What exactly does a brand expect from their digital agency? This is a question that is often asked, but seldom answered. According to Juzer Tambawalla, Head of Marketing at Franklin Templeton Investments, agencies need to deep dive and really start understanding what their clients need. This, according to him, is the most important facet in a lasting client-agency relationship.
“The whole area of digital marketing is so wide that there will be a fair number of data points to keep in mind depending on what your campaign objectives are. It is very important to understand who you want to target because that is the big advantage that digital marketing offers; so, if I want to send a personal message to someone, then you can do that. Once I decide who that person or personality type is, then I can do this. I think you need to get that clarity upfront. Another thing is that once you are jumping onto a platform, you must deeply understand what the platform offers. If this does not happen, there will be a number of missed opportunities,” he says.
Tambawalla feels there is a huge gap today between what a digital platform can deliver and how an agency can leverage the platform for a particular client.
“The opportunity to understand a client very deeply is not still explored today, either from the platform side or the agency side. A lot of the times, I feel that the pitch they (platforms) are making is totally out of context. Similarily, with the agency. On an overall basis, it is very important for platforms to start educating agencies and clients about what the platform is capable of,” he opines.
IDMA 2017 will be held on June 16 at Taj Santacruz in Mumbai. This year’s edition will also feature a full-day conference, TechManch.
More details about the event can be found here -