Marketing practices have dramatically evolved over the years, and it looks like changes within this industry are not slowing down any time soon. The boom of the internet has rapidly altered the way we target niche audiences, which means that expectations for marketing agencies have shifted. Clients are expecting a much more symbiotic relationship in which the marketing agency is held accountable for its actions, or inaction.
Building Trust is Key!
When perusing the internet for a specific need, customers support the companies they feel are transparent and which have a simple and effective solution for their dilemma. The same idea applies when shopping for a marketing agency to boost a company’s online presence.
You want your marketing firm to show transparency and point out any inefficiencies in your current tactics or approach. Gone are the days of simply clocking hours and sending an invoice. Clients are looking for creativity, speed and efficiency, as well as an agency that can be proactive rather than trying to keep it “business as usual.”
Just Keep It Simple
With so many new technologies to track demographics, results, etc., marketers will have to take the initiative and become proficient in these programs and software to alleviate client stress. There’s just too much for the average client to keep up with. By becoming the expert, marketers are able to simplify the tasks of the client to save them time and labor dollars, as well as the stress of trying to learn new programs.
Pricing Structure and Effectiveness
Moving forward, evolving marketing agencies are beginning to get hip to the idea of pricing based on effectiveness rather than productivity. Clients now are looking for outside-the-box thinking and proactivity in their campaigns, and many of these tactics aren’t “billable.”
It’s easy to track time spent, projects completed, dollars per hour, etc., but how exactly do you bill a suggestion to change a strategy or creativity? Well, agencies sure are figuring this out if they want to stay relevant!
What About Content Marketing?
Content marketing has evolved and become much more intuitive and niched. Advances in technology have allowed this new generation of marketing to move at lightning speed to rival the shortened attention spans of millennial users.
Content marketing isn’t as simple and direct as it has been in the past. Marketers now have the ability to actually reach out to their demographic of consumers with features like geo-fencing and push notifications. This type of proactive and intuitive marketing allows businesses to gain more traffic by identifying their customers and sending them valuable content, rather than waiting to be searched for.
The Rise of Technology in Content Marketing
The rapid and relatively recent explosion of technology continues to challenge marketing agencies to improve their strategies by providing immediate feedback, tracking and general analysis of websites and content. Since a major goal of content marketing is to generate interest in and traffic on a particular website, simply tracking final sales would be an inaccurate and incomplete measure of success.
Evolving marketing agencies need to look for programs and software that provide enough information to be able to shift tactics in a reasonable time frame, so that they avoid investing time and money into a failing venture.
How Does an Evolving Marketing Agency Measure the Value of Its Content?
This is a tough question to answer since there isn’t a clear distinction between digital and traditional marketing anymore. Compelling content isn’t as simple and straightforward as it used to be. It isn’t just informational; it’s personal. It requires much more creativity and must possess an empathetic tone to customers.
Keep in mind, however, that the same blueprint cannot and will not work the same for each business. This is why it is imperative for agencies to invest in content creation and stop thinking of it as an expense.
The need for journalists with strong PR backgrounds is also on the rise. This particular skill-set is essential in creating the right type of content to generate “clicks.” The initial investment in this type of content has the potential to drum up business for years to come.
The Blurred Lines of Media Convergence
Another development that evolving marketing agencies need to keep their eyes on is the convergence of media platforms. This means that several current platforms will eventually blend into a single digital form. As this happens, content will become more diversified and the quality and value at which it is produced will increase.
The downside, however, is that as information becomes streamlined, many demographics will become underrepresented and unheard from. Those controlling the technology driven industry run the risk of losing potential customers when content is no longer relevant to diverse markets.
The Business-to-Business Element
As if the marketing game hasn’t changed enough, another element to consider is B2B, or business-to-business marketing. Creating value is the name of the game. Many companies are beginning to understand that other businesses are a huge source of revenue for them. However, some are now realizing they can’t market to a business the same way they market to an individual consumer.
B2B marketing promotes the sale of goods and services to other businesses in a way that adds value to the prospective client’s practices. The trick is to market in such a way that a business that purchases your product becomes willing to endorse your name. You have to make it clear what’s in it for them.
The Change Is Here
The content marketing arena has proven to be an aggressive force in redefining the slowly dying career track of journalism. Subsequently, evolving marketing agencies are currently paving the way for the future of their industry by quickly adapting to the technological advances in our ever-advancing digital world. Companies must be able to understand how their audiences are receiving and responding to their messages, so they must hire agencies that can provide compelling and creative avenues to reach a range of consumers.
The expectation of marketing agencies is changing, as are the litany of challenges they face in staying ahead of their competition. These agencies are required to be much more transparent and show more empathy toward potential clients. Evolving marketing firms are learning to get out of the driver’s seat and instead walk hand-in-hand with their clients. The relationship is changing, but if agencies and their clients can learn to meet in the middle, the result will be a new and satisfied customer – which is the greatest result of all.
Looking for a marketing agency that offers customized solutions for your needs and meticulously tracks all results while maintaining the utmost transparency? Talk to Eminent SEO today at 800.871.4130.