By Darren Gilbert

“More and more, digital agencies are asked to play a role in the ‘digital transformation’ of their clients, which means that we are not merely creating banner ads and social media or microsite campaigns,” adds Czornij.

Building consumer experiences

“We live in an ‘always on’ world where consumer and brand are in constant dialogue which requires attention,” says Bradley Elliott, MD of Platinum Seed. “Creating digital services, tools and experiences requires people with many different skillsets to come together and work in unison to execute properly.”

This means that anyone working within the digital industry has to stay on top of everything that goes on. “Knowing details about each discipline involved in the work that we do is a hugely beneficial in communicating effectively and developing concepts and strategies,” adds Elliott.

It also means that there is no typical day in the digital marketing industry, a point which Danny de Nobrega, co-founder and managing director of Kilmer & Cruise makes. “That said, we’re increasingly blending specialities working in collaborative sessions across ‘traditional’ digital disciplines.”

Acting as client partners

“[We blend] together tools and processes for clients in which the right tools don’t exist or aren’t cost-efficient,” says De Nobrega. “This is especially true for campaigns pulled together on a shoe-string budget.”

“A digital agency is a client partner rather than a client vendor,” points out Czornij. In turn, digital marketers work hard to develop an intimate knowledge of their clients industries and business strategies.

“We have high-value relationships with our clients, which means that we are using our knowledge of digital technologies and channels to build on and leverage broader strategies while solving business problems,” adds Czornij. “This approach to client relationships is how we demonstrate our value and it is what ensures that we aren’t replaced as easily as handing a brand book to a new agency.”

Staying on top of industry knowledge

This doesn’t mean that anyone with a computer can be a digital marketer, believes Elliott. “Digital, like any discipline, requires a huge amount of knowledge discipline and experience. The low barrier to entry of ‘do it yourself’ tools have led the world to believe that this isn’t the case,” he says.

De Nobrega agrees with Elliott. “It takes more than just technical know-how and deep expertise to succeed at being a digital marketer. Creating emotional connections in your messaging, finding creating solutions, considering human experiences and [a] true brand-building ethos are all still at play.”

At the same time, digital agencies don’t just deal with clients’ marketing teams, a misperception which Czornij believes is left over from the role agencies traditionally played. “Instead, we work closely with the operations, products and IT divisions of our larger clients, depending on project scope.”

Are you a digital marketer? Share with us your experience of working in the industry.