Competition among advertising agencies, particularly those that serve large enterprise clients, has become increasingly intense over the past few years. This heightened competition has been caused by several factors, including the shift to digital marketing methods and channels, the widespread adoption of content marketing, and the growing importance and use of data, analytics, and technology in the practice of marketing.
Just as important, business and marketing leaders at most large enterprises are demanding that marketing activities and programs produce measurable business results, and this puts increased pressure on agencies to prove the value of their services.
In addition to increasing competition among traditional advertising agencies, these factors have also led to growing competition between agencies and other types of marketing services firms. A recent article in Advertising Age highlighted the increased competition between agencies and consulting firms. The article noted that in 2017, the marketing services units of four consulting firms cracked Ad Age’s ranking of the 10 largest agency companies in the world.
The article went on to state that “. . . while ad agencies rarely bump into consultancies on big client pitches, the threat from Accenture Interactive, PwC Digital Services, IBM iX and Deloitte Digital is real. These consultancies are rising fast by gaining a foothold in marketing departments and wooing chief marketing officers with their vast array of strategic and data analytics solutions to big business problems that traditional advertising can no longer solve alone. And in some cases, they are layering on creative services and content marketing, putting them solidly on the same turf as traditional shops.”
To succeed in this new competitive environment, agencies need to find new ways to create value for their clients and simultaneously improve the efficiency of their internal operations. The right technology tools can help agencies achieve both of these objectives.
ADAM (now part of Aprimo) and SoftServe recently hosted a webinar that explored how to automate agency operations and drive growth. In this webinar, Jan Dejosse, Senior Director Demand Generation with ADAM, and Matt Kollmorgen, VP of Digital Media with SoftServe, discussed how agencies can leverage digital asset management to strengthen client relationships and improve operating efficiency.
You can view a recording of the webinar here.