It is quite sad that agencies are still strugling heavily with their digital output and integration. We are not really talking about new things here. Digital has already been around for quite a long and we have had time to adjust. While agencies have been lost with, real people have been happily and easily adopted the new digital tool.
Nowadays, digital is like air to them.
It is natural: Consumers have already adopted the digital channels. They have made the unconscious selection to live digital life. The digital excellence should come with same ease in the agencies. The people are not strugling with digital, companies are. If you have to think about digital all the time, you are really missing the point. It is already a habitual part of life. The same way it should be habitual part of agency.
It is necessarity: If you do not have air you will die. The same is the way with the companies. For majority of companies the digital strategy is totally same as their overall strategy. Therefore, it is insanity to separate these two. If your business is not yet in digital, there is a good opportunity for your company to do it.
Air also flows freely. That is why there should not be different silos in the agencies. Digital department should be every department. The steps for the future success are simple:
1. Break the silos.
2. Get digital natives on board. Get rid of the opposing old baggage if necessary.
3. Fully integrated or die.
“Digital should flow freely and be a habitual part of the agency”