Editorial Articles

When it comes to finding the right marketing services, technology is becoming a driving force. John Holmes, Director of Client Solutions at APS Group explains why marketing service providers must meet the growing demand for global collaborative planning, execution and analysis or risk being left behind

The concept of using technology to streamline and improve marketing campaigns is not new. Pure-play marketing software vendors have spent years refining campaign management tools that are now integral to most large organisations’ marketing strategies. The marketing services industry has been slow to catch up, however, meaning that there is often a disconnect between the creative, project management and delivery functions and the technological automation of campaigns.

While the two factions have continued to work relatively well alongside each other, there is now a definite convergence between the industries as clients demand greater efficiencies from fewer suppliers. Not only do these companies need to manage campaigns globally, in multiple languages and across numerous channels, they are also under pressure to deliver brand consistency and greater productivity, all at a lower cost.

This is a huge opportunity for the marketing services industry, but unlike the technology sector which innovates where customers follow, the demand for more technologically efficient marketing partners is being driven by clients themselves. This takes the industry outside its comfort zone. Marketing services companies are now receiving more global tenders requiring them to deliver across all channels, from print, to email, social media and mobile marketing, all from a single platform.

The key concern for the marketing services industry is that it has not always proved itself to be technology minded, viewing itself as an expert in creativity, execution and delivery but not in automation.

However, where some companies have bought and bolted on software to their existing offerings, more innovative marketing services companies are beginning to develop their own software to manage client campaigns. These companies see technology as a natural progression of what they already provide and realise that they will lose out on some of the biggest deals if they are not able to deliver it.

For example, one major global company, headquartered in the Netherlands, is using a campaign management tool, developed in-house by its marketing services provider. The solution automates campaigns from briefing to execution, including warehousing. It can currently be accessed by 178 countries and has 6,000 users. Marketers can share future cost and ROI projections, review visuals collaboratively and provide campaign feedback.
The fact that this software manages everything from briefing to execution is crucial. Where marketing services companies can elevate themselves above technology providers is in their inherent understanding of the campaigns themselves. Where marketers are not technology savvy, technology providers are not marketers and do not necessarily understand the nuances of specific campaigns.

There has to be a more holistic approach if marketing services companies are to win these global tenders. Otherwise they will lose out to technology vendors who will themselves begin to build the creative and delivery expertise to deliver global marketing campaigns. The race has begun to see who can become the expert in the others field quickest. While technology companies have been swift in their development and deployment over the past decade, with some concerted effort, the marketing services industry could prove to be the tortoise in the race and cross the line first.

John Holmes, Director of Client Solutions, APS Group 
http://www.apsgroup.co.uk/