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3 Ways Technology Is Changing Agency Workflows
3 Ways Technology Is Changing Agency Workflows

Technology and its rapid evolution often bring resulting changes to business, some small and others more dramatic. While most advancements in both physical and digital technology are designed for a specific purpose in a single industry, the results often reach much further than their original intent — especially when the technology has implications for business processes and workflows.

Advertising agencies in particular have been transformed by recent technology. Advances have changed the way agency operations both internally, in the way team members work together, and externally as the agency works with clients. Three key areas that show the influence technology has had on advertising agency workflows are detailed tracking and analyzing successes, leveraging non-linear work processes, and keeping team members more in sync with each other and with company goals.

Technology to Track and Analyze Advertising Agency Results

Although tools that provide tracking and analytics data for ad campaigns have existed for a while, these technologies are getting more intelligent all the time. The most recent advances allow ad agencies to make better decisions for ad design and placement based on a larger, more detailed body of data. Incorporating this growing amount of data provided by technology can require changes in agency processes and tools.

Real-Time Interaction Management

Real-time interaction management, or RTIM, offers agencies and their clients “hyper-sensitive contextual marketing.” This technology leverages a customer’s known history and preferences, along with current conditions, to identify when and where that customer is most likely to take action or make a purchase. The highly targeted information RTIM provides can help agencies not only design creative ads that address these micro-points of customer action, but also place and display these ads where they will reach those who are most likely to make a purchase. For the agency’s clients, real-time interaction management's contextual approach to predictive analytics means a better return on their ad investment.

Data From New Sources

The major growth in the wearable technology market also presents new opportunities for ad agencies when it comes to tracking and analyzing data — as well as future potential for new advertising channels. Smartwatches and health sensors opened up a new level of data that provides more up-to-the-minute information on customer activities. As artificial intelligence continues to find its way into new markets — such as kitchen appliances and home control or security systems — ad agencies working with clients in these industries will have more information to work with, along with more opportunities to send the right advertising message at the right time. While not many organizations are currently using data from the Internet of Things currently, it is an area of technology that a significant number are looking to use in the coming year.

Non-Linear Processes

Modern technology and the ready availability of information on the internet have radically changed the process the average customer goes through before making a purchase. As a result, customers are no longer working systematically through a step-by-step process to a purchase — and ad agencies need to adjust their strategies and even their processes in response. The most effective advertising agency workflow for 2017 may not be a linear process from brief to final ad creative, but a far less defined pathway that incorporates new data gathered along the way.

In keeping with a more customer-centric approach to marketing and advertising, ad agencies are also crafting advertisements as part of a larger, comprehensive content strategy. An effective take on this content strategy will be designed for mobile — which is predicted to make up 32.9 percent of all media ad spending by 2020. Other key advertising formats provided by emerging technologies include integrated messaging apps, chat-bots and video all within social media platforms. By taking advantage of these new platforms and formats in advertising, agencies can adjust their workflow to reach their clients’ customers in a more organic way.

Keeping Agency Team Members on the Same Page

Technology can also assist advertising agencies in ensuring that team members are effectively collaborating on client projects. These collaboration software tools help to create a better flow of information between those on a project by collecting that information in a single location where it can be referenced by all team members in the future. The centralization of project information can also make communication more efficient both between agency employees and clients — which allows for faster completion times for projects, so that ad agencies can take on more work.

Today’s advanced collaboration tools also offer increased engagement for agency employees, which results in higher workplace satisfaction and lower turnover — which can severely disrupt an agency’s workflow. Technology-facilitated collaboration is particularly critical for a modern workforce that is often spread between several locations or that includes remote team members or contractors. All team members and clients can communicate in real time from anywhere, ensuring a smoother workflow and fewer interruptions to agency processes.

Like businesses in any industry, ad agencies must stay up to date on technology and trends that affect both the way they work and how their clients function and advertise to customers. Effective use of tech tools can help improve advertising agency workflows through better data, improved customer-focused workflows and effective collaboration tools.

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