Speed is of the essence for modern agencies in a world where AI and social trends move faster than ever.
Digitas recently repositioned itself as a networked experience agency, with one driving insight being the understanding that consumers are “operating in a networked fashion,” said Megan Jones, chief media officer at Publicis-owned Digitas. It’s about understanding people’s behavior as they move through different experiences and content touch points in the customer journey — which is a lot more complex than it used to be. And from there, guiding clients to find the right customers along the way.
Jones used one of the most ubiquitous digital platforms as an example of that changed customer journey. “Think about the time they spend with Amazon, right?” she said. “You shop on Amazon, you watch content on Amazon. Amazon knows everything about you now. Amazon’s in the pharmacy business. … It’s a fluid funnel. It’s people moving in every which direction at any given moment.”
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