There are currently 6 key trends that are influencing how digital agencies and their partners are conducting their business and how they are delivering digital content now and in the future.
Keep reading to learn more about how digital agencies, such as Muze Creative, are planning to align the services they provide with these 6 key trends.
1. More For The Same Budget
Budgets continue being squeezed (which isn’t surprising), with commissioners wanting more assets at the same budget. The challenge for agencies is how more can be delivered while still making a profit on every project.
One way that we are attempting to provide more to our clients without increasing the budget is to find ways for creating multiple assets out of a single piece of content. For example, taking a video of a client case study and then creating different versions including sound bites, short and long clips, and other content to use across a number of different channels. Also, we work with direct clients and our agency to recommend ways that more can be done with the assets that are created to receive more value for their money.
2. Focus on People
There has been a real shift in SME and Global business with a focus on ‘people first‘ which is driving them towards this. It is occurring more now than it has over the last few years, with many initiatives for 2019 across the board that are helping engagement amongst employees.
Agencies must help their clients identify where personalisation is needed in their content for increasing engagement and to be creative in how different assets are handled. Frequently there is scope for creating some content that has broad appeal and then personalising specific content for various audiences, to work within the constraints of the budget while still creating multiples pieces of engaging and interesting content.
3. In-house teams
This should not be viewed as a threat by external agencies but as an opportunity instead. In-house teams have always been around, so what agencies must do is find ways to complement in-house teams’ services, instead of seeing this trend as a threat. A great starting point is to bring fresh ideas and tweaks as well as a constant dialogue.
One approach always has focused on partnering over the long term with internal teams, by becoming an integral extension of the team. Also, we understand there are certain things that may be handled more cost-effectively in-house and in turn, that makes it possible for in-house teams to more strategically invest their available budget.
4. Add Value
There are always going to be ‘one-man bands’ that are able to offer services at a fraction of the cost of a firm. When you are an agency, you must deliver more value than a smaller outfit can and demonstrate to your clients why it isn’t only about how cheap something can be done. Although that can be tricky when selling to commissioners who are video-savvy, the major advantage is an external agency always can bring a fresh creative and outside view.
Uncertainty, confusion, buffoonery – everybody has an opinion on this. However, when attempting to predict the long and short term effects of Brexit on your business, it can be very difficult to do. However, now is most likely the time to ensure you can show ROI and fight for your budget, if necessary, by proving a business case for communications or marketing campaigns. If you are not already doing so, identify the most important metrics for your organisation and start to measure and report different campaigns and activities.
6. The biggest opportunity
Social media content is still the biggest opportunity. As LinkedIn has started to become more driven by video content, there will be an increased need for editorially strong content, and as platforms continue becoming smart in how they deliver video, agencies will have to find smarter and new ways to make their content stand out.
Year-on-year video content is being cited as one of the key trends in communications, HR, and marketing. It is here to stay and will continue to grow. Therefore, it should be part of all multinational and SMEs’ communications and marketing strategies.