Some nine out of 10 B2B marketers put digital marketing transformation high on the agenda of their priorities, according to a survey by Stein IAS.
“Digital marketing transformation is not for the faint of heart," said chairman and chief client officer Tom Stein. "It involves a fair amount of complexity, and a lot of time – two to three years to complete a significant transformation. And once you complete that you need to think of continuing, because it doesn’t end at that point.”
Stein IAS has developed a Digital Marketing Transformation Framework that helps brands develop a roadmap toward transformation. The framework aligns use cases at five stages – overall strategy, reach and attract, engage and inspire, nurture and convert and analyse and optimise.
The agency has launched a planning tool to help brands simplify and fast-track the development of DMT roadmaps at postmodernizer.com.
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A panel of senior marketers shared their experience of having agency staff working in-house
Speed to market, access to different skillsets and closer relationships with stakeholders are among the benefits of using 'internal agencies' – according to those that run them.
Speaking on a panel discussion, Cat Dutton, VP marketing at Atos, said: "When working on new business with external agencies it was taking a few weeks to go from briefing to outcome.
"Having [an internal agency] on-site as part of the team, we can talk in the morning, involve them in workshops throughout the day, and have creative back within 24 hours. That’s been incredible for us."
Nick Burbidge, who leads Deloitte's inhouse agency 368, added that an internal agency brings an understanding of both the complex Deloitte business and the brand. It's also aligned with the business and marketing objectives. They can also work more closely with stakeholders than possible with an external agency, so it becomes a process of co-creation.
