The problem is when these tech service providers’ approaches client as digital-social media communication experts, with no experience on brand and brand building or brand communication in general. As for the clients, senior management does not find it comfortable to involve themselves in the whole process (be it for lack of understanding or not finding the matter serious enough or considering it as a stuff for the younger generation). As a result the responsibility bestowed on the young, less experienced managers in most cases. These young managers (who often do not poses the knowledge of brand neither have proper understanding of digital), to be on the digital race and to be famous on social media channels overnight does whatever glossy they are approached with. No mater whether it has brand fit or not; whether it carries brand’s long built values or not.
Like all other communication channels digital media is no different and its main objective is to reach consumers, convey brand messages to them. Certainly agencies has to understand and change their approach while communicating to this connected audience through digital-social channels. They have to understand and optimize what and how they are communicating to this new target group in the new media; so that the TG can be reached effectively. But at the core of digital, brand should present at it best-self.
Upanupstudios captured the concept nicely, they defined the term:
“Digital Agency” as being a company that provides creative, strategic and technical development of screen-based products and services. A digital agency helps its clients to engage with specific target markets. And while a production or web development company can follow instructions to execute a digital project.
The agency that poses all these attributes will mark their signature in digital space for sure. The mainstream agencies should adjust their focus in this avenue right now. It may not look as lucrative as opposed to traditional advertising currently, but it is not far when it will become mainstream. More importantly, their years of hard work in building a brand will be jeopardised if they do not take control.