Marketers are becoming technologists to adapt to the new needs of the trade, but there is still not enough training around how to design and manage a website. This knowledge gap leaves digital agencies room to add value to their client relationships, says Alex Price, founder and managing director of agency 93digital.
“Very little is out there to support them. A big part of that role as an agency is to be that trusted partner and help our clients go through that process,” Price told Velocitize Talks.
“We see our role as empowering our clients to do what they need to do,” said Price. “We often find there’s a disparity between what marketing teams want and what the C-suite wants.” The agencies need to be sensitive to those dynamics and how to deliver within those constraints, he said.
Clients are having much larger digital footprints, using multiple tools, including multiple content management systems, while trying to design unified digital experiences. For agencies, it’s more important now to unlock efficiencies and structure integrated solutions that can help the clients work smarter, Price explained.
“The bar is set higher than it’s ever been,” he said. “We’re constantly striving for quality, but with limited resources.”
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