In the aftermath of 2016, agency-client relationships are still feeling the effects of what can only be described as a challenging year. Without the luxury of having the budget to try new things, many clients are willing to do only the bare minimum while battling budget cuts. But Desiree Gullan, ECD at digital marketing agency G&G Digital, points out that South Africans are resilient and solution focused, which means we’ll find a way to pick up and move on into a more promising 2017. Clients are more focused on return on investment than ever before, and Gullan reports increased interest in marketing automation: intelligent digital software which is set up on clients’ websites, allowing them to analyse user behaviour in granular detail. “A great deal of strategic work and planning takes place upfront to identify users. From this point, an automated process will prompt users further down the client’s sales funnel, which ultimately helps the client in terms of closing deals, understand...
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