Extranets for Advertising Agencies
Ideally, clients and agencies have aligned interests, and they
usually do. Today there are real challenges to that important
alignment, forcing clients and agencies to look for new and
better ways to collaborate. Enter easy-to-use, web based extr
anets.
What is an extranet? Specifically, an extranet is a
private web site that provides a secure environment for a select
group of users to share documents and information.
Although it is accessed through a web browser, such as Internet
Explorer, it differs from a public web site in that it can be
used only by an audience that has permission to access it
through the use of IDs and passwords.
Agencies use extranets as a client service tool to share
documents with clients and vendors, to organize projects, and to
archive previous work for direct client access. There is no
limit on the size of files that can be posted, allowing agencies
to share text documents, graphics, audio, video, message boards,
and data.
Often, extranets are used to replace email as a means to
communicate within and across work groups. Unlike email, all
communication is secure and any size document can be exchanged.
Plus, an extranet provides a system for filing all the documents
into project-related folders as part of the exchange process.
An extranet increases agency efficiency and makes a client's
life easier by saving time and frustration. An extranet
facilitates faster and easier access to materials. Essentially,
it is a web-based filing cabinet shared by the agency and its
client.
Controlled by the agency, it puts both current projects and past
work within easy reach at any time, resulting in significant
time savings for both you and your client.
It provides instant client feedback and a permanent record of
all comments and activity. Input and decisions are fully
documented, and the work-flow moves faster in a more informed
environment.
In addition to supporting day-to-day client service, extranets
can be used in a variety of ways. Agencies with retail clients
use them to service retail locations throughout the country, or
to support clients with multiple offices that need a single
source for the agency's work.
Choosing an extranet As with all ad agency software, when choosing an extranet there are
a variety of choices, each with its own strengths and
weaknesses. Here are some questions to ask yourself as you
examine the alternatives:
Does it support the way you work now? If you have to
change the way you work, it's possible that your staff will be
reluctant to use it. The extranet design should allow you to
move forward without upsetting the way you and your clients
currently work together.
Will your staff and client want to use it? The more
complex the extranet, the less it will be used. Consider
carefully the features that you really need, and choose an
extranet that offers only those features. That will assure that
it's easy to learn, and easy to use.
Does it have the tools your agency needs? Make sure that
the extranet supports all the applications used in agency/client
collaboration. For instance, assure that it will stream audio
and video. And look for tools that allow you to create folder
structures that mimic your current approach to communicating,
filing work, etc.
Today, clients have less and less time. Projects are moving
faster and faster, and there is less administrative support
available to both client and agency.
An extranet addresses these issues directly, and offers the
advantage of having all pertinent information available 24/7
from literally anyplace on the globe, within a highly secure
environment.
Ultimately, the case for an extranet is driven by everyone's
desire to be more efficient and effective, with less frustration
and aggravation.