The Agency of the Future Report is based on interviews with leading digital agencies. Download the report for access to insights from 15 top digital agencies, and get access to information about the tremendous service delivery and business innovation taking place.
We asked interviewees for their take on the disruptive forces affecting digital marketers today. They told us in their own words about the specific challenges they face. Above all, they told us how these challenges are being addressed and overcome.
Demand | digital marketing skills in 2021vkkumar10
Understand how Data Make Decisions, Master Marketing Automation, Resonates With Your Audience with your content some of these modern and advanced marketing skills that you should learn for your career or business. to learn these skills and digital marketing you can join an online digital marketing training course.
https://www.cetpainfotech.com/technology/digital-marketing-training
The average enterprise-class company owns 178 social accounts, while 13 departments — including marketing, human resources, field sales, and legal — are actively engaged in social media. Yet social data are still largely isolated from business-critical enterprise data collected from Customer Relationship Management (CRM), Business Intelligence (BI), market research, and other sources. In this report, industry analyst Susan Etlinger demonstrates how leading organizations are deriving actionable intelligence from a holistic view of social and enterprise data, the challenges and opportunities in doing so, and the criteria required to achieve social intelligence maturity.
The Engagement Gap: How executives and employees think differently about empl...Brian Solis
New survey data shows that employees and executives have different views about employee engagement and the things organizations do to improve it. This is the result of the Engagement Gap. Employee engagement programs, while well intentioned, often miss the mark. This white paper describes the Engagement Gap, and shares survey results captured by Jostle Corporation in partnership with Brian Solis. The data suggests that effective employee engagement programs focus on turning organizations into more meaningful, congenial, and transparent communities.
On September 10, 2013 CapTech began a 7 week engagement at Dominion Resources in Richmond VA to create a Digital Communications Strategy. This is the story of the making of that digital strategy. On March 14, 2014, together with our client and a Forrester analyst, we presented this presentation to an invitation-only group in McClean, VA in an interactive Q&A discussion format.
This is a digital strategy brand hands-on tutorial/workshop I never ended up using. Made in 2006 for OMG.tv. I think it's a pretty good place to start when looking for an online strategy/social media play.
Demand | digital marketing skills in 2021vkkumar10
Understand how Data Make Decisions, Master Marketing Automation, Resonates With Your Audience with your content some of these modern and advanced marketing skills that you should learn for your career or business. to learn these skills and digital marketing you can join an online digital marketing training course.
https://www.cetpainfotech.com/technology/digital-marketing-training
The average enterprise-class company owns 178 social accounts, while 13 departments — including marketing, human resources, field sales, and legal — are actively engaged in social media. Yet social data are still largely isolated from business-critical enterprise data collected from Customer Relationship Management (CRM), Business Intelligence (BI), market research, and other sources. In this report, industry analyst Susan Etlinger demonstrates how leading organizations are deriving actionable intelligence from a holistic view of social and enterprise data, the challenges and opportunities in doing so, and the criteria required to achieve social intelligence maturity.
The Engagement Gap: How executives and employees think differently about empl...Brian Solis
New survey data shows that employees and executives have different views about employee engagement and the things organizations do to improve it. This is the result of the Engagement Gap. Employee engagement programs, while well intentioned, often miss the mark. This white paper describes the Engagement Gap, and shares survey results captured by Jostle Corporation in partnership with Brian Solis. The data suggests that effective employee engagement programs focus on turning organizations into more meaningful, congenial, and transparent communities.
On September 10, 2013 CapTech began a 7 week engagement at Dominion Resources in Richmond VA to create a Digital Communications Strategy. This is the story of the making of that digital strategy. On March 14, 2014, together with our client and a Forrester analyst, we presented this presentation to an invitation-only group in McClean, VA in an interactive Q&A discussion format.
This is a digital strategy brand hands-on tutorial/workshop I never ended up using. Made in 2006 for OMG.tv. I think it's a pretty good place to start when looking for an online strategy/social media play.
‘The only certainty in life is change' – so why do so many organisations struggle to affect positive change with their employees? And why do nearly 70% of all transformations fail?
In this webinar we look at change in the context of digital transformation and consider what we often get wrong, what we need to get right, and what it means to become a ‘change-able’ organisation.
Slides for Altimeter's webinar: A Culture of Content. Watch the webinar replay at: http://www.slideshare.net/Altimeter/webinar-a-culture-of-content-by-altimeter-group.
Description:
When content becomes an ingrained part of an organization's culture, content strategy functions like a well-oiled engine, producing, circulating, and begetting content, creating numerous efficiencies in the process.
In this 1-hour webinar, learn how companies evangelize, reinforce, and institutionalize the importance of content throughout and beyond the marketing organization. Rebecca Lieb and Jessica Groopman share findings and recommendations from their report, Culture of Content.
Download the report at: pages.altimetergroup.com/culture-of-content-report.html
Alteryx Case Study: Generating quality leads at a lower cost with LinkedIn Sp...LinkedIn
Alteryx, headquartered in Irvine, California, creates data blending and advanced analytics software that empowers data analysts to deliver deeper business insights in hours, not weeks. To more precisely target their paid acquisition campaigns, Alteryx utilized LinkedIn Sponsored Updates to deliver content offers directly to their target audience. Their utilization of Sponsored updates resulted in a 4x lower cost per lead and 3x lower cost per click than search advertising and ultimately helped them achieve 2.5x growth in their Company Page followers.
Every customer interaction with a company is an opportunity for a lasting impression. When companies invest in Customer Experience improvements, they see revenue grow as high as 5x. As your customers' expectations increase, advances in CX management must keep pace.
Is a great customer experience an impossible ask? No. The challenge is where to start.
George Pace, Global Consulting Partner at Ogilvy Consulting, leads this webinar exploring the real ways Customer Experience drives revenue.
The Global Digital Outlook Study is an annual survey of spending trends, adoption of emerging technology, perspectives on the digital landscape and evolving priorities for agency leaders and brand marketers. Now in it’s sixth year, this study is a collaboration between SoDA and Forrester Research.
As organizations seek their footing in a turbulent business environment, they require strong leaders at the helm. The rapid changes associated with digital disruption can be disorienting, so many of us assume the leadership handbook must be completely rewritten for the digital age.
Is it possible the leadership challenges of the digital world are more the same than different but we are overly focused on what’s different because we are so alarmed by the threats to the status quo?
Achieving momentum for a social business strategy for many organizations is challenging
enough, but execution is often fraught with unanswered questions: Who owns social? How are key decisions made? How do we organize to execute social?
In this report, we define a social business governance system of 4 P’s: people, policies, processes, and practices. We use that framework to provide a maturity model to assess where you are, and we include best practices, policy templates, and a decision-making matrix that you can use to define Social Business Governance (SBG) that will help you both achieve the potential of your strategy and manage risk.
Download the full report at: http://goo.gl/y2uiKR
How to Excite Your Executives About Online Community!Leader Networks
This session is designed to surface opportunities to excite leadership about the value your online community is delivering and offer insights into ways to spotlight the potential returns and benefits. Following this approach you will be able to answer the burning questions every executive asks and community leader faces:
How does the community align with the organizational strategy?
What is the business case?
How do we know we are making the right decisions (do we have the priorities)?
How are we measuring success?
What speaks to executives at various stages of a community's lifecycle?
An honest look at how digital and social media can be used to create tangible value for companies, customers and consumers.
Authors:
Magan Arthur & Rob Mallens
With inputs from:
Sumathi Venkitaraman,
Head, Marketing at CustomerXPs Software
www.customerxps.com
‘The only certainty in life is change' – so why do so many organisations struggle to affect positive change with their employees? And why do nearly 70% of all transformations fail?
In this webinar we look at change in the context of digital transformation and consider what we often get wrong, what we need to get right, and what it means to become a ‘change-able’ organisation.
Slides for Altimeter's webinar: A Culture of Content. Watch the webinar replay at: http://www.slideshare.net/Altimeter/webinar-a-culture-of-content-by-altimeter-group.
Description:
When content becomes an ingrained part of an organization's culture, content strategy functions like a well-oiled engine, producing, circulating, and begetting content, creating numerous efficiencies in the process.
In this 1-hour webinar, learn how companies evangelize, reinforce, and institutionalize the importance of content throughout and beyond the marketing organization. Rebecca Lieb and Jessica Groopman share findings and recommendations from their report, Culture of Content.
Download the report at: pages.altimetergroup.com/culture-of-content-report.html
Alteryx Case Study: Generating quality leads at a lower cost with LinkedIn Sp...LinkedIn
Alteryx, headquartered in Irvine, California, creates data blending and advanced analytics software that empowers data analysts to deliver deeper business insights in hours, not weeks. To more precisely target their paid acquisition campaigns, Alteryx utilized LinkedIn Sponsored Updates to deliver content offers directly to their target audience. Their utilization of Sponsored updates resulted in a 4x lower cost per lead and 3x lower cost per click than search advertising and ultimately helped them achieve 2.5x growth in their Company Page followers.
Every customer interaction with a company is an opportunity for a lasting impression. When companies invest in Customer Experience improvements, they see revenue grow as high as 5x. As your customers' expectations increase, advances in CX management must keep pace.
Is a great customer experience an impossible ask? No. The challenge is where to start.
George Pace, Global Consulting Partner at Ogilvy Consulting, leads this webinar exploring the real ways Customer Experience drives revenue.
The Global Digital Outlook Study is an annual survey of spending trends, adoption of emerging technology, perspectives on the digital landscape and evolving priorities for agency leaders and brand marketers. Now in it’s sixth year, this study is a collaboration between SoDA and Forrester Research.
As organizations seek their footing in a turbulent business environment, they require strong leaders at the helm. The rapid changes associated with digital disruption can be disorienting, so many of us assume the leadership handbook must be completely rewritten for the digital age.
Is it possible the leadership challenges of the digital world are more the same than different but we are overly focused on what’s different because we are so alarmed by the threats to the status quo?
Achieving momentum for a social business strategy for many organizations is challenging
enough, but execution is often fraught with unanswered questions: Who owns social? How are key decisions made? How do we organize to execute social?
In this report, we define a social business governance system of 4 P’s: people, policies, processes, and practices. We use that framework to provide a maturity model to assess where you are, and we include best practices, policy templates, and a decision-making matrix that you can use to define Social Business Governance (SBG) that will help you both achieve the potential of your strategy and manage risk.
Download the full report at: http://goo.gl/y2uiKR
How to Excite Your Executives About Online Community!Leader Networks
This session is designed to surface opportunities to excite leadership about the value your online community is delivering and offer insights into ways to spotlight the potential returns and benefits. Following this approach you will be able to answer the burning questions every executive asks and community leader faces:
How does the community align with the organizational strategy?
What is the business case?
How do we know we are making the right decisions (do we have the priorities)?
How are we measuring success?
What speaks to executives at various stages of a community's lifecycle?
An honest look at how digital and social media can be used to create tangible value for companies, customers and consumers.
Authors:
Magan Arthur & Rob Mallens
With inputs from:
Sumathi Venkitaraman,
Head, Marketing at CustomerXPs Software
www.customerxps.com
Defining the Operating Model for the Digital EnterpriseLee Bryant
Earlier this week at the IOM Summit in Cologne, I gave a talk entitled ‘Defining the Operating Model for the Digital Enterprise’ that outlined what I think are the two key foundations of a digitally transformed enterprise...
Digital transformation requires better organisational structuresLee Bryant
For established firms to successfully undertake digital transformation requires action to address the limitations of their internal structures and business culture. This talk outlines why this matters and how they can being to achieve meaningful change towards becoming a more agile, connected company.
Every organization broadcast their products or services through the medium of advertising agency. In this lesson, students will study about how advertising agencies assist marketers by providing the correct medium of broadcasting their ad.
Building Your Digital Dream Team - Guide for PR ProfessionalsGemma Craven
Building a digital/social team within any company or agency is a mix of talent assessment, management and business vision to anticipate just what lies ahead. This presentation was given at a digital PR conference and examines some of the current in demand roles today and looks ahead at emerging areas of focus in the near (indeed nearer than you think) future.
How to deconstruct your agency's business model to better understand the value you deliver to clients and better position for firm to work for the types of clients you really want.
Mix Digital is a full service digital marketing agency expertising in digital marketing strategy, social media marketing, web design & development, search marketing. We helps brand interacting sustainably with target audiences via digital platforms
Så skapar du en smart webborganisation med delat informationsansvar7minds AB
På Webbdagarna Offentlig sektor den 14/10 2015 pratar Maria Sognefors om hur man kan tänka runt centralisering kontra decentralisering av webborganisation.
FutureAction —
is a marketing innovation agency reaching business’ objectives by unique mix of strategy, integrated and digital innovative solutions
We are the part of one of the largest Russian advertising holdings Action Group
Tom Stein's, President and Chief Creative Officer of Stein + Partners Brand Activation, presentation at Custom Marketing Day - July 27 2011 in New York City
Marketing has changed and the number of channels and touch points deployed to reach customers is evolving and expanding at a fast pace. This paper showcases how with Digital Asset Management at the heart of the content marketing process,
organizations can keep up with the demand for “real-time” blockbuster content.
Social Media Marketing is one of the essential ways to grow your brand. Social Media Marketing is very important that it has made so many move form nothing to something gigantic. Why so many business owner still like that strategy.
But don't worry I have gotten it to your door step.
Follow me here and buy more of my book to change your business live
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Electronics social marketing_digital strategyMarcel Baron
Two-thirds of electronics companies either have a
limited strategy, or no strategy at all, for integrating
digital in their businesses – despite the fact that the
number of social network users around the world is
now rapidly approaching the two billion mark.1
To make the most of the digital opportunity,
marketing organisations urgently need to embrace
new approaches, new processes, new skills, new
technologies and agile organisation structures.
Is your business ready to engage?
DIGITAL MARKETING.how to earn money from digital marketingsharminafroz777
"Digital marketing encompasses a broad range of online strategies and channels aimed at promoting products, services, or brands through digital technologies. This dynamic field leverages platforms such as social media, search engines, email, and websites to connect with target audiences, build brand awareness, drive traffic, and generate leads or sales. It involves a combination of techniques, including search engine optimization (SEO), social media marketing, content creation, email campaigns, and data analytics, enabling businesses to adapt and thrive in the ever-evolving digital landscape."
Content marketing has become a crucial tactic for companies looking to connect with their target audience, build authority, and increase conversions in the current digital landscape, when information is copious and attention spans are short. This whitepaper goes deeply into the field of content marketing and provides insightful information, practical advice, and examples from real-world situations to help you plan and carry out a fruitful content marketing strategy.
Maximize Your Digital Impact Elevate Your Brand with Expert Social Media Stra...Sarah Boyer
A social media strategy agency is a firm that specializes in creating and implementing strategies for businesses on social media platforms. These agencies are experts in understanding the nuances of different social media platforms, the behavior of online communities, and the latest trends in digital marketing. Their primary goal is to help businesses establish a strong online presence, create engaging content, and interact effectively with their target audience.
Digital economy, characterized by wide access to large volumes of information, immediacy of its circulation as well as ubiquity of online communications, is shaping a new informational ecosystem, where the power of supporters and detractors is multiplied. Democratization brought about by new technologies enables any individual to generate content and create their own communities and audiences.
This context implies important challenges for corporate reputation management, where reputation is understood as a set of collective evaluations that an organization evokes in its stakeholders and that are able to lead to value– generating behaviours. Thus brands may only be successful if they are able to participate in those networks that are interesting for their stakeholders and establish long–term relations, unleashing favourable behaviours. In this scenario, corporate communication is making a U–turn, and companies are likely to face a new challenge – brand journalism, a new way of communication brought about by the influence of the Internet and the proactive attitude assumed by stakeholders.
The present report summarizes the results of the 3rd issue and the previous year, and is a rigorous analysis of comments made voluntarily on the Internet as well as their impact by the dimensions that constitute corporate reputation: Products and Services, Innovation, Finance, Workplace, Citizenship, Leadership and Governance.
The report contains a map of stakeholders that actively use the Internet and the networks that should be taken into account at the time of developing a strategy of positioning on the Internet: the real–time network Twitter, the social network Facebook, the multimedia network YouTube, and the hypertextual network Google. The report identifies relevant content for different audiences and helps to map key reputational risk areas for companies.
Leveraging Social Media to Gain Market Shares in Services MarketingSocial Samosa
Surveys indicate that only 53% of the enterprises use social media as a part of their strategy and only half of these have an effective social media strategy in place.
Similar to Skyword Digital Agency of the Future Full Report (20)
Skyword360 Product Webinar — November 15, 2018Skyword Inc.
Offering 360-degree views of the entire enterprise, Skyword360 is the only content marketing platform that combines enterprise-wide visibility and planning with original content creation, distribution, and optimization. Now, you can fuel marketing across channels, divisions, regions, and countries with a consistent, relevant brand story. With TrackMaven's industry benchmarking and insights into the content planning process, you'll have the ability to combine best-in-class analytics with best-in-class content marketing. Consolidate content marketing software across your organization to create unique, synchronized customer experiences that drive measurable results.
Skyword and TrackMaven Join Forces: Webinar with the Founders Tom Gerace and ...Skyword Inc.
The combination of Skyword and TrackMaven integrates insights into the content planning, creation, and activation process. It combines best-in-class analytics with best-in-class content marketing. No more unanswered questions. No more guesswork. Just stories that stand out and drive results, and the ability to demonstrate that you are delivering best-in-class performance.
Connecting with Content: Building Brand and Demand Through Content StrategySkyword Inc.
B2B marketers often struggle with the strategic and tactical complexity of building a content marketing strategy that drives continuous audience engagement and establishes new connections.
In this presentation from Christine Polewarczyk, Service Director of Content Strategy and Operations, SiriusDecisions, and Ray Gilmartin, Senior Director of Product Marketing, Skyword, cover building a successful content strategy.
They review how to:
Develop, organize, and document a content marketing strategy
Infuse brand purpose into your strategy to deliver on brand promises.
Build brand awareness and foster authentic and continuous customer relationships.
Keeping Up with the Algorithms: SEO Best Practices from Skyword [Webinar Slides]Skyword Inc.
Between the moment "Googling" became a verb in the early 2000s to our present reality of search results we can carry in our pockets or ask for aloud, the world of SEO has expanded and evolved so rapidly that many brands have struggled to keep up.
In this webinar, we'll review how to:
Build a solid SEO foundation with your website
Implement a strong keyword strategy
Establish an SEO Style Guide
Optimize content with mobile, voice, and global trends in mind
Learn from your optimization results
Enterprise Planning and Streamlined Navigation from Skyword [Webinar]Skyword Inc.
Ready for a centralized location where you can see all of your content across the enterprise? Learn more about Skyword’s latest release.
Skyword’s May 2018 release incorporates two compelling elements—a visual redesign and an Enterprise Planner. The Skyword Enterprise Planner provides a central location to view all content and marketing activities, empowering you to coordinate internal team efforts and execute global campaigns.
Plan and visualize your content across your campaigns, business regions, divisions, and distribution channels.
Inspiring Trust and Transparency: Skyword's Compliance with GDPR [Webinar]Skyword Inc.
Skyword will be compliant with the EU General Data Protection Regulation (GDPR) when it goes into effect on May 25, 2018. We know that this is top of mind for all of you, and we have been working diligently for months to ensure our platform, policies, and procedures meet GDPR requirements.
Join Skyword's CMO, Tricia Travaline, and Chief Technology and Data Protection Officer, John Mihalik, delivered these slides in a webinar to provide an overview of Skyword's new data protection policies.
Master the Art of Story for Business [Webinar with Robert McKee]Skyword Inc.
Marketers strive to use storytelling in their strategies, but most still struggle to understand the practice and master the craft. Join Robert McKee, story authority and best-selling author, and Tom Gerace, Founder and CEO of Skyword, for a webinar where they discuss the importance of applying storytelling principles to business practices.
Inside the Content Marketing Continuum [Webinar Slides]Skyword Inc.
Clare McDermott, Chief Research Officer, Mantis Research, and Tricia Travaline, Chief Marketing Officer, Skyword, will walk you through the most interesting findings of this year-long survey of 1,000 global content marketers. Learn:
Benchmarks for the practice of content marketing today
The defining characteristics of the most successful content marketers
Areas of focus for advancing your content marketing organization's performance
Brands and Their Contributors: Working Together to Build a Cohesive Social M...Skyword Inc.
This session is geared to brand marketers and contributors, encouraging both to use social media to its full potential. Contributors who build their personal brand on social give themselves a competitive edge, and when they share the content they create for clients they establish themselves as thought leaders in the industry and bring the content to a broader
audience, benefiting their clients and themselves. Brand marketers should encourage their creatives’ brand advocacy by following their contributors on social and tagging them when appropriate.
Lauren DiZazzo, Associate Community Manager, Skyword
Bridget Burns, Social Media Strategist, Tom’s of Maine
Christine Kayser, Senior Content Strategist, Skyword
Angela Tague, Freelance Contributor
Allen Gannett, Founder & CEO, TrackMaven
We are getting sucked into a content marketing death spiral. Brands compete in a race to the bottom, then complain about how hard it is to be heard over the noise. How can we pull ourselves out of the echo chamber and refocus on delivering value? In this session, we’ll take a deep dive into what’s working (and not working) in marketing today. Allen Gannett will outline the headwinds marketing executives face in scaling an effective digital marketing program and leave you with five clear strategies to course-correct your organization’s approach to digital.
Reimagining the Patient Experience: Content Marketing & Digital Experience De...Skyword Inc.
Developing an insightful content marketing strategy that anticipates consumers’ need for meaningful health information can go a long way towards helping healthcare organizations reach their target audiences and build relationships. But many marketers, wary of navigating this heavily regulated industry, have made scant progress. This discussion will dive deep into the ins and outs of content marketing in the healthcare continuum, where Dignity Health is adapting to the needs of patients and communities to create proactive and personalized experiences from click to clinic.
Sho Balkian, Digital Content Manager, Dignity Health
Dee Mostofi, Director of Public Relations, Dignity Health
Nick Cifuentes, Senior Director, Digital Engagements, Dignity Health
JD Singh, SEO Manager, Dignity Health
Scott Ludwig, Senior Director, Content Services, Skyword
Beers with Engineers: Getting a Firsthand Look at Skyword’s Product VisionSkyword Inc.
Come join Skyword’s engineers and get a sneak peek at some upcoming features to the Skyword Platform. This open-dialogue session will give attendees an opportunity to discuss the challenges they face as marketers. We’ll create an open forum where you can inspire what the Skyword team will build next to make content marketing an easier and more sustainable process. And yes, beers will be provided!
John Mihalik, CTO, Skyword
Cara Rickard, User Experience Architect, Skyword
Jim Fischer, Product Manager, Skyword
Machine Learning and the Human Endeavor: How AI is Being Applied to the Futur...Skyword Inc.
As marketers, do we fully understand what AI is or the implications it will have on our careers and lifestyles? Join Skyword’s CTO, John Mihalik, for a session on the advancements of AI, what the different levels of AI are, and what they mean for marketers.
John Mihalik, CTO, Skyword
Creating Trends, Not Just Following Them: How IBM & Other Top Brands Have Ear...Skyword Inc.
Every marketer wants to be a leader in their industry; they want to be creating trends, not following them. How do you accomplish that with content? It takes the perfect fusion of industry expertise, research, and creative thinking to be innovative. This session will examine what goes into becoming a true thought leader. We’ll unpack how marketers can challenge themselves to shake up the status quo and think bigger—and how expert contributors leverage their personal passions and experience to deliver stories that exceed their clients’ expectations.
Casey Nobile, Editorial Director, Skyword
Molly Berry, Community Manager, Skyword
Ray Hainer, Senior Director, Content Services, Skyword
Kyle Harper, Digital Marketer, Freelance Writer
Pam Jones, World Wide Digital Marketing Strategist, IBM
Cultivating Your Individual Voice: When a Publication Looks Beyond Brand ToneSkyword Inc.
When you’re a writer in content marketing, you constantly hear that you need to follow content creation guidelines and brand voice and tone. But what if a brand is looking to create a publication with individual and unique voices throughout?
We will discuss how writers can cultivate their voice while still giving clients what they need to help brands create true publications.
Tom Hardej, Editorial Director, Skyword
Ben Chamas, Senior Editorial Manager, Skyword
Laurie Mega, Content Director, FEN Learning
Liz Alton, Skyword Contributor
Skyword Platform Tips & Tricks: Content Marketing Made EasierSkyword Inc.
Combine the power of Skyword’s technology with a white glove services team, and what do you get? Unprecedented content marketing genius. Take your marketing strategy to the next level. We’ll ensure you get more comfortable with the Skyword Platform by learning the tricks and tools to capitalize on to kickstart your content marketing strategy.
Megan Menesale, Director, Product Marketing, Skyword
Jim Fisher, Product Manager, Skyword
Marc Wasserman, Customer Success Manager, Skyword
Allie Chartoff, Director, Content Services, Skyword
Aligning Technology Stack and Content for Digital TransformationSkyword Inc.
We will explore the steps that McKesson has taken on their digital
transformation journey, from building their martech stack and getting buy-in from multiple stakeholders to acquiring technology and showing how content/marketing activities affect the bottom line.
Eric Herman, Director, Brand Partnerships, Skyword
Omar Al-Sinjari, Senior Manager, Digital Marketing Operations and
Technology, McKesson
How to Use Interactive Content to Tell Your Story & Accelerate the Buyer’s Jo...Skyword Inc.
A compelling content marketing strategy answers the who, what, why, where, and when questions of content creation. In order to capture our audience’s attention, we must deliver the right content, to the right people, at the right time in their journey.
Interactive content clears the path for marketers who are seeking to move prospects through their journey faster. Using a digital dialogue of increasing relevance and personalization, interactive content builds engagement and education more memorably than traditional static content and storytelling. During this session, Mary Ward, Vice President of Account Services at ion interactive, will showcase real-world examples of interactive content success at each stage of the buyer’s journey.
Mary Ward, VP of Account Services, Ion Interactive
Content Choreography: An Inside Look at Samsung’s Omni-Channel Content ProgramSkyword Inc.
As brands forge ahead with content marketing programs, many fail to go beyond the surface when it comes to brand storytelling, limiting their ability to embrace story at the core. In order to push your organization to the future and remain ahead of the competition, you need to focus your energy on creating a story-centric marketing culture.
Reuben Staines, Senior Director, Content Marketing, Samsung
Mandi Tompkins, Director of Content Services, Skyword
Skyword Forward 2016 Preview: How to Build Your Content Marketing Strategy by...Skyword Inc.
When you spend so much time investing in your content creation process, it can be easy to lose sight of the end goal. A successful content strategy must be able to measure it’s worth by tracking the new leads coming in, as well as audience engagement. In order to own your audience, you have to first figure out how they interact with your content. During the webinar, he will discuss key factors to content marketing success including how to:
-Define your mission statement
-Track your buyer's journey
-Identify key KPIs
Don’t just hear him speak during the webinar. Secure your seat to see him at Forward by registering for our conference from June 22nd-23rd (http://www.skyword.com/forward/).
Use the promo code 100_off to get 20% off your ticket.
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Accpac to QuickBooks Conversion Navigating the Transition with Online Account...PaulBryant58
This article provides a comprehensive guide on how to
effectively manage the convert Accpac to QuickBooks , with a particular focus on utilizing online accounting services to streamline the process.
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
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1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
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CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
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RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
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Skyword Digital Agency of the Future Full Report
1. Industry Report:
Insights from 15 Digital Agency Thought Leaders
The Digital Agency
of the Future
New Organizational Structure, Skill and Technology Infrastructure
25 Thomson Place | Boston, MA 02210 | 855-skyword | www.skyword.com
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2. Table of Contents
Executive Summary..........................................................................................................................01
About This Report.............................................................................................................................02
Strategy: Embrace the Converged Media Model ..................................................................03
Operations: Build a Customer-Centric Organization............................................................05
New Talent: Strategy, Community, Content and Analytics..............................................07
Technology: Tech Stack for Marketing Insights and Workflow Efficiency.................10
The Content Opportunity: Cultivate New Markets and Revenue Streams................12
The Digital Agency of the Future: Conclusions.....................................................................14
Insights from 15 Digital Agency Thought Leaders..............................................................15
Agency Contributors to This Report..........................................................................................17
Additional Industry Resources.....................................................................................................17
Endnotes...............................................................................................................................................18
About Skyword...................................................................................................................................19
3. Executive Summary
The Digital Agency of the Future
increase their digital authority, the agency of the future
cannot afford to plan and execute digital campaigns in
silos. Beyond deeper channel integration, agencies will
be expected to create more than brand awareness and
recognition. They will need to define and drive relationships
for brands by developing content that will engage
audiences and motivate them to return. In addition,
agencies must rework traditional metrics, such as eyeballs
and impressions, and monitor performance across channels
to identify opportunities for growth.
Today, brands are looking to their agencies
for help in navigating the new, ever-changing
realities of marketing online. In our digital and
consumer-driven world, where the customer’s
pathway to purchase is more fragmented than ever,
marketing channels can no longer be addressed, executed
and measured as separate entities. Brands will expect
agencies to embrace a new media model where the
planning and managing of paid, owned and earned channels
is integrated. By taking a converged approach, agencies will
help their clients drive audience engagement, build brand
credibility, and accomplish their business goals.
As digital agencies increase their investment in earned and
owned media services — with content marketing at the core
— they need to rethink their organizational structure and
technology tool kit. Agencies will increasingly rely on the
skills of new converged media specialists (converged media
strategists, planners and buyers, content marketers,
community builders and analytics gurus) to plan, execute
and optimize social and digital campaigns. The technology
setup for the digital agency of the future will disseminate
content assets across channels, provide real-time
performance analytics to optimize efforts, and drive
effective audience development for brands.
Digital advertising will continue to drive a significant
portion of agency revenues; however, this alone won’t
sustain agency value, ensure future growth or drive
marketing traction for brands. In order to survive and
thrive, digital agencies need to invest in content marketing.
According to CMI1 , 33 percent of marketing budgets for
business-to-business (B2B) companies are now spent on
content marketing, making content the new digital currency.
By offering content services as a core capability, agencies
will become the fuel for their clients’ marketing programs
across the converged media continuum, empowering brands
to meet their target audiences at each junction in the
information discovery and buying journey.
With more than 80 percent of companies3 investing in and
growing their budget for content marketing, This report
provides insight into how the agency of the future must
embrace a new content-driven model and providing content
strategy, execution and analysis as key services to continue
to play an integral role in helping brands meet their business
objectives.
There is no doubt that consumers claim the driver’s seat.
Consumers now solve their own problems, researching
products and services, with the help of search and social
media. In 2011, consumers consulted an average of 10.4
new media or traditional sources2 before purchasing — a
two-fold increase from the year before. As brands aim to
The rise of ‘content marketing’ has also been fuelled by the realization that actually a lot of
the success of, say, SEO or Social Media or Email Marketing or most forms of marketing isn’t
about ‘doing more SEO’ or ‘investing in social’ but is about creating great content that people
will want to read, link to, talk about and share”
– eConsultancy
1
www.skyword.com
4. About This Report
The team at Skyword interviewed marketing and
advertising experts from top digital agencies, asking
them about how agencies are adapting to media
convergence and the evolution of search and social
media. These contributors offered best practices on how
digital agencies can fine-tune their thinking, offerings,
talent development, and technology infrastructure to
support brand engagement and relationship-building
along the new consumer journey.
Agencies that contributed to this report include Omnicom’s
Resolution Media, allen & gerritsen, CP+B, Mindjumpers,
iProspect, Voce Communications, Likeable Media, Raidious,
The Search Agency, Beehive Media, Pappas Advisors,
Magnitude Media, McLellan Marketing Group, Digital
Influence Group, Scratch Marketing + Media and King
Content. They provided insights on the following topics:
Strategy: Embrace the Converged Media Model
Consumer audiences are increasingly difficult to reach, and increasing demand for content across
channels poses a systemic challenge for agencies seeking to create and distribute branded content.
Operations: Build a Customer-Centric Organization
An overview of the delivery model, capabilities and service offerings that agencies will need to
provide in order to compete in the future.
New Talent: Strategy, Community, Content and Analytics
An exploration into the new skills and talents needed to provide clients with integrated
marketing services based on audience insights.
Technology: Tech Stack for Marketing Insights and Workflow Efficiency
Insights on the technology that will enable agencies to provide clients with scalable content
marketing and production.
The Content Opportunity: Cultivate New Markets and Revenue Streams
Building new content service offerings will be crucial for all agencies to ensure they remain
both relevant and profitable.
2013 – “The Year of Original Branded Content”
A discussion on why the ability to support consumers as they evolve between paid, owned and earned
media channels will correlate directly to the success and effectiveness of agency-brand relationships.
Insights from 15 Digital Agency Thought Leaders
Digital agency experts discuss why the ability to innovate and collaborate will be the cornerstones
of success for the digital agency of the future.
2
www.skyword.com
5. Strategy
Embrace the Converged Media Model
E
mpowered consumers are changing the way
brands reach and engage with them. However,
brands require consulting in integrated strategy
and expertise in user experience, creative services and
media buying. An agency’s ability to apply integrated
solutions is directly tied to its effectiveness in growing
existing relationships and winning new clients.
through mobile devices, with half of American adults now
owning a smartphone. 5 With the Internet in their pockets,
Americans have become voracious consumers of audio, video,
social media and gaming content. Sixty-two percent of
Americans access news content on their mobile phones6,
making it the most consumed type of media content on
mobile devices .7 Therefore, news and educational content
creation has become imperative for agencies, brands and
traditional publishers looking to capture the attention of
the consumer on the go.
Real-Time Connectedness
Today, 2.4 billion people have access to the Internet
globally. 4 Growing numbers of people access the Internet
The agency of tomorrow does not necessarily have to offer paid, owned and earned media
services, but they have to know how to integrate these marketing channels effectively.”
– Jamie Pappas, Principal, Pappas Advisors
3
www.skyword.com
6. Strategy
The Era of the Empowered Consumer
This trend, known as media convergence, represents the
blending of tactics across channels to reach and engage
the social consumer. A converged media model — applied to
growing brand awareness, engagement, sales and customer
service — is the only way brands and agencies can align
their marketing efforts to attract and retain the attention
of the new social consumer.
The reality is that brands no longer sell to customers.
Consumers choose to buy products and services based on
what they learn from online communities, online content
and their social networks. This holds true for both businessto-business (B2B) and business-to-consumer (B2C) brands.
According to Google’s Zero Moment of Truth Macro Study8,
consumers consulted an average of 10.4 new media or
traditional sources before purchasing in 2011 — up from 5.3
sources in 2010. The Marketing Leadership Council report
titled The Digital Evolution in B2B Marketing 9 reveals that
today’s business customers have their first engagement
with a company representative after they are already 50-60
percent through the purchasing decision-making process.
Jeremy Cornfeldt, President, iProspect, confirms the
need for agencies to embrace integration:
By creating an approach that focuses
on a client’s overall business health,
not just channel performance, agencies
will position themselves for long-term
partnerships centered on helping to
grow their clients’ businesses”
Brands Looking to Content to Engage
the New Social Consumer
Socially empowered consumers are pushing brands and
agencies to reconsider their engagement model and to
focus budgets on creating original content across the entire
buying cycle. By providing a seamless dialogue, from first
touch and initial sale to brand advocacy, agencies can guide
brands in building prospects and customer trust. As Drew
McLellan of McLellan Marketing Group points out, brands
need to “stop selling and start sharing and helping.”
Agencies with the know-how and resources to cultivate
content that shares their clients’ unique perspectives on
breaking news and trending topics will find success. .
- eremy Cornfeldt, President,
J
iProspect
The Converged Media Opportunity
for Digital Agencies
Brands are looking to digital agencies to navigate the era
of the empowered consumer, seeking help in leveraging
content to create better online experiences and engage
with consumers across an array of channels.
Media Convergence: The Blurring Lines
of Marketing Channels
Agencies are now expected to provide both the strategic
guidance and the comprehensive buyer and channel
understanding to help brands engage customers during
each stage of the consumer journey. To that end, agency
professionals are facing a number of opportunities and
challenges as they align with brand partners to deliver
converged services.
It used to be that marketers could focus the majority of
their budgets on TV or radio ads to get the attention of
the consumer – but not any longer. Consumers are now
exposed to over 3,000 brand messages each day, with 75
variances by customer touch point10 , often referring to
more than two content sources or screens at the same
time. While traditional media still plays a role in reaching and
engaging the consumer, leading marketers are leveraging
content across multiple channels to effectively broadcast
brand messages.
4
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7. Operations
Build a Customer-Centric Organization
Marketing and advertising agencies are undergoing a massive transformation.
The ability to understand the fluid value from leveraging paid, owned and earned
media is a must.”
– Jonas Nielsen, CEO Founder, Mindjumpers
5
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8. Operations
F
or digital agencies to survive and thrive, they must
figure out how to provide content services to their
clients through internal capabilities and strategic
partnerships. A stronger understanding of the relationship
between audiences and the content they engage with is
critical for agencies striving to provide value. The agency
of tomorrow will offer digital advertising, audience insights
and engagement and content marketing to create and
sustain authentic, compelling experiences across channels.
Understanding how to operate converged media campaigns
while driving business value for both brands and consumers
is important for larger integrated agencies as well as smaller
digital specialists. This operational knowledge is crucial for
building audiences and driving growth for agency clients.
Adapting to a converged media model is easier said than
done for the majority of today’s digital agencies. Growth
has been the historic result of their ability to offer highly
specialized services, such as public relations, search engine
optimization (SEO), search engine marketing (SEM), social
media marketing and digital advertising. Originally thriving
as “centers of excellence” with separate departments and
offerings, agencies need to rethink their model. In this new
model, agencies must foster open collaboration, reduce
costs, and jointly drive results for their clients.
For agencies, sustaining growth requires strategy and
resources that best suit their own needs and the needs
of their clients. “We can’t all be good at everything at
the same time,” says Dave Kerpen of Likeable Media. To
continue promoting a multifaceted approach, Kerpen
invests in employees with diverse backgrounds and builds
strong partnerships with outside firms, as well. Changes
in operational structure alone will not ensure the smooth
transition from specialized to integrated services. The
agencies that succeed must also move away from the
stand-alone campaign mentality, instead focusing on
integrated, ongoing programs to support each stage of
the buyer’s journey.
The successful agencies of tomorrow will require both
a change in operational structure and a shift in cultural
mindset. They need to evolve their approach from what Bob
Collins, Content and Digital Strategy Director at Beehive
Media, explains as “brand-centric to customer-centric.”
This transition to consumer centricity requires agencies
to evolve centers of excellence, so that they foster
expertise across all channels and functions, recognizing
that customers aren’t searching for particular brands or
companies, but looking to solve a problem, address a
need or engage in an experience of interest or passion.
The agencies that help brands become content
powerhouses and reap rewards in 2013 and beyond
will leverage talent, technology and an integrated
operational structure.
6
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9. New Talent
Strategy, Community, Content and Analytics
Agency teams will need generalists, who understand the new world order of
marketing, and specialists (e.g., strategists, content creators, writers, SEO specialists),
to get it all done.”
– Lora Kratchounova, Principal, Scratch Marketing + Media
7
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10. New Talent
W
The Conversationalist
ith increased focus on generating compelling
content to fuel earned and owned media channels,
agencies are expected to become “always-on”
service providers, and create a consistent customer
engagement across all channels. By equipping teams with the
following roles, agencies will build and sustain a complete skill
set to support evolving media and marketing trends:
Engagement is the ultimate new agency
value. Today’s consumers want to interact
with the brand and voice real-time
questions and concerns, making it crucial
for agencies to offer clients audience
engagement services. Understanding
consumers and knowing how to engage
with them is both where the money is
today and where it will be tomorrow.
The Data-Driven Account Owner
Agencies will rely on the “Data-Driven
Account Owner” to drive lift for individual
clients across all service lines. To grow
into trusted consultants for their clients,
agencies must report on the holistic
benefit of integrated service delivery.
Thus, performance data is central to
reporting on brand lift across different
service lines, providing the insights that
drive future success. As brands continue
to depend on the integration of multiple channels to spread
messages and connect with consumers, their employees
will be skilled across multiple areas, including social media,
SEO, SEM and public relations.
“The Conversationalist” brings a mix of deep audience
understanding and storytelling ability. Inherently, this
person is a consumer champion — advising clients on how
to position assets for maximum traction, engagement
and brand loyalty. The Conversationalist is a digital native,
keenly versed in adapting agency creative and content
for the web and social platforms. The person in this role
is also comfortable measuring all aspects of marketing,
and is willing to adapt with evolving industry and
technology trends.
Customers only come from audiences.”
Agencies will rely on their Data-Driven Account Owners to
carry a solid understanding of emerging marketing trends,
technology and tool kits. The account services leadership
group will expand its core competence, generating a new
content strategy that ensures that specialist teams launch
each element of the strategy effectively. Through channel
integration, agencies will help brands build and sustain both
prospect and customer relationships.
- Taublee Jackson, President Ceo, Radius
“Customers only come from audiences,” says Taublee
Jackson, President and CEO at Raidious. “You can either buy
them with paid media, borrow them with earned media or
build them with owned media.” The Conversationalist will
be able to sustain audience and customer growth using all
channels. To that end, the Conversationalist will also act as
the content amplifier – skillfully adapting and distributing
content provided by a team of talented storytellers.
Simultaneously, these corporate entrepreneurs will be
the audience champions, using content to help audiences
before selling to them. Using audience insights, the agency
Data-Driven Account Owners will help brands publish the
right content at the right time and on the right channels to
expand brand reach and turn prospects into customers.
.
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11. New Talent
The Agile Content Creator
The Customer Insight Specialist
The “Agile Content Creator” is a brand
journalist – creating educational and
engaging content that supports the buyer’s
journey without rehashing corporate
marketing materials. “The more complex
your story is, the more you need to break it
down into tangible bites of engagement,”
says Bob Collins. This is where the skillful
storytellers come in: Simplifying complex
information, and creating lasting relationships
with prospects and customers in the
process, they inspire and support customers along every
touch point for a more rich, rewarding brand experience
There is no doubt that brands and agencies
have more data on prospects and customers
than ever before. This massive amount
of consumer information, including
demographic, website interaction and
purchase history, presents enormous
opportunities for brands to better understand
their audience and tailor the delivery of
communications to meet buyer needs.
However, as Doug Haslam of Voce Communications points
out, “Data is useless without people who know how to
prioritize it and pick out the trends.” To prove itself a
trusted partner, the agency must recruit employees
who can turn data into actionable insights.
Data-Driven Account Owners and Conversationalists
will look to Agile Content Creators to provide them with
authentic, relevant and timely content – key for connecting
directly with consumers. Mike Schneider, formally of
allen gerritsen, confirms, “If a brand is ready to have a
conversation with its audience, the appetite from that
audience for content is endless.”
To help brands grow, agencies will need to leverage data
signals from social media and the web to determine what
the brand’s audience wants and then create content
accordingly — often on the fly and at scale. “Agencies need
people who can digest analytics and understand the science
behind their marketing efforts,” says Leslie Poston. The
Customer Insight Specialist will interpret the large amounts
of data from multiple sources to equip the agency’s
Data-Driven Account Owners, Conversationalists and Agile
Content Creators with the intelligence they need to drive
effective content programs.
The importance of understanding how to engage the
increasingly mobile consumer is another important skill set
within this role. Having robust mobile capabilities – from
knowing how to design and create content for the mobile
screen, to understanding how to effectively participate in
relevant conversations in real-time — will prove critical.
Since the digital agency of tomorrow will need to be nimble,
creative and responsive, it will increasingly rely on its
Customer Insights Specialist to connect the customer touch
point “dots” for the rest of the agency team on a daily or
even hourly basis. Finding the people to fill this role will be
a challenge, as analytics capabilities will continue to be one
of the biggest talent gaps for agencies. While agencies can
easily find business analysts and statisticians with a deep
understanding of numbers, finding people who can grasp
the new world of communication, and the way that data
impacts the brand and the business, is rare.
.
.
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12. Technology
Tech Stack for Marketing Insights and Workflow Efficiency
Technology
The build versus buy debate will play out differently at each agency, but for paid media the
imperative will always be to link tools and information into a dashboard that is intelligent
enough to inform account strategy. And as agencies creep toward real-time delivery models,
workflow technology will also be vital to remaining efficient and profitable.
Agencies’ analytics resources and technology resources need to be
hyper-connected.”
– Kevin Green, SVP of Strategy Analytics, Digital Influence Group
10
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13. Technology
A
s agencies creep toward real-time delivery models,
workflow technology also will be vital to remaining
efficient and profitable. Innovative agencies see
technology solutions as enablers and extensions of their
capabilities. Increasingly, agencies are relying on outsourced
technology solutions to help scale their efforts, gain the
insights they need to guide initiatives and optimize the
performance of in-market programs.
Driving Digital Strategy
Effective technology solutions for social listening and
monitoring will help agencies better understand the customer
while supporting both real-time decision-making and program
optimization. The imperative will always be to link tools and
information into a dashboard intelligent enough to inform and
guide account strategy across all channels.
Aiding Workflow and Delivery
As agencies move toward real-time delivery models,
workflow technology will be vital to remaining efficient and
profitable. Expect that agencies will continue to outsource
a large portion of their underlying technology infrastructure,
as they simply cannot build all they need to sustain an
integrated marketing program. The agency marketing
technology stack will continue to merge best-in-breed
monitoring, content planning and production, content
dissemination, customer relationship management (CRM)
and analytics solutions. A comprehensive solution will help
agencies leverage their resources and talent to generate
optimal results for their clients. .
Also important for agency technology will be content
planning, including cloud-based services for content
creation and dissemination. This core of agency technology
will be built with client data and tools in mind. Integration
with client-side tools — such as marketing automation, CRM
and analytics systems — will help to aggregate the audience
insights required for campaign optimization and reporting.
And beyond developing for the front-end (client userinterface) and the back-end (agency user-interface), Ivan
Perez Armendariz, Chief Digital Officer at CP+B, suggests
that the agency of tomorrow will also see itself adding
physical computing to its technology stack. This includes
open source hardware such as Arduino and 3-D printers
such as Maker-Bot, as well as: integrated communications;
document, project, creative asset and time management
tools to complement social listening; publishing; and
analytics. “Agency technology stacks will include software
development across the front-end, back-end and native
operating systems,” says Armendariz. The industry will also
see the growth of internal and external collaborative
applications housed in the cloud to help agencies ideate
and work more closely and productively with clients.
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14. The Content Opportunity
Cultivate New Markets and Revenue Streams
$43.9 spent on custom
82% of brand and
61% of online marketers
content production and
distribution last year.
agency marketers expect to
increase content marketing
efforts in 2012.
worldwide use content
marketing on a weekly basis.
- ContentWise
- eMarketer
- Outbrain
We’re going to see an influx of ‘content marketing’ roles added to agency teams, as
well as a ‘newsroom’ approach and mindset within all agency operations.”
– Dave McAnally, Content Team Director, Resolution Media
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15. The Content Opportunity
2
s
013 will be the year of the content strategist,”
says Craig Hodges, CEO at King Content. Brands
and agencies alike will value this expertise as the
demand for content increases. The market for branded
content is already strong, and will continue to grow
stronger. Consequently, the ability to build new content
service offerings will be crucial for all agencies to ensure
they remain both relevant and profitable.
2013 will be the year of the
content strategist.”
- Craig Hodges, CEO, King Content
While content is at the core of many emerging lines of
business, each agency will move toward developing content
services in a way that aligns with its core competencies.
Accordingly, services will vary among agencies such as Digital
Agencies of Record (AORs), Search Engine Marketing (SEM),
PR and Social Media agencies (representing the digital
services continuum). Agencies will differentiate themselves
with content services that are true to their heritage.
To engage clients in content conversations and win their
content business, agencies must first learn to communicate
and sell the value of their emergent content offerings. That
messaging will need to fit in with agencies’ existing value
proposition, as follows:
However, the brand dollars with the largest profits will be
reserved for the agencies that embrace content as the
foundational layer of their marketing. The new talent at
these “always-on,” agencies will support brands on-the-go
and on-the-fly through the creation and distribution of
content at scale.
The new agency talent will embrace and know how to
navigate the evolving world of media convergence.
Recognition and reward will be given to the Data-Driven
Account Owners, Conversationalists, Agile Content Creators
and Audience Data Insight Specialist, helping brands deliver
real business results across digital and mobile channels
.
• For AORs: Mapping out content strategies
and roadmaps
• For PR: Creating branded content to feed
conversations
• For the SEM and Social shops: Optimizing content
for discoverability
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16. Conclusions
The Digital Agency of the Future: Conclusions
Media convergence is a disruptive force affecting all
aspects of agency life and operations. Strategically,
agencies can prepare for this convergence by planning and
synchronizing service delivery across the user experience,
content creation and media buying.
Exploring an alternative operational model is a major
part of adapting to the changing media and consumer
landscape. A key aspect of this new model is the need for
customer focus — delivering sustained value through
client-centric organizational structures.
No organizational transformation goes without challenges.
Attracting the right talent is one of the major pain points
for digital agencies of all sizes. Agencies are struggling
to bring in the needed talent and skills to address the
proliferation of channels and customer touch points.
These touch points are generating growing amounts of
collectable and targetable marketing data, which in turn
requires robust statistical and technological sophistication
for its analysis.
Another key challenge faced by agencies lies in their ability
to identify, embrace and leverage technology as a service
— for insights and as a profitability enabler. Aside from
implementing workflow and tools to improve operational
efficiency, agencies will be expected to be fluent with
both predominant and emerging marketing technologies.
Successful agencies will emerge as technology consultants,
helping clients select, deploy and leverage the best
marketing technologies to meet their specific needs.
To that end, there are two major talent gaps agencies
will need to address — both driven by the need for robust
audience insights. Media-buying agencies need these deep
insights to plan, execute and optimize campaigns. These
same insights need to be leveraged by creative teams
that are responsible for building brand experiences and
interacting with customers on social platforms in real time.
These are two distinct competencies, and to bring them
together, the agency of the future will likely evolve from
a merger of the deeply data-driven and extremely
creative-led agency.
In conclusion, while we have outlined the pillars of the
changing agency landscape, we acknowledge that the path
to becoming the agency of the future will vary greatly. We
welcome digital marketers to partake in the conversation
and offer their insights, advice and predictions for agencies
in 2013 and beyond. To follow the conversation on
Twitter, use hashtag #futureagency..
.
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17. Insights
Insights from 15 Digital Agency Thought Leaders
Thought leaders discuss why the ability to innovate and collaborate will be the
cornerstone of success for the digital agency of the future:
• In 2013, mobile will become a primary owned channel that requires the same
“
level of investment and attention we’ve seen deployed against social networks
the past 3-5 years. Agencies that can assist organizations in bringing together
marketing, public relations, customer service, etc. to support macro programs
will find greater success across all marketing disciplines – including driving innovation and improving brand preference.”
- Kevin Green, Digital Influence Group
• We are going to see an influx of ‘content marketing’ roles added to agency teams – just like brands have added
“
in-house content marketing talent over the past few years. You’re also going to see the ‘newsroom’ model built
out within agencies. SEO engagements are going to shift to include elements of content creation (strategy,
development) as part of the standard offering. It will no longer focus simply on traditional on-site SEO and
social SEO.” - Dave McAnally, Content Team Director, Resolution Media
• . Delivering valuable content for your consumers is essential for all brands – it will be key for agencies to have both
“
the ability to understand data and the targeting to deliver the right content in the right format to users on their
desired device, while also connecting experiences across devices.”
- Jeremy Cornfeldt, President, iProspect
• 2013 will be the year of the content strategist – brands and agencies will clamor to employ them.”
“
- Craig Hodges, King Content
• The innovative agencies will be about the combination of social, interest, commerce and aspiration to create a rich
“
profile that delivers better content on mobile. Agencies that get people to opt in and who learn to nimbly analyze and
use the data [that] people offer brands daily are going to be the winners.”
- Mike Schneider, formally of allen gerritsen
• Building out the ‘always-on’ service model, not just talking about it, but creating relevant and interesting stories
“
on a daily bases that tie the context of the ‘now’ into what’s relevant for the brand, will be crucial. Piggybacking on
trending stories alone won’t cut [it] in 2013 – it will be about making meaningful brand connections with
those trending stories.” - Jonas Nielsen, Mindjumpers
• 2013 will need to be the year of the collaborative agency – agencies will need to either work with cousin agencies in
“
.
other media (paid, owned, earned) or build out aspects of all three media offerings in their own services.”
- Doug Haslam, Voce Communications
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18. Insights
• Engaging with consumers, understanding what they want, listening to feedback and leveraging data and analytics will
“
.
make agencies successful in 2013.” - Dave Kerpen, Likeable Communications
• Successful agencies will move beyond the ‘Big Idea’ – in today’s media environment, you can never generate enough
“
weight behind a single ‘Big Idea’. The future is all about a thousand little ideas that can be executed in real time and on
the fly.” - Taulbee Jackson, Raidious
• 2013 will include less telling stories about your brand and your company and more celebration of the passions and
“
.
needs of your customers – increasingly via visual means. Owned and paid media will strive to become earned media.
CMOs will have to overcome the current divide between digital marketing, brand marketing, PR Social programs to
successfully develop and implement compelling brand experiences. We are entering a world where digital innovation is
merging with traditional marketing fundamentals to create new approaches, new brand leaders and new models for
success.” - Bob Collins, Beehive Media
• In order to find success in the coming year, agencies must be able to tie the results of earned media back to business
“
.
goals and objectives, and to common measures of success. Agencies must stop describing the value of earned media
in terms of a soft or qualitative ROI – in earned media, engagement with the brand and the brand’s content is the ‘Holy
Grail’. So, place engagement at the top of the list when it comes to measuring the ROI of integrated marketing and
communications initiatives.” - Jamie Pappas, Pappas Advisors
• The things to look for in 2013 are almost all happening behind the scenes – the most innovation will come from the
.“
products that make the marketing engine work, whether it’s your CRM tool or your analytics.”
- Leslie Poston, Magnitude Media
• The successful agencies in 2013 will know how to start with their clients’ business goals and create long-term
“
.
strategies that weave online and offline tactics – they’ll know how to play in the old school world and how to
capitalize on the new world’s opportunities.” - Lora Kratchounova, Scratch Marketing + Media
• Mobile is going to have a central seat at the marketing table – mobile search queries on both smartphones and tablets
“
.
will continue their dramatic growth. Mobile display ads will start to take off – the game changer will be mobile display
retargeting innovations. There will also be a dramatic increase in the number of mobile optimized sites, with user
experience improving dramatically too.” - Mike Solomon, The Search Agency
• Content marketing will be key for agencies, expressed as the ability to fluidly move from owned, to paid, to earned,
“
.
[helping] companies garner tangible, immediate business results.”
- Jeremy Cornfeldt, President, iProspect
• This is the year that physical computing makes the Internet of Things the Internet of Everything. Products and devices
“
connected to the Internet will hit critical mass. The sharable content that arises from this connectivity will deliver the
most compelling and relevant brand messages and digital advertising.” - Ivan Perez, CPB
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19. Agency Contributors to This Report
Ivan Perez Armendariz, Chief Digital Officer at CP+B, @IvanPA, http://www.cpbgroup.com/
Bob Collins, Content Digital Strategy Director at Beehive Media, @robertcollins,
http://beehivemedia.com/think-it-do-it#
Kevin Green, SVP, Strategy Analytics at Digital Influence Group, @KevinMGreen,
http://www.greenmatterthoughts.com/
Doug Haslam, Client Services Supervisor at Voce Communications, @dough, http://doughaslam.com/
Craig Hodges, CEO at King Content, @King_Content, http://www.kingcontent.com.au/blog/
Taulbee Jackson, President / CEO at Raidious, @raidious, http://www.raidious.com/news/
Jeremy Cornfeldt, President, iProspect, @iProspect,
http://www.iprospect.com/blog/within-iprospect
Dave Kerpen, CEO, Likeable Local Chairman at Likeable Media, @davekerpen, http://www.likeable.com/blog/
Lora Kratchounova, Principal at Scratch Marketing + Media, @ScratchMM, http://scratchmm.com/blog/
Drew McLellan, CEO at McLellan Marketing Group, @drewmclellan, http://www.drewsmarketingminute.com/
Dave McAnally, Content Team Director at Resolution Media, @ResolutionMedia, http://resolutionmedia.com/
Jonas Nielsen, CEO Founder at Mindjumpers, @mindjumpers, http://www.mindjumpers.com/blog/
Jamie Pappas, Principal at Pappas Advisors, @jamiepappas, http://pappasadvisors.com/resources/blog/
Leslie Poston, Founder Emerging Media Director at Magnitude Media, LLC, @leslie, http://magnitudemedia.net/
Mike Schneider, former SVP, Director Incubator at allen gerritsen, @SchneiderMike, http://www.schneidermike.com/
Mike Solomon, SVP Marketing Strategy at The Search Agency, @thesearchagency
http://www.thesearchagents.com/author/mike-s/
Additional Resources
Skyword (2012). “How to Kick-Start Your Content Marketing: A Seven-Step Approach Delivering Success”
- http://www.skyword.com/kick-start-your-content-marketing-program/
Google/Shopper Sciences (April, 2011). “The Zero Moment of Truth Macro Study”. Retrieved from:
http://www.thinkwithgoogle.com/insights/library/studies/the-zero-moment-of-truth-macro-study/
IBM Corporation (July, 2012). “2012 State of Marketing Survey”. Retrieved from:
http://www-01.ibm.com/software/marketing-solutions/campaigns/surveys/2012-marketers-survey.html
Marketing Leadership Council (2012). “The Digital Evolution in B2B Marketing”. Retrieved from:
http://www.executiveboard.com/exbd-resources/content/digital-evolution/pdf/Digital-Evolution-in-B2B-Marketing.pdf
Rebecca Lieb, Jeremiah Owyang (July 2012). “The Converged Media Imperative: How Brands Must Combine Paid, Owned
and Earned Media”. Retrieved from: http://www.slideshare.net/Altimeter/the-converged-media-imperative?ref=http://www.
web-strategist.com/blog/2012/07/19/altimeter-report-paid-owned-earned-converged-media/
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21. About Skyword
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to succeed in search and social media. Quality content is essential for reaching and engaging consumers today, but the
creation process is messy, inconsistent and immeasurable. The Skyword Platform makes it easy to produce, optimize and
promote content at any scale to create meaningful, lasting relationships with customers. Skyword for Agencies is an
offshoot of the Skyword Platform designed to meet the specific needs of marketing and advertising agencies that
manage original content programs for multiple clients. Skyword also provides access to a community of more than
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