Marketing Manager at Ruckus, Stephen Saulpaugh, answered our questions on digital transformation from a digital agency’s perspective.
The marketing departments of the digital agencies are the ones who lead companies to focus their advertising budgets on digital. Because they are aware of the importance more. You can read the Q&A to gain more insights into digital transformation.
Q1. Digital transformation for companies and brands has become almost mandatory in a very short time. As a digital agency, how are you handling this process? Can you please share some concrete examples elaborating your digital transformation process?
Even prior to this unprecedented pandemic, our team always tried to remain nimble while helping our clients activate strategies across digital marketing channels. In addition to providing excellent service, our agency places huge importance on relationship building, especially during times like these.
Many lives have changed and nearly all brands have been impacted in some manner. I think being easily available for clients, as they navigate challenges in real-time, is more important now than ever before.
My team has continuously worked to refocus and reallocate resources to productive efforts that will help our clients net high yield growth at the beginning of the recovery curve. For example, we’ve significantly pulled back spend for clients on social campaigns geared toward conversions, and pivoted to lead generation built around educational content.
Q2. Can you share some precautions you have taken to continue business as usual during the COVID-19 outbreak?
I have to commend so many of my co-workers and the leadership at Ruckus for establishing a strong virtual infrastructure that has allowed us to continue to service clients, as we work from home.
Q3. What industries are your clients mainly focused on? How has COVID-19 affected these industries?
Our clients operate across a wide variety of industries. A few of our fashion e-commerce clients have experienced lower traffic and sales volumes, while our clients in the wine & spirits industry are thriving right now. We also support several clients with experiential activations throughout the year. With no one flying and certain gatherings being prohibited, we’ve helped these clients put on digital events. We’ve remained busy preparing for events, exhibitions, and functions that will happen in the Fall of 2020 and Winter of 2021.
Q4. What are your insights into digital transformation within different industries? How do you think they will evolve?
Luckily, most of our clients have adopted digital solutions to help them drive more efficient business results. I think many businesses who were aggressive and early to adopt these practices in recent years, had a head start as they adjusted to the current climate we are in.
Q5. Companies are now investing more on various digital channels. Based on your know-how in digital marketing, which sectors should focus on investing in which digital channels?
Every industry is different! In the short-term, we’re recommending that all current advertising budgets and strategies for our clients focus on digital, in-home, and social content. Now is the time to make the investment in online. Take the time to craft beautiful landing pages, enhance mobile app experiences, and fine-tune E-commerce platforms to drive better conversions, when the pendulum swings back.
I expect there to be a mad dash among marketers trying to take advantage of pent-up consumer demand for a litany of products, services, and experiences they have gone without for months. So for our retail clients, creating in-store experiences would be an awesome way to welcome back shoppers. This, of course, should be supported with digital touchpoints for customers to interact with and keep them engaged, long after their shopping experience is over.
Q6. After the COVID-19 crisis, it is expected that the need for digital agencies will increase. Companies will invest in digital more than ever. In this case, why do you think they should partner with your digital agency?
I get to work with some of the most talented marketers in the game right now. We’re extremely nimble and are ready to build out comprehensive plans and underpin sound deployment strategies. We have the unique offering of being able to drive consumer action and engagement through powerful creative production and tactful campaign management.
Q7. Are there any practices that you have adjusted during COVID-19 that you would like to continue after this crisis ends? (e.g. remote working)
I’d like to be able to keep my morning commute to the current 45 seconds it takes me to get to my “office” (living room).
Q8. How does being a DAN member contribute to your agency’s success?
Ruckus loves being part of the DAN community. The partnership helps us stand out and provides targeted prospects that help with our new business efforts. We look forward to continuing the partnership into the future!
Just because an idea is louder or flashier doesn’t mean the message is being heard. To be heard, we have to be smarter, not louder. This is an expertly crafted disruption.