According to new research published by The Society of Digital Agencies (SoDA), marketers value these three characteristics above all others in their agencies and partners:
- Marketing creativity
- Product / service innovation
- Expertise in emerging trends
The latest issue of the SoDA Report examines the concept of value -- exploring value creation and value delivery from a wide variety of perspectives. It includes a Digital Marketing Outook research study conducted by EConsultancy, which asks how are agencies, production companies, brands, and technologies creating and delivering value, or working to develop entirely new value systems?
Clients are keenly aware that from strategy, to customer experience, to reputation management, their success is intricately tied to their ability to create engaging and meaningful experiences across whatever platforms make the most sense for their brand. An ever increasing number of those platforms are now rooted in technology. However, many agencies and SaaS developers will agree that there is a significant gap between what technology can do, and what we are currently doing with technology to provide real business and consumer value.
A growing number of clients are working with small rosters of specialized digital shops with strong technical capabilities (like Viget) to focus on specific digital marketing initiatives and gain a competitive edge. The report highlights that nearly 70% of brands surveyed believe being seen as an early adopter of new technologies in their marketing efforts is key or important to their brand position.