As media, technology and society change, advertising and marketing agencies have tried to reinvent themselves to better serve their clients. It’s an age-old practice; however, it is no longer working. In what Forrester Research, Inc. describes as an Adaptive Marketing era, marketers will choose partners that are agile and adaptable.
How we respond to change…
Advertising and marketing agencies have changed a lot over the years. From the advent of radio broadcasting to Internet advertising, these entities have served you well, but in this new digital era, you need a more specialized approach to gain the ability to compete across multiple channels. This no longer demands the big agencies of the past, but the highly specialized collaborations available to your business today.
In “The Future of Agency Relationships,” Forrester Research, Inc. explains “agencies are in a race to add new skill sets and compete more directly. Yet no one type of agency does it all well, and adding new skills is an inherent challenge for any agency.” Instead of doing business with one firm, marketers like you prefer working with experts in advertising, direct mail, media planning and buying, interactive and public relations.
But how do you manage relationships with five agencies? It hasn’t been easy. At Inflexion Interactive and other interactive marketing firms, we strive to keep it simple.
How to choose your agency…
According to the report by Forrester Research, Inc., you must consider these three I’s of agency selection: ideas; interaction and intelligence. From managing ideas and considering social impact to how agencies integrate online and offline data, there’s a lot to think about when selecting the right agency and partnerships for your business.
By pursuing adaptable ideas, planning for expected interactions with customers, and providing in-depth analytics and reporting on progress, agencies that embrace the partnership-driven model will keep you happy and excel at what they do best: manage the multi-faceted adaptive marketing landscape that requires a scalable network.
What this means to you…
This means both marketers and agency leaders must network to source top talent, niche expertise and highly specialized skill sets. In an Adaptive Marketing era, we must master current technologies and trends while constantly seeking out qualified partners.
To learn more about how Inflexion Interactive answers the need for a new agency partnership, talk to us, visit our blog and bookmark InflexionInteractive.com.
