Invite colleagues
Over the years, many colleagues have told me that working at SinoTech Group feels more like being employed in a software company than a (digital) marketing company. Truth is, they are probably right. Most my professional career was spent working in software companies so when I founded this business, I fell back onto what I new best.. the ability to assemble technology savvy folks like myself that could build applications and systems... However, rather than defend this corporate culture and try and hid the fact we are very 'nerdy, tech orientated', I am predicting that the larger Agency's will try and emulate this...
I am not trying to portray SinoTech Group as the only tech orientated digital agency but I would say in China that there are very few that build their own marketing systems (ad serving, web analytics, online reputation management, SEM bid management) or truly understand the technologies that they have purchased from 3rd parties... Moreover, the trend will be for more, not less technology/platforms entering digital agencies. So the requirements for a building a corporate culture that embraces this trend are the agencies in my opinion are the ones most likely to be able to convince their Brands that they are best suited to represent them in doing their online campaigns for them...
This being said, I believe most exec's and Board Members from the 4A Agencies recognize the speed that this digital revolution has taken place. (Sir Martin Sorrell is one industry pundit talking up the impact of Digital on his group, WPP). However, most "Industry" types running the larger firms typically hail from 20+ yrs plus backgrounds in the world of TV, Outdoor, Print .... but this digital 'thing' is now something so mainstream that specialists are needed to understand and explain what is going on to the 'traditional' teams.. advertisers and brand marketers are entering a brave new world; one where code is on par with content and communications. The 21st-century ad agency can't think of ads as a static message... it isn't something to be looked at (displayed) on a home page of most traffic-ed Portal, it's something to be used for engaging with readers and measuring responses. Our reliance on mobile phones also is leading to an explosion in mobile apps, the 21st Agency needs to position these as the perfect vehicles for brands. "Consumers" are now "users." So does that make us "marketers" now the new "developers"? This is a thought I know will horrify some or my professional colleagues...
I don't mean to discount my agency friends value of those working in areas like creative, communications etc where they need their creative juices to flow in order to generate ideas and innovations. I just want to highlight that we now need these bridges with the tech teams who can also input ideas and innovations.... how many of you working at agencies recognize this disconnect?
So for the next generation of us working in Digital Agencies, I say we should develop the role of "Marketing Technologist"; a hybrid position that assists us in leveraging digital tools across all our marketing pitches and helping establish/increase our technology and mobile literacy within the firm. I would argue that this is essential for Agencies to survive.
I would be interested in those of you that agree/disagree.. Also if you are working in an agency that is doing a great job or bad job when it comes to tech literacy then please post a comment below and share your experiences.
Written on Sunday, 04 October 2009 15:01 by Matt McDougall
