| The trend for marketing agencies to use software | | | | So why now the move away from the internal web |
| development companies to fulfill the web development | | | | design department? Well, first and foremost it's about |
| needs of their clients is growing, but what is driving this | | | | cost; to set up and run a web development |
| shift away from the internal web design department | | | | department with the technical expertise of a software |
| and what are the benefits of this move towards white | | | | company takes considerable time and money - and |
| label web development? | | | | you are not always guaranteed that you can cope |
| When marketing agencies added web development to | | | | with the requirements of each project as the technical |
| their creative services the web was young, html was | | | | expertise required may be very specialised indeed, for |
| in its infancy, Internet connection speeds were painfully | | | | example, online sales incentives that have automated |
| slow, and clients were happy to just have a presence | | | | integration with a back end database have a different |
| on the new stage; the marketing agency had a new | | | | set of skills required to complex web to print (vdp) |
| toy, and the web design department was born. | | | | systems. |
| Marketing agencies embraced this new medium, not | | | | The benefits |
| only as an additional revenue channel but also as an | | | | But it would be unfair to claim that it's just the raw |
| essential element of an integrated marketing solution, | | | | economics that are the driving force behind the move; |
| and there was prestige in doing it all in-house. | | | | it's also about marketing agencies delivering innovative |
| And then the web grew up; the traditional problems of | | | | solutions to their clients, client retention, and keeping |
| speed, reliability, technological constraints had all but | | | | competitive advantage with access to skilled individuals |
| disappeared, and the possibilities were only limited by | | | | without the need to chase technology. |
| the creative ideas and concepts the agencies could | | | | Not always a perfect harmony |
| generate. It wasn't just the technology that came of | | | | But it isn't easy for all. Some marketing agencies are |
| age; the client's knowledge of this media also grew - | | | | finding the transition thorny, web development times |
| exponentially. Suddenly the lines between a website | | | | are traditionally longer than basic information website |
| and web application were not so clear. Clients now | | | | builds, account managers are constantly trying to catch |
| found themselves locked in a constant arms race, | | | | up with the capabilities of the technologies and, as a |
| jostling for search engine position, and to do this they | | | | consequence, project timescales and costs are not as |
| needed much more than just information-based | | | | clear as they were. Combined with a more complex |
| websites. | | | | implementation this can make the whole experience an |
| To persuade their customers to engage with their | | | | uncomfortable one. |
| brands, to become loyal fans and to keep coming | | | | Finding the right white label software partner |
| back for more wasn't just a question of navigation but | | | | A good white label development company partner |
| of interaction; the complete online experience fussed | | | | needs to be tuned into the workings of a marketing |
| with brand awareness social media, and connectivity | | | | agency. They must be proficient in delivering at speed |
| has become an invaluable asset. | | | | with the quality in output that the agency's reputations |
| As a consequence of the recession, budgets have | | | | are built upon, and have a wide breadth of experience |
| inevitably been squeezed, ROI is now a staple | | | | dealing with marketing data integration projects. They |
| requirement of any online strategy, and statistics are | | | | must also understand how brands transpose to the |
| needed to prove it. But, to get more from their | | | | web, the importance of pixel perfect delivery and that |
| investments, clients are now looking at integration into | | | | even simple forms must embody the brand |
| existing applications, databases that automatically | | | | experience. So, as the client's needs become more |
| handle their data, in-depth reporting and justification, and | | | | diverse and technically challenging, marketing agencies |
| providing their customers with online applications. In a | | | | are embracing the skills of traditional software |
| nutshell, the client's requirements have outgrown the | | | | companies. This doesn't mean the death of the internal |
| technical expertise of most marketing agencies, and it's | | | | web department but a welcome and beneficial addition |
| not the fault of the agencies; it's that clients' | | | | to it. |
| requirements are becoming more diverse. | | | | |