It’s a classic question: If our outputs are as good as our inputs, how do we keep our inputs fresh? We’re aware there’s no perfect answer, but we do know that diverse perspectives are a key ingredient. For the sixth consecutive year, Postback is where mobile marketers and agencies will share the strategic inputs that matter and the results worth tracking.
Creative and media agencies are among the best sources of market-driven ideas and always on the lookout for what’s current, exciting, and impactful. With this in mind, we’ve assembled a Postback panel titled Welcome to Agencyland to help bring their perspectives to an audience of brand and platform marketers.
Inside-out and Outside-in
The quest for perfect information is never-ending: one minute your team has all the answers, the next they’re blindsided by competitive tactics they never knew existed. In an increasingly diverse, multi-channel, multi-screen world, this is precisely where agency perspective pays. It’s also where a combination of inside-out and outside-in thinking can yield big dividends.
For agencies, it’s helpful to know how brands assess and prioritize their mobile-first activities. This starts with understanding the decision-making processes of brand marketers and the many ways opportunities are translated into action. One of the top goals of our Agencyland session is ensuring this information exchange creates value.
For marketers over-indexing on inside-out thinking, brand-agency relationships help expose what’s happening beyond a company’s walls and throughout the mobile marketing ecosystem. Alternatively, for those fixated on outside influences, these same relationships highlight which activities are the making the biggest dents. Where balanced, back-and-forth conversations and insights are made possible, everybody wins.
Execution stymies. One of the biggest culprits is the trial-and-error involved in separating what works from what doesn’t. More often than not, a nudge in a proven direction is the difference-maker.
The right agency can expose potential time and resource-sapping snags. That mobile app concept you thought was so original and a sure hit? Done (by the competition). The “aggressive but realistic” timetable for launching your next campaign? Let’s rethink that. The channels you expected would yield the deepest engagement? Your audience has moved on. Where time is everyone’s most valuable commodity, the opportunity cost of missing a moment is higher than ever. Our agency speakers will do their best to ensure this doesn’t happen.
For their part, marketers must clearly point out the variables most critical to their business. This helps both sides work from defined goals and devise the most sure-fire strategies for landing effective campaigns. Throughout Postback 2018, we’ll continue emphasizing how marketers and agencies can work better together across across platforms and partnerships.
Mobile marketing is justifiably competitive. No other channel offers similar opportunities to reach target audiences throughout the buyer’s journey and (almost) anywhere on the planet.
For marketers interested in a fast pass to their mobile-best future, the Postback Welcome to Agencyland session is bound to prove worthwhile. Join us in Seattle on July 19th and 20th to explore this exciting topic and many more.
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John Tintle leads marketing content, creative, and brand at TUNE.