THE CHALLENGES OF MARKETING AGENCIES IN THE DIGITAL
Thanks to the extraordinary development of the internet, social media, mobile telephony, information and communication technologies as a whole, the advertising industry, like many other industries, has been and remains in reconstruction these last years. These changes have affected all the structure of the industry, altering traditional forms of production and messaging, as well as consumer behavior. Adaptation, survival and success in a daily processing market have become a major challenge for marketing agencies in Switzerland.
Before the Internet was used by all, commercials were broadcast through limited media channels that were available, such as television, newspapers, magazines and radio. The information could be controlled and protected by the media industry, where this type of regulator creates a certain balance between the parties involved in the process. But massive Internet access in Switzerland has also changed the communication environment and enabled consumers to become more active and more involved in brands, which are the daily bread of agencies.
It's not something that's added to the marketing campaign, but in many cases the campaign starts there. This seems to have facilities, but in the meantime it has increased the need for more attention and control in the campaign as a whole, due to the full participation of the brand consumers. Consumers today have the power to disperse, raise their voices and spread their ideas through these new channels, especially the young generations born and raised at this times. Their brains are designed to accept, operate and argue numerical methods easily.
Because of this era, some advertising agencies are now more involved in the strategic management of their clients. Before the development of social media, the reflection of the consumer about products and services was shared between friends and family and the only way to communicate with the brand was by phone, fax, etc. later on emails. This allowed the agencies, the best management of the brand, their image, and the control of the distribution of negative comments. But today's environment with so much social media in the hands of all consumers has greatly restricted the possibilities of such control. The influence of consumers has forced companies to become more transparent. This has made them more cautious, because now everything is documented and disseminated very quickly in the hands of all. Large companies cannot ignore this power in the hands of consumers, but we still have many companies unclear for this influence and the work of the agencies in Switzerland with these customers becomes more difficult.
What is worth mentioning at this time is that the industry can now be described as a true communication market, since the messages are distributed unilaterally by the companies in the traditional format, but the other party does not have a voice. . Consumer engagement is now too strong not just when delivering messages or during campaigns, but at any time, which increases the responsibility of the message distributor. The ability to provide numerical methods of measurement and analysis is positive, but mass creation makes it extremely difficult to find the right path, the right form and the achievement of good business results.
The necessary skills that an agency must possess, previously associated with managerial, scientific and artistic skills, adds the need for digital technical skills. The Swiss market, despite the incredibly positive changes and emerging talent, still suffers from the small number of digital marketing professionals.
The battles of adaptation at that time confined many agencies in their work, because not all marketing agencies are able to adapt new potentials. Although skills and knowledge in this area have grown considerably, some traditional agencies are still struggling to familiarize themselves with the digital aspect of the situation, making their survival more difficult. Although they often outsource outsourced technical services, customers begin to choose the shortcut and contact these digital service agencies directly bypassing the marketing and offside agency. All this undermines the chain of communication and often has consequences for the brand, because being able to sponsor a text, a picture or a video on social networks does not mean that you have done the agency service, because what is worth to be the content of which post is not only beautiful, but strategically where it will lead. But it's all part of the competition. The market wins the one that integrates and offers optimal and sustainable quality solutions faster.
From another perspective, it may sometimes be best to ignore this digital skill from any agency as it provides and facilitates ways of thinking and creating. Many organizations are hiring new media specialists because the leaders themselves are more art-oriented and creative than digital communication. Often, ideas can be more original and clear when stripped of digital thought.
All these changes in technology, consumer behavior, business, communication culture as a whole have complicated the advertising sector and the need to find new ways and creative solutions for good results, a challenge in Switzerland that the world sometimes is facing successively and sometimes not.