The customer experience revolution is having a momentous impact on agency operating models, according to "The Future Of Agencies," a new report from Econsultancy, in association with Adobe (CMO.com's parent company).
Market-driven shifts--from marketing to customer experience, product to services, and campaigning to always-on programs--are driving fundamental changes in the support that client-side organizations require and therefore the services agencies provide. Agencies are having to change the ways they engage with clients, how they integrate the increasing requirements of technology and data services into their practices, and the skills and talent that they develop and acquire.
Among the report's key findings, based on a series of in-depth interviews with senior-level agency practitioners around the globe, along with a survey of more than 500 agency-side personnel from a full range of agencies:
- Agency-client engagements are changing from traditional campaign-driven briefing processes to ongoing deployments embedded in tech and data.
- Agencies are stepping beyond just delivering services and are increasingly becoming more involved in their clients’ companies.
- The dual focus on content and technology is driving greater investment in resourcing and in delivering proof of value to clients through data, analytics, and attribution.
Whether you work in an agency or are on the client side, this new research provides insight into where agencies are heading and what the most progressive agencies are doing to reinvent their operating models.
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