Digital Agencies versus Technology Agencies
 

Digital Agencies versus Technology Agencies

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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

Digital Agency

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.

Technology Agency

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

Utility

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.

Data

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.

Storytelling

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.


For more information contact…
TrinityP3 Pty Ltd
Sydney
+612 8399 0922
Melbourne
+613 9682 6800
Hong Kong
+852 3478 3982
Singapore
+65 6631 2861

people@trinityp3.com
www.trinityp3.com

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  • @timnfb sorry Tim. Yes, 100% agree. I am just very tired of agencies talking about their 'storytelling' capabilities when in most cases what they tell is not a story. Thank you for your thoughts and taking the time to contribute to the discussion.
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  • @darrenwoolley Darren, yes digital far more valuable than just for 'storytelling' (whatever that word really means). My point wasn't alluding to this but picked up on the theme of other comments that focused on this aspect. In fact my conclusion was that digital agencies will eventually need a pure tech capability to blend their creativity with the utility of the non-storytelling role of digital.
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  • @PaulMcIntyre2 I think if you look at the 1,000,000 + you pay for with a spot in MKR how many are engaged in buying a new car? How many reading the SMH or about to subscribe? There is huge wastage in most media. As for 20% - 30%, the other fact is that these are usually people that have an audience and that is why they keep doing it. And beer soon.
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  • @nickblack Hey Nick, thankyou. That's higher than I expected. But yes, in other words 70-80% of people in a brand set don't or won't engage in dialogue. Which suggests to me we might be overreaching just a little for our new wundertrend. Shouldn't be ignored. Shouldn't be overcooked.
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  • @darrenwoolley Journo bastards. Yes let's drink. It's not so much about defending mass media or creating tension. Still maintain I don't want to engage with every brand I use or might use, any or some of the time. I just don't. Ripper story telling or an experience - digital or otherwise - might attract me momentarily but I don't want deep engagement from every brand on my radar. And not EVERY brand in my frame can provide utility either, digital or otherwise. Impossible. And that's my question. How many people in a brand's customer set actually want to or will engage? No-one can acknowledge that point, let alone attribute a grossly generalised % to it. Anyway DW, I think a beer is brewing.
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Digital Agencies versus Technology Agencies Digital Agencies versus Technology Agencies Presentation Transcript

  • Digital Agencies versus  Technology Agencies The difference between the two and why it matters to marketers TrinityP3 Pty Ltd 2013 © Copyright 2013 marketing management consultants
  • Traditional View of Digital Marketing Story Marketers engage creative and digital agencies to develop brand stories told through paid, earned and Brand owned media. marketing management consultants
  • Lacks Technological Utility But technology Storyprovidesopportunities togo beyondcommunicationto engage peopleby providingusefulness or‘utility’. Brand Utility marketing management consultants
  • Misses the Data Opportunity Story Technology allows marketers to be able to track behaviour and collect data to understand the audience more intimately. BrandUtility Data marketing management consultants
  • Lets the audience tell brand stories Rather than Storymarketers talkingabout theirbrand,technologyallows theaudience to talkand share theirbrand experiencewith others. BrandUtility Data marketing management consultants
  • A Digital Technology View of Marketing 3. Audience tell and Story share stories on brand experience.1. Brand uses audiencedata to offer usefulexperience. Brand Utility Data 2. Marketers collect data on audience behaviour. marketing management consultants
  • Digital ideas can come from anywhere Digital Agency Technology Agency•  Almost any agency has the •  They operate across all aspects ability to be a digital agency. of business technology.•  The focus is almost always •  The focus is developing and creating communication for the managing technology platforms digital platform. across the business.•  They operate in developing •  They operate in developing storytelling on behalf of the utility, data and storytelling. marketer and the brand. •  Comfortable working with•  Comfortable working with marketing and IT. marketing only. marketing management consultants
  • Utility, Data & Storytelling Utility•  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.Data•  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.Storytelling•  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. marketing management consultants
  • For more information contact… @trinityp3 TrinityP3 Pty Ltd Sydney +612 8399 0922www.trinityp3.com/blog/ Melbourne +613 9682 6800TrinityP3 Hong Kong +852 3478 3982Darren Woolley Singapore +65 6631 2861 people@trinityp3.com www.trinityp3.com marketing management consultants