Why Should Digital Agencies Invest In Digital Marketing Services

May 11, 2021
Why Should Digital Agencies Invest In Digital Marketing Services To Gain More

Typically, a Digital Agency stands on three pillars: Design, Development & Marketing. Their service ranges from the more generalist such as website design, logo design to web-app development, tech support to search engine optimization, email marketing.

On the other hand, a Digital Marketing Agency will specialize in specific areas; viral campaigns using video/content marketing; knowledge marketing, pay-per-click ad management and banner advertising with Facebook or Google, local search engine optimization and marketing, content marketing, podcasting, and conversion funnel management and much more.

In this blog post, we’ll discuss the future trends in digital marketing, highlight the importance of having your in-house digital marketing team, and list down various digital agency vendors to help you with your in-house digital marketing.

Digital Transformation in Digital Marketing World

A digital transformation in marketing refers to the shift from digital complacency (refer table Digital Age 1.0) to the active pursuit of digital excellence (refer table Digital Age 2.0). In other words, it asks businesses to adapt to new market realities.

Pre-Digital
Seller Driven

Rolodex

Events

Telecalls

Billboards

Direct Mail

Bingo Cards

Trade Shows

Golf

Digital Age 1.0
Lead Generation – Marketer Driven

Websites

Webinar

Email Marketing

Web forms fill-in

Digital Age 2.0
Buying Groups – Marketer Driven

Anonymous Research

Decentralized decision-making

Buying Groups

Intent Monitoring

Omni-channel

Account-based Marketing

Work from Home and Always On

GDPR

56%
Consumers

A specific report on the retail food & beverages market found — 56% of consumers have become “brand agnostic,” saying they don’t care if a product is offered under a national brand, store brand, or specialty brand.

Digital Marketing has come a long way since the boom of Information Technology. More and more users are finding products/services of their choice online through Search Engines, Social Media Platforms, Mobile Websites, Voice Searches, Email communications.

As a result, Digital Marketing is embracing the Digital Age 2.0 (as seen in the table). It involves huge dependence on data analytics in finding the best possible way to personalize the experience for prospective customers.

In the next five years, we could see the following trends in digital marketing:

Grooming your In-house Digital Marketing Skills

The age-old debate of training an in-house marketing team or partnering with another agency for marketing assignments continues to have its relevance today.

Being an ever-evolving field, the Digital Marketing space gives way to new avenues. Say, COVID scenario has pushed major brick & mortar stores to embrace the power of digital marketing in order to stay relevant.

Hence, it is an opportunity for Digital Agencies to build their in-house teams to:

    1. Diversify the offered range of services.
    2. Grow expertise within the company, i.e., embrace the Digital Age 2.0 (as mentioned earlier here)
    3. Maintain client-agency privilege, i.e., in order to tap-in a major client, your agency will have to rely on an in-house team.
    4. Sync-in with the digital transformation of the digital marketing world, i.e., as gaps between various marketing strategies are blurring, it is best suited to have in-house expertise for better outcomes.

While a niche-focused agency may have already specialised themselves in building an in-house marketing team, the time is ripe for a full-fledged digital agency to strengthen its in-house marketing expertise – for account-based marketing, affiliate marketing, search engine optimization, social media management, branding, ad management, etc.

“Brands like Coca-Cola, BBC, Best Buy have their in-house ad agency namely Content Factory, BBC Creative & Yellow Tag Productions respectively. However, it isn’t necessarily the only agency that these brands work with. Hence, if your agency can ensure them of in-house expertise, you can land-in their business.”

Here is our collection of Digital Marketing case studies that brought amazing results to our clients.

We, further, think that the following traits are necessary to successfully build an in-house digital marketing team:

    • Data analysis.
    • Effective communication.
    • Ability to make decentralised decisions, i.e., any level of associates must be trained to question the basis of any campaign.
    • Staying up-to-date with the latest marketing trends & user privacy concerns.

Even if you have remote workers in your team, you can coordinate better on any marketing assignment with these digital agency outsourcing tools.

Popular Digital Marketing Services To Offer

Also refer, How SEO, Social Media Marketing, Content Marketing and Influencer Marketing are all the same thing.

Moving ahead, here is how Artificial Intelligence is making in-roads in SEO strategies, Content Marketing, Email Marketing, Social Media Marketing, Affiliate Marketing. Increasingly, Data Visualization will aid your digital marketing potential. Look at how infographics can propel your content marketing.

Challenges

  • Scouting for specialised talent: Digital Age 2.0 emphasises a lot on responsible marketing through respect for user privacy concerns, highlighting social issues through creative advertisements (as shown below), etc.
Gillette-India-on-Instagram-“We-are-not-afraid-to-express-or-cry-Shave-off-this-stereotype-because-crying-isn-t-a-sign-of-weakness-but-strength-HappyMensDay-to-the…”-png-933×600-

Image Source

  • High competition: While your agency is about to set up its in-house team, it will be up against global competition. It may demand a considerable amount of resources to attract your existing and prospective clients.
  • Security concerns: Digital Marketing involves data analysis. There are a number of legal considerations around collecting and using customer data for digital marketing purposes. Your in-house team will have to comply with the rules regarding privacy and data protection.

Choosing The Right Digital Vendor for Digital Marketing Services

Such vendors eliminate the need for users to carry out repetitive tasks. This goes on to save time for other significant works.

Marketing Automation Vendors offer features that ease email campaigns, social media campaigns, lead management, and more.

45%
Workflow
25%
Higher Revenue
22%
Promoting their Services

“A report from Marketo says that businesses using automated marketing can grow their workflow by 45%, enjoy 25% higher revenue, and spend 22% more time in promoting their services.”

Refer to our analysis of the 9 best Marketing Automation tools to increase your business ROI. Here is one of our case studies on marketing automation using Marketo for White Label B2B Clients.

Account-based Marketing

Such vendors help in nurturing a small set of high-quality leads.

This will prevent:

  • Over-emphasis on campaign vanity metrics such as Social Media likes (which truly doesn’t mean anything)
  • Allow marketing and sales teams to dedicate the right resources to the most promising accounts
  • Jabmo
  • Demandbase
  • Madison Logic
  • Terminus

Understand what account-based marketing is all about by following this link.

Affiliate Marketing

Here is an interesting resource on how affiliate marketing is done

Marketing Cloud

Such vendors can track your entire marketing funnel in one place.

From content recommendations, SEO suggestions, designing Call-To-Action (CTAs) to tracking customer interactions with your campaign.

Search Engine Marketing

Social Media Marketing

Email Marketing

Content Marketing

  • Boostability Inc.
  • WebiMax
  • Sprout Social
  • HootSuite
  • Falcon.io
  • Buffer
  • MailChimp
  • GetResponse
  • Campaign Monitor
  • Contently
  • Outbrain

Now that you may be convinced to develop an in-house digital marketing team, we would also like you to understand how to customize and build your own Digital Marketing packages.

Wrapping Up

‘Everything for everyone, customized’ is the mantra that will evolve the future marketing trends. Technology (AI & ML) will emerge as the core fabric of marketing to analyze customer’s expectations.

We have tried to present you with the best opportunities to build your in-house marketing team, given the fact that a digital agency today cannot sustain only with designing and development services.

As a matter of fact, established brands are very peculiar when it comes to choosing an agency for designing/development whereas upcoming businesses want to focus on their position in Google results rather than any development/designing aspects. But what remains common between these businesses is that they are open to multiple agencies for a broader perspective on the ever-evolving digital marketing space.

Give us a call at +1 (919) 234-5140 or contact us through the webform. We will be more than happy to assist you in setting up the latest Digital Marketing Services.

Comment down below to share your thoughts.

Good luck!

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About the Author - Sankarnarayan. R

The founder and mastermind behind ColorWhistle is Sankarnarayan, a professional with over fourteen years of experience and a passion for website design services and digital marketing services. At ColorWhistle, our team has a wide range of skills and expertise and we always put our clients’ satisfaction first. This is what sets us apart from the competition – an eye for detail and the best website development services from the start to the completion of your project.

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