Phy-gital Roundtable: Breakfast Roundup from Germany and Netherlands

02 May '15 | Debjyoti Paul

German Shoppers: Meet Them in the Fast Lane to Phy-gital

15 January '15 | Ralf Reich

Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

Digital Marketing Excellence: Collaboration is Crucial

Posted on: 27 October '15

At Mindtree, we’ve been heralding the importance of having an “anchor partner” with a highly collaborative culture for digital marketing initiatives, but many people still wonder exactly what that means. It starts with the idea that the old model of hiring one creative agency to conceive and execute end-to-end digital marketing initiatives is dying. Instead, many companies are turning to technical service providers to execute all of their digital production work after the various creative agencies have created individual brand campaigns.

In this a dual agency model, we have found that there are distinct, important best practices that technical service providers need to follow in order to help brand organizations get the most mileage out of digital marketing spend while also ensuring the highest level of engagement for consumers.

Understanding the Creative Mindset – Experience working with design or user experience groups – how they work, what their expectations are, what types of guidance helps them, and how they tend to deliver their output – helps technical service providers appreciate what to expect from the digital marketing delivery process.

Planning Face Time – Spending time with members of the creative agency, whether on their turf or yours, goes a long way toward building a relationship and a mutual understanding. It gives insight into their work processes, and enables both teams to appreciate each other’s needs.

Clearly Defining “Handshake Points” – Every creative-technical collaboration should begin with a meeting that defines the processes involved on both sides, and clearly calls out what information and deliverables will come, and when. Working jointly on this planning leads to an understanding of the mutual dependency between all parties, and it goes a long way in reinforcing confidence and transparency.

Using Their Collaboration Tools – Rather than try to impose, technical service providers should adopt whatever industry-standard tools the creative partner is already using. It avoids a lot of annoyance and new learning on their part, it raises their quality of collaboration, and it increases their ability to relate to the technical part of the work.

Being Flexible About Changes – No technical service provider will ever convince a creative agency that their late-stage changes are not necessary – it is a creative agency’s nature to believe that their final vision is important and cannot be compromised. So taking a rigid stance against changing processes or specifications will only put the project’s success at risk. For this reason, it’s imperative to build a certain amount of flexibility into the schedule in order to accommodate certain changes.

Win-Win-Win Scenario

When these steps are followed, the dual agency model becomes a “win-win-win” scenario for all involved. The brand organization gets the obvious benefit of doing more with the same spend, and having more predictability and a higher level of quality to promote their brands. The creative agency gets a larger canvas to showcase their creative abilities. And the technical service provider can show how to build scale, and how re-use and standardization can control spending while delivering engaging customer experiences.

Interested in taking a deeper dive into these concepts? Check out our POV “Collaboration: The Secret Ingredient in Digital Marketing Excellence.”