Web Design, Digital & Social Media Marketing in Singapore

When is my job done?

// May 20th, 2009 // Agency Management, Web Design

It struck me hard that most of the time, digital agencies believe their scope of service ends at the launch of the website. The team’s just dying to move on once the site is launched and little attention is spent on it thereafter.

To me, the launch of the website marks the beginning of part 2 of the job. It is when real users start interacting and consuming contents that we have created. This engagement will need to be measured through properly defined tracking metrics so we can learn if the information architecture is doing its job, if we are really getting that conversion we want, or simply put, if we are meeting our goals.

It is only through this form of tracking that the team (and the client as well) can learn and make changes. That’s the beauty of digital. Track-n-Tweak!

The mindset shift that we need to do this remaining 50% job so that we can really deliver an experience to the client’s audiences and eventually, deliver results to the client impacts a number of things. It changes the way the team works, in terms of scheduling and tasks allocation, it creates the need to think deeper in terms of tracking metrics & it changes the way we do our costings.

More importantly, it changes the way clients see the agency. Which client will not be appreciative of an agency that follow-through the entire campaign, constantly on the lookout for potholes and proactively making tweaks to make sure we see results.

I believe the first step is a mindset change from the top. The rest will follow suit.