0
2013
DIGITAL MARKETING
AGENCY LANDSCAPE
#
Karen Burka
Digital Marketing Depot
@dmarketingdepot
#SMX #22B
October 2, 2013
#
©2013 Third Door Media, Inc.
Choosing a Digital Marketing Agency
Overview of the digital
advertising market
Trends Drivi...
©2013 Third Door Media, Inc.
Internet Ad Spending Continues to Grow
(15% in 2012)
46.3%
33.0%
7.0% 9.0%
5.0% 0.4%
$36.6B i...
©2013 Third Door Media, Inc.
Digital Share of Agency Revenue
25.8%
28.0%
30.3%
32.5%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30....
©2013 Third Door Media, Inc.
Trends Driving Digital Ad Growth
Audience Fragmentation
Increasing Complexity of the Digita...
©2013 Third Door Media, Inc.
Audience Fragmentation
©2013 Third Door Media, Inc.
More Complex Digital Marketing Landscape
Mobile
Search
Social
Email
Display
PR
Website
©2013 Third Door Media, Inc.
Digital Media
Channels
Search
SEO
Keyword research
Content creation &
optimization
Link analy...
©2013 Third Door Media, Inc.
Paid, Owned, and Earned Digital Media Then
Paid Media
Paid search
Display
Social (FB
ads/spon...
©2013 Third Door Media, Inc.
Paid, Owned, and Earned Digital Media Today
Paid Media
Paid search
Display
Social (FB
ads/spo...
©2013 Third Door Media, Inc.
Demand Grows for Integrated Campaigns
From IBM’s 2013 State of Marketing Survey…
Leading mar...
©2013 Third Door Media, Inc.
How Are Agencies Responding?
Diversify through Consolidation
vs.
Specialization
©2013 Third Door Media, Inc.
The Consolidators
 95% of agencies and brand marketers
are planning to add additional
servic...
©2013 Third Door Media, Inc.
Selected Holding and Media Company Acquisitions of Digital Agencies
Acquirer Acquired/Merged ...
©2013 Third Door Media, Inc.
July 28, 2013: $35 Billion Merger of
Publicis Groupe and Omnicom Group
Omnicom Group
BBDO
Org...
©2013 Third Door Media, Inc.
Publicis Groupe
Publicis
Worldwide
Publicis
Modem
Leo Burnett
Worldwide
LBW Arc
Lapiz USA
Ama...
©2013 Third Door Media, Inc.
The Specialists
Boutiques or specialty agencies
that provide channel-specific
digital market...
©2013 Third Door Media, Inc.
Growth In the Long Tail Agency Market
*Optify data
Established
Business
Identifiable
Agencies...
©2013 Third Door Media, Inc.
So What Does This
Mean For You?
©2013 Third Door Media, Inc.
Specialist vs. One-Stop Shop
 More granular
channel strategy
 More access to
agency decisio...
©2013 Third Door Media, Inc.
What or How
Should You
Expect to Pay?
 Time Based
 Percentage of Spend
 Fixed Fees
 Retai...
©2013 Third Door Media, Inc.
How Do You Get Started?
 RFIs/RFPs
 Referrals
http://www.slideshare.net/SearchMarketingExpo
#
see more presentations at:
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The 2013 Digital Marketing Landscape by Karen Burka

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From SMX East 2013 / SearchMarketingExpo.com - Choosing a Digital Marketing Agency by @dmarketingdepot - #SMX #22B.

Slide deck from Karen Burka of Digital Marketing Depot - presentation on 2013 Digital Marketing Agency Landscape report.

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Transcript of "The 2013 Digital Marketing Landscape by Karen Burka"

  1. 1. 2013 DIGITAL MARKETING AGENCY LANDSCAPE # Karen Burka Digital Marketing Depot @dmarketingdepot #SMX #22B October 2, 2013 #
  2. 2. ©2013 Third Door Media, Inc. Choosing a Digital Marketing Agency Overview of the digital advertising market Trends Driving Growth Impact on the Agency Landscape What it all means for you
  3. 3. ©2013 Third Door Media, Inc. Internet Ad Spending Continues to Grow (15% in 2012) 46.3% 33.0% 7.0% 9.0% 5.0% 0.4% $36.6B in 2012 46.5% 35.0% 8.0% 5.0% 5.0% 1.0% $31.7B in 2011 Search Display-related Classifieds Mobile Lead Generation Email Source: Internet Advertising Bureau
  4. 4. ©2013 Third Door Media, Inc. Digital Share of Agency Revenue 25.8% 28.0% 30.3% 32.5% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 2009 2010 2011 2012 $11.6$10.1B
  5. 5. ©2013 Third Door Media, Inc. Trends Driving Digital Ad Growth Audience Fragmentation Increasing Complexity of the Digital Landscape Convergence of Paid, Owned, and Earned Media Demand for Cross-Channel Campaign and Data
  6. 6. ©2013 Third Door Media, Inc. Audience Fragmentation
  7. 7. ©2013 Third Door Media, Inc. More Complex Digital Marketing Landscape Mobile Search Social Email Display PR Website
  8. 8. ©2013 Third Door Media, Inc. Digital Media Channels Search SEO Keyword research Content creation & optimization Link analysis Local/geo-search Mobile programs International tracking Campaign management Paid Search Bid management & optimization Landing page optimization Affiliate marketing Search Retargeting Campaign management Social Content management Brand compliance Influencer outreach Community building Global programs Sentiment analysis Video design/development Display Media planning & buying Creative Branding Display/retargeting Website Design & development Content creation Ecommerce CSEs Microsites/landing pages Mobile Program design & execution Bluetooth apps Website audits App & game development Video/commercial design PR Blogging Online publicity Online brand monitoring SEO/link building Email Program design & execution List/database development Lead generation
  9. 9. ©2013 Third Door Media, Inc. Paid, Owned, and Earned Digital Media Then Paid Media Paid search Display Social (FB ads/sponsored tweets) Mobile (ads) Email Owned Media Mobile (apps/games) Website content Email Social (FB pages, blogs/Twitter accts) Earned Media SEO Mobile (shares/reviews) Social (retweets/likes/ pins/shares)
  10. 10. ©2013 Third Door Media, Inc. Paid, Owned, and Earned Digital Media Today Paid Media Paid search Display Social (FB ads/sponsored tweets) Mobile (ads) Email Owned Media Mobile (apps/games) Website content Email Social (FB pages, blogs, Twitter accts.) Earned Media SEO Social (retweets/likes/ pins/shares/ reputation management) Mobile (shares/reviews) Paid/Owned Media: Mobile ads, apps, games Social media ads, Twitter content, blogs Paid/Earned Media: Social media ads, shares, likes, reputation management Mobile ads, shares,reviews Earned/Owned Media: Social likes, shares, retweets Mobile ads, shares, reviews Earned/Owned/Paid Media Social (ads, blogs, shares, sponsored content) Mobile (apps, shares, ads)
  11. 11. ©2013 Third Door Media, Inc. Demand Grows for Integrated Campaigns From IBM’s 2013 State of Marketing Survey… Leading marketers want greater levels of integration in their digital marketing suites 74% say campaign integration is the most important capability Yet… Only 31% actually integrate social and mobile marketing with other campaigns or programs
  12. 12. ©2013 Third Door Media, Inc. How Are Agencies Responding? Diversify through Consolidation vs. Specialization
  13. 13. ©2013 Third Door Media, Inc. The Consolidators  95% of agencies and brand marketers are planning to add additional services in the year ahead, with 64% planning to add social media, 61% anticipating the addition of content management, 61% adding mobile and 58% looking to add SEO. Source: Digital Marketing Depot Survey, May 2013
  14. 14. ©2013 Third Door Media, Inc. Selected Holding and Media Company Acquisitions of Digital Agencies Acquirer Acquired/Merged Date Notes Aegis Group plc Communicate 2 I Spy Marketing Catch Stone Roundarch August 2012 August 2012 July 2012 February 2012 India-based search agency U.K.-based digital agency Chinese digital agency bought for £55.2MM Purchased for $125MM Dentsu Aegis Steak Group Firstborn Innovation Interactive (360i) July 2012 June 2011 February 2011 January 2010 $4.9 billion purchase price U.K.-based digital media agency NY-based digital agency with animation and web development services Included digital agency 360i and PPC platform IgnitionOne Epsilon Aspen Marketing Services April 2011 Purchased for $345MM Hearst Corp. iCrossing June 2010 Acquired for estimated $325MM Interpublic Group FUSE CUBOCC Reprise Media February 2012 March 2010 April 2007 U.K.-based digital agency Brazilian digital marketing agency Bolstered search marketing capabilities Merkle IMPAQT March 2011 Added search to existing CRM capabilities Publicis Groupe Big Fuel Rosetta July 2011 May 2011 Bought 51% of the social media agency $575MM acquisition to complement U.S. search & digital marketing brands WPP Hungama Digital Services Fortune Cookie AKQA DTDigital June 2012 August 2012 June 2012 January 2012 India-based digital agency purchased by JWT Acquired by WPP agency Possible Worldwide $550MM purchase price WPP subsidiary Ogilvy bought 33.3% stake in Australian digital agency Source: Third Door Media / Digital Advertising Agencies 2013 Buyers Guide
  15. 15. ©2013 Third Door Media, Inc. July 28, 2013: $35 Billion Merger of Publicis Groupe and Omnicom Group Omnicom Group BBDO Organic Juniper Park Clemenger Group Proximity Worldwide TBWA Being Designatory Fame Integer Group Zimmerman Advertising DDB Alma Interbrand Tribal Worldwide Uproar Rapp Rodgers Townsend Kern Organization Omnicom Media Novus Media Icon Int’l Resolution Media Team Ignition Pancultural PHD Fleishman Hilliard GMMB Ketchum
  16. 16. ©2013 Third Door Media, Inc. Publicis Groupe Publicis Worldwide Publicis Modem Leo Burnett Worldwide LBW Arc Lapiz USA Amazon Advertising DigitasLBi MRY Phonevalley Saatchi & Saatchi TeamOne S&S X Conill Starcom MediaVest Big Fuel Spark SMG Tapestry MV42 SMG Performance Marketing ZenithOptimedia Moxie Ninah Performics Opimedia Int’l Zenith Media USA Razorfish
  17. 17. ©2013 Third Door Media, Inc. The Specialists Boutiques or specialty agencies that provide channel-specific digital marketing services such as mobile messaging programs, social media marketing, or SEO link- building campaigns.
  18. 18. ©2013 Third Door Media, Inc. Growth In the Long Tail Agency Market *Optify data Established Business Identifiable Agencies North America 121,000* long tail agencies 54,000 25 900 Largest U.S. agencies Consolidated Agencies
  19. 19. ©2013 Third Door Media, Inc. So What Does This Mean For You?
  20. 20. ©2013 Third Door Media, Inc. Specialist vs. One-Stop Shop  More granular channel strategy  More access to agency decision makers  Lower spending minimums  Diverse capabilities  Built in referrals  Network efficiencies
  21. 21. ©2013 Third Door Media, Inc. What or How Should You Expect to Pay?  Time Based  Percentage of Spend  Fixed Fees  Retainers
  22. 22. ©2013 Third Door Media, Inc. How Do You Get Started?  RFIs/RFPs  Referrals
  23. 23. http://www.slideshare.net/SearchMarketingExpo # see more presentations at: #
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