CIO , Data
We had the opportunity to sit down with Agency Within to discuss strategy, challenges and trends at our Digital Marketing & Retail Transformation Assembly last month in Dallas, TX. If you don’t know already, Agency Within is a full-service digital marketing agency based out of Long Island City, NY, and their clientele includes industry leaders such as Nike, Budweiser, Shake Shack & Facebook. With their finger on the pulse of marketing innovation, see what they had to say about digital transformation.
1. Can you give us a little insight into what Agency Within specializes in?
Agency Within is a full-service performance marketing company. They help their partners grow through paid media strategy/execution, as well as creative services They work with brands to solve complex business problems like cross-channel attribution and optimizing for customer lifetime value and long-term profit, instead of just monthly revenue or CPA.
2. Why do you think it is important for brands to invest in a digital marketing strategy?
Digital marketing allows brands to connect with potential consumers in a way that is not only highly trackable, but provides the opportunity to combine branding with performance marketing in a way that generates an emotional connection while also driving results.
3. Since the digital marketing landscape is constantly changing and evolving, how do you think brands can stay relevant, especially among their competition?
Creative testing is the key to staying relevant. We work with all of our clients to develop rigorous methodologies for testing creative and messaging concepts at scale, quickly iterating on the winners and generating insights that can be leveraged for future testing.
4. What marketing trends do you think will make a disruptive impact in 2020?
Augmented reality (AR) is one we’re really excited about and think could make a big impact next year. The ability to add a “try before you buy” experience to the e-commerce journey could remove a lot of friction from the process in increase conversion rates in categories that typically rely on an in-person touchpoint. Our creative team has been working with leading publishers to push the boundaries on this new technology.
5. What has been the most rewarding brand success story that Agency Within has been a part of?
In recent years, our partners at Nike have shifted their focus to the new standard of retail – building a direct, digital connection with customers through it’s owned digital platforms. To quote Mark Parker, “FY19 was a pivotal year for Nike as [they] continue to bring [their] Consumer Direct Offense to life through the marketplace”. The 35% increase in digital commerce sales was further supported by a focus on NikePlus membership and integrating the owner properties – like app activations in retail locations.
For more information on Agency Within, click here!
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