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Closer client-agency collaboration will help brands achieve these goals

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The most fundamental need of both clients and agencies today is increasing sales and attracting new customers, goalsĀ that 80% of respondents across all geographic regions ranked at the top, a study by conducted by Forbes Insights in association with Oracle Marketing Cloud found.Also important will be efforts for enhancing customer loyalty and expanding brand awareness. Working in new, more collaborative ways is one way to reach these goals. Closer brand and agency collaboration will become even more important in the coming year, according to 60% of the respondents.According to the study executives expect to see the impact of these efforts across several key functions, including creating and updating marketing strategies, implementing successful cross-channel marketing programs and formulating effective marketing strategies across global markets.Check out what areas will see the greatest impact from more effective collaborationĀ between brand and agency peers:Ā Read also:Ā Why marketers need to rethink agency relationshipsOf course, simply working together more smoothlyĀ doesnā€™t guarantee that increased sales and other overridingĀ business goals will be achieved, the study noted."To do that,Ā marketing teams must create deeper relationships withĀ customers and find new ways of influencing shoppingĀ experiences as consumers roam physical stores, tap intoĀ mobile phones, browse entertainment or news websites,Ā and interact with social-media friends."Brands and agenciesĀ must communicate with consumers in ways that areĀ relevant to each individual to understand their needs,Ā keep the brand top of mind, possibly prompt someone toĀ learn more about a product and eventually make a purchase.This is pushing agencies and brands alike to becomeĀ more adept at using and sharing data and applying advanced analytics to uncover emerging business opportunities, the study noted.For example, marketing teams are capitalisingĀ on the significantly more detailed consumer personas theyĀ can create today, a leap forward from the time when theyĀ could segment audiences into only broadly defined demographicĀ groupsā€”adults age 18 to 49 years old, for example.

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