Prepping brand and agency partners for 2021

In 2020, well being care, economic, and social crises disrupted all our plans, prompting manufacturers and organizations to recalibrate their interactions. People that worked together, concentrating on resilience and transformation? They not only weathered the storm, but came out stronger.

This previous yr, I’ve witnessed agencies attain large client gratification by leaning into regions in which makes critically need to have assist. In a world that stays uncertain, there’s a large chance for brand names and agencies to husband or wife and put together for the year forward.

To investigate this evolving dynamic, we partnered with Google on a new examine carried out by Forrester Consulting.

To me, the results are crystal clear. As we enter a different speedy-paced yr, solid brand-agency partnerships will be instrumental to driving progress and making ready for whatever’s up coming. Right here are some of the vital strategies businesses can turn out to be outstanding strategic companions in 2021 and beyond.

Embrace automation

I have listened to from some organizations that they’re skeptical about automated solutions, but our study reveals that brand names are significantly seeking for companies to advise their automation technique and eyesight. A staggering 86% of models say they’re not extremely effective at leveraging technological innovation to automate elements of their marketing, and only 1 in 3 have linked automation to rising revenue. Obviously, there’s a lot of possible for agencies to have and become leaders in this space.

Adopting automation can be video game-altering for several reasons. For starters, it improves manufacturer-agency agility to answer to purchaser need in authentic time, optimizes campaigns, and increases efficiency — all of which are significantly significant as behaviors change and the route to purchase turns into a lot less linear. Much more importantly, it frees up time and sources for agencies to aim on the strategic, large-price get the job done and data-pushed greatest methods that produce the finest value for their associates.

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