If you look at the list of the top digital agencies around the world, they have one thing in common. Their business is split between a few areas of expertise including creative, SEO, marketing, social media, technical, ecommerce, media planning/buying, user experience and more.
With the surge in online business and marketing that took place a few years ago, digital agencies were popping up everywhere offering services in one or two of a wide range of things. It wasn't so long ago that a knowledge of HTML and basic code made you an expert in web development and design. And it was even more recent that basic familiarity with social media platforms and the tools available to win business made you a social media guru and a sought after asset for client and agency side companies alike. But it's no longer enough to be a specialist in one area of the diverse and broad digital landscape. Agencies have to think about how they can expand their services. This might involve hiring experts to take the reigns of certain departments or it might mean associating themselves with experts in other areas of the field and feeding work to one another.
The industry is growing too quickly for expertise to be limited to one or two things. In addition to having to expand digital offering, agencies need to think more about becoming integrated. This means working online and offline. While digital has made a lot of waves recently (and will only continue to make more), traditional media is still very effective.
If you're a small agency here are a few ways you might expand. You might not have the budget to start filming TV commercials or recording radio ads. You could however, launch a few small guerrilla marketing campaigns. This will help persuade risk-taking clients that you know how and aren't afraid to push the envelope. You can work with their budget to launch an effective and edgy marketing campaign, that although small, can be made bigger with all of the online marketing and community building you're going to do.
Similarly, even without the big budget for a TV commercial it doesn't mean that you can't create something memorable on YouTube. The key to video marketing for the web is to be authentic. People aren't interested in watching flawlessly executed YouTube videos. They want something that's real. A first take. A home made video or commercial streamed online and marketed through a variety of social channels can generate a lot of public attention for your clients.
So you see there are lots of possibilities even for the smallest agencies on the tightest budgets. The idea is not to limit yourself. Keep brainstorming and being creative and be open minded to all ideas. As for you company directors, don't hesitate to hand the creative reigns over to an expert if creative thinking isn't your specialty.
With the surge in online business and marketing that took place a few years ago, digital agencies were popping up everywhere offering services in one or two of a wide range of things. It wasn't so long ago that a knowledge of HTML and basic code made you an expert in web development and design. And it was even more recent that basic familiarity with social media platforms and the tools available to win business made you a social media guru and a sought after asset for client and agency side companies alike. But it's no longer enough to be a specialist in one area of the diverse and broad digital landscape. Agencies have to think about how they can expand their services. This might involve hiring experts to take the reigns of certain departments or it might mean associating themselves with experts in other areas of the field and feeding work to one another.
The industry is growing too quickly for expertise to be limited to one or two things. In addition to having to expand digital offering, agencies need to think more about becoming integrated. This means working online and offline. While digital has made a lot of waves recently (and will only continue to make more), traditional media is still very effective.
If you're a small agency here are a few ways you might expand. You might not have the budget to start filming TV commercials or recording radio ads. You could however, launch a few small guerrilla marketing campaigns. This will help persuade risk-taking clients that you know how and aren't afraid to push the envelope. You can work with their budget to launch an effective and edgy marketing campaign, that although small, can be made bigger with all of the online marketing and community building you're going to do.
Similarly, even without the big budget for a TV commercial it doesn't mean that you can't create something memorable on YouTube. The key to video marketing for the web is to be authentic. People aren't interested in watching flawlessly executed YouTube videos. They want something that's real. A first take. A home made video or commercial streamed online and marketed through a variety of social channels can generate a lot of public attention for your clients.
So you see there are lots of possibilities even for the smallest agencies on the tightest budgets. The idea is not to limit yourself. Keep brainstorming and being creative and be open minded to all ideas. As for you company directors, don't hesitate to hand the creative reigns over to an expert if creative thinking isn't your specialty.
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