A major shift in advertising has occurred with consumption patterns changing in our digital world, where users are on multiple devices and operate in an omnichannel world.
Digital has transformed marketing as we know it.
Agencies, whose largest constituency was marketing departments, now need to realign themselves to the changing needs of the end consumer and their own clients to stay relevant and not get relegated to only being the ‘creative’ partner. To be ‘creative’ in a digital world is now an omnichannel delivery of a conversation, engagement and experience. This needs new approaches, new technical skills, and new analytical and data marketing skills than ever before.
The proliferation of social media and digital marketing have changed the dynamics of commercial messaging. New media avenues have paved the way for opportunities that never existed before – programmatic advertising is offering limitless choices and flexibility related to placement, timing, and format of ads and led to multiple layers of complexity. Consumers increasingly choose to receive the commercial messages they want and which they find helpful, and native advertising is often the preferred form for receiving content for them. Savvy consumers expect brands to personalise communication and messages – sending them messages that do not fit their needs, interests or lifestyles eventually erodes their respect for the brand.
However, this needs equal alignment between an agency’s strategy, creativity, and technology.