Going Digital

Regardless of their size,  all agencies are looking at ways to improve their service offerings  and even expand their service offerings.  This is most evident in areas such as digital, mobile, as well as multicultural.  For larger companies, there is a tendency to think that it will be easy for them to transition, as they have resources that may not be available to smaller agencies; however, in many cases they have significant challenges in reorganizing a larger company structure.  For smaller agencies, the challenge of resources is of constant concern, and hiring and paying the experts necessary can be financially burdensome.

In the article from Advertising Age “A Small Agency’s Guide to Going Digital”, Mr. Gould does an exellent job of sharing his experience with an agency that transformed itself over a period of 10 years to a 100% digital agency.  There are many others who, either based on a client interest or of their own acceptance, decided that they needed to keep up with the emerging media world.

At Alcance Media Group, we are in contact with agencies of all sizes who face similar challenges.  In some cases they are agencies who are looking to improve their knowledge of digital solutions, and in others they are looking to add Hispanic marketing initiatives to their roster of services.  And of course there are many who have some mix of all of the above.

As a digital marketing company focusing on reaching the Hispanic market,  Alcance Media Group is continually working on improving not only our expertise, but also looking for ways to share that expertise with our agency and advertiser partners.   One key way that agencies have used us to help for projects is areas such as reaching the Hispanic market, when more of a one-off client request is the use of contractors and consultants.  With the right combination of in-house expertise and that of a consultant, agencies have been able to quickly ramp up their offerings.  In working with Hispanic agencies, we started to realize that many had a need to incorporate digital services, and we created the Agency Solutions.  In this solution, we have been working behind the scenes to give agencies customized solutions to expand their expertise in the multicultural marketing or digital advertising space.

If you have the budget and the business to support a full scale transition to digital, it is absolutely the best option.  However, in the real world the ability to add experts as needed, quickly, and without the long-term commitment of equipment, training, etc., is very useful for smaller agencies.  This not only gives immediate access to knowledge and trained staff, but when the time comes for an agency to build up its internal staff, the consultants are available to assist and pass on their knowledge.