The Future of Advertising in the Digital Age


How do Agencies Impact how we Stay Ahead of the Curve?

This article is written by MIMA Volunteer, Lyndsey Danberry

The future of advertising today is all about agility and flexibility.  It sits at the intersection of technology and consumer behavior.  The hurdle that we, as marketers, face is staying ahead of the curve. Fortunately, there are agencies all over the US (with over 25 in the Twin Cities alone) whose goal is to strategically guide their clients through trends, help them stay ahead of the digital curve and help them solve for real world problems.

“In 2008, I saw a need in the marketplace for the emergence of a perfect digital partner—one with a deep digital expertise, strategic execution, and the capacity for an ongoing relationship” said Spyder Trap, a local Twin Cities agency.

Today, agencies are fulfilling those needs and staying relevant by maintaining a culture of curiosity, ambition, and future proofing. They think of their clients as their product and aim to build the perception that they are just down the hall and part of the team.

“We work really hard to build relationships, be part of the team and present solutions to real world problems,” said The Creative Department out of Long Beach, CA.

Agencies also make an effort to organically and proactively adapt while others are still reacting.  In the past few years, this means they’re also hip to the digital age of advertising.  The idea of an “integrated marketing” campaign, which implies an advertising campaign that crosses multiple media channels, is a strategy that no industry can leave behind. 

With that comes the battle between content and technology. The world has become increasingly connected by technology, regardless of your audience, your market or your product; you can’t escape the technological enhancements that are shaping the digital advertising world today.  The problem that we, as marketers, face is not just content overload but integrating your content to give the user a positive experience across all channels.  An integrated approach should be strategically planned so when a customer hears a funny advertisement on the radio, they’re able to quickly pick up their smartphone and log into well designed responsive website.  Our consumers have the power of what messages reach them and what drives them to an action; we can no longer expect the radio ad to do it alone, you must integrate!

For more information on the most relevant integrated  strategies and staying relevant in the age of digital marketing join us next Wednesday, July 15th for ourConversations About  The Future Of Advertising.   Our Wednesday presentation features Rick Webb, venture partner at Quotidian Ventures, marketing and sales consultant to Tumblr, Soundcloud and Percolate, co-founder and former COO of The Barbarian Group and most recently author of Agency: Starting a Creative Firm in the Age of Digital Marketing.

Sources:

http://www.bizjournals.com/twincities/subscriber-only/2014/08/15/advertising-agencies.html

Guest Writer, Mike Rynchek, President at Spyder Trap, Minneapolis, MN

Guest Writer, Michael Thompson, President at The Creative Department, Long Beach, CA