Post by account_disabled on Jan 8, 2024 23:12:52 GMT -5
Digitalization has transformed the advertising industry completely; a transformation that the pandemic has only accelerated, pushing companies to have to adopt new strategies in an agile and safe way, for which they require surrounding themselves with digital partners to help them digitally transform their business and make the best decisions. For this reason, at MarketingDirecto.com we have spoken with Elías Nuevo, Managing Director of Jellyfish Spain, who has revealed to us how the role of the traditional agency has evolved, what role creativity and data play in this new ecosystem and has shared his vision on the future of advertising. The advertising industry has completely changed as a result of the pandemic. What would you say are the main changes you have experienced in recent months? Has COVID-19 become a turning point from which to transform business models? In today's digital world, brands have to navigate a media ecosystem that is changing at a rapid pace. Coupled with the effects of the current pandemic, we are seeing big changes in many industries in just three or four months that would normally take three years.
Advertisers who are able to quickly adapt their strategies will have a better chance of surviving in the current climate . The pandemic has highlighted where the potential for digital transformation lies. «The media Email Data ecosystem has changed drastically in recent years» As with any change process, there will be a number of challenges to overcome along the way. It is also vital for brands to evaluate whether the infrastructure within their business is conducive to implementing an effective digital transformation strategy . How is your business structured? Do you work in silos? How do you work with agency partners? Another challenge would be language. The media ecosystem has changed dramatically in recent years and today's consumers are interacting with brands in different but exciting ways. If brands do not speak the new digital language, they risk being left behind. In terms of the role of agencies, how is it evolving? How has the way of doing business been reinvented in an era of transformation and how can agencies help advertisers meet this challenge? It's no secret that we are passionate about our position as digital partners and that we believe the traditional agency model is dead as we knew it . Having the right talent and partners is essential for brands as they embark or continue their digital maturity journey.
They seek greater collaboration and transparency and this would be the role of a digital partner today. Someone who can provide a full digital service to help brands meet today's challenges. An example of successful collaboration is what we carried out with UGG , a Decker brand. Our work helped the brand advance its overall digital transformation from Nascent to Connected within the digital maturity curve designed by Google in collaboration with the Boston Consulting group. One of the great advantages of digital is the possibility of using data to take advantage of insights and understand users better. What role do partners like Jellyfish have in this ecosystem? As the media ecosystem evolves, achieving a single view of the customer across all channels will no longer be the holy grail for marketers . As walled gardens continue to grow, platforms are emerging with ambitions to capture the entire path and user experience. This also means that brands will not own data in the same way , as data privacy and the death of cookies are a priority for many marketers; In fact, brands will take special care in how they collect and use customer data. We are moving towards a zero-party data approach, where brands collect data from consumers, either directly through their internal marketing teams or through their digital marketing partners.
Advertisers who are able to quickly adapt their strategies will have a better chance of surviving in the current climate . The pandemic has highlighted where the potential for digital transformation lies. «The media Email Data ecosystem has changed drastically in recent years» As with any change process, there will be a number of challenges to overcome along the way. It is also vital for brands to evaluate whether the infrastructure within their business is conducive to implementing an effective digital transformation strategy . How is your business structured? Do you work in silos? How do you work with agency partners? Another challenge would be language. The media ecosystem has changed dramatically in recent years and today's consumers are interacting with brands in different but exciting ways. If brands do not speak the new digital language, they risk being left behind. In terms of the role of agencies, how is it evolving? How has the way of doing business been reinvented in an era of transformation and how can agencies help advertisers meet this challenge? It's no secret that we are passionate about our position as digital partners and that we believe the traditional agency model is dead as we knew it . Having the right talent and partners is essential for brands as they embark or continue their digital maturity journey.
They seek greater collaboration and transparency and this would be the role of a digital partner today. Someone who can provide a full digital service to help brands meet today's challenges. An example of successful collaboration is what we carried out with UGG , a Decker brand. Our work helped the brand advance its overall digital transformation from Nascent to Connected within the digital maturity curve designed by Google in collaboration with the Boston Consulting group. One of the great advantages of digital is the possibility of using data to take advantage of insights and understand users better. What role do partners like Jellyfish have in this ecosystem? As the media ecosystem evolves, achieving a single view of the customer across all channels will no longer be the holy grail for marketers . As walled gardens continue to grow, platforms are emerging with ambitions to capture the entire path and user experience. This also means that brands will not own data in the same way , as data privacy and the death of cookies are a priority for many marketers; In fact, brands will take special care in how they collect and use customer data. We are moving towards a zero-party data approach, where brands collect data from consumers, either directly through their internal marketing teams or through their digital marketing partners.