Progress stops for no one, and this is certainly truer now than it probably ever has been before simply because technology has taken over as the hallmark of our age. It's no surprise that more traditional industries in life have had to adapt, and this is certainly the case with the rise of internet advertising agencies. What was once an industry dominated by men in black suits pitching ideas on paper has now become a diverse conglomeration of talent operating in cyberspace. It's a mad, mad world indeed.
The issue that internet advertising agencies face, though, are really similar to those of their forefathers – change with the times, understand what makes people tick, or crash & burn. As with most blunt assessments, it is most certainly easier said than done. Considering we live in a world where a version of one technology can become nearly obsolete in just a couple of years, changing with the times can mean redefining on what feels like a daily basis.
It doesn't sound like an environment conducive to longevity, but herein lies the promise that comes with internet advertising agencies. Being born in the age of the World Wide Web has given these agencies a chance to be on the forefront of the changes that will define advertising for the foreseeable future. Tweaks aside, having an in on the web & understanding how it can work for you makes for a solid foundation.
Though prognostication isn't necessarily the same as adaptation, the age of the internet has changed all of the rules, and part of this change includes sometimes making bold moves.
Here are three things internet advertising agencies will be doing next year:
Reliance on Customer Data Acquisition and Analysis – Data is where it's at when it comes to advertising. Not only will it be vital to know how to get this data, but it will be even more important that you've got the right people to make the data do more than fill a spreadsheet.
Fighting Over Talent – As such, agencies will try to get the best of the best on their team. Of course, this has always been the case, but the advertising talent today has such specialized skills that getting the right people on staff can really make or break things.
Investing on Education in New Technology – New things such as artificial intelligence are on the horizon. While it may still be working out the kinks, it will be part of the future, which means you're either onboard or on the sidelines. Agencies will have to invest in their team's education on this and other technological breakthroughs.
As far as the past is concerned, one thing these agencies will not be doing any longer is trying to operate as independent, freelancing niche groups that are fairly one-dimensional and have more notoriety than substance working for them. In other words, the new kid on the block is usually hot for a while, but at some point, the hype dies down. It's not easy to feel as though you're being passed over by the new guy because you are, make no mistake about it. However, internet advertising agencies are also learning that having one foot on the ground isn't akin to one in the grave – it just means you're thinking about the future.