Agencies need to embrace digital transformation

Digital transformation has been a buzzword for a few years now, but what exactly is it? In essence, it’s the global shift towards using technology in every aspect of business. It’s about harnessing the power of digital technology to allow us to achieve things that we couldn’t before.

Agencies are not exempt from digital transformation. In fact, they are now dependant on it – software such as Adobe InDesign, Illustrator and Photoshop have become standard across agencies, critical for their functioning. Technology such as these software and apps are allowing writers, designers and photographers to fuel their creativity and deliver quality products and services to their clients.

Clients expect professional results for their money and so agencies need to remain one step ahead of their competition by embracing the latest digital aids. Technological evolution and innovation are not going to slow down, either, so agencies need to keep up or face closure. They need to be strategic with their use of new technology.

Digital transformation extends to customer data

Not only is digital transformation necessary with vital programmes, software and apps, but agencies also need to harness the power of customer data. New methods of gathering information about consumers are being devised and more metrics are able to be processed and analysed now.

This new information can be used to better understand a target market. Agencies can now see when someone visited a client’s website, what products they purchased or looked at, how long they remained on the site for. The list of possibilities is long and growing all the time.

Agencies can analyse this data to see what their customers need and want. The metrics can be used to get an insight into the nuanced relationship between a customer and a brand. Digital transformation means using the latest technology to improve campaigns and products so that they are more suited to the target audience.

This leads to more effective personalised campaigns for the target audience. Precision is key for higher conversion rates, so brands and agencies need to know their customers really well if they want to succeed.

Embracing digital transformation across departments

Gone are the days of running a single advert on television and reaching the target audience. Nowadays, campaigns need to be more captivating, creative and cross-dimensional. Campaigns often run on television, websites, social media, radio and even in print. Using a variety of media and channels to reach the audience is vital.

This requires a variety of skills and implementation strategies from your employees. Numerous departments are involved in campaigns in modern agencies. This cross-departmental implementation of strategy and execution of campaign can be a logistical nightmare.

Luckily, there are programmes and websites that can be used to simplify the process. Tracking software, shared databases, editorial planners and centralised chat platforms are commonly used nowadays to keep the process orderly and uniform.

All departments and teams should be working towards a common goal for the client. Make sure everyone is on the same page and understands the campaign. Ask your teams and departments the following five questions to establish clarity and understanding:

  1. How can this campaign help to differentiate the brand?
  2. How will this campaign add value to the target audience?
  3. Is this campaign culturally relevant to the target audience?
  4. How will this campaign unlock more growth for the client?
  5. Do all stakeholders understand the technology needed to support this campaign?

The aim should be to use customer data to improve the product or service and then market this effectively to the target audience. New technology is improving this goal constantly and allowing agencies to add more value to a consumer’s life.


Sorted Design Agency is a creative company that constantly looks for solutions to other people’s problems. These problems come mostly in the visual format, such as graphic design, logo and illustration, but we’re experts in brand development, website design, and digital SEO campaigns as well.


Based in Pretoria and Cape Town, Sorted has been in the content marketing industry since 2006. We assist your company with its corporate identity by communicating core values through content and articles written for your website, blog and news area. This content is supported by AdWords and social advertising, which facilitates wider reach and audience growth. Turn your website into a business tool.


Sorted also owns two other businesses; InkFish Print Studio – a printing company that handles a range of promotional materials for businesses and other services for individual customers, and Pampiri + Kie – a gifts and stationery store selling online and in-store. Both of these companies operate from Cape Town and Pretoria.


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