How Agencies Break Down Barriers to Digital Transformation
Fey points to events, as an example of this digital shift. “They’re communicated on social. Audience engagement is managed in real-time. Mail-outs have QR codes. Everything ties together digitally — not just because that’s where everyone is, but because the investment has been made for this to make sense for business over the past 20 years.”
But what does a true digital transformation strategy look like? And if you’re leading your brand’s marketing initiatives, how do you integrate digital transformation into every aspect of your efforts — while still staying focused on driving business?
Digital transformation: The agency’s role
“You kind of need to build the plane while you’re flying,” said Razorfish President Josh Campo. He sees his agency as the glue that helps bind together the different silos within the client’s business, connecting the different parts of the organization across categories and between different functional groups.
Campo says it’s rare that a client comes to Razorfish asking for help with digital transformation. Instead, more often than not, brands come to the agency because they are facing challenges with being consistent across channels or have a specific problem that needs to be addressed, such as sales or conversion challenges.
“Generally, we see a point of engagement that is around a problem, and then, depending on how far in we go, you start to see an opportunity to really drive transformation,” said Campo, “It’s not something that happens overnight.”
Fey says Firewood’s job is to work with businesses to help them think more creatively, more strategically and more proactively through a digital mindset. “We are seeing incredible examples of audience response and impact to brand equity,” said Fey about the digital transformation efforts her agency has helped facilitate.
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