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In a recent AdNews article, Andy Lark, Comm Bank's chief marketing and online officer, stated that "...marketers needed to adjust to a new world where technology and technology experiences would "define your brand"."
Lark also questions the ability of traditional agencies to adapt to a more social, big data and technology-based marketing world. Mainly due to the level of accountability and measurability of the space..."So did you get the number of downloads you were expecting, did you get the number of customer interactions you were expecting on an app? It becomes the ultimate accountability engine."
The need for many of these traditional agencies to rethink their entire business model is generally more than they can handle.
Lark expects, as do we, a new generation of agencies to take a lead role because they're in a position to be adept at big data, social and digital.
What does this mean for those of you who need these kinds of services? It means a new generation of accountable and measurable marketing agencies to outsource to. And that has to be a very good thing!
If you'd like to engage with us regarding your digital marketing needs, just drop us a line!
Check out the full article here.