Co-Creation and Interactive Marketing
Many organizations take a similar approach to project work: come up with an idea, talk about it with a small internal team and create it in a vacuum. But some companies have adopted the concept of co-creation—bringing different parties together to produce a mutually valued outcome. Taking down the walls between teams – sometimes even between internal and external by involving clients and prospects – brings together the right people, unlocks new perspectives and ultimately leads to a stronger end result. By getting everyone to collaborate and take ownership, not only can you bring the project to market more quickly, but co-creation allows you to create something greater than you could have on your own.
Do You Trust Your Digital Marketing Agency?
Avidan Strategies’ 2015 Client/Agency Relationship Survey uncovered some troubling statistics that point to a lack of trust in marketing agencies.
- Only 16% of marketers on the client side find agencies “very good” at orchestrating integrated solutions
- 73% of clients find agencies incapable of uncovering genuine consumer insights
- Almost 50% of clients feel agencies don’t know their business well enough and are slow to respond to market dynamics
This lack of trust and declining confidence has led to increased internal hiring of marketing staff. It has also led to more frequent client turnaround on the agency side, as businesses keep searching for a partner that fulfills their idea of what an agency should provide within often-strict budget constraints.
Three Ways to Win with Programmatic Marketing
The impact of programmatic marketing is undeniable. When done well, it enables organizations to hone in on their most desirable audience and present the most relevant content cost-effectively. When done poorly, it makes your marketing seem off-base and impersonal. Read on for three ways to get the best results from your programmatic marketing campaigns.