In his opinion column, Juan Cáceres of Digitas, Google’s full-stack partner agency, explained what it was like participating in the LATAM Partnership Accelerator in New York, where he discussed the current state of the industry and customer needs. digital transformation.
By Juan Caceres, Managing Director, South Cone at Digitas, Google’s full-stack partner agency.
A few weeks ago, I had the opportunity to participate in Google’s LATAM Partnership Accelerator at its New York offices, as one of the panelists invited to talk about our development process at the agency level, which has allowed us to introduce ourselves as a Google Partner. Allowed to install as / Reseller. Marketing Platform (GMP) and Google Cloud Platform (GCP). In addition to being able to provide a perspective on the current state of the industry, what customers need in relation to digital transformation, where they are on that path and what we need from partners, Google and advertisers to get there.
It was two very interesting days in which CEOs and leaders from partner agencies in the region were able to meet with Google leaders with the aim of accelerating the development of new business areas and capabilities, which are in demand in the current context.
Within this framework, we discussed what the agency of the future is and what it should look like; What is the internal change we must make to be the best partner in our customers’ growth.
agency of the future
Agencies today are always on the cutting edge when it comes to identifying future trends and adopting new technologies and capabilities to help their clients achieve better results.
A reflection of this, according to what the summit saw, is that 75% of agencies are currently looking at expanding their existing capabilities to create new revenue sources and opportunities, while 72% of them are looking to build new capabilities. are planning to build new capabilities based on Adoption of new technologies by consumers.
The foregoing implies undergoing a transformation process, which begins with the definition of vision and the development of capabilities at scale to develop the state of maturity of the marketing ecosystem of its clients, ultimately generating business results.
These change processes do not end, rather, they are iterative, each time a new capability is introduced, as both technology and industry change and advance. Ultimately this means staying in beta mode for agencies.
While outlining the key aspects for agencies to think about for their long-term sustainability, the summit brought up various issues such as alignment of company strategy and leadership under a common and clear vision, integration of capabilities (removing organizational silos, break down), the importance of mapping our customers and their needs and putting a value proposition through the preparation and enablement process to understand the types of services we are ready to deliver today. This will allow us to plan to develop capabilities that expand and upgrade our future service offerings.
But, in addition, important current issues such as the data and privacy issue and the emergence of artificial intelligence in our industry were discussed in depth during the event. As expected, AI was one of the strong and transversal points of the event, specifically what it has to do with how, through the solutions and tools arising from it, we now have the power to transform our business and with our customers. Efficiency is the new performance and operational efficiencies that automation provides us. In addition to having fun, discussing and dreaming about the impact of AI on a creative and content-generating level in the near future.
Driving Marketing Efficiency with AI
Advances in artificial intelligence will require agencies to better access and exploit customer/consumer data and, therefore, a new approach to tools and solutions that impact data management and measurement strategies, full-funnel marketing Develop plans and create a test-and-learn culture that allows for better business results to be generated.
As we discussed during the summit, there are currently a number of solutions and tools available in Google Marketing Portal that can be used on a day-to-day basis, providing agencies’ data science and data engineering experts competencies, without the need for further efforts. Can integrate and activate. for its customers, reducing operating costs and creating differentiation. From error mitigation solutions, using Megalista or Matchmaker, through API-based tools such as SA360 Anomaly Detection or Daily Performance Monitor, automation and 1PD onboarding solutions, to creative intelligence solutions leveraging Google’s Cloud Vision API and generative AI As far as.
All these new solutions offered by Artificial Intelligence will generate opportunities, benefits and above all, challenges for agencies who are today faced with the need to review and validate their business models and undergo an internal transformation process falls that allows them to be prepared for it. To cope with and adapt to the upcoming paradigm shift in the industry.
