Building Your Agency's Digital Service Plan
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integrated digital strategy & planning the blueprint: build your agency’s digital service plan
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Instructed by Paul Roetzer.
Transcript of Building Your Agency's Digital Service Plan
integrated digital strategy & planning
the blueprint: build your agency’s digital service plan
change velocity
source: Giuseppe Constan7no
of marketers think marke.ng has changed more in the past two years than the past 50
source: Adobe Digital Distress
76%
by 2017, the CMO will spend more on IT than the CIO.
source: Gartner
IT = CIO CMO
“There's a real scarcity of technical professionals, even more so for those with passion and ap<tude for marke<ng. And there will
be enormous compe77on for those unicorns.”
— ScoF Brinker, co-‐founder & CEO, Ion Interac7ve (source)
selec/
ve con
sump/on
of the decision-‐making process B2B customers go through is complete before contac.ng a sales rep.source: Marke7ng Leadership Council
60%
It’s their journey, not yours.
Source: Google
Define Founda7on Projectsthe new marke/ng mixanaly7cs
automa7on
coding
CONTENT
digital ads
events
mobile
search
social
tech
web
Define Founda7on Projectsthe new marke/ng mixanaly7cs
automa7on
coding
CONTENT
digital ads
events
mobile
search
social
tech
web
source: Accenture’s Turbulence for the CMO
generate leads
convert sales
build brand
increase loyalty
brand
leads
sales
loyalty
Source: PR 20/20’s 2014 Marke5ng Score Report
generate leads
convert sales
build brand46%
increase loyalty
brand
leads
sales
loyalty
Source: PR 20/20’s 2014 Marke5ng Score Report
generate leads86%convert sales
build brand46%
increase loyalty
brand
leads
sales
loyalty
Source: PR 20/20’s 2014 Marke5ng Score Report
generate leads86%
85% convert sales
build brand46%
increase loyalty
brand
leads
sales
loyalty
Source: PR 20/20’s 2014 Marke5ng Score Report
generate leads86%
85% convert sales
build brand46%
51% increase loyalty
brand
leads
sales
loyalty
Source: PR 20/20’s 2014 Marke5ng Score Report
Avg Rating E/N/A Factor
4.6 Website traffic
4.3 Social reach
3.8 Subscribersbrand
leads
sales
loyalty
3.7 Lead volume
3.1 Lead quality scores
3.9 Lead-to-sale conversion rates
3.4 COCA
5.2 Customer retention rates
3.9 Customer lifetime value (CLV)
Funnel View: Critical KPIs Average Factor Ratings
n=318
Assets (8-10)
Neutrals (6-7)
Escalators (0-5)
Source: PR 20/20’s 2014 Marketing Score Report
PR 20/20 | 2014 Marketing Score Report
source: IBM Global Chief Marke7ng Officer Study, 2011
(only) 9% of marketers strongly agree with the statement, “I know my digital marke<ng is working.”
source: Adobe’s Digital Distress
fill the gaps
nearly four in 10 CMOs say they do not have the right people, tools and resources to meet their marke7ng objec7ves.
Source: Accenture’s Turbulence for the CMO
39%
of chief marke.ng officers think integrated services will increase in importance over the next five years. source: The Horn Group and Kelton Research
80%
of CMOs indicated that they are unable to find an integrated firm to meet those needs. source: The Horn Group and Kelton Research
60%
“It doesn’t maFer anymore to the consumer if it is tradi7onal adver7sing, social media, PR or digital —
they don’t compartmentalize these channels anymore. That’s why at TD Bank marke7ng and
corporate communica7ons are aligned as one team under the CMO.”
—Vinoo Vijay, CMO at TD Bank, as quoted in PRWeek
Image Source: dsearis
of senior marketers believe tradi.onal ad agencies are doing a good job of evolving and extending their service capabili.es in the digital age. That means 91% are not.source: The Chief Marke5ng (CMO) Council report More Gain, Less Strain.
9%
the agency ecosystem
Publishers?
Publishers?
Publishers?
Define Founda7on Projectsso7servers
soTware companies
in.mate knowledge of customers
services .ed to customer reten.on
no direct compe.tors, yet
push agencies to con.nually innovate
Define Founda7on Projectsconnectorsthe thinkers and networkers
rely on a distributed network of soloists and specialists
not interested in building hybrid agencies
oTen social media influencers
Define Founda7on Projects soloists
interested in life-‐style business
work directly for clients or as outside agency contractors
capacity is always an issue
can benefit greatly from marketplaces and a more collabora.ve ecosystem
Define Founda7on Projectsspecialists
niche markets and services
need to expand knowledge and networks
likely more project based
prime candidates for acquisi.ons by full-‐service firms
Define Founda7on Projectstradi/onalists
current market leaders
strong in tradi.onal services, but struggle to integrate digital
top-‐heavy staffing makes it difficult to evolve, take risks
stuck in legacy systems
run the risk of becoming obsolete
Define Founda7on Projectsdisruptors
build fully integrated campaigns
pursue alterna.ve pricing models
consistently produce measurable outcomes
more agile and tolerant to risk
most advanced in terms of tech integra.on, diversified services
Define Founda7on Projectswhat are you building?
what are you willing to sacrifice?
what mo.vates you?
how will you define success?
what type of agency do you want to build?
what are your strengths/weaknesses?
the evolu<on of pricing
Define Founda7on Projects
Define Founda7on Projects
Define Founda7on Projects
“The guiding principle was that set prices had to be value based, meaning they were to be determined based on perceived and actual value rather than the number of billable hours something takes to complete.”
Source: The Marke5ng Agency Blueprint
Define Founda7on Projectscore elementseconomies of scale are possible
set prices enable firms to package services for specific market segments
if you can define scope, you can standardize and assign a price
they must be value based
transparency creates more qualified leads
Define Founda7on Projectsvalue-‐based pricing variableses.mated hours (at peak efficiency)
hourly revenue target
costs
perceived value
builder vs. driver
loss leader
service level
image: Xurxo Marfnez
talent gap + technology gap + strategy gap = PERFORMANCE gap
image: Xurxo Marfnez
1) develop versatile talent trained in high-demand services.
2) become adept at marketing technology integration.
3) execute strategies and campaigns that produce results.
FILL
