07-Engagement agency
What SOA-based services define the next-generation engagement agency, integrating analytics, agile content creation, and the provisioning multimodal content?
NEXT-GENERATION AD AGENCY
Mastery of the customer engagement cycle will require significant, ongoing investment capital for new systems, talent, and digital assets (creative content, reusable media components, and libraries of software objects).
Mastery of the customer engagement cycle involves the process integration of multichannel analytics, agile creative services, multimodal content management, and dynamic messaging.
Mastery of just multichannel analytics will require specialized full-time staff—decision analysts, data collection specialists, data modelers, statisticians, social media monitoring specialists, etc.—a team that few marketing organizations can afford, much less find, recruit, and keep busy.
A growing number of interactive agencies, database marketing firms, marketing service providers, and lifestyle or vertical market multimedia publishing firms have begun their journey in mastering the customer engagement cycle.
These intrepid innovation leaders recognize that most enterprise marketing operations have neither the capital nor the will to invest in many of the new systems, talent, and digital assets that customer engagement will require.
CUSTOMER PORTFOLIO MANAGEMENT FIRMS
GISTICS predicts that engagement operations will spawn a new type of marketing partner: customer portfolio management firms.
Unlike traditional creative services, customer portfolio management firms will derive most of their profit from producing increased revenues, higher shares of wallets, greater levels of customer engagement, and faster transitions of customers by stage of engagement lifecycle—all quantified performance results.
The figure below depicts the service capabilities of a customer engagement portfolio manager.
Each element shown represents a category of service or the program deliverables of an integrated engagement operation.
SPECIAL ACKNOWLEDGEMENT
GISTICS acknowledges the inspired contribution of Digital Cement, a true innovation leader that delivers full-service customer engagement to its clients.