Some key advice from the head honcho at marketing service company Kenshoo, the vice president of Australia and New Zealand, Arsham Imani, on how to be a great digital agency in a time of rapid change.
The digital marketing industry is getting more complex as new channels, platforms and ad units are introduced to the customer’s journey.
How do digital agencies keep up as new technology proliferates the landscape and new media destinations emerge and grab consumer attention?
As an example, Instagram advertising went live around the world last month and early demand from advertisers is strong. Instagram cleverly announced wider screen formats, and the platform is exploding. The narrow-cast channel approach is over; brands need to be seen on all the relevant channels and moments that consumers engage, and must test, learn, and optimise their digital ad strategies as close to real-time as possible.
Automation is clearly the answer, but how does this affect the agency culture and processes along the way? The trick is to be agile, and build a culture that enables swift action to be taken, and a flexible approach to new marketing opportunities.
As Australia’s new Prime Minister Malcolm Turnbull said upon his elevation to the top job last month: “The Australia of the future has to be a nation that is agile, that is innovative, that is creative. We can’t be defensive, we can’t future-proof ourselves.
The key question for agencies and advertisers is to find out where people are consuming their media and on what type of device. That is the macro challenge for every digital agency, and it must determine their starting approach to any paid media campaign. The emergence of new advertising opportunities on social platforms, mobile web sites, and in-app mobile destinations, can also place pressure on digital agencies to move quickly.
The other challenge is to effectively manage the firehose of data that is flowing into agency-managed dashboards and vendor software engines. Data-driven advertising is challenging every agency to hire smartly, help their teams learn quickly, and test, learn and modify campaigns on the fly.
Our Australian partner, Salmat Digital, believes that in order to be successful, agencies need to form teams that can collaborate to solve complex marketing problems, and ensure everyone is accountable for the performance of a brand’s digital marketing campaign.
“Consumers today go through lots of steps, touchpoints, and channels before they become a customer – they’ll see paid search ads, receive emails, click through on organic search results and more,” said Ian Harris, COO of Salmat’s Digital division. “Sometimes this journey can take days, sometimes weeks or months. And much to the frustration of digital marketers, there’s no ‘silver bullet’ that will drive them straight to your door.”
The new demands of digital marketing will mean that agencies need to be more responsive to fragmented media consumption patterns, implement rapid iterations, and deploy data into campaign management at a much faster rate.
The challenge for agencies will be to learn fast, hire smartly, and use software to win.
Following the announcement of its title sponsorship of Australian Fashion Week 2021, Afterpay has today launched a week long TikTok campaign, giving its users a spotlight to show off their unique personal style. Afterpay has engaged popular Australian TikTok creators, Sarah Magusara, Seb Laz, Ramon Israel, Caitlin Cummins, Shay & Nate, Georgia & Zac, and Kika Lateef to lead the #AfterpayRunway hashtag challenge, […]
Zenith Australia has promoted Joshua Lee to the new role of National Head of Digital & Data. Effective immediately, Lee has been elevated from his current position as Head of Digital in Melbourne. On his appointment, CEO Nickie Scriven said: “Josh has been charged with leading the ongoing product development of our specialist digital and […]
QMS is proud to showcase this year’s winners of the 2020 B&T Women in Media Awards, by celebrating these talented and inspiring women together with the broader community across our premium digital billboard network. Some of the fabulous women recognised at yesterday’s award ceremony included Kath Blackman from Versa Agency, winning the awards for both […]
Are Media and B&T couldn’t be more thrilled to congratulate the winners of this year’s Women in Media Awards. It was the virtual celebration to end all virtual celebrations as hundreds of media professionals tuned in to watch 17 incredible industry leaders recognised for their phenomenal achievements in media over the last 12 months. It’s […]
Independent programmatic platform Viztrade has launched a self-serve solution for publishers to generate digital advertising revenue directly from their own websites. Viztrade Connect is to be launched through the Viztrade platform and enables advertisers to purchase advertising from publisher websites with no friction and full visibility into the cost of the media. The solution is […]
BIG Outdoor has announced the launch of programmatic capabilities powered by Vistar Media. BIG Outdoor is leveraging Vistar’s supply-side platform (SSP) to make their inventory available for purchase programmatically via open exchange or private marketplace deals. “Our mission is to stay at the forefront of improving the value proposition of digital billboard advertising,” said Richard […]
The NSW Government and the Department of Education have today launched a major campaign titled ‘Maths Trains Brains’ which is aimed at changing the perception of maths and encouraging more engagement towards the subject for students from pre-kindy to Year 10. The campaign was developed by creative and digital agency Bastion Banjo with production by […]