How can Digital Agencies Address Emerging Marketing Technologies to Gain a Competitive Advantage?

Kilian Johannes Dreher

Student thesis: Master thesis


Digital agencies are faced with emerging marketing technologies that facilitate or even automize many tasks related to their service offerings. For the author of this thesis, MarTech is an exciting area to be involved with since it poses new opportunities and challenges within his role as the owner of the digital agency Cucumba IVS. However, the mutual effects of creative industries and marketing technologies have been poorly researched. This study, hence, aims at filling this gap by providing a concept designed for digital agencies to exploit new technologies and strengthen their role in creative industries. Building on existing trend reports on marketing technology, it asks: How can digital agencies address emerging marketing technologies to gain a competitive advantage? In this context, MarTech is defined as the implementation of technology platforms designed to achieve marketing and commercial objectives. It should be further investigated if a technological innovation like MarTech reveals a new chance to gain a competitive advantage within creative industries. Based on a review of the literature on creative industries and marketing technology a general knowledge base should established and then tested through an iterative design process. The corresponding double diamond process included in-depth interviews with clients and business partners of the researched company. Analysis of the responses demonstrated that digital agencies lack in experience to sufficiently support marketers with the choice and implementation of MarTech. The results indicate that digital agencies should focus on strategic advice, whereas the execution is left to marketers

EducationsMSc in Business Administration and E-business, (Graduate Programme) Final Thesis
Publication date2019
Number of pages151
SupervisorsHenrik Johannsen Duus