Icon Agency’s Managing Director Chris Dodds on how digital transformation continues to influence marketing and PR agencies.
Marketing and PR agencies are in the midst of digital transformation with the inclusion of engineers within their teams. Gone are the days of siloed strategies directed by a singular approach. Instead, digitally literate managers backed by data analysts, usability experts, experience designers, developers, and content creators are building end-to-end, cross-channel campaigns that identify and target markets and individuals with pinpoint accuracy.
Coding and technical capabilities now go hand in hand with marketing, as evidenced by the rise of the role of 'Growth Hacker'. One of the latest in this new breed of hybrid is Uber’s Andrew Chen.
“Growth hackers are a hybrid of marketer and coder, one who looks at the traditional question of ‘How do I get customers for my product?’ and answers with A/B tests, landing pages, viral factor, email deliverability, and Open Graph,” Andrew says in his recent newsletter.
Icon Agency integrated early and works at the forefront of digitally-led engagement and behaviour change campaigns for government, corporate, and not-for-profit clients. With in-house strategy, creative, digital and PR capabilities, we bring an unparalleled mix of capabilities to help businesses achieve their goals.
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