Marketing campaigns are not always the solution your client needs
With clients’ needs growing ever more complex, short-term marketing campaigns longer cut the mustard, writes The Brand Agency’s Matt Popkes.
Whether they’ll tell you or not, clients are facing challenges well beyond anything you see in a brief. These are business challenges we, as an agency partner, witness early and often, yet we underestimate our ability to address and solve them. While we often have all the skills necessary to consult on and tackle business challenges, we miss the opportunity because of how narrowly we apply the skills within our own walls.
The themes are consistent across industries, markets and countries: fragmentation across teams, with little to no coordination in how to communicate with customers. Misalignment of tangible goals and objectives across business units. No means of actually tracking and measuring the true business impact of current marketing efforts.
Customer data spread across multiple disconnected systems, platforms and databases. Internal resources tasked so much with business-as-usual efforts, that long-term, strategic planning is not an option.
