There is no doubt that the world of marketing has changed. Digital has created many new marketing platforms. Customer expectations have grown. Campaign creation times have had to get shorter. Ideas and budgets are having to be fragmented. The lines of ownership of each part of the marketing puzzle have been blurred.

Gone are the days when those in marketing roles were confident they knew their place and who did what in the client/agency equation. Many more roles are being taken in house, more specialist work is being outsourced, user-generated content is playing a larger role and more brands are speaking directly to the consumer

These changes are confusing, and often diluting, the traditional client-agency relationship.  

Embrace change

The main driving force behind these changes is the rise in digital platforms. For any agency to continue to offer value to a client, and for the client to perceive an agency’s worth, embracing these innovations is key. The agencies that view technological advances as a friend, rather than a foe, and embrace them into their offering are the ones that will continue to meet their clients needs and thrive.  

Agencies should see the growth in new marketing platforms as an opportunity rather than a challenge. Staying one step ahead of these changes will mean your agency will be ready and able to help your clients navigate the crowded digital space.

Clients watch marketing trends and competitors’ marketing efforts, but the sheer scale of adapting their own business model can be overwhelming and often needs more agency time and hand-holding than less. An agency that can help a client navigate the noise and help them make informed decisions about which new platforms to adopt and how best to use them will becoming increasingly valued.

Be agile and responsive

The rise in digital marketing means there is a need for more content created at a faster pace. Agencies that can offer a wealth of ideas and a fast conversion of these into reality are the ones that will succeed. Breaking down and adapting traditional client/agency ways of working to be more personal and more responsive are key to agencies being able to keep up with the increased demand for timely, engaging content across all platforms.

Understand the analytics

Keeping up with new marketing platforms is one thing, but understanding the results is another skill entirely. Huge amounts of time and money can be wasted by adopting a ‘let’s give it a go’ approach and agencies that can test, analyse and understand the data from new campaigns on new platforms are a key component of any successful marketing mix.

An agency that can offer stand out creative solutions is one thing, but those that can base their ideas on data and proven experience are invaluable in this faster, more-crowded marketing arena.

Combine creativity with business

The days when agencies were viewed just as the creative powerhouse are long gone. Agencies that combine creative expertise with business knowledge and consumer insights offer more to their clients.

In a world where consultancies like Accenture have taken a stake in the creative sphere through their purchase of agency Karmarama, agencies that take a broader view will come out on top.