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A recent article in Ad Age really resonated with us with respect to the changing landscape between client requirements and agency capabilities. The game has changed and both parties must adapt as it relates to how they approach the way they implement strategic marketing initiatives.
There are (3) three real game changers:
Analytics / Both client and agencies must do the proper due-diligence to identify the analytics and reporting tools that are appropriate for their respective needs. It’s critical that both parties understand what metrics matter and the importance of not allowing analysis paralysis.
Content / It’s a simple fact that consumers live in a self-service, educational world as it relates to assessing the products and services that are right for their organization. Agencies and clients must feed this need through the development of quality thought-leadership content so that prospective customers can understand how their products and services can meet specific needs.
Distribution Channels / The world has changed and we all need to embrace communication channels that enable us to create dialog with prospective customers. This includes push and pull vehicles. Don’t fall into the trap of thinking that social media is the ultimate answer. Consider how you can integrate social media, search, direct marketing, targeted landing pages, microsites, thought-leadership conversion vehicles and more to start conversations with your target audience.
How have you and your agency partners changed your game plan? What tools and techniques are working well when it comes to these three critical areas? We’d like to know. Leave your comment below.
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