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How are marketers dealing with the martech onslaught?

At Econsultancy’s Festival of Marketing in 2015, attendees packed out the main hall to listen to a keynote from Colonel Chris Hadfield.

A heavily decorated astronaut, engineer and pilot, Colonel Hadfield talked about overcoming challenges and excelling under pressure, topics that modern marketers, or at least the successful ones, are familiar with. 

Top 100 Digital Agencies Report 2016

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What’s new for agencies in 2014?

Last week we published our Top 100 Digital Agencies Report, detailing the who’s who of those in the digital marketing industry.

While many of the names are similar, the emergence of new players and the shifting of rankings indicates that the market is still undergoing continuous change.

There is also some discussion about the changing nature of the agency model.

To explore some of these issues, we asked Sitecore’s marketing director Shawn Cabral for his opinion on the opportunities and challenges for agencies in the coming year. His answers are below…

How is the agency model changing? Part two

2014’s Top 100 Digital Agencies report has revealed some changes in the agency landscape.

I’ve been looking at changes to the agency model. In part one I looked at PepsiCo’s Galaxy model, the trend for marketers and agencies influencing the wider business, and how clients are increasingly embedding agencies or in-housing skills.

In this final part, it’s time to discuss the demand for speed and agility, data’s influence and changing pricing models.

How is the agency model changing? Part one

Michael Nutley’s report for 2013’s Top 100 Digital Agencies began with the assertion that “now, more than ever, the only generalisation that you can make about the way marketers and agencies are working together is that there are no generalisations to be made”.

I’d go further in 2014 (see the latest Top 100 agencies report)  and say that in many areas of marketing, client methodology is as varied as it has ever been, media volume is higher than ever and technology is eliciting tension in traditional agency models.

At the same time, customer expectation is soaring and transparency, or at least value, is increasingly the elephant in the room.

The aim for agencies is, of course, to provide value, but the continued digital transformation of clients is also making it harder for the agency to provide the right support.

Maturing marketing channels are increasingly integrated, dictating a converged media strategy. This is often better served by in-house expertise or by the embedding of specialist agencies. Project work, too, is on the increase.

“Change is constant” is one favoured aphorism of the marketing analyst. For agencies, if anything, the rate of change is constant, too.

Top 100 UK digital agencies income reaches £1.48bn

Research from both Econsultancy and other sources consistently shows that marketing spend on digital in the UK continues to grow. 

With companies looking to provide the best experiences for their customers and fend off the competition, agencies have been pivotal in driving continuing success in this sector.

The Top 100 Digital Agencies Report, sponsored by Sitecore, ranks agencies according to fee income from their UK digital activities.

The total fee income reported by the top 100 agencies this year is £1.48bn,  23% higher than the fee income reported last year by those in the Top 100.

The digital agency starchart 2013 [infographic]

With ‘new’ disciplines like content marketing emerging all the time, as well as lots mergers and takeovers, the digital agency landscape is complex and ever-changing. 

This is shown by the starchart below, put together by Jack Hagley for Neil’s Recruitment. It’s also a canny piece of content marketing. 

You can see the chart below, and it’s also worth checking out our Top 100 Digital Agencies report, a guide to the top agencies, with info on income, services and more.