Transform your digital Agency from “Good looking” to “Looking good”.
Digital agencies are confronting an array of challenges as the industry shifts from being pure creative to numbers centric in this data driven world. Agencies withhold two core competencies, creativity and strategy which still hold ground. However, days of selling solutions built upon pure gut instinct, an amazing pitch deck or the flamboyance of the agency presenter have long gone. In today’s context there are fewer presentations and a greater emphasis on data collection, interpretation and how you action data in a hyper personalized manner. Agencies require data proficient and strategic thinkers than the charismatic ones.
Digital agencies are confronting an array of challenges as the industry shifts from being pure creative to numbers centric in this data driven world. Agencies withhold two core competencies, creativity and strategy which still hold ground. However, days of selling solutions built upon pure gut instinct, an amazing pitch deck or the flamboyance of the agency presenter have long gone. In today’s context there are fewer presentations and a greater emphasis on data collection, interpretation and how you action data in a hyper personalized manner. Agencies require data proficient and strategic thinkers than the charismatic ones.
The Big Woe — In comes Digital, Out goes Agencies
Agencies are becoming defenseless as clients move various elements of digital in-house primarily for speed and data. The catalyst here is the disintermediation of ad buying and selling. Starting from AdWords, DoubleClick, and Facebook’s Audience Network (FAN) all these networks started providing agency-like functionality within their user interfaces. This led the clients buy direct and save the 10–15% on agency commissions.
Further clients collect vast amounts of data and are have also started buying their own AdTech and MarTech applications. When client’s stich the data internally they get a much clearer picture to make better informed decisions than their agencies. As the teams come in they can act faster.
The Woes Continue — Talent Scarcity
Agencies that were once agile are becoming fragile. They are struggling to find the kind of talent needed to advance in the “data is the new oil” era (such a cliché). When agencies do upskill their employees, at times get poached by the client or the newfound rivals…Yes! the big consulting firms like PwC’s, Accenture, KPMG’s, and Deloittes of the world. Smaller the agency harder it gets to attract or retain quality talent.
Keeping your agency afloat
All is not lost. Agencies need to be able to gather and analyze data tied to campaign creation, management, workflow and results. Thereafter report back in a concise manner and possibly automate action. Drive the cultural shift from creative to measurement in bringing in top notch data science (AI,ML), analytics and MarTech technology into the company. However, all this should lead to you delivering better results than the clients doing it themselves. It’s Easier said than done isn’t it.
It’s Actually easier done than said with Alavi.ai
www.Alavi.ai is a data science built with a vision to democratize data science to digital marketers in mind. Alavi helps you remain adaptive and reactive to change, as this ensures great success in a time of transformation. AI and machine learning are incorporated into every aspect of the platform that lets agencies optimize, expand, retain and improve engagement.
Agencies that marry data science with Empathy will triumph.
Agencies over the years have cracked the code of empathy, and know have to assess emotion, goodwill and compassion. Understanding a client’s business case and determining exactly how to translate that into a messaging strategy, creative assets and to a media plan is not in the horizon… you’ll always occupy that space. Upon layering your creative skills with data science, you will identity new cohorts for granular level segmentation and targeting. Adding a data science layer to your MarTech stack will shift your agency from just good looking to looking good in the data driven era of decision making.
Let the clients take tasks that require speed and a lot internal vetting in house. By aligning the agency strategy to metrics that matter like RoAS, CPA and LTV agencies will make a better impression.
Check out www.Alavi.ai . Alavi is built to democratize data science to the help marketers deliver grate results in the ever-evolving marketing landscape. Using data science Alavi uncovers naturally occurring user segments with higher conversion rates and average order value, across your traffic sources. Agencies can easily find “more of the right buyers, who contribute towards a better RoAS, CPA and Lifetime value”. The platform significantly reduces the time required to optimize and launch campaigns, letting agencies to more with the current resources. Checkout the latest Alavi success stories Big Win-Success Stories.
