The increase in demand for web-based applications such as social media tools provides an opportunity for niche IT suppliers to lend their expertise to creative agencies looking to realise new revenue from digital projects.
Web-based applications like twitter and Facebook are now becoming a boardroom conversation as clients look to embrace social media and integrate it into their mainstream campaigns says Mary Henderson, CEO, GeekIT Group.
However many creative agencies are ill prepared to effectively take advantage of this growth, lacking the expertise to effectively deliver solutions that make sense to the consumer.
“Web-based custom application development is not a solution that can be bought off the shelf and plugged into a campaign. It requires specialised skills and a deep understanding of the medium to ensure the right technology outcome.
“Usability, design and customer experience are two aspects of the solution build which often get overlooked by creatives and one where agencies, that do not have an established digital media team, could benefit by collaborating with niche technology players to deliver the right technology outcome,” says Henderson.
GeekIT is seeing increased demand from creative agencies looking to lever the company’s expertise as a ‘virtual’ digital arm to their business. To date, the company has collaborated with Love Communication, FOD, R-Co., Richard Blackman Design, Beyond the Pixel and Admark on the delivery of digital projects, providing up-front strategic support defining client briefs and delivering the back-end solution.
With an increasing number of blue chip companies bringing web-based development locally and reducing their offshore spend to maintain greater control over project delivery, GeekIT believes there is a strong business case supporting project collaboration to enable the delivery of a total solution: creative expertise and specialist skills in web-based applications development, all backed up with local customer service and support. The company intends to pursue more collaboration opportunities and predicts strong demand for its virtual digital services as more creative agencies look to drive greater revenue from web-based projects.
“Agencies can make money if they work in collaboration. There’s money in interface design, banner ads and other application designs, and by teaming up with experts who are specialists in the development of web-based applications, agencies can instantly deepen the value they can offer and deliver an end-to-end solution to their clients without having to invest significantly in IP and compromising their bottom line,” says Henderson.
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