The role of the agency is changing.
Many brands are adapting their processes, redistributing their budget to get more control of their output, with a bigger focus on in-house. This shift has been ongoing for years.
What’s more, digital ad formats are expected to take up two-thirds (67%) of all ad sales – and despite huge investment being pumped into digital, many are still struggling to see the return.
This comes down to a number of factors fueling a massive shift in the marketing landscape, ultimately forging a new relationship between agencies and brands.
Consumers have changed, and brands need to too
Here’s what’s happening with consumers today.
- They’re buying more online.
- They’re proactively researching products.
- They’re not afraid to criticize the brands that target them, often through social media.
- They’re choosing products and services that reflect their views and lifestyles.
- They’re blocking the marketing they don’t want to see.
To measure up, it takes getting to know your audience – from where and how they spend their time, to what gets them out of bed every morning and what qualities define them.
Read more: https://advertisingweek.com/why-brands-are-moving-audience-research-in-house/