When you read the title of this article you might think the opposite. You might think there are already too many tools out there but in fact that’s not the reality. At least within independent agencies, it is not true and if you look at bigger agencies, tools are rarely adopted and used across markets.
What are tools?
Tools are like a recipe. Once you have the right formula you write it down and start working on making it easier and applicable to all situations. You remove the manual bits and bring more automation.
Tools will help you systemise a success that you encountered before or help you overcome an issue you regularly have. Overall, all tools’ purpose is to reduce manual and ad-hoc work to save time but not only that otherwise it would be the same as a process.
Let’s clarify the difference between a tool and a process. A process is a few steps put together to achieve an end goal and usually, it will leverage several tools in the steps, while a tool is a platform or a technology that is automated and will minimise as much as possible the manual and ad-hoc work.
The benefit of having a tool in an agency is to repeat some work as much as you want and to be able to scale it to more brands and more markets. For example, a budget optimiser tool will help every time a plan is being created to optimise the budget so the campaign can deliver maximum ROAS. If there is no tool, then it becomes a manual process every time a planner builds a media plan and resulting in wasting time with repeated tasks.
Tools in advertising
From a campaign perspective, how do tools help in driving cost savings and deliver more effective campaigns? It’s simple. If you have to repeat the same processes and task every time you build a plan it will require a lot of hours of specialists. This means more budget is required to make it happen.
In our previous example, of a budget optimiser tool, if there is no such tool available, the agency has every time to collect data, analyse it and build the optimised budget. Not only does this require a budget to do but also it is a source of error as it is all manual work.
Tools can be created to serve specific purposes and therefore directly drive efficiency for campaigns. In our previous example, a budget optimiser tool will help to make the most of each channel by avoiding the point of diminishing return (PODR).
Tools are innovation catalysts
A tool is a way to ensure every client can benefit from the innovation. If the innovation is not conceptualised in a tool, then every time the client wants to leverage the innovation the wheel needs to be reinvented and the process started again. Having tools guarantees that each client of the agency will benefit from it and use it.
Tools in agencies
We mentioned earlier a budget optimser tool. Yes, that’s something you should request from your agency as it will ensure your media budget is well spent across each of the channels you will use. In other words, it will help you deliver the maximum ROAS for your campaign. You could expect some performance improvements around 5-8%. Let’s now look at the different types of tools you should request from your agency:
- Insight tools – Another repetitive task that every agency is doing is uncovering insights to inform each strategy. Not so repetitive as each insight is different but the process of doing it via different sources can be time-consuming and repetitive. You could again push your agency to formalise the process with building a tool that can extract data in an automated way from various sources but also visualise it in an actionable way. These tools are more applicable to the planning stage of your campaign. You should request from your agency tools that are present all across the steps of a campaign, from planning to reporting. This will help you win.
- Execution tools – Planning tools are important, but nothing is more important than the execution of a campaign. Look into tools that are simplifying the media buying process. For example, a tool that could aggregate all buying platforms into one platform. This would allow the optimisation of your campaign to happen in one single platform rather than 5 to 10 various platforms. It will drive effectiveness for your campaigns.
Finally, let’s tackle a topic related to tools but more relevant to agencies. Adopting new tools within an agency can be challenging, but with the right approach, you can increase the likelihood of successful integration. Here are some strategies to help ensure that new tools are adopted by teams:
- Identify the Need and Benefits
- Clearly articulate why the new tool is necessary and how it addresses specific pain points or improves current processes.
- Highlight the benefits, such as increased efficiency, better collaboration, or cost savings.
- Involve the Team Early
- Involve team members in the selection process to ensure the tool meets their needs and preferences.
- Gather feedback and consider conducting a pilot test with a small group to gather insights before a full rollout.
- Provide Training and Support
- Offer comprehensive training sessions to help team members become comfortable with the new tool.
- Provide resources such as tutorials, FAQs, and a dedicated support team to address questions and issues.
- Communicate Clearly
- Communicate the implementation plan, including timelines, expectations, and how the tool will be integrated into existing workflows.
- Use multiple channels (emails, meetings, documentation) to ensure everyone is informed.
- Showcase Success Stories
- Share success stories and case studies of how the tool has benefited other teams or organisations.
- Highlight quick wins and positive outcomes from the pilot phase or early adopters within the team.
- Encourage and Reward Adoption
- Encourage team members to use the tool by recognizing and rewarding those who embrace it.
- Create a culture where experimentation and learning are valued, reducing resistance to change.
- Monitor and Iterate
- Continuously monitor the adoption process and gather feedback from the team.
- Be prepared to make adjustments based on feedback and changing needs.
- Measure and Report Progress
- Establish metrics to track adoption rates, usage patterns, and impact on productivity.
- Regularly report on progress and celebrate milestones to keep the team motivated and informed.
To conclude I would say that tools are critical in advertising, and we need more of them if and only if they serve a strategic purpose and if you build processes for them to be used.
This thought leadership piece is written by Sebastien Lepez, Founder and CEO at JOLT Digital
