Business Case

We make the case in this section that the advertising agency’s business model must evolve, enabling agencies to become more central the consumer’s experience of brands—products and services of agency’s clients.

In large part, agencies must build a digital services platform, getting paid for the value that their digital services, software applications, and IT service delivery infrastructure produce in the market.

Making the Case for Customer Engagement

  • 01-What’s the case for agency transformation…
    emphasizing new business models,
    IT services, and centers of excellence?

  • 02-What must guide all investments in new marketing technologies…
    emphasizing time to market with innovations?
  • 03-What single event within a marketing…
    operation creates its most transparent demonstration of value, emphasizing both speed and effectiveness of major launches?
  • 04-How do we define customer engagement…
    calling attention to the advocates and sharable stories that connect?
  • 05-How does a marketing operation engage customers…
    driving conversions along three parallel processes of engaging customers for life?
  • 06-What technologies support customer engagement…
    integrating the operational capabilities on pre-and post-sales?
  • 07-What do CRM systems fail to measure…
    missing the important pre- and post-sales customer interactions with the brand?
  • 08-Which critical accountabilities of marketing operations…
    do not connect with corporate CRM systems?
  • 09-What comprise the four value chains needed…
    for attracting, serving, and keeping customers for life?
  • 10-What types of centers of excellence support…
    integrated marketing and customer engagement?
  • 11-What constitutes the customer engagement cycle…
    emphasizing the 7 phases of creating engaging content and interactive services?
  • 12-What technologies provide the foundation…
    for mastering the engagement cycle and driving agency tranformation?
  • 13-What comprises an information maturity model
    of customer engagement and the need for new skills?
  • 14-How can an engagement maturity model clarify…
    a firm’s next steps, focusing on next-step attainments of seven parallel tracks?

NOTE: Each of the monographs stand-alone as a conversation starter. Or, read them in sequence as a complete web-enabled whitepaper.