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Digital Agencies: The Surprising Secrets of Staying Successful

October 30, 2017

By Duncan Hendy

It all started so well. You had a vision. You made a commitment. You worked hard. You sweated blood and (once you were drained) you paid others to sweat for you. You put it all on the line in the name of a successful digital agency. So, why, then, oh why, is Success such a fickle mistress?

But then, some agencies seem to have her attention. What is the love potion that keeps Success in their grasp? What are they doing – or rather, what are you not doing – to be desirable to that which you desire? What can you learn from your successful digital agency counterparts (aka competitors)?

Kentico and Millward Brown did some interesting and revealing research on the matter, interviewing 300 top digital executives across three continents on their company’s success – or lack thereof. And it seems there are some crucial areas on which uber-successful agencies are focused that their less successful rivals are not.

Captivating careers

None of you would underestimate the importance of engaged employees who share in your passion for what you do and your desire to succeed. But it can be like extracting blood from a stone. So how does one engender such aspiration? Bigger pay checks? More vacation?

Probably. But not above offering respect, recognition, autonomy, advancement, strong company values, and transparency. It seems that empowering your staff through these things pays dividends in loyalty, hard work, and mutual respect. By igniting your team with what actually motivates them, you fuel better working relationships, more efficient workflows, and greater team output; all going towards making your agency the place everyone wants to work, including those industry-steering rock stars who bring with them hot new tools and technology you didn’t even know your company needed to take that next step up.

And this leads nicely to the other main area of investment for higher achieving agencies:

Top-drawer technology

Your clients are in no doubt their technology needs updating. This is the digital era and if they’re not multichannel-ready, then they’re selling to dinosaurs.

So now they want it all: omnichannel content management, Web and mobile analytics, social media integration, email marketing, personalisation, etc.

Whereas many are still offering a conglomeration of disparate technologies with multiple interfaces which require constant management (or, perish the thought, your own legacy CMS), smart agencies are embracing technology that offers it all inside one platform at much more affordable prices.

By choosing technology wisely and having an army of staff that know it inside out, such agencies reduce development time and costs and increase profitability of each project while creating the capacity to take on even more.

So they’ve got the people and the technology, what more could they want?

Mighty methodology

Two thirds of the most successful agencies interviewed, compared to only 41% of below-average agencies, have an agile strategy in place. Why is everything about ‘agile’ nowadays?

Well, smart agencies don’t just set out goals and SLAs, they measure themselves against them. They break their projects into smaller chunks and all involved teams are able to see the lay of the land though development, how their involvement (and that of others) affects the project, where sticking points and communication issues are, and which tasks should take priority and why. Clients aren’t excluded from this transparency and can easily measure progress through each chunk (sprint), see when work is dependent on their input, and stay abreast of the overall timeline of their baby, I mean project.

This streamlined approach enables synergised workflows and makes those never-in-a-million-years deadlines an attractive challenge. And what’s more, an agile methodology enables those critical nimble responses to new information, modifications to the spec, crucial visitor feedback, and sudden changes in the market.

So why is everything about agile nowadays…? Perhaps because it works.

Staying successful

So it seems Success isn’t as shallow a beast as we like to imagine. Like the rest of us, she’s attracted to what’s inside:

Agencies with good, clear values that their team of motivated, hard-working rock stars share and whose output is leveraged by intelligent technology that does what the client wants in the way the client needs, and whose approach to work is collective, accountable, and transparent.

Doesn’t sound that hard, does it?


Duncan Hendy, content strategy manager, Kentico, reveals the key to being a high-performing agency.

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Simplifying the GDPR with Tim Walters of The Content Advisory

October 18, 2017

By Laura Myers

Preparedness and understanding of the GDPR are paramount at this point and in an effort to educate, Kentico held a free event on September 26th, at the Bishopsgate Institute in London, and headlining the event with his presentation GDPR: a Business Design Approach was Tim Walters, Principal Strategist and Privacy Lead at The Content Advisory, Founding Partner of Digital Clarity Group and Contributing Analyst for the Content Marketing Institute.

As many of you know, the GDPR has somehow become the Big Bad Wolf that on May 25, 2018, will blow the house down on how we currently process the personal data of those in the EU. It’s an unfortunate connotation for a regulation that merely has the best interest of its pertinent residents at heart. Tim highlighted this fact with his point early on in his presentation, stating the GDPR “creates an opportunity for brands [to act] as personal data shepherds, rather than data predators”.

Here we are scared of the GDPR and we are the ones who are the wolves however not without our reasons. Personal data is conceivably the life force through the very heart of modern marketing practices, to name just one area access to personal information is invaluable but, one could hardly argue with the fundamental prerogative of the GDPR, as Tim so mindfully explained: “’People should have control over their own data.’ [These eight words (paraphrased from Recital 7), neatly summarize the goal of the GDPR. And] the rest of the text, the remaining 250 odd pages are basically laying out what has to happen in order to turn that ‘should’ into a ‘will’. People will have, you will behave in such a way that people do have control over their own personal data.”

The simplest and perhaps the most impactful way Tim brought this notion across, was with the idea of borrowing the data vs owning it, as the sole proprietors of the personal data we so love should be the individual themselves. That we should not be hunting and feasting on personal data, we should be treating it with the due care and respect we would if we were borrowing it as a valued commodity from a person, and if that thought process is employed, GDPR compliance will get a whole lot easier to understand and put into effect. 

This insight however, was just a drop in the bucket when I think about how thoroughly my own thought process and perception of the GDPR was upended in the best kind of way after engaging with what Tim had to say and the advice he has for those at every level of an organization.

Why the Time is Right

To start, there was the sobering realization Tim brought to light regarding what was missing in the current thought process around data: “The GDPR puts personal back into the notion of personal data, because we’ve begun to think that personal data is just digital exhaust, it’s just there in the air so why not collect it. Or you can vacuum up personal data when someone comes to your site because after all, they are on your site. Or you can follow them around the web by placing cookies and charting their browsing experiences regardless of where they go”

It has for far too long followed the ‘finders keepers’ mentality, with ownership only existing for those who collect and house it but, I believe there is no intention to exactly villainize anyone for how personal data is currently used because frankly, the regulations in place, as Tim pointed out, have not caught up to the rapid ascent of the modern digital world: “The GDPR replaces the EU's Directive 95. As the name indicates, the Directive was formulated in 1995 -- before the web as we know it today, before social media, before the digitalization of every aspect of our daily lives, and before data, therefore personal data, became something that could be copied and distributed around the world in microseconds.” 

Define Personal

If you, like many, have been hoping the GDPR would offer an absolute definition on this, you will not find it. The definition of personal data within the GDPR, is purposefully ambiguous and one reason for this, as Tim alluded, was that if they gave an exhaustive list of what counts as personal data, someone would find a way to track an individual not on the list and could then absolve themselves of the parameters of the GDPR.

This is just one example of how he showed this regulation bucks the trend of being ‘to the letter’ like many of its kind, avoiding the faulty reasoning that someone could find a loophole or grey area to exploit in any part and by avoiding prescription, the GDPR in a way, 'future-proofs' itself. 

Tim expertly conveyed if organizations were looking for a checklist to GDPR compliance, they won’t find it as it ventures to avoid prescription: “Business people would like to approach [the EU regulation] in a checklist kind of way. ‘just let tell me what I have to do so I can get on with my business’ and my point is, I don’t think you’re going to get satisfaction if you approach the regulation in that way”.

Personally I can appreciate this artful nature of the GDPR, I see avoiding prescription as a nod to the psychological understanding of those who could resist the regulation, either because they felt they didn’t need to comply or they didn’t want to have their creativity stifled by such a black and white list. It not only heads them off before they can even begin to think of ways to outsmart it but encourages their creativity in compliance.

Instead Tim describes the GDPR as being “a principles based regulation. You must follow the principle, must follow the aims, must follow the spirit of the law, regardless of what this or that formulation within the regulation states”
 

“Gift from the Future”

This inexactness is just one of the ways it shows the regulators took a positive turn by wanting it to “fuel a new creative wave within the EU and for any companies that are involved in the EU. They want you to figure out new, clever, inventive ways of doing business within the confines of the regulation”, as Tim said, suggesting people should think more about how they can adapt to this new landscape and what it can do for their business, vs what it can do to it:

“The GDPR -- that is, the text of that document, some 261 pages in English -- is like a gift from the future. It tells you quite precisely -- not with 100% accuracy, but quite precisely -- what the business environment is going to look like, how it is going to change after May 25th, 2018. And so, it gives you very very good guidance on how you need to adapt to fit into that new environment, in order to survive in that environment and hopefully not only to survive but to thrive in that environment.”

Tim is exactly right in saying it is a “gift from the future”. We’d all be hard-pressed to think of any other shift in the digital world as big as the GDPR that essentially came with a guidebook but in addition, the GDPR won’t be the last of its kind. The new environment won’t be limited to the EU as Tim emphasized many other data regulations similar to the GDPR are being formulated for the personal information of citizens in many other parts of the world, even being developed per city, rather than per country making compliance all the more complicated for those who are unprepared worldwide. 

"There Are No Problems, Only Opporunities"

I’ll be the first to say I love data, and namely personal data, but I think as a marketer you have to at least have some appreciation for it and as I’ve often said, if asked to identify my choice metaphorical space to think, I would know exactly what that is. Analytics on one side, theoretical consumer behavior on the other and that space between the abstract and concrete, where I am using one to understand, manipulate and predict the other, is where I like to be. But I know, none of that would be possible without data and taking that out of the equation, would make my job as a marketer almost obsolete, which makes the GDPR my problem or rather, my responsibility. 

I didn’t use that anecdote to expose a (perhaps too deep) thought process on marketing, or passively say I think the GDPR is a problem, in fact, I now think it is an absolutely great thing. I used that divulgence to highlight one of the biggest points Tim made, that the GDPR is not just the IT or compliance teams' ‘problem’ as many think of it as, it is everyone’s responsibility and further than that, can be their opportunity and should be seen that way. 
 

Marketing Engagement Gets a Boost 

Marketers are one group Tim highlighted as having a massive advantage in the wake of the GDPR. Trust-based engagement for one, would be ripe for the picking and was brought into focus as Tim referenced Simon Carroll’s thought: “When someone grants permission they are acting consciously, becoming an active participant rather than a passive source of data to be pillaged. Permission equals engagement. And engagement is the ultimate goal here, isn’t it?”

During our interview, I inquired with Tim on his advice to marketers, as they are one cohort of an organization that may feel like they’re in a safety bubble away from the headache of the GDPR when in reality, its premise massively effects them. Tim expanded on this by saying: “People should be in control of their own personal data and, imagine what happens, how marketing is transformed if marketers take that proposition really seriously and really embrace it and really ensure their marketing practices reflect the respect for peoples personal data and the fact that they ought to remain in control of their personal data. Yes that’s going to disrupt a lot of our current marketing practices that treat personal data, with, to put it mildly a cavalier attitude. But, once you do figure out how to institute those processes and begin by data protection by design and other strategies then you’re in the position to create genuinely trust based relationships with customers and prospects.”
 

My POV

Now I don’t count myself as part of the staggering statistic Tim let us in on of the “84% of small and medium enterprises and 43% of c-suite executives in larger enterprises were not even aware of the GDPR regulations”, but I still wouldn’t say I am an expert by any means. However, even though I am very newly wading into the foray of data compliance, through Tim’s presentation, I was astounded at how quickly I understood the fundamental elements of the GDPR that had previously eluded me and how urgently I thought how all of those people in that statistic need to engage in some GDPR education much the same. That rock they’re living under may be cozy, but it won’t be when the rent of that space skyrockets as of May 25th, 2018. 

Compassionately speaking, it’s easy to see why people are afraid, or resistant to know the GDPR as they should. The tidal wave that is the GDPR demands a revolution as it will wipe out most current methods of personal data management pertaining to residents of the EU. This leaves organizations with two choices: take a higher position, use the foresight available to adapt and flourish in this new environment or, keep your head down and run from it until it catches up to you and your only option is to figure out how to survive with your head already under water.

LAURA MYERS

A digital business, marketing and social media enthusiast, Laura thrives on asking unique, insightful questions to ignite conversation. At an event or remotely, she enjoys any opportunity to connect with like-minded people in the industry.

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Should your content be in the hands of a digital assistant?

October 13, 2017

Should your content be in the hands of a digital assistant?

By Brian Soltis

Digital assistants are exploding in popularity, popping up in homes and businesses around the world. 

Look over at your counter/desk/coffee table. Chances are there is a small device with a voice, waiting for your next request. Digital assistants are exploding in popularity, popping up in homes and businesses around the world. With all these devices becoming more commonplace, companies might be asking themselves, “Should we make our content available to these assistants?” In this article, I’ll give you my take on this topic to help guide your decision.

Technology is a tough race to keep up with. Unless you have very deep pockets, buying new devices every time they are released is a one-way ticket to bankruptcy. Luckily, as the technology adoption cycle starts and the early majority climb, prices and availability often become a bit more manageable. This broadens the potential userbase and opens the doors to those of us not (yet!) driving a Tesla.

For Digital Assistants, the road to the adoption phase was a relatively short one. People quickly learned how useful they could be in their everyday lives. While consumers and businesses incorporate these devices into their daily routines, brands are playing catch-up in refocusing their content for the channel. You may be thinking, “Am I missing out on a business opportunity here?”

An overview of digital assistants

Digital assistants are like a window into people’s behaviours. From simple to-do lists to home automation, these devices allow users to offload mundane and routine tasks to technology. For example, they help students and parents organise their lives, and even remember to feed the cat in the morning. From small, household appliances to mobile-based voices, digital assistants are available to nearly every consumer. How and when they use them can reveal to brands a tremendous amount of personal data about their spending habits, favourite travel destinations, and what music they like to hear while cooking dinner.

The major players in the household space are Amazon Alexa and Google Home. Amazon was the first on the scene and owned the market by pricing their Alexa devices so any user could afford to them. Combined with a vast network of connected systems and services, the Alexa Echo can play read an audiobook, tell you a joke, and even order a pizza. Similar in function, Google Home brings the now customary phrases and offerings to the home, but with a lot more search know-how behind the scenes. Because these devices are backed by Google’s own data, their information is endless.

From the mobile perspective, the field gets a little more diluted. There’s Apple Siri and Google Now, long-time standards on their respective devices. Microsoft’s Cortana is another major player, with installs on nearly every Windows 10 device. From these handheld and desktop devices, users can integrate their email, shopping lists, calendars, and nearly any other kind of data, all which can be easily accessed with a simple voice command.

Why would you want to expose your content? 

With the sheer volume of customers using a digital assistant in some way, why would you not want your content available to them? Whether it’s a voice search or an integration, people find what they’re looking for in the manner that suits their needs the best. As more people become accustomed to having a voice-activated assistant at their beck and call, how they get their search results will also evolve. Every business should start thinking of how to make their content available in as many of these as possible.

Ten years ago, a company without a website was considered a dinosaur. Five years ago, a mobile app was absolutely essential for survival. Today, on-demand dynamic content and automated experiences are becoming the norm for what it takes to stay relevant in the market. The more relevant content you expose to your users, the more likely they are to consume it. Incorporating digital assistants into your marketing and communication strategy is not just a good plan, it’s a critical plan. If you want to continue to grow and meet your customer’s needs - across all channels - you need to be jumping into action.

How can you expose your data? 

Digital Assistants aren’t magic. They’re simple responses to input, with pre-determined results. All the major devices on the market have made it very easy to integrate with their systems to make this process as simple as possible. From simple information to guided ordering process, it all starts with your content.

How you manage and expose your content will dictate how easily you can work with these new systems. If your information is in a structured, easily-accessible system, you’ll find providing it to Alexa or Google is a simple process. This means how you are currently managing your content becomes very important, as your data is key to the whole process.

Most companies have a centralised platform where they are currently building and distributing their content. These legacy systems may prove quite challenging to work with, limiting integrations and access. They may lock you down to a technology or platform, or require a lot of restructuring of the content. To expose your content to digital assistants, flexibility and scalable are the key.

Why going headless is a good idea

Until now a traditional CMS was used in conjunction with a templating engine to render ever bigger and more elegant web pages. This is the “head” of the CMS and determines the presentation layout of the content. To ensure future compatibility and manageability, it’s necessary to separate the head from the body. Which lets the CMS do what it is designed to do—be the content repository and management tool for the content you write—and let your team of developers just concentrate on what they are good at—building the applications for the channels you need.

Such Headless CMS systems solve this legacy system challenge, mentioned above, by breaking content down into logical structures and components. These components are accessible through technology-agnostic interfaces, allowing companies to expose them to Amazon and Google. Companies can reuse these pieces of information throughout the organisation, simplifying their content management process and unifying their messaging across all channels.

Headless CMSs already exist in the market today, such as Kentico Cloud which is built from the ground up as an API-first, multi-tenant SaaS offering.

Don’t miss out

Hopefully, this article got you thinking about how you can leverage the digital assistant channel in your business. Through proper planning and management of your content in an accessible system, you can easily integrate with these devices. You should be thinking about how you are managing your content and looking into a Headless CMS for your future needs. The exposure that digital assistants can bring to a brand is astounding and, if current trends continue, is only going to keep growing. Don’t miss out on the action!

Bryan Soltis is the Technical Evangelist at Kentico 
Image Credit: Alex Knight / Unsplash

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