By Charlotte McEleny | digital editor

February 3, 2022 | 3 min read

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The agency of the future will be able to seamlessly blend search and social, as customer journeys become more complex online. This was the key prediction from Meta, speaking alongside Thai agency dotMATTERS, at The Drum’s Predictions Festival.


Agencies had to adapt and shift to performance and commerce.

The full session, which is available to watch on-demand via The Drum Predictions 2022 hub, explores how agencies need to respond to increasingly complex customer journeys online on behalf of their clients.

Chaola Nachampassak, regional performance specialist, global agency at Meta, shares her view from across the Southeast Asia region: “There’s been a shift to digital across Southeast Asia, shown by a 60% increase in average spending per digital consumer vs 2020. The majority of purchases now take place online, with e-commerce marketplaces (32%) and social commerce sites (21%) making up at least half of online purchases*. Agencies had to adapt and shift to performance and commerce. This has meant agencies have needed to upskill their teams or hire new talents like performance or commerce experts.”

Taa Visudhipol, chief commercial officer and co-founder, dotMATTERS, explains how his agency has created internal optimization tools that allow the agency to optimize multichannel campaigns with centralized data dashboarding. But even for a forward-thinking tech-first agency, Visudhipol agrees that talent and training have been one of the biggest challenges.

He says that it’s hard to find talent that fits with the agency’s DNA and defaults to hiring younger talent that they can train up.

“Our biggest challenge as an agency has been finding the right talent in order to scale the business,” he says. “We have been working with Meta on the Meta Business Partners program and found the Blueprint Training program great as it’s helped us train our employees even before they join the agency.”

To hear more about how agencies can get fit for the future of performance and digital marketing, visit The Drum Predictions 2022.

Grow today and build for tomorrow with Meta Business Partners. Join a global community of specialists known for excellent skills or find a partner to help grow your business.

*Source: ‘Southeast Asia, home for digital transformation’ by Meta and Bain & Company - a Meta-commissioned survey of 16,706 respondents from ID, MY, PH, SG, TH, VN conducted in May 2021.

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