With marketers and agencies facing quite a tussle in the present scenario, its going to veer towards what we’ll see as- “how digital marketing agencies of the future will shape our everyday reality”.
While it is imperative that a digital marketing agency is laced up with up-to-date technology, it is equally important that it becomes indispensable. They should address the core issues of the marketers and eventually of the clients they work with.
Becoming a part of our everyday life, there are a set of strengths that will determine their proposition and position.
1- Applying enhanced knowledge of Virtual/Digital Space
The digital scenario has undergone a revolution. There is traditional, contemporary and ultra modern form of marketing, all thriving simultaneously. Furthermore, renewing coordination between the agencies’ working mindset v/s the business goals of the marketers will shape the future outcome.
70% of marketers are flexible and open to agencies using outside partnerships. They work with more than one agency to avoid dependency and explore more. This points to one climacteric phenomenon- If the digital agencies work as a partner compared to being mere service providers, they will need to apply their knowledge effectively at the right place.
2- Pull interactions to become real than ever
Reaching people in the comfort of their homes shall remain the norm. But when talking about push campaigns, the focus has already shifted to pull interactions. The future has geared towards getting people on the board through online communities and by understanding how ‘dark social’ works.
3- Combining big data and creativity
According to the latest report (titled‘Future of Agencies’), data, technology and technical delivery at scale, shall determine the relationship equation between an agency and its clients. If put simply, creativity shall be entwined with big data. This future trait will be of vital importance in making a digital agency a bankable option. The flexibility to be creative with all the glitter of technological polishing.
4- Understanding target audience effectively
To get a bigger leverage on online communities that make marketing efforts count, the game will be about- ‘how effectively an agency understands its target audience’. Based on how people behave online and understanding the science of propinquity, this will add to the credibility factor of the digital marketing agencies.
5- Providing a competitive edge
Its not about competing with the contemporaries but maintaining an edge over consultancy companies. Not only charging their worth but being equally aware that the consultancies out there are competing them. This year four consulting companies- Deloitte, Accenture Interactive, PwC, IBM acquired large marketing/ad agencies. This gives a fair chance for the digital marketing agencies to restrengthen themselves in this arena.
6- Using the endorsed technology
When it comes to create a transparent bond with credibility, doing what you speak of shall count. Action speaks louder than words will have to epitomized. Using the proposed social media platforms, websites etc shall add more to the core strength.
7- Web 3.0, tech savvy
The world has already started moving from the second generation of the internet to the third. Today, there is no dearth of information on the net and how to use it effectively. Cognitive technologies have paved the way for a greater human-machine connection. An agency who would focus on this aspect thoroughly; and would steer ahead with the technological rise, shall march with agility and confidence.
8- Thinking strategically
A well laid plan to chalk out revenue attracting strategies is what the marketers look for (always!). And not to forget employing tactics that aggravate the image of the product extensively.
9- Building brands organically
Marketers prefer agencies who possess expertise and can provide long term goals with clarity. Building up the product/company as a brand creatively yet very organically, without shoving their product onto the customer’s mind. To team up as a dependable partner, a digital marketing agency would need to walk those extra miles collaboratively.
10- Scalable success
Marketers opt for scalable success that can be measured accordingly. Whether the marketing endeavor was a success or it needed a fix, will remain on the top check list.
Finely tuned innovative thinking with a calculative touch where the agencies know where they are heading would strengthen them innately.
If put in the words of William Bernbach-
“Good advertising is not circulating information, but having the ability to penetrate the public mind with desires and beliefs”.