The world of digital content development is becoming one of the last-minute amendments. A typical digital agency is normally dealing with dozens of minor (and not-so-minor) requests from customers that go, “can you change this or that, because [insert reason]”. In fact, many of them don’t remember when was the last time they simply made content and delivered it without that “oh, and remake this” stage. Customers are getting more inquisitive than ever.
Can you blame them? The marketing scene is now quite different from even several years before. Ever since the dam broke when industries discovered social media, content has been transforming into a quick thing. Subconsciously, when you can get instant updates on Twitter, you expect quicker updates in other content types. The race for content recency (read relevance) is pretty much the name of the game in today’s marketing. Blogs and social networks have set the tempo even for things like HTML presentations and apps.
There’s also the fact that marketers, executives and in general company managers have become more digital-savvy because their audience has. This is – unexpectedly enough – a good thing. Your digital customers have grown to be more involved, and it is the agency now that has to react to this change.