By: Ankit Bansal – General Manager and Co-Founder, SellThru

In today’s fast-paced marketing landscape, the need for innovation and adaptability has never been more crucial. With the rapid evolution of technology and consumer behavior, businesses are constantly seeking strategies to stay ahead of the curve. Amidst these changes, the emergence of Client-Side agencies has reshaped the traditional agency-client dynamic, offering a fresh perspective and unparalleled expertise in navigating the complexities of modern marketing.

The rise of data-driven decision-making makes first-party data the cornerstone of effective strategies. With the implementation of privacy regulations and the transition towards a cookie-less world, businesses are increasingly dependent on first-party data for targeted marketing efforts. In April 2021, Apple’s implementation of the App Tracking Transparency (ATT) policy marked a pivotal moment, as it restricted the sharing of first-party data with third-party apps, impacting the attributed revenue for platforms like Meta, TikTok, and Snapchat globally.

Furthermore, Google Chrome’s announcement of transitioning to a cookie-less world, where first-party cookies will no longer be stored, has underscored the growing importance of first-party data. This paradigm shift has elevated retention as one of the most crucial marketing channels today, as businesses strive to leverage their own data to drive targeted and personalized campaigns. However, the external ecosystem of Customer Relationship Management (CRM) in the region still isn’t as mature as other performance channels such as performance marketing due to its predominantly in-house nature. As the region, particularly Saudi Arabia, undergoes a digital transformation, traditional retail brands are increasingly transitioning to the digital realm. This shift requires a mature MarTech stack and resources with knowledge of implementing and leveraging the stack.

Hence, we founded SellThru in 2021 with a vision to create an agency that works as a partner to brands in the region across both acquisition and retention. To be able to deliver on this vision, we have hired people from the client side who have experience in these roles. Over 60% of the team members come from client-side careers at renowned brands, bringing with them a deep understanding of client objectives and challenges. This blend of client-side experience and agency expertise enables us to offer comprehensive solutions that address the diverse needs of our clients. With certifications from leading customer engagement platforms and expertise in marketing automation, SellThru is at the forefront of driving digital transformation for brands in the region.

In conclusion, the rise of client-side agencies represents a paradigm shift in the marketing industry. By seamlessly blending client-side experience with agency agility, agencies like SellThru empower businesses to navigate the ever-evolving digital landscape. As technology and consumer behavior continue to reshape the marketing landscape, client-side agencies will be at the forefront, driving innovation and growth for brands around the world.

About the author

With over 12 years of extensive experience in the industry, Ankit brings a wealth of expertise to his role as Co-founder and General Manager at SellThru. His journey began in India, where he immersed in the field of Marketing. Driven by his passion, he relocated to Dubai to make his mark in the dynamic business landscape of the region. He began his career on the agency side at Artefact, where he managed the Emirates Global Paid Search account and led its transition to Search Ads 360. At Assembly Global, he served as Team Lead for the Landmark Group’s e-commerce business across the group. Transitioning to the client side, he headed digital marketing for brands like THE LIST and 6thStreet, leveraging his agency experience to drive impactful strategies directly for renowned brands. What sets SellThru apart is their commitment to openness, transparency, and integrity. The team prioritizes strong client relationships and provides the right advice to help brands achieve their goals and succeed.