Now more than ever, it’s obvious that agencies are having to meet client expectations with fewer resources than in the past. The speed with which the industry moves has accelerated, and while tech allows us to collaborate and create campaigns at lightning speed, that has also fostered an expectation that we should be doing so.
This will be the focus of a new webinar from The Drum, in partnership with Adverity. The webinar will take place on 10 June, 3pm BST, register here.
The Drum Network and its client relationships group, alongside Adverity, will discuss the main agency marketing pain-points in the new era of media agency vs. data consulting and digital agency perspective and will be examining how agencies can manage those expectations while delivering on the promise of modern marketing.
However, each new integration of a new tool into your tech stack brings new considerations. Those challenges are especially acute for medium-sized agencies. The need to react to client briefs means that fewer resources can be allocated to each opportunity. Research demonstrates that while mid-sized agencies are receiving more pitch opportunities they are only converting those opportunities one time in three (36%).
The knowledge gap
Data and technology are frequently cited as being the solution to those challenges, both optimising existing processes and creating new paths to goals. But - as anyone who regularly works with data can attest - vast reams of information present their own barriers, particularly when that involves pulling and integrating marketing data from a large number of sources.
Beyond collecting and sorting data, the reality is that many team members’ fingerprints will eventually be on any dataset. That too, leads to organisational problems and prevents data being used to its fullest. That’s especially true if your organisation is still set up in silos, which - despite having been a buzzword for some years now - is the default and all too easy to fall back into.
The ‘knowledge gap’ within teams has historically led many marketers to fall back on the tried and true metrics of clicks and conversions which - while useful - do not give a complete view.
However, it is equally true that a connected and integrated data solution can help bridge that gap between client expectations and reality. More importantly, data-driven campaigns can deliver better ROI than those based on gut instinct alone. According to research from Zoominfo, 78% of marketers say that data-driven insights led to increased conversion and customer acquisition.
The webinar will be moderated by The Drum Network editor, Chris Sutcliffe who will be joined by Alex Handsaker, key account manager at Adverity; Rob Francis, Wavemaker’s global data and platforms director; and Robert Gray, head of analytics, Artefact. They will examine how agencies can deliver more value to their clients with fewer resources and time. Put 10 June in your diary and register here.