What do brand marketers want from a digital agency? Here's what agency executives should consider before preparing their next pitch for business.
Be One Step Ahead of Us
Think three to four moves ahead like a good chess player. What are the latest advances in digital that might help us achieve our objectives better? What are some of the industry best practices – global – that we can get ideas from? You should always know this better than us.
Do What We Can't Do
Do not duplicate what we can do internally unless we request you to. Figure out what we're not good at (there's plenty!) and try to fill in those gaps. Bring resources that we don't have. Give us ideas that we may never think of.
Count the Leaves, But Do Not Miss the Woods for the Trees
Manage the details, details, and details to the micro-est extent possible. But always have the big picture in mind.
Don't Give Us Standard Stock-in-Trade Solutions
For example, when presenting us with a media buying plan, do not just give us a list of websites and networks and their standard rate cards. And don't just list out the standard advertising formats. We can get those ourselves with a few phone calls. Add value by negotiating with the sites on rates; and talk to them about special advertising formats that meet our needs better and help us stand out.
Think It Through
An idea is only good if it can be executed smoothly and profitably. Think through the steps and follow it up right till the end. We can't keep anything hanging in mid air.
As a retailer we like to check returns on everything - be it in terms of sales, store traffic, brand recognition, or social media engagement - something concrete, something measurable. Help us put KPIs for all we do, measure constantly, and improve.
Please give a thought to how we can integrate our various digital channels with each other, and with all other elements of our marketing mix. Ultimately, it is one brand, one voice, one customer at a time. And one marketing director and one marketing budget!
Master the Inside Outside
Understand our needs like an insider. Be an extension of our marketing team. But maintain an outsider's perspective and help us avoid gazing at our own navels.
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As the regional head of marketing and CRM for Toys R Us in Asia, Argha Sen leads the world's No.1 toy retailer's marketing function across SE Asia and Greater China spanning more than 120 retail stores. Currently he is also involved in setting up and managing a portfolio of global children's retail brands as part of the newly formed LiFung Children (Management) Ltd. Argha is a regular speaker at international retail and marketing forums, jury member for regional and global marketing awards, and contributor to marketing publications on CRM, Digital Marketing and Social Media. Based in Hong Kong, Argha travels extensively both for work and pleasure, blogs about food, drink and travel, and runs an ‘ underground' supper club in his spare time.
December 12, 2013
1:00pm ET / 10:00am PT