Digital Agencies versus Technology Agencies
The difference between the two and why it matters to marketers
TrinityP3 Pty Ltd
© Copyright 2013
Traditional View of Digital Marketing
Marketers engage creative and digital agencies to develop brand stories told through paid, earned and owned media.
Lacks Technological Utility
But technology provides opportunities to go beyond communication to engage people by providing usefulness or ‘utility’.
Misses the Data Opportunity
Technology allows marketers to be able to track behaviour and collect data to understand the audience more intimately.
Lets the audience tell brand stories
Rather than marketers talking about their brand, technology allows the audience to talk and share their brand experience with others.
A Digital Technology View of Marketing
1. Brand uses audience data to offer useful experience.
2. Marketers collect data on audience behaviour.
3. Audience tell and share stories on brand experience.
Digital ideas can come from anywhere
Almost any agency has the ability to be a digital agency.
The focus is almost always creating communication for the digital platform.
They operate in developing storytelling on behalf of the marketer and the brand.
Comfortable working with marketing only.
They operate across all aspects of business technology.
The focus is developing and managing technology platforms across the business.
They operate in developing utility, data and storytelling.
Comfortable working with marketing and IT.
Utility, Data & Storytelling
This can be entertainment, gaming, experiences or a service.
It can be a website, mobile app, social media app, podcast, blog, video post or technology product.
The important thing is that it engages the audience by providing usefulness.
There is data collection, data analysis and then insights and implementation – this can inspire the development of utility.
Technology can automate a customised user experience while learning about their behaviour and preferences.
This is consumer generated and shared through one of the social platforms such as Facebook, Google +, Twitter, Pinterest, etc.
It could be a blog post, podcast or video post.
The important thing is they share a story about the brand and brand experience.
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