Are agencies at risk of falling behind?
The marketing industry has come a long way in recent years, but is rapid progress threatening to leave agencies behind?
The marketing industry has come a long way in recent years, but is rapid progress threatening to leave agencies behind?
Is keeping pace with rapid change the number one challenge agencies face today? A range of industry veterans say it is.
As Jeff Steinhour, partner and vice chairman of Crispin Porter + Bogusky told .rising’s sister publication, ClickZ: “You have to embrace innovation, which is difficult. Human nature is to push back on change; change is scary. But you have to.”
From getting to grips with big data to keeping up with ever-launching ‘it’ platforms, there’s a lot for marketers to keep in mind. And, according to Deacon Webster, chief creative officer and owner of New York City-based agency Walrus, limited budgets make it difficult to keep quality content coming across all platforms.
He told ClickZ: “People are watching ads vertically on Snapchat because that’s how you hold your phone so suddenly you have to reformat everything to be a completely different shape. To keep up with trends you’ve got to have someone who’s willing to take a chance and experiment.”
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Great read. I head up the SEO services at Vertical Leap and couldn’t agree with you more. Keeping up with industry change is almost a full time job in itself, and building into that picture the need to develop a big data environment, makes things even more challenging. Both areas have to be in place for truly effective SEO and wider search marketing gains.
Having a deep data platform to work with the campaign manager delivers efficiency wins and liberates the team to use their expertise and brainpower in the areas they are needed the most.
This also removes the massive time wastage seen in many areas within the SEO industry. One key part of this is the loss of time every day on data collation and
filtering and the use the 15-20 shallow tools for data insights instead of a single aggregated view of all of the data.