The digital marketing agency will never be the same. The Economist predicts by 2020; that 6.1 billion people will be using a smartphone. 70% of the world's population.
From a digital marketing agency perspective, if you can not market to the mobile, you are no longer in marketing. If your brand is being lead by a digital marketing agency that is not aware of this, imagine the short to medium term consequences?
It is not that marketing is changing, marketing has changed. The consumer is more agile, educated, and enabled then they ever have been. You are the consumer; you already know this. But does your marketing budget, focus, and content reflect this?
The names you hear continuously touted like AIRBNB, UBER and Slack, are being built around the mobile consumer. Literally and digitally.
Netflix, Apple, YouTube, Roku are all disruptive platforms to free to air television.
And social media consumption is rising rapidly.
The mathematical decision on where marketers should allocate spend is not complex. So why are so many media budgets still not reflecting this massive consumer shift?
While I would like to offer you a very sophisticated and articulate answer. I am afraid the answer is a simple and age-old issue. Change! Traditional marketers are scared of this new medium and are trying to convince themselves that the old ones work like they used to. Despite every bit of evidence to the contrary.
While digital marketing agencies turn up and take their allocated spend, without educating their client or often themselves! They are just as much to blame for a strategy that will see many brands fail.
Any good marketer knows that the only way to obtain consumer attention and interest is to market to where the consumer is paying attention. This has always been the case from the earliest forms of media right through until today.
My earliest article on this same subject is close to 3 years old. Since that time the inexorable growth of Facebook, Instagram and other social platforms has been nothing short of staggering.
What is still surprising to me and many is how slow the majority of brands are to engage these new mediums fully. Let alone actually be "effective" on them, which is another case entirely.
Should you be in a position to steer your company in the "right direction," the one where the consumer is paying attention. Then ask your digital marketing agency, how they are ensuring you win today while building a plan for tomorrow.
Change is here and when it takes full effect it will seem like it happened overnight. But this has been more than ten years in the making.
The inspiration for this article has been the numerous times I have met with some of the largest brands in the world, and Australia. Only to discover not even the basic digital and social building blocks were in place.