YOUTILITY

Why Smart Marketing Is About Help, Not Hype

The difference between helping and selling is just two letters. But those two letters are critically important to your company’s success.

You’re not competing for attention only against other, similar products. You’re competing for attention against everything. To win in this hyper-competitive environment, you must ask “How can we help?”

If you sell something, you make a customer today, but if you genuinely help someone, you create a customer for life. This is Youtility.

Includes interviews with dozens of companies practicing Youtility, and provides 6 blueprints for building Youtility in your company.

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Digital Media 2  |  Add Yours

McAfee Hires Tribal DDB: The Tip of the Digital Agency Iceberg

AdWeek announced today that security software maker McAfee has hired Tribal DDB as their agency of record. In addition to digital marketing, the assignment includes TV, print, and outdoor. 

tribal ddb worldwide McAfee Hires Tribal DDB: The Tip of the Digital Agency IcebergNote that Tribal DDB is the excellent digital marketing sister of DDB. These guys know their stuff. I’ve met a few Tribal DDB folks via my work with ExactTarget. But historically, Tribal DDB has been a large but “regular” digital marketing shop. 

Warning. This is just the beginning

Tribal didn’t just beat out a bunch of other digital firms for this account. They were selected as AOR over big league integrated shops including Young & Rubicam and Dentsu. Wow.

As I’ve been saying (especially in my post “Agencies Wake Up – Digital Shops = Trojan Horse“) digital marketers have a much better handle on ROI, testing and optimization, and audience segmentation than do most of their traditional counterparts. Clients increasingly want to minimize ad risk and are willing to engage in several targeted tactics rather than one huge TV campaign.

If the traditional advertising agency community doesn’t see this win by Tribal DDB as a clear sign that the game is changing, I don’t know what will.

What is your agency doing to be able to compete with digital specialists?

How long will it be before digital agencies being agency of record becomes commonplace, rather than an exception? Leave a comment and let me know what you think. 

 

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About Jay Baer

Jay Baer is a hype-free social media and content strategist & speaker, and author of Youtility: Why Smart Marketing is About Help not Hype. Jay is the founder of http://convinceandconvert.com and host of the Social Pros podcast.

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