09/08/10

By Malcolm Duckett, CEO at online marketing company Magiq

Empowering digital marketing agencies to take control of campaigns on client websites can be a key step in developing successful digital campaigns and running with the “The Big Idea” for clients.

Traditionally, it is the agency’s clients who not only hold the purse strings but who are also responsible for driving through the technology to support any creative campaign. While creativity drives a campaign, often the lack of available IT resources constrain it. In practice it is almost always the creativity that will be the victim. Clients are often too busy and stressed to deal with the added pressures of change requests from a digital marketing agency, which can signal the downfall of an online campaign idea.

To save time and stress many clients find it easier to share the load and give the responsibility of running digital campaigns on the site straight to their agency, while retaining the control and management of the run-of-the-mill site operation and development.

This can empower the agency to link together creativity and technology, enabling it to not only improve services to clients, but show the client what can really be done with data, personalization and delivery in real-time.

Sharing control of the website with the agency is an enabler for both parties as it encourages more creative freedom, with the client being able to provide input when appropriate. It also increases the speed that campaigns can be launched online as the agency can utilise the latest generation of solutions to implement these in real-time without having to burden the client or their IT teams with continuous streams of changes. By exploiting this simplified division of labour, businesses deliver a more personalized and effective digital presence quickly and efficiently to suit any given campaign or business situation.

This latest generation of behavioural and personalized marketing technologies enable digital marketing agencies to deliver creative, cost-effective campaigns which increase conversion rates, improve customer experience and increase customer engagement, with less involvement from the website owner. These solutions avoid the time and expense of having to employ armies of programmers, analysts and taggers to implement traditional personalization, CRM and targeted marketing programs.

Giving the agency more control over a client’s website means that the agency can express itself creatively using the latest personalized marketing technology to deliver an effective marketing campaign, while letting the client concentrate on running its business.