Even before the days of the personal computer, marketers have been looking for “magic bullet” solutions.
In today’s tech-driven world, that idyllic concept looks like a technology platform that handles all the analytics you could ever want, streamlines the reporting you already do, offers an intuitive experience for users, does all these things at a reasonable cost, and maybe makes you a cup of coffee while you’re at it. And, ironically, the marketing behind most platforms today will make you think that there are plentiful options in that respect.
The truth is, without a substantial transformation of your brand to fit the platform, this perfect solution doesn’t exist. In order to stay ahead of the curve, you’ll need a variety of platforms and teams working in tandem to deliver results. It’s too much for almost any brand to coordinate and execute on their own… which brings us to your agency.
We just put out a survey asking agencies about the tech they’re deploying in support of their clients – essentially, how they’re serving you, the marketer. The good news is this: agencies recognize the growing need for analytics – 73% have increased their investment in tech platforms in recent years, both for their own agency and, more importantly, in an effort to better support their marketing clients.
Now the bad news: more than half (58%) of those same agencies are concerned with a lack of internal resources needed to keep up with this rising demand for analytics.
So in summary, your brand doesn’t have the bandwidth to keep up with the tech platforms and tools you need to keep pace, and your agency, while understanding of the need, may not have the resources to fully support your efforts. All is not lost, but what’s a marketer to do?
In short, the path ahead is a connection with your agency that allows them to support your business not only through the work they do, but also with the platforms and partnerships they can connect you with.
Agencies don’t need all the talents within their four walls to make you happy. It takes a good partner, some extra effort on the part of your agency, and the willingness to invest-either directly in a platform or indirectly. This could mean your agency losing some margin by partnering with an analytics group, but it is worth it for them in the long run. The key is taking the steps forward to do something.
We’ve talked in the past about allowing agencies to be your martech front line, and the insights in that 2019 blog continue to ring even truer today. So much so, in fact, that we’ll close with some words of wisdom from that article:
Allow your agency to be the front line when it comes to these new offerings. They need to be leading the charge into these technologies, proactively bringing you the ones they feel will help your business.
If you haven’t spoken to your agency about platforms that might be right for your company, there’s no time like the present.
Or if your agency struggles to bring a few names to the table or, worse, you don’t hear from them at all, it may be time to find a more proactive agency who’s able to do the legwork in filtering through this booming market, and coming out with the right solution for you.
If you’re looking to find an agency better suited to supporting your efforts, give us a call (513-559-3101) or shoot me an email (firstname.lastname@example.org).