelligent marketing service system based on the Internet of Things. Simply speaking, it is an integrated trading platform for digital outdoor advertising.