Why your typical ad agency doesn't understand your business’ complexity
“Just hire an ad agency.”
Marketing professionals have probably heard and read this line countless times. Time and time again, when dealing with professionals in the marketing sector, we hear how dissatisfied they’ve been or are with the arrangement between their organisation and an advertising agency. Here’s the thing: not all agencies are created equal.
After many years of working with clients and taking the time to learn their struggles and frustrations, we’ve learnt that agencies generally approach the situation from a different direction than we do. What has proved most apparent in our discussions with clients is that agencies tend to miss the link between customer experience and prioritise award winning design above all else. Customer experience is about more than award winning design. Don’t get us wrong, design is important but at the end of the day, efficiency in various business processes is just as key. We know that every business has its own unique complexities.
Let’s go back to customer experience for just one moment - if a customer purchases a product from your website and it takes 6 months for them to receive it, do you think they’ll be buying anything else from your site any time soon? In this instance, this is a case of website orders taking too long to fulfil. Another example we’ve seen in the past is organisations failing to be aware of a customers previous buying history or not having accurate inventory or promotional pricing live on their website. Now, do you think sporting the best design in your relevant industry is likely to give you a lifeline with customers in any of these circumstances? It’s unlikely. When you look at each of these scenarios, they all have the same impact: a negative or at the very least, damaged, customer experience.
When you team up with the right agency, they’ll be able to assist your organisation in a number of ways. Most notably, as they’re not part of your organisation, they have the ability to act as the voice of the consumer and consider the needs of your target market. This is a lot harder to do when you’re living and breathing your brand and company each day. Another three key benefits include:
- Expertise: sure, your organisation is good at what it does but when you partner with an advertising agency, you’re working with people who have specialised knowledge. Additionally, they have access to researchers, media buyers and other experts you may not.
- Saving time: imagine what your company could achieve if it didn’t have to allocate any resources to developing and implementing advertising campaigns. When you hire an agency, you’re freeing your staff to focus on what they do best.
- Brand development: we can’t underestimate how important brand development is. We’ve seen experienced businesses struggle with this in the past. Agencies take the load off by developing logos and other assets that help to develop your branding and awareness.
At Pronto Woven, we understand how important it is to deal with an agency that has a rich technology and business stack. Even after a project has been delivered, it’s vital you have the ongoing support you need to handle any bumps that may present themselves along the way. As we’ve seen time and time again, using a single vendor reduces the finger pointing when things don’t quite go to plan.
Keen to learn more about how and why we differ from other advertising agencies? You can view the Case Study videos on our website by clicking here.
If you’d like to hear more about why digital marketing is important but needs a rich integrated business stack to be truly effective and seamless, get in touch with the friendly Pronto Woven team today. You can contact us for an obligation free meeting where we’ll take the time to understand the complexity of your business and have an honest conversation about how we can help you to achieve your long-term business goals.
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