In the rush to develop expertise in the latest digital marketing tools, agencies may have lost sight of something important: Efficiency. By stepping back and reducing the complexity that has arisen in order to make so many new technologies work, agencies can improve the digital ad process for themselves and their clients. This is the argument put forth by Dominic Field and a team of Boston Consulting Group (BCG) analysts.
Today’s digital world means marketers, agencies and media companies have to cooperate to master the new technologies that are available to them. Because not all of these tools fit together seamlessly, most organizations must spend time developing workarounds. Each one of these workarounds means that staff members are not actively engaged in creating value for their advertisers.
One way to solve the problem is to move to a unified platform. The idea behind a unified platform is to standardize the user interface, as well as the treatment of data coming in from multiple sources.
The streamlining of data management allows agencies to spend more time on the creative aspects of campaigns. There's no question that ROI is important in the digital era. Agencies that can process their data inputs, especially when it comes to purchasing online media, will become more efficient and more competitive.
The BCG analysts call this process lean methodology and they encourage agencies to make streamlining an ongoing process in their organizations.
Have you moved toward a unified platform in your agency? Have you noticed an improvement in organizational efficiency as a result?