Evolving Agencies in the Digital Age

We are all familiar with advertising agencies – as we go about our day-to-day business, we are constantly offered images and promotions, messages and advice, and all of this has become more prevalent with the rise of the digital age (otherwise known as the Information Age).

The Digital or Information Age is the shift from the industrial revolution to an economy based on information computerization. Essentially this means that the digital industry created a wealth of knowledge that can be accessed by anyone, anywhere – this treasure trove has allowed for unbelievable progress as experts in each industry share best practices and trends that emerge in their sector. The world became more information-intensive.

But how did this all happen? How have advertising agencies evolved with each new and dynamic trend?

In order to stay significant in an exciting and challenging market, strategists have to consider the randomly changing consumer routines, the updates and leaps in media, the boost and expansion of technology, as well as emerging trends and the everlasting need to improve ROI.

And the kicker – companies must also reinvent themselves as they do all of this research, not wasting a moment’s time. By observing how they are perceived among their competitors and as they stand alone, and determining what they must change and connecting with consumers – they are displaying the critical actions necessary to ensure that they improve and develop positively.

Some steps taken by marketers to save time in this ever-changing process:

  • Networking, attending events and conferences and connect with contacts you know (if you know that they will be attending), supporting one another
  • Utilizing social media, specifically twitter. This is easy to maintain and a simple, quick way to connect with audience and influencers in the industry
  • Ask for constructive feedback on performance and
  • Seek out like-minded peers and professionals that you can interact with and bounce ideas with. Build a circle of people that you can trust and can look to for advice when needed

Companies that “embraced the pain” of the development challenge ended up being more successful as they ran with the success-driven culture – determining and figuring out the essential questions to answer that will allow their organizations to grow and increase their resources. Ultimately, the main points for agencies to consider are: How can we create the best user experience for our customers and audience? How can we utilize our resources most efficiently? 
Once those questions are answered, companies will find themselves on the path to a smoothly-run, efficient and great user-centric environment.

Esther Gutkovsky

Esther is a Content Strategist at ArtVersion Interactive Agency. She first discovered a passion for marketing while studying brand management – since that moment, Esther has rejoiced in using her creative and writing skills within a field that allows for limitless self-expression and ingenuity.

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