Digital agency demand increases, but SA needs to meet international best practice

"Internationally there is a strong trend towards greater accountability, client involvement, sharing technology and allowing clients access to the necessary accounts and data that can help them make smarter online decisions," says Peter Brook-Sumner, co-owner of TMI (The Media Image) - a local search marketing agency based in Cape Town.

The summit, in association with BBC.com, provided interesting and compelling insights into the rapid advances made by digital agencies in South Africa.

Understanding clients

One of the big trends for digital agencies in 2015 is transparency and accountability. According to a recent article on Forbes, there is a general global perception that online marketing companies overcharge, fail to deliver and are not open in their client communication, with up to 73% of small businesses working with more than one digital marketing agency at a time.

In South Africa, the situation is no different. Marc Lax, a senior advertising and marketing professional, says in his article published on Bizcommunity, "The truth is we're so busy chasing after the new business ball that we neglect the balls already in our basket. We don't get to know and understand our client's businesses as well as we should; we don't build the relationship with client that lets us rise above and out of the pool of suppliers; all snapping at each other's heels to get a piece of the pie."

Brooke-Sumner adds, "There is a general lack of transparency and training in South Africa when it comes to digital agencies.

"The industry is full of individuals who are either self-taught or have completed a small course and these accounts are often run to the benefit of the agency rather than the client. With clients being restricted access to their accounts and remuneration models favouring the agency, this can cause an element of distrust."

South African growth in online technologies

According to a recent Memeburn report, UK agency, We Are Social, says there is massive growth among South African users of online technologies, with a 24% increase in online users and 20% increase in social media users. World Wide Worx 2014 also showed 58% of SA brands are now utilising YouTube as a marketing channel. However, Brooke-Sumner says this growth demands local search agencies to conform more to international standards and industry best practices.

He concludes, "Winning medals is great but I think the chance to make a positive impact on growth across the search industry landscape in SA and Africa should be a key focus for digital agencies on the continent."