The advertising market must change fundamentally and this will happen in the coming years. Advertising agencies that adhere to their traditional character and structure lose relevance and do not create value for customers. The digital age changes the relationship between customers and advertising agencies and change the foundations of the profession:
- Non-measurable marketing activities — will disappear
- Brands that will not bring value (content) to the consumer will weaken
- The main focus moves to the resonance box — Social presence and a community-based marketing
- It is no longer relevant to talk about segments but about micro / nano segments or clusters
- Effective marketing activity must be automated/programmatic to produce scalability and measurable capability.
- Advertising agencies will need to have skills in the field of developing and managing digital assets for their clients.
- A transition from Marketing to the concept of IDM’s — Integrated Digital Marketing — a multi-layered holistic conception of marketing.
- Data departments will be more important than creative departments
Changing the foundations of the industry eliminates the need for what we have known as advertising agencies and requires them to act and position themselves as Marketing agencies– which are based mainly on elements related to a holistic digital market ( content, technology, digital asset management ,deep data capabilities etc.)
On this basis, there will be two types of agencies in the market:
1. Large groups with specialized divisions (Performance, Social , Content-based marketing, Community-based marketing, Small business marketing, etc.)
A good example can be found in the organization of the Publicis group https://www.publicis.com/capabilities/
2. Specialized Marketing agencies
- Influencers agencies . for example :
https://theinfluencermarketingfactory.com
- Agencies specialize in creating cross-platform content. For example :
- Technology agencies in the field of Community based Marketing . for example : www.adlessmarketing.com
- Agencies specialize in unique and large segments such as freelancers and small businesses. For example :
- Agencies specialize in e-commerce. For example:
