- Convergence of direct response and branding media campaigns
Marketers have placed a wall between these two types of campaigns, but in reality, they are both aimed at one primary goal: reaching a customer and influencing their decision-making to drive sales for the product or service that we are advertising. While direct response and branding campaigns will have different metrics associated with planning and optimization, there is now a crossover not only seen through media attribution, but more clearly understood by agencies and companies.
- Companies are looking for one agency to solve all of their digital marketing needs
Having multiple agencies that all specialize in one digital marketing tactic is becoming less attractive as companies move toward consolidation and streamlined integration. Rather than overseeing five separate agencies, companies need a single point of contact or single agency to manage solutions and lead their digital marketing efforts as a partner.