http://www.trinityp3.com/ Digital Agencies versus Technology Agencies The difference between the two and why it matters to marketers TrinityP3 Pty Ltd © Copyright 2013 Traditional View of Digital Marketing Marketers engage creative and digital agencies to develop brand stories told through paid, earned and owned media. Lacks Technological Utility But technology provides opportunities to go beyond communication to engage people by providing usefulness or ‘utility’. Misses the Data Opportunity Technology allows marketers to be able to track behaviour and collect data to understand the audience more intimately. Lets the audience tell brand stories Rather than marketers talking about their brand, technology allows the audience to talk and share their brand experience with others. A Digital Technology View of Marketing 1. Brand uses audience data to offer useful experience. 2. Marketers collect data on audience behaviour. 3. Audience tell and share stories on brand experience. Digital ideas can come from anywhere Digital Agency Almost any agency has the ability to be a digital agency. The focus is almost always creating communication for the digital platform. They operate in developing storytelling on behalf of the marketer and the brand. Comfortable working with marketing only. Technology Agency They operate across all aspects of business technology. The focus is developing and managing technology platforms across the business. They operate in developing utility, data and storytelling. Comfortable working with marketing and IT. Utility, Data & Storytelling Utility This can be entertainment, gaming, experiences or a service. It can be a website, mobile app, social media app, podcast, blog, video post or technology product. The important thing is that it engages the audience by providing usefulness. Data There is data collection, data analysis and then insights and implementation – this can inspire the development of utility. Technology can automate a customised user experience while learning about their behaviour and preferences. Storytelling This is consumer generated and shared through one of the social platforms such as Facebook, Google +, Twitter, Pinterest, etc. It could be a blog post, podcast or video post. The important thing is they share a story about the brand and brand experience. For more information contact… TrinityP3 Pty Ltd Sydney +612 8399 0922 Melbourne +613 9682 6800 Hong Kong +852 3478 3982 Singapore +65 6631 2861 people@trinityp3.com www.trinityp3.com

1. Digital Agencies versus
Technology Agencies
The difference between the two and
why it matters to marketers
TrinityP3 Pty Ltd
2013
© Copyright 2013
marketing management consultants

2. Traditional View of Digital Marketing
Story
Marketers
engage creative
and digital
agencies to
develop brand
stories told
through paid,
earned and
Brand owned media.
marketing management consultants

3. Lacks Technological Utility
But technology Story
provides
opportunities to
go beyond
communication
to engage people
by providing
usefulness or
‘utility’.
Brand
Utility
marketing management consultants

4. Misses the Data Opportunity
Story Technology
allows marketers
to be able to
track behaviour
and collect data
to understand
the audience
more intimately.
Brand
Utility Data
marketing management consultants

5. Lets the audience tell brand stories
Rather than Story
marketers talking
about their
brand,
technology
allows the
audience to talk
and share their
brand experience
with others.
Brand
Utility Data
marketing management consultants

6. A Digital Technology View of Marketing
3. Audience tell and
Story share stories on
brand experience.
1. Brand uses audience
data to offer useful
experience.
Brand
Utility Data
2. Marketers collect
data on audience
behaviour.
marketing management consultants

7. Digital ideas can come from anywhere
Digital Agency Technology Agency
• Almost any agency has the • They operate across all aspects
ability to be a digital agency. of business technology.
• The focus is almost always • The focus is developing and
creating communication for the managing technology platforms
digital platform. across the business.
• They operate in developing • They operate in developing
storytelling on behalf of the utility, data and storytelling.
marketer and the brand.
• Comfortable working with
• Comfortable working with marketing and IT.
marketing only.
marketing management consultants

8. Utility, Data Storytelling
Utility
• This can be entertainment, gaming, experiences or a service.
• It can be a website, mobile app, social media app, podcast, blog, video post or
technology product.
• The important thing is that it engages the audience by providing usefulness.
Data
• There is data collection, data analysis and then insights and implementation –
this can inspire the development of utility.
• Technology can automate a customised user experience while learning about
their behaviour and preferences.
Storytelling
• This is consumer generated and shared through one of the social platforms such
as Facebook, Google +, Twitter, Pinterest, etc.
• It could be a blog post, podcast or video post.
• The important thing is they share a story about the brand and brand experience.
marketing management consultants

9. For more information contact…
@trinityp3 TrinityP3 Pty Ltd
Sydney
+612 8399 0922
www.trinityp3.com/blog/
Melbourne
+613 9682 6800
TrinityP3 Hong Kong
+852 3478 3982
Darren Woolley Singapore
+65 6631 2861
people@trinityp3.com
www.trinityp3.com
marketing management consultants