Did you ever set foot on a digital agency? If so, were you fazed by the fast paced atmosphere? Typically, staff slowly trickle in from 9am to 10am, getting to their desks with a cup of coffee in hand, all ready for the start of a new day. There is one noticeable group of people that come in on the dot, smartly dressed with briefcases in hand. Another will only start to arrive from 930am, dressed in casual attire. Such is the difference between client facing staff and creatives respectively; welcome to the world of digital marketing and advertising.
Today, we will bring you through the 5 key roles within a typical digital agency. Despite the differences in job scopes, staff within an agency come together for one obvious purpose - creating digital/interactive experiences to fulfil a client’s marketing objectives.
1) Business Development
Everything starts from here. As the name suggests, such staff serve the marketing role for the digital agency. Yes, they get in touch with prospective clients through a variety of means, follow up with them and seek to close as big a deal as possible. They constantly collaborate with the creatives for the creation of concepts and collateral for pitches. There are usually not many people dedicated to this role, yet they are extremely crucial to any agency for its continued survival and possible expansion.
2) Account Servicing
Upon closing of a deal, or winning of a pitch, the client will then be handed over to the account servicing staff that will take it from there. They work with project managers, designers, developers and digital marketers to execute a client’s project on a day to day basis. In a way, account servicing staff can be seen as middlemen as they are constantly squeezed between all parties. At times, you’ll see them stay in office till late with staff from some other department in order to meet the deadlines of a project.
3) Project Management
Upon receiving requirements from a client, the account servicing staff will create a brief and hand it over to the project management team. Through careful assessment of the brief, a project manager will then be able to appropriately manage the workload of the creative and technology departments. Anyone who assumes this role will have great responsibility in ensuring that projects run smoothly and deadlines are met.
As the name describes, they are responsible for the visual look, feel, concept and direction of a project. Unlike a traditional advertising agency, creatives in a digital agency these days also take charge of the user experience of a digital platform. Aside from visual designing, their duties include wire-framing and experimenting with various user flows to optimise the user experience. Probably one of the bigger departments within a digital agency, a creative team consists of digital art directors, user interface (UI) and user experience (UX) designers.
And finally, the technology department brings the heartbeat to digital platforms. Upon receiving the finished interactive concepts, designs and user flows from creatives, they will proceed with frontend and backend development. Often, frontend developers will collaborate closely with creatives to achieve the desired interactivity for something as simple as a page introduction or the revealing of an app or website menu.
A technology department also comprises of specialised staff such as search engine optimisers and marketers. They will work closely with developers to optimise an app, website and/or social media platforms in accordance to the digital marketing objectives of a project.
Does working in a digital agency sound interesting to you? One thing we know for sure, it is a type of business that is growing in relevance by the day as in-house marketers ditch traditional platforms for their digital counterparts.
Having paper qualifications will probably land you your first job in one of the roles spoken of here. Beyond which, it will be all about your experience and capability. Here is a good article on how you can get started in digital marketing.
We look forward to welcoming you aboard this fast growing industry that will only increase in influence for the foreseeable future.