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The improved technology of marketing automation has increasingly been making waves, or more fittingly, clouds, across adland. What is the impact and the future of such a dense mass of software companies engulfing the space?
As more and more marketers discover the true value of their own databases, coupled with the desire to be more accountable with ad spend and improve one-to-one communication with consumers, the longing for better quality software systems to help manage these desires has intensified.
Should agencies feel threatened by MA companies?
Senior director of marketing (Asia-Pacific) Marketo, Chris Connell:
Absolutely not. While a platform like Marketo might give you the keys to a Ferrari, you still have to know how to drive it! Forward-thinking media agencies understand this, and have restructured their service offerings to add the strategic layer needed meet the needs of their clients.
Group vice president, customer success, Oracle Marketing Cloud, Paul Cross:
Agencies are the great survivors of the marketing world because they are channel and technology agnostic. They are centred around producing incredible content for brands and finding the most effective ways for consumers to experience it.
Managing director– Sales, Adobe, Sam Smith:
Not at all – while brands are leaning into MA more, agencies continue to play an important role in media strategy and execution. The most common model we are seeing emerge, is brands wanting to own the tech relationship and contract, but activate it through their agency.
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