Role of Technology on Modern Marketing Agencies

Lindsay Guion
Apr 9, 2019 · 4 min read

When businesses in all sectors strive to connect with their target market and elevate their brand, they wisely build strategic partnerships with modern marketing agencies. However, just as technology is enabling marketing agencies to fulfil their promises and satisfy their clients, it is also re-shaping the marketing industry. According to music industry executive Lindsay Guion, the Founder, CEO and Global Chairman of GUION PARTNERS, and who has worked with multiple top-tier marketing agencies, here are three key ways that advanced technology is evolving the modern marketing agency:

1. Enabling Instant and Ongoing Customer Connections

According to Lindsay Guion, marketing agencies are using this customer-focused data to develop targeted campaigns to engage groups, sub-groups and buyer personas, and in some cases create personalized messages for specific customers. All of this is unleashing a whole new level of relevance, which is the key to all marketing success. In other words, technology is helping marketing agencies deliver the right message, to the right customer in the right way, and at the right time. When all four of these boxes are ticked, marketing is transformed from a one-way monologue, into a multi-faceted conversation.

2. Unleashing Unprecedented Speed

It can take a matter of days for agile marketing agencies to jump on top of a positive news or messaging opportunity. This ability to pivot has also led to widespread newsjacking, which is when brands piggyback current events to generate viral visibility and can be remarkably effective.

3. Extending Reach into New and Non-Traditional Markets

For example, Apple’s most recent major product launch, which featured the new Apple credit card, was supported by a global marketing effort that targeted customers outside of Apple’s traditional consumer community who were interested in a payment card solution that was secure, transparent, simple and that helped them manage and control their spending and budgeting. Without technology tools and platforms, reaching these individuals — and potential future Apple fans — would take months and cost millions. Instead thousands of websites and blogs were telling Apple’s story within minutes of the announcement in Cupertino.

According to Lindsay Guion, it is not an overstatement to suggest that without modern martech tools, Apple would not be able to launch a product like the Apple credit card, because it would be too difficult, risky and costly to control the message and measure impact. In this sense, and quite amazingly, technology is not just driving the marketing of new solutions — it is enabling new solutions to exist in the first place.

Looking Ahead

Ultimately, Lindsay Guion believes this shift does not mean that graphic designers need to become big data analysts’ experts, nor does it mean that number crunchers need to learn how to write advertising copy. But what it does mean, is that marketing agencies must take advantage of all available knowledge capital in their environment — which means less competition, and more mutual understanding and collaboration. Technologists and creatives need to realize that while they have substantially different tasks, they are on the same team and need to row in the same direction.

Lindsay Guion

Lindsay Guion has always been interested in entertainment…

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