How an advertising agency adapts its value proposition in times of digitalisation
The changes caused by digitalisation and digital development strongly influence the services provided by advertising agencies. This thesis analysed the most recent trends and developments of the advertising industry and gives recommendations of how to adapt and improve operational processes.
Widmer Marina, 2020
Bachelor Thesis, fachwerk Kommunikation AG
Betreuende Dozierende: André Niedermann
Keywords: advertising, digitalisation, advertising agency
The advertising industry has changed significantly over the past few years and decades. Digitalisation and digital developments have brought and are constantly bringing new advertising trends and possibilities into the market. The media landscape has gone through an immense transformation and with it, the media consumption is also going through constant change. For an advertising and communication agency like fachwerk Kommunikation AG, this requires different measures to be taken with the goal of being able to provide its clients with the best possible solutions for their requests.
Literature research on the most significant changes and trends in the advertising industry caused by digitalisation has been conducted, connected with each other and offer an overview of the topic and how these developments influence an advertising agency. Furthermore, expert interviews as well as open-ended-question-surveys with different people from within the industry have been executed in order to gain deeper insights into the industry. A case analysis offers further insights on customer expectations and wished as requested by clients of fachwerk Kommunikation AG.
The thesis aimed to analyse and elaborate the current challenges which advertising agencies like fachwerk Kommunikation AG are facing, including an analysis of the most important digital advertising activities which are often requested by fachwerk’s clients and how said advertising activities can be provided to the customers in the most efficient way. The findings show that despite some uncertainty and a lack of structure in projects including digital advertising activities, the agency is on a right path into the direction of working efficiently and performing on a high level of quality. The recommendations mainly include a step-by-step action plan which aims to support fachwerk Kommunikation AG in optimising their way of operations. Briefly summarising the recommendations, fachwerk Kommunikation AG should clearly identify their capabilities and internal know-how available, build a strong digital specialist partner network and most importantly not lose focus on their value proposition including high-quality branding, brand management and strategy, and guaranteed customer satisfaction.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Strategie, Marketing & Kommunikation