What Are the Major Functions Of An Advertising Agency
The scope of advertising has changed drastically in the last few years due to technological advancements. The digital era has brought with it, the ever-changing digital consumer. This consumer is spoilt for choice, has access to unlimited information and has an opinion. Advertising agencies constantly need to evolve and adapt according to these changing market trends. We at The Spaceship Design look into 3 major functions required in an advertising agency today.
- Branding & Strategy: Perhaps one of the oldest functions of an advertising agency, branding and strategy has been around from the very beginning, but its importance has drastically increased in today’s day and age. This can be attributed to a number of reasons.To begin with, the world is becoming a smaller place. You could be sitting in a village in India but know the latest news and trends all the way in Australia. With penetration of the internet, companies today no longer have just local competition. The brands of today are competing on a global scale.Secondly, is the problem of paralysis by analysis. Today, there are so many cost-effective platforms where brands can promote themselves that it gets difficult to choose which platforms to target. Having a brand strategy in mind helps focus your efforts and prevents the wastage of money and time.
- Digital Marketing: Advertising today is going digital. It is a fact. While traditional mediums are still used, they can’t compete with the reach that digital platforms have. It goes without saying that an advertising agency today needs to be well-versed with the nuances of multiple digital platforms in order to reach larger audiences. But surprisingly, it’s not just reach that attracts brands to digital marketing. Digital marketing is highly measurable. And this is something brands are looking for. In just a few minutes, you can find out exactly how many people have viewed your ad, how many have clicked through and how many converted into customers. And if you’re not happy with the results, you can change your strategy almost immediately. Brands want returns on their investments and the digital space is one of the best places to get this.It is taken for granted that an agency will be creative. Brands now look for agencies who understand their business the best, and who can convert this understanding into measurable results.
- Creative Design: Earlier design was looked at as something that was optional. It didn’t matter if your company looked good, what mattered was the product or service you were providing. Now however, design has permeated every aspect of our lives. From packaging design to product design to marketing collaterals, everywhere you look creative design plays a role.Good design is good business today and any advertising agency in 2019 needs to recognize its importance. The reason for this is that brands today focus not on the product but on the experiences they provide to their customer. This is the key to customer retention.Creative design goes hand-in-hand with marketing. Using the right colours, fonts and layouts in any form of communication conveys your message better. A brands design needs to be based on the principles it follows. Done well, this can appeal to the emotions of a customer.
Good design is good business today and any advertising agency in 2019 needs to recognize its importance. The reason for this is that brands today focus not on the product but on the experiences they provide to their customer. This is the key to customer retention.
Creative design goes hand-in-hand with marketing. Using the right colours, fonts and layouts in any form of communication conveys your message better. A brands design needs to be based on the principles it follows. Done well, this can appeal to the emotions of a customer.
In today’s world brands need people more than people need brands, so how you communicate to your audiences each step of the way is of prime importance. It’s no longer about one good advertising campaign. For an advertising agency to be successful today, mastering the above mentioned 3 functions is a must.
Advertising agencies are evolving themselves to meet the demands of this new market. They realise they need to function within a team, that includes the client and other important stakeholders. Even internally, the workspace is working towards becoming a more cohesive unit. People are working as partners as opposed to an older Employee-Creative Head relationship.
This makes advertising agencies of today such as The Spaceship Design, Pune focus on communicating to your customers your brands personality, more than your product. And this is what sets you apart from the crowd.