Here we are with a new entry on the pLAYmARKETING blog! Today, we start with an article from Think with Google to reflect together on the strategic role of marketing agencies in support of Italian brands, using Artificial Intelligence as an ally.
Agency/brand: a closer collaboration
Understanding how consumer behaviors change has become increasingly complex, also due to the economic uncertainty in which we find ourselves. For this reason, Italian companies are increasingly relying on marketing agencies, becoming true strategic partners.
Brands will increasingly need the support of their agencies to adapt to market and customer changes. This is demonstrated by the evaluation commissioned by Google to Forrester Consulting, highlighting a crucial fact: 80% of Italian companies want to increase spending on marketing services.
Even more interesting is the data on video strategies: over 70% of Italian brands state they want support for the creation and management of effective video campaigns. But how will marketing agencies be helpful? And how will Artificial Intelligence be used?
Why rely on marketing agencies?
Agencies help companies achieve their business goals.
In the contemporary market, it’s challenging for a brand to even understand where to allocate its budget. For this reason, companies will ask their agencies to develop tailor-made strategies for them, with the support of AI tools such as Smart Bidding to target consumers and optimize conversions.
Even with Artificial Intelligence, the starting point for the agency remains the same: fully understanding the business objectives of its clients to determine the best channels to invest in.
Marketing agencies create effective video strategies for brands.
It’s no secret: videos play a fundamental role in every integrated communication strategy, whether it’s mobile or Connected TV. At the core of the strategy should be consumer behavior and how they use different devices and platforms. Useful AI-based tools include action video campaigns and Youtube video coverage campaigns, optimizing formats and placements to find the target audience.
Agencies support companies in analyzing data correctly and transparently.
Consumers are becoming more attentive to the “privacy” issue, and therefore, companies will need the help of marketing agencies to use and analyze first-party data, i.e., data owned by the brand. Tools like Google Analytics 4, CRM platforms, and advertising sources will be complemented by Google Cloud’s Artificial Intelligence, useful for understanding the value a customer will generate for the company. Additionally, tracking user interactions and movements before reaching conversion will become increasingly important.
This Italian trend is poised to be a global phenomenon, applicable and beneficial to companies worldwide. Does your brand also need a marketing agency and a strategic partner to help it grow and target the right consumers? Contact us to start building the best strategy for your company together!
