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Digital Perspectives from the Creative Agency Front Lines

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This presentation shares survey results from 300 creative agency professionals about how they view trends in mobile, digital, and interactive marketing. The findings are very informative for any mobile app development agency or any mobile marketing professional who is considering making effective content marketing tools.

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Digital Perspectives from the Creative Agency Front Lines

  1. 1. Digital Perspectives from the Creative Agency Front Lines Trends Report
  2. 2. 2Copyright © 2017 Proscape •• This special report compiles feedback solicited from 383 professionals working at 60 creative agencies worldwide. •• These creative agency professionals were surveyed about their biggest opportunities, toughest challenges, and the strategies that drive client success. •• They also shared plans for the next 5 years, including the technologies they’ll be using, the platforms and operating systems they predict will be most popular, and the devices their clients will use to engage customers. Executive Summary
  3. 3. 3Copyright © 2017 Proscape •• Phablets and wearables skyrocket in popularity over the next 5 years. •• iOS remains the most popular platform but experiences significant challenge from Android. •• 56% of agency clients desperately need a mobile app this year. •• Outsourcing technology projects remains a popular alternative to developing websites and mobile in-house. •• 80% of agency clients are using mobile marketing apps for sales enablement. •• App development with a platform is gaining momentum, driven by benefits like quicker time to market, reduced complexity, and ease of use. Key Takeaways
  4. 4. 4Copyright © 2017 Proscape Trending Technology and Talent at Creative Agencies
  5. 5. 5Copyright © 2017 Proscape 91% 78% 36% Platform Popularity Based on the platforms creative agencies and currently building for: •• iOS is still the dominant platform. •• Android is a close second, bolstered by support from Google and Galaxy – and it’s a less expensive alternative to Apple. •• Windows will gain momentum driven by the emergence of Windows 10. Microsoft states that Windows 10 has been installed on 110 million devices and will reach 1 billion within 2 to 3 years.1 Android vs. iOS vs. Windows: What Brands Want Right Now
  6. 6. 6Copyright © 2017 Proscape •• The popularity of smartphones and tablets among agency clients remains steady over the next 5 years. •• Phablets skyrocket over that same period, pointing to the potential convergence toward a universal device size. •• Wearables also increase dramatically in importance, but marketers will have to learn how to make use of the smaller screen size Devices of Today and Tomorrow: Where Will Wearables Windup, and How Fab Are Phablets? Tablets and Smartphones Hold Steady Phablets and Wearables Skyrocket 0% 2016 2017 2018 2019 2020 100% 50% 60% 70% 80% 10% 20% 30% 40% 90% 87% 84% 78% 76% 47% 73% 47% 7% Smart Phones - 73% 78% Tablets - 87% 84% Phablets - 47% 76% Wearables - 7% 47%
  7. 7. 7Copyright © 2017 Proscape In-House - 66% of agencies have hired a programming/scripting resource to answer the digital call. Sister Company - 22% share work, time, and costs with a sister agency in their work. Outsource - 12% outsource either locally of offshore. In-House vs. Outsource 66% In-House •• Roughly 2/3 of agencies are handling tech in-house, while 1/3 are going to sister agencies or outsourcing their tech needs. •• Expect the trend to continue or swing more heavily in favor of in-house tech as new platforms emerge to remove the complexity from mobile app development. Solving Tech Challenges: In-House vs. Outsource & Everything In-Between
  8. 8. 8Copyright © 2017 Proscape Technologists are a scarce resource for creative agencies, making technology work more expensive and difficult to complete. According to MIT, top tech graduates seek out the following companies more frequently for the first step in their careers: Their average starting salary adds another hurdle for creative agencies seeking top tech talent. Proscape is a registered trademark of Proscape Technologies, Inc. All other logos and registered trademarks are the property of their respective owners. Industry Outlook: Here’s Where All the Best Technologists Are Hiding Out $ 228k Compensation Total Signing Bonus - $25k Stocks - $100k Starting Salary - $103k via Business Insider2
  9. 9. 9Copyright © 2017 Proscape Mobile, Interactive, and Digital Client Trends of Today & Tomorrow
  10. 10. 10Copyright © 2017 Proscape •• Of the clients working with creative agencies who currently do not have a mobile app for marketing, 56% need one this year. •• Agencies expect to build mobile apps for marketing for 51% of their clients this year, and 70% over the next 5 years. •• Given that U.S. millennials’ have $1.3 billion buying power3 and over 85% own a smartphone, it’s not surprising that brands are investing time, money, and resources to build apps4. Mobile Apps for Marketing: Who Has Them, Who Doesn’t, and Who Desperately Needs Them in 5 years 70% How many agencies will build a mobile app for thier clients? in 2016 51% How many agencies need a mobile app? 56% Need One Now 43% of agencies currently do not have a mobile marketing app
  11. 11. 11Copyright © 2017 Proscape •• “Sales enablement” is the most important current and future use of mobile apps for marketing, as reported by clients of the creative agencies surveyed. •• Sales enablement is defined by IDC, the same definition used in this survey, as “getting the right information into the hands of the right seller at the right time and place, and in the right format, to move a sales opportunity forward.”5 •• Sales reps represent a variety of roles, like a pharma rep., real estate broker, salon stylist, brand ambassador, bank teller -- each can benefit form a mobile app for marketing. How Are Clients Using the Mobile Apps They Currently Have? Less Important Emerging Very Important Content Libraries and Direct to Consumer Sales Sales Enablement Research and Lead Generation
  12. 12. 12Copyright © 2017 Proscape •• 80% of agency clients are using a sales toolkit which arms their team with everything they need for sales enablement. •• By empowering that sales toolkit with a mobile marketing app, there is never a doubt the sales person has the most current marketing materials customized for the specific situation and customer. •• When integrated with a CRM system, the mobile empowered sales toolkit can be tracked and analyzed. What’s Helping Clients Most? 80% SalesToolkit ProductSpecs BrandAwareness 71% 53%
  13. 13. 13Copyright © 2017 Proscape •• Content libraries and direct-to-consumer apps are less important for clients using mobile apps for marketing. •• Putting content in Google Drive, Drop Box, or the CRM system library may not be enough. If a rep can’t find content, it’s useless. •• Direct-to-consumer sales apps need to have a specific use in order to succeed. A consumer may download an app if it helps them complete a common, recurring task. What Can Clients Likely Live Without? Content Library and Direct to Consumer Sales Content Repository Direct to Consumer Sales 24% 11%
  14. 14. 14Copyright © 2017 Proscape Return on Digital Agency Services: Client Trends of Today & Tomorrow
  15. 15. 15Copyright © 2017 Proscape •• Email marketing and mobile app development with a platform provide agency clients with the biggest benefits. •• Using a platform for mobile app development makes it easier to test, measure, and iterate. •• As new technologies emerge, like a platform for app or website development, programmatic buying or A/B testing, they make previously manual or time-consuming opportunities reach their full promised benefit. The Digital Services that Give Brands the Most Bang for Their Buck Digital Services Paid Search Paid Social Display Ads Organic Social HTML App Development Website Optimization Website Dev. with Platform Data and Analytics CRM Integration Email Marketing App Dev. with Platform Least Profitable Most Profitable
  16. 16. 16Copyright © 2017 Proscape •• The services that provide clients with the biggest benefit can also be the most difficult or headache-inducing for creative agencies. •• Agencies should sink their resources into finding technologies that make the difficult but profitable services easier to do – such as platforms for website and app development. •• Email marketing, while slightly less profitable, should remain a staple since it’s a significant benefit for clients. •• Organic social, display advertising, and paid social could be low-hanging fruit if done at scale. The Digital Services that Give Agencies the Biggest Headaches vs. Profitability Paid Social Display Ads Organic Social Website Development with Platform App Development with Platform Email Marketing Most Profitable MostDifficult Least Profitable Easiest Custom HTML App Development Paid Search Website Optimization CRM Integration Data and insights Digital Service Headaches
  17. 17. 17Copyright © 2017 Proscape Custom app development services are difficult to provide because they are expensive (in terms of the expert resources required and time to create). Developing an app with HTML5 has some advantages over custom development using native code, but it has limits, including: Why Custom Development Services Are So Difficult to Provide HTML5 Doesn’t Work Alone Most HTML5 apps integrate Cascading Style Sheets (CSS) and JavaScript, which includes the APIs for working with text, objects, and arrays. HTML5 Framework Limitations Each framework brings its own limitations and issues, which often appear as an application becomes more complex. User-Experience Inconsistencies Developers frequently build apps for the most common devices and browswers to ensure the functionality across all environments, which can hurt user experience (UX). Security Risks Security Risks Developers must guard against cyberattacks, improper API usage, and malicious code from Wi-Fi, Bluetooth, or text messages. Memory and Performance Limitations The more complex the object model, the longer it takes to navigate. HTML5 apps can experience lengthy load times if they have not been carefully designed. via TechTarget6
  18. 18. 18Copyright © 2017 Proscape •• Using a platform is making mobile app creation as easy as website development with a platform. •• When asked why they use a mobile app platform, the creative agencies surveyed cited shorter time to market, reduced complexity, and ease of use as among their top reasons. How a Mobile App Platform Can Help TimetoMarket ReducedComplexity EaseofUse LowerCost EaseofUpdating DistributingtoUsers DeployingtoAppStores BuildingaTrackableApp DataandReporting PreparingArtwork DeliveringCustomContent CRMIntegration 0% 50% 100% 83% 76% 77% 73% 73% 69% 62% 62% 62% 50% 50% 41% What’s Most Important to Respondents
  19. 19. 19Copyright © 2017 Proscape Creative agencies are well prepared for current challenges as well as those they’ll face over the next five years. They understand their clients’ goals as if they were their own, as well as the technologies they’ll need to provide in order to meet these needs. Many have made strides to make providing these solutions easier – from platforms that make development work easier to improved analytics tools that help them make better decisions. Appendix Survey Participant Demographics Number of individuals surveyed: 383 people employed by 60 different creative agencies. Methodology: Participants were invited via an email invitation. Survey responses were collected throughan online website survey. All participants who completed .the survey received a gift card of nominal valuein exchange for their time. The average time to complete the survey was 15.5 minutes. Bias: The results as presented do contain a natural bias as all participants were either: (1) Employed by agencies that utilize the Proscape Marketing App Cloud platform to create mobile apps for their clients or;(2) Subscribers to the Proscape Blog about digital marketing and mobile marketing apps development. Summary United States - 32% Mainland Europe - 24% Asia - 15% South America - 8% Middle East - 5% United Kingdom - 16% Region Agency Type Agency Size 50 Employees or Fewer - 30% 500 Employees or More - 28% 50 - 500 Employees - 42% Member of Agency Network - 65% Independent Agency - 35%
  20. 20. 20Copyright © 2017 Proscape Derek Pollock and Bill Conn are on a mission to empower brands and agencies to successfully engage with their customers using mobile technology and mobile apps. Derek Pollock Prior to Proscape, Derek founded, operated and sold another digital media tech startup and also spent time in management, marketing and sales with the IBM Company. Derek holds a bachelor’s degree in Marketing and Finance from the Wharton School at the University of Pennsylvania where he graduated with Summa Cum Laude honors. Bill Conn Bill is a tech startup veteran, editor, and writer with a passion for connecting B2B professionals with great ideas. Prior to joining Proscape, he provided marketing and brand leadership for Toolbox.com, PeopleLinx, and The Advertising Specialty Institute. Bill holds a bachelor’s degree in Biology and English from the University of Pennsylvania. About Proscape Proscape’s cloud-based SaaS platform empowers marketers to create apps quickly without coding, deploy apps through multiple channels, and make informed decisions based on insights from customer activity and preferences. Proscape is used by hundreds of agencies and thousands of brands, including Publicis, Havas, Saatchi Saatchi, McCann, Heineken, Lancome, Fiat, and more. For more information, visit www.proscape.com. About the Authors
  21. 21. 21Copyright © 2017 Proscape 1. Microsoft says there are 110 million devices with Windows 10, The Verge, http://www.theverge.com/2015/10/6/9442377/ microsoft-windows-10-download-numbers-surface-users 2. The truth about life in 2015 at Stanford, where 21-year-olds are offered hundreds of thousands of dollars right out of school, Business Insider, http://www.businessinsider.com/life-at-stanford-in-2015-2015-4 3. The Millennial Generation is Changing the Face of Consumer Marketing, Boston Consulting Group, http://www.bcg.com/news/ press/15jan2014-millenial-generation-changing-face-consumer-marketing.aspx 4. Mobile Millennials: Over 85% of Generation Y Owns a Smartphone, Nielson, http://www.nielsen.com/us/en/insights/ news/2014/mobile-millennials-over-85-percent-of-generation-y-owns-smartphones.html 5. Don’t Understand Sales Enablement? You’re Not Alone, IDC, http://www.slideshare.net/lml999/idc-sales-enablement-jan-2009- presentation 6. Understanding HTML5 Mobile App Development, TechTarget, http://searchmobilecomputing.techtarget.com/feature/ Understanding-HTML5-mobile-application-development References
  • EricNdelo

    Nov. 15, 2018
  • MargaretMolloy

    Jul. 27, 2016
  • filipe.bernardes

    Jul. 5, 2016

This presentation shares survey results from 300 creative agency professionals about how they view trends in mobile, digital, and interactive marketing. The findings are very informative for any mobile app development agency or any mobile marketing professional who is considering making effective content marketing tools.

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