The secret to agency success? A web dev partner that delivers

If your creative agency is wondering whether you should partner with a web development company, we’ve got you. In this blog, we’re taking a look at digital partnerships using Elemental, our own web development agency, as an example to showcase how two agencies, even if they’re both digital, can successfully work together and mutually benefit each other. 

As we enter the 2000s' third decade, also known as the digital age, there's a growing expectation among consumers for increased digital marketing and communication from brands. To meet the demands of consumers, these brands need more from the digital marketing agencies they work with. 

As creative agencies strive to meet the demands of their clients and consumers, there has been a notable shift in the approach taken by these agencies. Whether it’s a UX/UI design agency partnering with a bespoke web development agency or a digital marketing agency working with a design agency, partnerships have become an integral part of modern online marketing. 

So why do creative agencies collaborate with web development companies? There are many reasons why we have these strategic partnerships: 

• Forming a partnership to have the web development agency serve as the digital arm, allowing clients to receive fully integrated services.
• Utilising the web development agency's experience in developing digital solutions tailored for a particular industry or sector.
• Adding extra manpower from a web development agency to an in-house digital department for specific projects or marketing campaigns
• Collaborating to expand the range of services provided to clients.
• Meeting the requirements of clients with intricate and diverse marketing needs.
• Using the collaboration to upsell and cross-sell a broader range of services to existing clients
• Making use of extended services from the web development team, such as QA testing 

Before we dive into some of our practical examples, let’s look at some of the reasons why creative agencies partner with us at Elemental. 

1. EXPERTISE MEETS INNOVATION

Our team comprises seasoned developers who not only excel in coding but also understand the nuances of design; in fact, we offer UX/UI design in our in-house services too. We bridge the gap between creativity and functionality, ensuring that your vision not only looks stunning but performs flawlessly across all platforms. It's the fusion of technical expertise and innovative thinking that sets us apart.

Here’s the thing: marketing and design agencies are good at just that - we make it possible for them to bring their intricate designs for their clients to life with bespoke web development.

2. RISK MITIGATION

Entrusting your project to a development partner is a significant decision. We recognise the potential risks and challenges, and our approach is not just about delivering a project; it's about providing you with peace of mind. Our robust processes and proactive troubleshooting mitigate risks, turning challenges into success stories. We keep in mind that if we don’t deliver a prime digital product or platform, your reputation is on the line. Thus, we pride ourselves on consistently building web platforms and apps that are made to match very unique and specific requirements. How do we do this? We have a team of highly skilled developers that are adept in multiple coding languages and frameworks, but that’s not all. Drawing on our decades of technical expertise, we work with our clients and partners to challenge their ideas and find the best technical solutions that are scalable, functional and responsive. More on this in the next section. 

3. A PARTNERSHIP BEYOND DEVELOPMENT

We go beyond the conventional role of a development partner. Think of us as an extension of your creative team—an advisor, a problem solver, and a collaborator in every sense. Our involvement is not limited to executing orders; we actively contribute ideas, strategies, and insights to enhance the overall project, making it a true partnership.

Our consulting role comes into play here too. While creative agencies may consult with their clients on designs and user experience, they often lack the technical expertise when it comes to the actual development and technical implementation of the designs. We call ourselves a tech partner for agencies, helping them clearly define the project scope and collaborate on ideas to improve the end digital products for the agency’s clients. 

4. PROVEN SUCCESS, REDUCED RISKS

Our track record speaks for itself. Successful collaborations with diverse creative agencies have not only earned us trust but also solidified our reputation as a reliable partner. When you choose us, you're not just investing in a project; you're committing to a proven partnership that significantly reduces the risk of failure and amplifies the possibilities of success.

5. TAILORED SOLUTIONS, SEAMLESS INTEGRATION

We understand that every project is unique, presenting its own set of challenges. Our commitment to excellence extends beyond just development; we're here to guide you. From suggesting innovative solutions to navigating complex issues, our goal is to ensure that the end product not only aligns with your initial vision but surpasses it in terms of efficiency, impact, and user experience.

6. QA TESTING IN DEVELOPMENT PARTNERSHIPS

When partnering with a development agency, one critical but often overlooked aspect is their testing capabilities. A dependable development team should include a dedicated testing or QA (Quality Assurance) unit as an integral part of the project. This team holds a key role in testing how the digital product performs across various devices, including desktops, laptops, smartphones, and tablets.

Beyond just testing features and functionality, the testing team is also responsible for maintaining adherence to requirements and specifications. It's important to note that some development companies skip having a dedicated QA team, opting instead for developers to handle testing themselves, often leading to suboptimal results. Complete quality assurance (QA) covers both functional and visual aspects, making sure your agency's meticulously designed user interfaces work as intended on a variety of devices and operating systems.

LET’S PUT HOW WE WORK WITH AGENCIES IN ACTION

Elemental was briefed by a local advertising agency to create a mobile web application for a campaign for one of the world’s most recognisable beer brands. 

With this campaign, the brand aims to inspire South Africans to live worldly adventures by unlocking the secrets of their cities and finding and sharing new locations.

The mobile platform allows users to sign in with their social media accounts, view and experience other user’s adventures, and create their own. Each adventure would consist of between one and three locations, with the user describing each location's hidden secret, accompanied by uploaded photos and geo-tagging the location.

The highest-awarded users stood a chance to win monthly prizes, with the ultimate prize being a 72-hour weekend holiday in Shanghai, China.

WHAT WE CREATED

The undertaking of this project wasn't just about meeting requirements; it was about enhancing the campaign's reach and impact.

The brand's objective was clear—ignite a sense of worldly adventure among South Africans, encouraging them to uncover city secrets and share new discoveries. Elemental played a pivotal role in bringing this vision to life.

The mutually beneficial collaboration came to life as we transformed conceptual designs into reality. In crafting the mobile user interface for every platform screen, our focus was on aligning with the campaign's objectives and user expectations. Understanding the importance of a delightful user journey, we implemented various UX techniques. This ensured that engaging with the mobile platform was not just functional but also a great experience for users.

By integrating phone detection, we ensured that only mobile devices and tablets could use the platform. Leveraging geolocation technology, we pinpointed users to hotspots within their vicinity. This strategic feature amplified the campaign's localised impact, enriching user experiences.

User-generated content, including image uploads, underwent meticulous manipulation with web development techniques. This optimisation process guaranteed favourable quality and sizing, enhancing overall platform performance.

A key feature of the app was the tracking of user points throughout the campaign. Our custom-built mechanism, coupled with social media integration, ensured accurate tracking and tallying, adding a layer of engagement and competition.

We created a user-friendly platform that allowed users from all over the country to participate, driving the creation of substantial user content. Through seamless social media integration, we made it possible for participants to share adventures and inspire South Africans. This resulted in an influx of new users, expanding the campaign's reach and significantly boosting brand exposure.

Social media integration made sure that a lot of adventures were shared on these platforms, which attracted new participants to the campaign and gave it a lot of exposure. A strong focus on the user experience, or UX, made it simple for users to join, create, take, and accumulate points—a crucial aspect of any mobile platform.

As a testament to this collaborative success, Elemental and the advertising agency were honoured with a prestigious Bronze Bookmark Award in the "Use of User Generated Content" category. This accolade not only recognises our technical abilities but also underscores the pivotal role we played in elevating the campaign's impact and effectiveness. 

Through building these complex campaigns, we’ve become experts in the creation of really interactive and engaging platforms in marketing. We’ve collaborated with this advertising agency multiple times on various projects and campaigns, and we truly make it possible for them to offer their clients the full set of services by outsourcing the complex development to us as a white-label development agency. 

LET'S FINISH UP HERE 

Across various agency types—PR, marketing, events, social media, and media—digital collaborations are becoming integral. The key to their revenue growth lies in seamlessly integrating a specialised digital arm, like our web development company. Clients gladly see their primary agency collaborating with third-party digital experts, prioritising the final outcome.

Having ties with a digital agency enables non-specialized agencies, especially in complex digital collateral creation, to upsell and cross-sell, unlocking new revenue streams.

Discover how Elemental collaborates with partner agencies, enhancing their digital capabilities and delivering impactful solutions across diverse industries. Contact us to explore how this synergy can elevate your digital offerings and drive success for your clients.