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Inside Digital Jungle: Rantings from the CEO

By Dr Mathew McDougall

The founder & chief executive officer for Digital Jungle
www.digitaljungle.agency

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Digital agencies are everywhere. Even traditional, legacy ad and PR firms will tell you, with a straight face, they are now digital shops. So as a digital marketing Agency it is my job to consider how do we develop and evolve in order to remain relevant and importantly, continue to provide value to the clients we serve?

Fundamentally, a digital agency connects brands with audiences using technologies, tools and techniques; websites, social media, premium content, video, SEO, mobile platforms, gamification, localisation, re-targeting, personalisation, geo-fencing, and whatever else.

Therefore at the heart of staying relevant, Agencies must not just think in terms of digital marketing, but also in terms of marketing in a digital world. We need to provide thought leadership in all of the things a marketer needs. We need to evolve from being simple media buying agencies to become full-service marketing agencies and then satisfy our client needs from branding to marketing to media to advertising.

Then for Digital Jungle I believe will we continue to evolve and redefining our purpose around five areas;

1. Global Focus

An important feature of our agency is a global mindset. The digital space has far fewer boundaries than a political map of the world. And for Digital Jungle, we recognises this and strive to connect Brands with Chinese audiences living around the world. A marked difference from our earlier years of just targeting Chinese living in China. 

2. Social

Social media is a force to be reckoned with, no more so than with Chinese platforms (just use WeChat as an example). With the vast majority of Chinese digital users embracing social media platforms, our agency understands social media is at our core – and that it’s a changing landscape within digital itself.

3. Transmedia

Transmedia storytelling across multiple technologies is the underpinning backbone of the Digital Jungle. We cannot afford to get stuck on one platform and ignore emerging platforms and trends, anything that is getting embraced by Chinese audiences. Our forward-thinking team is willing and able to change with the times, and will use all the available tools to further our clients brand message.

4. Data

We are die hard data and bleeding-edge technologists. For me, these two go hand-in-hand. The expert interpretation of data informs marketing strategy and performance. Highlighting when they are headed in the right direction. How else will we know? Digital Jungle places equal value on data and tactics, and aligns the goals and actions of both in accordance with the goals of our  clients.

5. Analytics

We know how to solicit results and only but monitoring and reviewing real-time analytics can we optimise and adapt marketing tactics accordingly. The digital space is constantly evolving, and I believe that the successful agency knows how leverage analytics to gain visibility on their various marketing programs.

Final thoughts

Brands react to their consumers, and these days, consumers enjoy new means by which to exchange ideas and social currency. The best way for your brand to handle the continual evolution of digital is to work with an agency that is as excited about emergent technology as your audience is – and that can move fluidly with the waves of change that crop up in the vast digital expanse day after day.

So, is your brand ready for the future?

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