Now that "digital has arrived" it's important that agencies and clients reconsider the ways that we interact with one another. Just a few years ago, digital didn't get much respect from either the full service agency world or most client companies. It was akin to cheap champagne -- something you served up when you cared, but not very much.
But now things are different, and clients and agencies are becoming increasingly dependent on the results that are achievable through digital platforms. And yet, in my "grandmother" research of about two dozen folks in full service and digital agencies, it appears that the ways in which agencies and clients interact haven't changed to reflect the increased importance of digital media. For far too many companies, digital platforms have become primary media delivered with also-ran development and communications processes.
The issues are not at all insurmountable. In fact, in many ways, they are dead simple. The focus of this piece is on things that digital agency teams want from clients. But they aren't intended to sound like sanctimonious demands; rather they are intended as five ways that we can quickly improve the impact of digital marketing efforts just by making small changes in the way that we work together. While the focus here is on what agencies want from their clients in order to forge these new ways of interacting, it'll be just as important to hear from brand marketers what they need from their digital agency teams.
Here, then, are five things agencies want from their clients to help improve digital marketing effectiveness.
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