Digital transformation is revolutionizing advertising agencies, and an essential step in this process is the adoption of a comprehensive cloud system. Although agencies are already using the cloud and software as a service (SaaS) to manage services for their clients, back-office management has not yet reached its full potential in terms of efficiency and collaboration. In this article, we will explore why a comprehensive cloud system is essential for the future of advertising agencies, overcoming differences over cloud culture and driving the new “liquid modernity” in this industry.
1. The first divergence: Need for connectivity, but we remain disconnected
Advertising agencies need a high level of collaboration to foster innovation and maximize efficiency. The cloud offers the perfect solution by enabling collaborative and interconnected work, which aligns with the way teams are used to working according to new technologies. The cloud fosters a culture of collaboration that drives project excellence and management speed and accuracy.
2. The second divergence: We need to automate, but we still have many shared Excel spreadsheets
Automation is essential to free up time and resources that can be dedicated to more valuable tasks. Excel spreadsheets can be useful for certain tasks, but in other cases they are slow, laborious, and prone to errors. A comprehensive cloud system provides advanced automation tools that increase productivity and improve the quality of work performed.
In this sense, a set of data in an Excel spreadsheet only provides an “instrumental” dimension of information (it is complex to contrast/compare/control that data). Meanwhile, these same data in a comprehensive cloud culture system provide us with the anticipatory dimension regarding information (planning, traceability and efficient management).
3. The third divergence: We need to economize, but we have a higher Total Cost of Ownership
The perception that the transition to a cloud ERP system will result in increased costs does not correlate with reality. In fact, the total acquisition cost for the systems installed on the server must be considered (expenses linked to the purchase of hardware, operating systems, databases, internal maintenance resources, security). Integrated cloud solutions are usually cheaper in the long term and without a significant initial outlay for installing the system.
4. The fourth divergence: We need speed, but our support is extremely slow
Installing systems on your own servers often leads to slow support and late modifications due to technological limitations. In contrast, cloud systems offer fast and secure access to customer instances, streamlining the support and upgrade process. Modern cloud systems are characterized by multiple layers, allowing testing and releases of modifications in a matter of days, significantly improving operational efficiency.
5. The fifth divergence: We need flexibility, but our management system is rigid
The rigidity of current systems is linked to their lack of customization capacity. Legacy systems based on client-server technology are not designed to adapt to the way companies work, which limits flexibility. Instead, modern cloud systems use layers to allow adaptation to the specific needs of each company and its local environment, providing complete flexibility.
Conclusion:
The future of advertising agencies lies in the adoption of comprehensive cloud systems. Overcoming the divergences that have prevented its implementation is essential to achieve greater efficiency, collaboration and flexibility in internal management.
The cloud culture generates trust through its rigorous data fidelity, interconnectivity and interoperability. Agencies must embrace digital transformation and take advantage of the advantages of the cloud to remain competitive and successful in an increasingly digitalized and changing environment.