The marketing landscape has seen some big changes in the last year.

But both marketing agencies and clients need to understand C2C is here to stay, says Adrian Cory, Business Development Manager for the Clay Group

It appears ‘communications agency’ is a common misnomer these days.

Somewhat puzzling given the designation of a communications agency appears relatively straightforward: an organisation that offers valued clients the best possible routes to reach out, connect with an audience and begin (or continue) meaningful and long lasting relationships. Sounds simple enough, but the reality is a little different. The way we communicate has undergone the most radical change since a man named Bell asked a man named Watson to pop in and many brands still haven’t adapted despite the over-bearing attentions of ‘experienced’ communications agencies.

As we're always looking for the upcoming marketing agency trends set to shape the ways brands and consumers interact, we turned to Caroline Margolis, Marketing Director at digital creative agency, Somewhat_ for her predictions.

Here, she looks at IPS and at how smartphones are enabling greater connectivity, experiences and customer services for brands in 2014 and beyond

So what is IPS and why is it important?

IPS (Indoor Positioning Systems) is similar to GPS, in that it uses location based services via smartphones to allow individuals to be located within a few meters accuracy and sometimes even less than that. However unlike GPS, IPS works indoors, without the needs for satellites, using wifi or bluetooth technologies.

2013 has seen the rules shift for both marketing agencies and clients when creating brand comms campaigns.

Here, Shay Boyd, MD and Creative Director for communications and marketing agency, Clay Group provides us with a snapshot of how customers will be dictating the pace and rhythm for brand comms in 2014 and beyond

If you are starting to develop an agency brief or are about to embark on the agency search and selection process, you may want to consider how to navigate through the process effectively as the market place is continuing to evolve.