In today’s rapidly evolving e-commerce world, cooperation with a performance agency has become a crucial element of many companies’ marketing strategies. In 2024, we observe two distinct trends that will define an effective model of collaboration between brands and agencies. These are deeper agency involvement in companies’ business strategies and innovative billing models.
Cooperation with a performance agency in 2024: deeper agency involvement in business strategies.
The importance of synergy between In-House and agency resources.
In an increasingly complex business environment, a key trend is the search for synergy between a company’s in-house teams and the resources provided by agencies. Performance agencies, by engaging not only in marketing activities but also in IT discussions and strategic business planning, are becoming an integral part of their client’s teams. This approach allows for the use of the so-called “helicopter view” – an objective look at the brand and its offerings, providing a fresh perspective and the ability to identify unique values in the market context.
Benefits of an external perspective on the brand
Thanks to their experiences gained from working on various projects, agencies can offer a perspective that helps brands better understand their market position and unique strengths. This enables companies to more effectively communicate their values and competitive advantages, increasing the chance of attracting and retaining customers.
Cooperation with a performance agency in 2024: innovative billing models
Settlements based on the success of joint activities
The second key trend in cooperation with performance agencies is the introduction of progressive billing models, such as revenue-based billing. This model of cooperation assumes that both parties – the company and the agency – participate in successes and failures, which motivates more intensive cooperation and innovation. However, this requires a stable position in the e-commerce market and the ability to predict market trends to effectively plan and implement marketing strategies.
Challenges and conditions for success
Adopting such billing models requires transparency in communication and full engagement of both parties in decision-making processes. Openness in sharing information about margins and revenues is essential for building mutual trust and effective cooperation.
The importance of data and customer management
In addition to the above trends, an important aspect of marketing strategies in 2024 is the effective use of data for personalizing offers and increasing customer engagement. Managing user relationships and monetization requires an innovative approach and the use of modern tools, such as marketplace platforms and video advertising on social media platforms, particularly TikTok.
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