Last month I shared about the surge of suits from consultancy firms on agency turf and how that has forced us in the industry to ask “Is it time to Change the Client-Agency Conversation?”
Let’s start with a little trivia. Which is the largest digital advertising network in the world?
If your answer was any of the top five usual suspects - the WPPs and Omnicoms of the world - then you should definitely consider giving me the next four minutes of your time!
In my two years of experience as a digital marketer, I’ve worked with brands across North America (NAR) & Asia-Pacific market (APAC), and have had the privilege of working on digital strategies with a few of them. When I was engaged as a consultant with a start-up in Australia which provided training & coaching services for psychology students, they had just started venturing out into digital as a medium and were exploring their options. Whereas in Singapore, the brands I work with are digitally mature and are strategically planning long-term investments.
Countless small businesses have thrived for years on direct customer access paving the way to the Direct to Consumer (D2C) model. My childhood memories would be incomplete without the fresh smell of clarified butter (“ghee”) delivered at our doorstep every month by “jethu”, a middle aged man whose name is lost in time. This ghee was made by his wife in her dainty kitchen and he delivered in around his home to customers he acquired purely by word of mouth. Who would have known that decades later small businesses like his could use digital media to directly reach out and engage with customers across the world with a single click?
“It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change.” — Charles Darwin.
Before I finally decided to pen down this article, I always felt that competition is usually a tug-of-war between two or more powerful rivals craving for market share. But a renowned Harvard Business School Professor, Michael Porter said that competition is far more complex than what it looks like. According to him, a brand with a more profitable digital strategy is far superior than one with a big name or organizational structure.
Topics: Digital Strategy