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In the fast-paced world of digital marketing, keeping up with the latest trends and technologies can be a daunting task. That’s why having a dedicated Research and Development (R&D) department can be a game-changer. As a leading digital marketing agency, we recognised this early on and implemented an R&D department several years ago to help us stay ahead of the curve. 

At Mabo, we pride ourselves on our ability to keep ahead in the fast-paced world of digital marketing. The role of our R&D department is to keep Mabo and our clients at the forefront of technology and innovation. The goal is to refine and test our processes continually, identify new technologies and tools, and establish strategic partnerships to benefit ourselves and our clients.


We understand that the industry moves quickly and it’s easy to fall behind without a specific function to keep a finger on the pulse. That’s why we implemented our R&D department several years ago. By keeping abreast of the latest developments and being agile in our approach, we have been able to keep pace with our strongest competitors, if not stay ahead of them.


A large element of our R&D is focused internally. We analyse existing processes, identify areas for improvement, and develop new ones. We also look at the programmes we use and seek out ways to implement them more efficiently. This is critical because good processes are the backbone of any digital marketing agency, while bad processes can bring it down to its knees.


Our R&D department is the engine room of Mabo. It allows us to refine and test new strategies, technologies, and partnerships, which is pivotal to our success. We have a unique process for keeping ahead of the curve, and we are constantly seeking out new and creative ways to improve.


We understand that R&D is usually associated with large companies that have deep pockets to experiment with. However, we take a unique approach. As a forward-thinking agency that works with SMEs, we keep our processes lean and agile, and we think outside the box for many of the things we do. If we find a technology that other large companies use, but SMEs don’t have access to, we look for ways to deliver it to our clients.

For example, our Mabo CSS platform is a service that not many agencies offer, which gives our clients an edge against their competitors. We were one of the first Google partners to become a CSS provider, and one of the few remaining ones to retain it.

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Our R&D department is deeply integrated across all teams, which gives us a unique insight into the industries and markets we operate in. This allows us to help our clients with reporting issues and keep in close contact with experts in each particular field. We also conduct our own research to stay abreast of the latest information. Coupled with the fact that our R&D team is intertwined with the entire company, plus our third-party platform connections, gives us insights into potential changes coming down the pipeline.


When it comes to selecting third-party providers, we always start with the question: what is the best solution for our clients? We then work backwards from there. We understand that there are countless options available, and we carefully vet them to ensure that they align with our needs and goals. We test and trial them out with different teams and people who are not involved with R&D to make sure we have made the right decision before we roll them out to clients.

Our Enhanced Feeds service is a great example of this approach. We recently switched to a third-party platform for feed optimisation from our own in-house system. The process for selecting the new platform was rigorous, as it had to improve upon what we already had in-house. Because we had made our in-house system bespoke, we knew exactly what we needed in terms of functionality and features. Based on this, we found the perfect third-party solution, and since our R&D team has technical roles and developers, we established a good relationship with the third-party platform developers, providing them with feedback and ideas for improvement and we were able to collaborate and tailor the platform to our exact specifications.


At Mabo, we believe that our R&D department is critical to our success and sets us apart from other agencies. We continue to innovate and refine our processes to provide our clients with the edge they need in the fast-paced world of digital marketing. By continually refining and testing our processes, and seeking out new technologies and strategies, we are able to optimise not only our own performance but that of our clients as well.

Ready to take your business to the next level with our R&D departments innovations? Contact our team of specialists to find out how your business can stay ahead of the curve.

Dean Yates
Post by Dean Yates
May 5, 2023