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The arrival of Smartphones, IPTV, blogs and more immersive, content-rich web sites - otherwise known as the dawn of 'Web 2.0' - is creating a stream of revenue opportunities for forward thinking digital marketing agencies.  After the boom and bust of the bubble years, it's clear the web is maturing into a serious marketing channel.

This is great news to us all. 

More active clients mean more fun and more growth.  And here's the rub - when your biggest account is clamoring for a 'user generated content tagging' site, how can you best deliver? 

Unlike the past few years, the emphasis is no longer on finding new opportunities with which to experiment, it's all about correcting the mistakes of the past and making these opportunities more profitable.

Be Careful What You Wish For...

OK, so the new web site project's booked and the first review deadline is looming.  There's a number of ways this could go:

  • You pass the project on to your digital team - but they're currently stressing about the other four deadlines that slipped this week, and have concerns about their freelance Project Manager, who seems to have gone AWOL...not to mention the outsourced architect whose grasp of Ruby on Rails isn’t up to scratch...

  • You could specify that wonderful new CMS that you read about on TechCrunch last week - the one everyone's raving about but is still in beta.  Or, you could go with Microsoft, but that's a big ouch because it means more cash for licence fees (client: " why wasn't this mentioned before!!?").  Or, you could just keep the cash and use the home-grown effort the digital team built for Acme Corp back in 2000 when a £400,000 budget tended to allow this kind of roll your own experimentation.  But, no, your guys always moan about supporting the damn thing and how clients hate the interface and the fact that it takes 30 minutes to post a new page...
  • You could bite the bullet and hire more of these production skills in-house, just like your Head of Digital was saying last week.  He had a plan – a team of coders, managed by him, including two or three chief engineers who know how to integrate Oracle with MySQL. After all, it's always best if the revenue sticks to you, right?  Yes, you could build and support the whole thing, forever, and watch the cash roll in.  But this isn’t a creative service and it's not what you excel at…

So here's what you do... You fudge the implementation plan for the first review meeting (making it just vague enough to buy you some more time)....hold an emergency internal meeting....defer the whole CMS question until you've interviewed the new freelancer you're hoping to find for the project architect job...and hope to God that the £100k project fee is going to cover it. 

In other words, you pin your profitability in much the same way as you'd pin the tail on a donkey. Sound familiar?

There's a Better Way to Do This. 

Focus on Your Knitting. Drive Profits Where You Want Them!

At Squiz, we know this situation is a working reality for many of the best digital agencies, because we are one.

We don't, however, work this way - because our service model is different.

We provide you with London-based technical implementation and support services for delivering (and managing) cutting-edge, creative web site solutions on a best of breed open source Content Management System, called MySource Matrix. At the same time, we enable you to focus on your most profitable stuff - creative project services.

Learn more…


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