The Battle Royale is one of the most anticipated events in all of professional wrestling. It's 20 beefy men giving each other forearm slams and pile drivers in the ultimate no-holds-barred, last-man-standing turf war.
From the outside looking in, I'd imagine that's what the advertising landscape looks like right now.
The truth is that it's not so bad from where I sit. Some turf battles are more hype than reality. Others are a bloody mess. I'm sure others have a different view, so please weigh in. But first, let's take a look at the current turf wars in the agency world.
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Suzy, thanks for bringing Visible Spectrum to our attention. Looks like a game changer and should be on every senior marketer's radar screen. Probably also a great tool for small and mid-size business owners with tight budgets and time. Incidentally, there's a timely article in techie.com entitled "Bringing professional quality video to your hyperlocal marketing campaign" and discusses Visible Spectrum's unique value proposition - here's the link - http://techie.com/bringing-professional-quality-video-to-your-hyperlocal-marketing-campaign/
Short, snappy web videos are being gobbled up by the new tablet-driven generation and in response organizations must shift their text-heavy online content to creating compelling videos that will capture and keep their target audience engaged. But as the need for video increases, organizations lack the time or resources to create high quality videos for each message. Take the restaurant chain or retailer that needs to produce dozens, hundreds, or even thousands of localized versions of their videos for each location.Forget the traditional big video production houses or ad agencies that take months to produce video content at huge costs. What's needed is a totally different approach to video production.Visible Spectrum is an online video production platform that uses a layered approach to creating customized content. Users store individual pieces of content in a database and then tailor their messages fast and inexpensively using templates. The online system allows users to experiment with different content and offers a collaborative work environment. The result: customized or localized videos by the hundreds, fast and at a fraction of the cost of using traditional methods.
Mike,Totally agree with you. When we partnered with a PR agency on one of our clients, they had already done "positioning" work which was all about understanding what conversations were already happening and how the brand could fit into them in a slightly differentiated way. It was useless for connecting with consumers though. Our approach was totally different, all about understanding the unique way we could convey value to people, not publications. I think you're right though. Complete positioning accomplishes both.@adamkleinberg
Great article. Love the notion that a service provider is either a media-centric or consumer-focused approach. Where in the end these need to work in harmony.
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