The digital landscape does not look the same as it did only a few years ago. The use of big data, programmatic media buying, and social advertising has dominated trade headlines, making their use a growing necessity for brands and their competing agencies. Marketers have adopted this shift in varying degrees, with the early adopters getting a first crack at navigating the potential with varying degrees of success. With every test, update, and tweak to these media, the ROI became more compelling and more budgets were allocated toward them. The caveat to this new found positive attention was that not every marketer had the tactical knowledge, internal resources, or strategic acumen to pull it off well.
To compensate for any gaps or expand on this knowledge base, brands might reach out to their existing agencies that they perceive have the skill sets. In some cases, brands get a boost, but this is not always the case. Advertising agencies come in all shapes and sizes with varying degrees of value that they lend to brands. Agencies tackle a variety of needs ranging from creative services, media planning, strategy, consulting, social media, mobile development, and others to achieve brand goals and performance-based KPIs. This means there are brands that will align themselves with one agency of record (AOR), and that agency may farm out portions of the work to those who specialize in that skill set if they don't have the know-how in-house. Finding subject matter expertise is incredibly important if brands want to venture into uncharted territory with their best foot forward.
For agencies looking for guidance in developing proficiencies in big data, programmatic buying, and social media, here are a few things to consider.
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I've said for a while I think the concept of "social" media is going to give way simply to "media." This will simply be an expectation of agencies that do any media at all. Like doing TV and print. Social will be a part of this. There will be no question that it is needed or not. If you don't do it, you will not be able to do media since so much of it will inherently be social. Any one agree, disagree? @ericadmanEric Hyman, CMO, The Partnership, Atlanta
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