This report will analyze the insights from three case studies using the DEA method. First, the report started by analyzing the case study, which talks about how agencies must change faster to keep up with the post-pandemic media landscape, as the pandemic got most of them unprepared. The second case study analyzed is named the merging of e-commerce and marketing, as e-commerce has changed the sales and marketing dynamics. The third case study is named How increased diversity helps agencies, whereby embracing diversity will help deliver relevant and impactful work. In describing all three-case studies, the report has described and evaluated the insights from the case studies and then finalized by detailing how I will apply knowledge from the case studies in my studies and future work.
This task intends to analyze three case studies using the DEA (Describe, Evaluate, and Apply) method. The report will evaluate three case studies: Agencies must change faster to keep up with the post-pandemic media landscape, the merging of e-commerce and marketing, and how increased diversity helps agencies.
Case Study 1: Media Agencies
This case study evaluates the challenges the media agencies face in coping with the post-pandemic media landscape as the media transformation increases due to the pandemic. This is such that based on the report conducted on about 100 CMOS and media directors by Mediasense and Incorporated Society of British Advertisers (ISBA), it determined that only 65% of the directors and CMOs believe that they have the required leadership and vision of transforming media. Only a few felt they are appropriately equipped in the specialist section. This s is such that only 48 % were properly prepared in people and skills, 38% felt they were properly prepared in working ways, and 35% felt they were properly prepared in technology and systems. Based on the analysis, the report claims a gap exists between the delivery of the models and the client’s expectations.
This insight is valuable since the case study demonstrated that the pandemic accelerated media transformation for various brands. However, others are finding it hard because of their obsolete agency model. As such, brands are annoyed that their obsolete business models and opaque and rigid tools seem to hinder progress instead of enabling progress. In doing so, it is preventing the progress of transformational progress. Therefore, the case study highlights the need for the agency to update its agency models to align with the customers’ demands and expectations. In doing so, companies must adopt current strategies, such as using social media, which is becoming an important marketing tactic during the traditional pandemic. Advertising is anticipated to reduce by about 5.3% (Moorman and McCarthy, 2021). If the agencies can get it right by leveraging data efficiently, it will positively influence their performance.
This case study applies to my studies at the university for various reasons. First and foremost, the insight has taught me that the pandemic might not be entirely eradicated. Hence, as s student, I must adapt to less physical communication with my tutors. This is such that to keep up with my studies, I will have to engage in online conversations with my tutors if I need further clarity on the course. For this to succeed, I must rely more on online platforms to attend classes and do consultations, as physical interactions have been widely limited.
Case study 2: E-commerce
This case study provides in-depth information on changes in the dynamics of shopping and marketing due to the increase in the use of e-commerce. However, the case study informs us that changing from physical to online retailing has various challenges. From the case study, some common challenges are dealing with more demanding customer expectations, reorganizing supply chain logistics, and managing their full-scale marketing and sales transformations. Brands are paying online retailers for them to obtain aggregate data on their customers. However, they forget that online retailers can leverage the same data and take away the same brand’s market share. To address this challenge, brands have started buying and building Direct to Consumer businesses.
The insights gained from the above case study are important for various reasons. One of the reasons is that the case study has emphasized the importance of companies collecting customer data and ensuring that they control the consumer experience. This is such that the capability of a company to build and strengthen long-term-client relationships depends on its ability to use consumer data in planning, developing, and controlling its interactions with clients (Weidman et al., 2002). Also, the case study has pointed out the need for companies to adapt to changes in e-commerce and re-evaluate their sales and marketing tactics. This is important as marketing is no longer about getting the message to clients; it has real power to bring and affect the ROI. Hence, based on the above, marketing is vital in ensuring that e-commerce and digital strategies are aligned.
As a university student, the above case study has provided me with important insights to change in sales and marketing dynamics due to increased e-commerce. Moore, so the case study has highlighted the importance of collecting customer data and using it to increase sales and build brand loyalty. Since I aspire to be a marketer in the future, the insights are important to be familiar with the change in the dynamics to remain competitive in the ever-competitive market.
Case study 3: Diversity
This case study provides detailed information on the significance of the diverse agencies as the listeners they intend to reach so that they deliver relevant and impactful work. In his talk, Jon Wilkins, executive chairman of Karmarama, suggested that companies hire from communication schools and colleges and create an agency structure that represents the society regardless of gender, ethnic diversity, and working parents. This is such that when surrounded by different people, it makes them more diligent, creative, and hardworking (Phillips et al., 2014). In his demonstration, Wilkins used a furniture retailer IKEA in their campaign titled “ThisAbles,” which made adaptors that produced IKEA furniture to make products and furniture that are easily accessible to people living with disabilities. This campaign was a huge success as diversity led to the creation of powerful work.
This insight from the above case study is essential as it offers more information on the significance of diversity in creativity and the benefits it will bring to the agency and its clients. As such, having a team representative of society is quite important as it will lead to social anthropological insights, which ultimately help identify things that inspire and keep the clients awake during the night. For instance, Multinational manufacturer Procter & Gamble from Canada has ingrained diversity as a main principle to create an innovative culture (Davidson, 2011). The company also leverages a skilled immigrant pool of workers as its workplace. Therefore, this insight from the case study is informative in the sense that hiring from an outside pool will eliminate groupthink and will enable the agency to capitalize on new and emerging talents, which is also creative.
The insight from the above case study is important in my studies and future career in several ways. With the knowledge from the case study, I can look for different perspectives and experiences in my work. Doing so will help me to collaborate with people from different backgrounds and cultures. These insights on diversity and creativity will also help me to view things from different vantage positions and understand their perspectives. If I embrace diversity, I will contribute to creating an inclusive culture that creates products and offers services that align with the audience.
I have applied the DEA methods to analyze various case studies from the above. The first case study is “Agencies must change faster to keep up with the post-pandemic media landscape.” The second one is “how increased diversity helps agencies.”The merging of e-commerce and marketing; in analyzing the case, I have described and evaluated case studies and finalized by demonstrating how I can apply the insights in my future studies and career.
Wiedmann, K.P., Buxel, H. and Walsh, G., 2002. Customer profiling in e-commerce: Methodological aspects and challenges. Journal of Database Marketing & Customer Strategy Management, 9, pp.170-184.
Davidson, M.N., 2011. The end of diversity as we know it: Why diversity efforts fail and how leveraging difference can succeed. Berrett-Koehler Publishers.
Phillips, K.W., Medin, D., Lee, C.D., Bang, M., Bishop, S. and Lee, D.N., 2014. How diversity works. Scientific American, 311(4), pp.42-47.
Moorman, C. and McCarthy, T., 2021. CMOs: Adapt your social media strategy for a post-pandemic world. Harvard Business Review.