Pool your resources
Today, under pressure from digital, agencies traditionally organized according to their specificities (360 digital agencies, editorial agencies and call centers) or by fields (brand content agency, crisis communication agencies, corporate agency, advertising agencies) are falling apart. Because these models, disconnected from the customer experience, do not offer the flexibility needed to manage the relationship.
The digital agency model, organized in silos, by channels and services (social media, SEO, website, mobile, search, emailing, analytics) also does not meet the needs of companies that want a marketing approach integrated into all their communication operations. Their only way to measure ROI. Moreover, since all agencies “do” digital, this model no longer offers any distinguishing features…
Agencies must therefore reinvent themselves.
This is a highly differentiating exercise because the skills required to be present on all fronts (technological, analytical, monitoring, innovation, creativity, production) are numerous, and the teams that possess them come from different cultures.
Agile management
What is agile management?
The future belongs to you if you know how to learn from the demanding, browsing customer who, for example, to keep up with world news, clicks on links to articles their friends have posted on Facebook (and shares), stays constantly connected to the influencers they follow on Twitter, and reads, whenever they have five minutes, one of the articles from the selection put together by their favorite newspaper on its mobile app.
Be ready to step outside the structuring framework of the advertiser’s organizational chart and propose a holistic approach to the consumer.
The latter does not communicate only with the organization’s departments, but with the entire digital ecosystem! Because it is not a question of revising the departmental organizational chart, but of shortening decision-making circuits, streamlining information flows, multiplying opportunities for collaboration, and encouraging self-management. This approach implies revisiting the cultural fundamentals of the company’s organization and adopting an “agile” posture, at work in IT companies since the late 1990s and widely embraced today by startups.
It encourages the emergence of collective intelligence, which is the only thing capable of meeting the challenge of speed required by digital communication and the need to master fast-moving technologies.
Collective intelligence develops around a shared vision and relies on shared processes that everyone helps improve.
The viability of the agile agency model
It alone makes it possible to commit to the continuous optimization process your clients ask of you, and guarantees competitiveness and sustainability for your organization, whatever your area of expertise.
It is therefore a matter of placing your agency within an ecosystem of digital skills and technological resources. To strengthen the efficiency of the various processes used to manage the customer relationship and to respond to the growing diversity of client demands.
Agility and Open Source are in our DNA
Interview with Pierre, CTO at Webmecanik:
Why did you choose Open Source?
First of all, for reasons of efficiency and culture. Agility and Open Source are in Webmecanik’s DNA. Every employee can be a leader and a resource. The company is open to the outside world and makes it easy to integrate initiatives and autonomous talents.
What are the advantages?
Developing in Open Source allowed us, in less than 12 months, to offer our clients a stabilized version in 12 languages (23 in total including those currently being translated), with an intuitive scenario creation engine, making Marketing Automation easy to implement and evolve for our users, from SMBs to departments of large groups. Small & Medium Business: very small businesses and SMEs in French.
Is it a guarantee for the future?
Open Source code guarantees users the sustainability of their investments, whereas nothing can predict a software vendor’s future. Open code used by other companies with the skills to take over projects is much better than a contract!
Moreover, innovative features concerning integration with social networks or connected objects are among the collaborative R&D topics proposed to more than 100 developers worldwide. We are also approached by companies that offer us CRM integration projects, sometimes corresponding to very specific vertical markets. This allows our clients to finally integrate a standard and scalable Marketing Automation strategy instead of costly custom integration with proprietary vendors.
What impact on the competition?
Major Open Source e-commerce players such as the French company Prestashop share this culture. This is an obvious facilitator for integrating and evolving our solutions as part of projects we carry out jointly with merchants. Their users easily integrate complex functions and develop their sales profitably: it is the English acronym for “Enterprise Resource Planning”. It is a software package that makes it possible to manage all the operational processes of a company.
In conclusion?
Open Source makes Marketing Automation accessible and profitable. It gives our clients agility in their projects, and ensures the sustainability of their investments.
KEY TAKEAWAYS
- The complexity of digital and its fast-moving technologies impose new open organizational models that encourage collaborative work and partnerships.
- The “agile” management style championed by startups relies on a shared vision and shared processes that everyone strives to improve.
- The optimization processes at the heart of digital culture must be shared with clients.
The 6 key factors of the connected agency: Download the complete guide
As comprehensive as it is pleasant to read, the guide is structured and paced by advice and interviews with connected agencies. The studies with concrete, quantified cases provide you with the essential points to remember to grow your business:
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