Strong Leaders Core To The Emergence of Customer Engagement Agencies

Alterian has been monitoring and researching the marketing and advertising services landscape for some time now.  We continue to see the emergence of the Customer Engagement Agency; that is an agency that leads with analytics and combines multi-channel strategy along with creative, technology and execution to deliver individualized brand experiences to their customer’s consumer.  Customer Engagement Agencies recognize that the interdisciplinary approach they bring to the market is critical for customer engagement, therefore they often combine skills on every account team to include analytics skills, technology skills, creative skills, strategic skills, and execution skills.  However for the Customer Engagement Agency it’s more than combining the skills its ensuring that team members work together on behalf of a client to ensure that analytic outcomes are feeding the creative process, forming the tone of voice in the creative, and leveraging strategic skills to  ensure that the right audience is receiving the right message through the right channel at the right time while recognizing that engagement isn’t solely about messaging, it requires listening as well.