THINKing

A Fresh Wind Is Blowing

The business winds are changing direction, but there are some organizations that don’t get it and never will. The news media and big ad agencies are two industries doomed to be swept overboard if they don’t keep a weather eye out. Today, it’s about transparency and a new focus on customer service, doing what’s right for the customer. I’ve found if you do what’s right for the customer, you, too, will ride under full sail.

Let’s review a recent example of what I’m talking about in the marketing arena.  We have a client leaving another agency to come to us for a number of services, including SEO, email marketing and Google Adwords.

Old school companies try to lock clients down by tying them to agency accounts for Google Analytics, Adwords, or email marketing, or  by hooking them into proprietary content management systems and the like.  An agency which manages all of its Adwords or Analytics in a master account is not going to want to give another agency administrative access. Guess what? You can’t transfer Google Analytics accounts and you lose all the historical data. Adwords account can be transferred, but it takes an act of Congress.

When we set up client accounts – although it is less convenient for us – we set them up in the client’s name. That way, if the client ever decides to move on, we can hand over the accounts and wish them well. That’s the new, transparent, customer-oriented way to do business.

Are you old school, or are you harnessing the fresh wind?

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• It’s About Experiences, Not Logos
• Making IRWIN Tools Look Good
• Complaint.TV – A Nightmare Waiting To Happen
• V.I.P., Not