Agencies need to truly innovate to fit the volatile and ephemeral time in which we live; see relevant points to be connected to this new era.
There are many marketers who say that digital is no longer a trend, of being experimental and even alternative. In fact, today, in all areas of activity, we perceive its applications in a real, necessary and vital way for the good performance of the various segments. Like light, we only notice when it’s missing.
This shows that just thinking about becoming an agency that provides Digital Marketing services in a complementary way (a turning point made by pioneering agencies almost 15 years ago) is not enough to adapt to the volatility and ephemerality characteristic of the new era.
It is necessary to truly innovate, in processes, strategies and resources, differentiating between “trends” and “emergencies” and always thinking about the future. In fact, thinking about the future is to exist in the future. In short, it has to be an agency of the post-digital era.
Why was it post-digital?
This concept is presented by Walter Longo , administrator and president of Grupo Abril, one of the largest communication groups in Latin America.
In his book Marketing and Communication in the Post-Digital Era – The rules have changed , the author assesses the impacts of rapid changes in society, business and, especially, in communication, arising especially from technological innovations. Communication is usually the first point of perception of these changes.
If we think of technology as “everything that came into being after you”, we can understand that not every technology is necessarily an innovation. Full innovation is when we incorporate the habit arising from the use of this technology and this practice becomes indispensable .
From this, we observe that this assimilation is occurring more and more quickly and naturally, impacting more intensely on behaviors and businesses.
The author considers that we live in the post-digital era and attributes this concept to the current moment due to the fact that we no longer even realize that the digital is present – it has become commonplace.
In this context, how are the Digital Marketing service providers, consultants, agencies, specialists and professionals involved in the process? Everyone is impacted and challenged to keep up with the pace of change , a not easy task in business structures based on paradigms from 10, 20 and even 50 years ago.
In this sense, I highlight 5 strategic and highly relevant points to be connected to the demands of this new era.
1. Proof of results
The first point of attention to be observed by the agencies is, without a doubt, to focus their deliveries on ROI (return on investment or, in Portuguese, return on investment). According to Panorama of Digital Agencies 2016 , developed by Resultados Digitais in partnership with Rock Content , this is a concern for 53.9% of agencies for 2017.
This point requires attention because, according to the author, “momentary stability generates accommodation”. For example, today 5 or 6 clients – with medium contracts, involving 2 or 3 services – are enough for a small agency to pay the bills. But what is the real project of growth and guarantee of the agency’s existence in 5, 10 years?
Today, the client will not ask for effective results, so the agency will move and start to adapt. If the client concludes that he is not having effective results, he will change agencies.
Managers’ thinking needs to stop being linear, as technological advances are exponential.
2. Productivity and efficiency
Effective deliveries are closely related to increased productivity and intelligent use of technological resources to generate knowledge. On the subject, Walter Longo describes the need to transform, for example, the old databases into “fact banks”.
Before, to start planning a campaign, the briefing audience description was based on gender, age, socioeconomic profile and geographic location of the target audience. We associated this with the data from the vehicles ‘ media kits and we had the magic formula of media investment.
But what these databases didn’t say was whether this “single man, 25 to 40 years old, from São Paulo” became a vegetarian, whether he got married, bought a dog, or was fired.
Gathering information without organizing it does not generate knowledge and does not reflect on revenue. The constant and strategic observation of the public’s behavior are fundamental points for effective campaigns .
Developing this need in your clients will add value to the delivery, positioning the agency as the arm of the business management. This leads to higher fees , with greater revenue generation, a demand pointed out by more than 58% of Brazilian agencies, according to Panorama.
It is necessary to be efficient in the relationship with the Leads base, extracting the most relevant information for a strategic segmentation that actually reflects the prospect’s moment in the purchase journey. We talk a little more about this here . Remember that “people are not; people are” .
3. Solid and long-lasting contracts
The sum of the two previous aspects directly impacts this third point, which is fundamental for an agency in the post-digital era: contracts and partnerships that guarantee predictability and stability for the agency to plan its future and know in which aspects it can develop.
Increasing the duration of contracts is a pain for more than 60% of Brazilian agencies, demonstrating that punctual jobs still stand out from monthly fees .
Long-term contracts reveal an important bond of trust between clients and agencies , in addition to often involving more than one service in their scope. This shows attention to multiplicity (whether of channels or audiences), portfolio variety, versatility and delivery quality.
Long-term contracts require market education. Therefore, understanding the difference between “pending” and “trend” is fundamental.
Today we focus more on month-end delivery than on year-end results. This demonstrates short-term and short-term thinking. Smart professionals and administrators manage to balance these two points, responding in a timely manner and also taking precautions for future situations.
4. Team training
According to Walter Longo, the best managers are those who have the capacity to learn, unlearn and relearn new ways and new processes . Versatility shows ability to articulate, adapt and read the market well.
More than half of agencies have 1 to 5 members. This requires constant qualification , multidisciplinarity and adaptation to new processes and technologies.
Limiting yourself to old processes impedes progress and results in lost opportunities – often caused by insecurity in undertaking and incorporating new learnings. The lack of Track Records to support decision making becomes frequent with the volatility of media and channels and this requires resourcefulness from professionals in the area, especially managers.
Doers ( doers ), thinkers (thinkers) and follow-uppers (followers) were once isolated profiles, now they are necessary facets in all professionals who work in marketing. As important as the ROI, discussed in item 1, is the ROL (return on learn or return on learning) , which is the interpretation of feedbacks obtained through technology and incorporated into strategies.
5. Intelligent use of technological resources
The fifth and last point of this text is an invitation to reflection. The purpose is to promote self-assessment about their adequacy and perception of the post-digital era.
This parallel is proposed in the book and leads us to understand the speed of change and its impacts on the performance of the Digital Marketing professional.
Changes are almost imperceptible as they are automatically incorporated and quickly assimilated. This makes us have a consumer public that advances in the consumption of digital by elevators and agencies, trying to communicate with this public, going up the stairs.
Investing and structuring campaigns in digital media is like aiming at a target in mid-flight: if we aim at the point where it is, we will miss. It is necessary to predict and adapt to the next point in the trajectory – a predictability possible with the correct application of technological resources. Here is the post-digital era.
We are moving towards interdependence, collective and collaborative construction. The ephemerality and mutuality characteristic of this new moment require us, as Digital Marketing professionals, to be present in the various channels and points of contact with users.
It is necessary to have the capacity and efficiency to interpret the data provided by these means and apply them in our strategies, observing trends and always planning ahead.
If you need help in this process, count on us !