Agencies: leaders not followers…or are they?

15 years in agency world has shown me that agencies like to be early adopters, to set the pace and let others follow. I’m sure agency people had ipads before anyone else, more know how to use hipstamatic and more are fascinated by the latest gadget. So far, so good. The curious thing is when agencies are faced with technologies that are designed to make their jobs easier, to deliver more efficient and effective campaigns, to be able understand the impact of what they do – all at the touch of a button – agencies are often vociferous objectors.

The introduction of email vendors ten years ago made sending targeted emails far simpler, cost efficient and effective. Yet agencies dug in and muttered darkly about loss of creative control; commoditisation of ideas and intuition- rather than helping bring these services to their clients. Instead of being thanked for helping bring efficiency and effectiveness to their clients’ business, they were criticized for being obstructive.

It might well be the time to change all that. As social media KPIs for clients move from ‘likes’ to actual engagement; and from engagement to interaction and ultimately purchase there is a window for agencies to take the lead and embrace the next wave of technology. The social media marketing and commerce platform built by Engage Sciences is in the vanguard of marketing technology offerings that offer the same simplification and delivers potential efficiencies the like of which not seen since the email vendors. Delivering a range of automated, template based competitions, coupons, prize draws and giveaways as well as content management – the kind of capability that will soon become the cornerstone of every major advertisers’ social media strategy. All agencies need to decide now is if they want to be the ones leading the charge and garnering the admiration and thanks of their clients or follow on behind.

My advice would be to lead from the front. And soon.