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Digital Agencies versus 
 Technology Agencies	



    The difference between the two and
        why it matters to marketers

             TrinityP3 Pty Ltd
                    2013

            © Copyright 2013



                                         marketing management consultants
Traditional View of Digital Marketing	


                 Story
                              Marketers
                              engage creative
                              and digital
                              agencies to
                              develop brand
                              stories told
                              through paid,
                              earned and
                 Brand        owned media.




                             marketing management consultants
Lacks Technological Utility	


But technology          Story
provides
opportunities to
go beyond
communication
to engage people
by providing
usefulness or
‘utility’.

                        Brand


  Utility




                                     marketing management consultants
Misses the Data Opportunity	


                  Story        Technology
                               allows marketers
                               to be able to
                               track behaviour
                               and collect data
                               to understand
                               the audience
                               more intimately.


                  Brand


Utility                             Data



                              marketing management consultants
Lets the audience tell brand stories	


Rather than         Story
marketers talking
about their
brand,
technology
allows the
audience to talk
and share their
brand experience
with others.
                    Brand


Utility                             Data



                              marketing management consultants
A Digital Technology View of Marketing	


                                      3. Audience tell and
                         Story        share stories on
                                      brand experience.




1. Brand uses audience
data to offer useful
experience.
                         Brand


        Utility                                        Data
                          2. Marketers collect
                          data on audience
                          behaviour.

                                                 marketing management consultants
Digital ideas can come from anywhere	

Digital Agency                         Technology Agency

•    Almost any agency has the         •    They operate across all aspects
     ability to be a digital agency.        of business technology.

•    The focus is almost always        •    The focus is developing and
     creating communication for the         managing technology platforms
     digital platform.                      across the business.

•    They operate in developing        •    They operate in developing
     storytelling on behalf of the          utility, data and storytelling.
     marketer and the brand.
                                       •    Comfortable working with
•    Comfortable working with               marketing and IT.
     marketing only.




                                                            marketing management consultants
Utility, Data  Storytelling	

Utility
•    This can be entertainment, gaming, experiences or a service.
•    It can be a website, mobile app, social media app, podcast, blog, video post or
     technology product.
•    The important thing is that it engages the audience by providing usefulness.
Data
•    There is data collection, data analysis and then insights and implementation –
     this can inspire the development of utility.
•    Technology can automate a customised user experience while learning about
     their behaviour and preferences.
Storytelling
•    This is consumer generated and shared through one of the social platforms such
     as Facebook, Google +, Twitter, Pinterest, etc.
•    It could be a blog post, podcast or video post.
•    The important thing is they share a story about the brand and brand experience.


                                                                marketing management consultants
For more information contact…	


@trinityp3                    TrinityP3 Pty Ltd
                                        Sydney
                              +612 8399 0922
www.trinityp3.com/blog/
                                     Melbourne
                              +613 9682 6800
TrinityP3                           Hong Kong
                              +852 3478 3982
Darren Woolley                       Singapore
                               +65 6631 2861

                          people@trinityp3.com
                             www.trinityp3.com



                                 marketing management consultants

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Digital Agencies versus Technology Agencies

  • 1. Digital Agencies versus Technology Agencies The difference between the two and why it matters to marketers TrinityP3 Pty Ltd 2013 © Copyright 2013 marketing management consultants
  • 2. Traditional View of Digital Marketing Story Marketers engage creative and digital agencies to develop brand stories told through paid, earned and Brand owned media. marketing management consultants
  • 3. Lacks Technological Utility But technology Story provides opportunities to go beyond communication to engage people by providing usefulness or ‘utility’. Brand Utility marketing management consultants
  • 4. Misses the Data Opportunity Story Technology allows marketers to be able to track behaviour and collect data to understand the audience more intimately. Brand Utility Data marketing management consultants
  • 5. Lets the audience tell brand stories Rather than Story marketers talking about their brand, technology allows the audience to talk and share their brand experience with others. Brand Utility Data marketing management consultants
  • 6. A Digital Technology View of Marketing 3. Audience tell and Story share stories on brand experience. 1. Brand uses audience data to offer useful experience. Brand Utility Data 2. Marketers collect data on audience behaviour. marketing management consultants
  • 7. Digital ideas can come from anywhere Digital Agency Technology Agency •  Almost any agency has the •  They operate across all aspects ability to be a digital agency. of business technology. •  The focus is almost always •  The focus is developing and creating communication for the managing technology platforms digital platform. across the business. •  They operate in developing •  They operate in developing storytelling on behalf of the utility, data and storytelling. marketer and the brand. •  Comfortable working with •  Comfortable working with marketing and IT. marketing only. marketing management consultants
  • 8. Utility, Data Storytelling Utility •  This can be entertainment, gaming, experiences or a service. •  It can be a website, mobile app, social media app, podcast, blog, video post or technology product. •  The important thing is that it engages the audience by providing usefulness. Data •  There is data collection, data analysis and then insights and implementation – this can inspire the development of utility. •  Technology can automate a customised user experience while learning about their behaviour and preferences. Storytelling •  This is consumer generated and shared through one of the social platforms such as Facebook, Google +, Twitter, Pinterest, etc. •  It could be a blog post, podcast or video post. •  The important thing is they share a story about the brand and brand experience. marketing management consultants
  • 9. For more information contact… @trinityp3 TrinityP3 Pty Ltd Sydney +612 8399 0922 www.trinityp3.com/blog/ Melbourne +613 9682 6800 TrinityP3 Hong Kong +852 3478 3982 Darren Woolley Singapore +65 6631 2861 people@trinityp3.com www.trinityp3.com marketing management consultants