in Durban ; focus their efforts solely on experiential marketing; and others not do anything but direct marketing. Integrated marketing agencies, nevertheless, are a completely different kettle of fish.
Integrated advertisng companies are a little bit like Toys R South Africa. Ok, they’re not “magical places” with “toys in their millions all under one roofing system.” However, if you change the word “toys” with “marketing services”, you’ve pretty much strike the nail on the head.
Essentially, incorporated marketing agencies are business that can satisfy all of their clients’ marketing requires under one roofing system.
Integrated strategic marketing firms have the capability, resources and knowledge to carry out a range of various marketing methods in one cohesive effort. These companies boast big teams of experts with different locations of knowledge across a large range of marketing and interactions disciplines.
These various teams then work together to make sure their customers’ projects are as effective, meaningful, constant, harmonious and, for that reason, as efficient as possible.
“Digital Marketing” The Latest Trend In Business Promotion
A lot of integrated companies provide a combination of all, or a few of, the following services: digital marketing, direct marketing, experiential marketing, PR, advertising, guerilla marketing, social media, sales promotion, B2B communications, mobile marketing, buyer marketing, sponsorship, CRM, graphic style, copy-writing and brand name strategy.
Our company is not just another advertising agency. Our method permits us to produce special projects that run across the board. We do not outsource a single element of our work. Every campaign is produced, handled and carried out in-house. A strong project requires a strong marketing strategy. What works best for them won’t work best for you. That’s why we strategise. Our proficiency extends beyond basic advertising. From social networks, print, outside and web, we develop everything needed to build extraordinary results. Having managed a few of the largest brand names in the South Africa and established campaigns throughout the country, we know what works best for you. Whatever we do is customised for your business. Always. You get the best results for your needs, and it’s always constructed for you.
The world of marketing is moving more towards digital. From marketing to inbound marketing, digital is an economical and adaptable medium to market your business in.
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Are you having a hard time to accomplish your marketing objectives? Call our consultants into take a look over your approach and recommend on more reliable ways to market your company. We offer hourly consulting services to review your advertising, branding and marketing techniques.
No marketing works without a detailed strategy. Our specialists are experienced at creating methods and plans for a broad range of markets, focusing on the best marketing aspects and messages that accomplish the company’s short and long term goals.
Brands enjoy us because we are an unique tactical marketing agency. We combine the technique and imaginative branding skills of a standard advertising agency with the production abilities of the world’s top-ranked event marketing firm. All our customer relationships are tactically handled – we’ve established our procedures and tools to join method and innovative so that even the smallest detail is vital.
Digital Marketing — Just What Are The Benefits?
In the technological world in which we live in, many types of commerce are now done electronically and over the internet. Between the rise of online transactions and the ease of information that is passed on over the web, mastering the usage of technology has become a must-have skill for any company, big or small. Marketing in particular is a facet of business in which technological usage is very important for ensuring success.
The single best way to reach a marketable audience today is through the internet. In the past, magazine and newspaper advertisements were the strongest channel of marketing, followed by radio and television commercials. While these are all still very merit able means of marketing, they cannot compete with the speed and efficiency of internet advertising. The reason for this is that people spend more time on the internet than they do doing other marketable activities, like watching television or reading a newspaper. Most of the news and articles people read is online, so it makes sense that the bulk of their ads would also be seen online.
One of the key aspects of building a successful business is to market the goods and services being sold. By marking those products digitally, it allows the company to reach a much wider audience at a faster rate than any other medium. Moreover, market research is much easier to conduct online because of the ability to reach not only a vast amount of people, but also the ability to target certain groups of people. Consumers are also much more receptive of taking the time to complete an online survey than they are of speaking with someone with a clipboard in a mall.
By becoming proficient with digital marketing, businesses can learn much more easily how to reach consumers and cater to their needs. They are also able to reach consumers to sell products much more efficiently than ever before. To learn more about the benefits of digital marketing for your small business and how to implement it, please call the County Economic Development Council.
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What is Digital Marketing?
McKinsey Quarterly published an excellent article last week, “Measuring B2Bs Digital Gap” by Liz Harrison, Candace Lun Plotkin and Jennifer Stanlin. The article was based on an analysis of the McKinsey Digital Quotient (DQ) database that the firm has been building over the last three years. Harrison, Plotkin and Stanlin mined the database and found that business-to-business (B2B) companies are behind their business-to-consumer (B2C) counterparts in how they use digital tools.
For me, this comes as no surprise. I recently co-wrote a study with Barbara Angius Saxby of Accelent Consulting, “CMO Insights on the Journey toward Digital Agility”, looking specifically at digital marketing agility. Just like Harrison, Plotkin and Stanlin, we found that B2B companies are lagging B2C. In the core areas of skills, maturity, flexibility and alignment, B2C come out ahead every time, and in most instances they are at least twice as advanced.
- B2C CMO’s feel that 24% of their teams are “digitally fluent” compared with 12% at B2B organisations. More importantly, 18% of B2B marketing professionals are “lacking” in digital skills compared with just 8% in B2C organisations.
- B2C enterprises are more than twice as likely to have “mature” and “flexible” digital marketing programmes (68% vs 39% for maturity and 79% vs 38% for flexibility). In terms of flexibility, almost a third of B2C companies are in the top quartile, compared with just a fifth for B2B companies.
- For digital/traditional marketing alignment, 66% of B2C enterprises claim marketing activities are either “well-aligned” or “completely-aligned” compared with 32% for B2B.
The more advanced nature of digital marketing in B2C enterprises has a cumulative ripple effect throughout the entire marketing mix. Advertising, direct marketing, events, media relations, market insight, etc. are all impacted positively by effective use of digital technology. This means that B2C enterprises are:
- more responsive — reacting quickly to changing market dynamics,
- more innovative — continually adopting new marketing approaches, and
- more engaged — constantly building their understanding of the customer.
The last attribute on the list above, customer engagement, seems to be emerging as a key catalyst for digital marketing. In B2B environments, individual customers can have a significant overall impact on business performance, often much greater than in B2C environments. But, just 29% of B2B enterprises feel that digital technology has provided them with a “much enhanced” or “full 360” view of the customer (compared with 66% for B2C).
B2B marketers seem to have recognised this, and “getting closer to the customer” is the number one driver of digital marketing. Other drivers such as “increased sales” and “enhanced competitive position” are still important, but considerably lower on the priority list.
So, it’s very likely that ‘customer experience’ will be the impetus that drives B2B enterprises to strive for greater digital marketing agility. It’ll be interesting to see if this proves to be the case. I’m looking forward to updating the digital marketing agility study in a few months’ time and seeing if B2B has started to catch up with B2C.
In the meantime, what does all this mean for marketing professionals?
If you’re operating in a B2C environment, it means that you’re going to have to work hard to maintain market position. You’re in a massively competitive environment where everybody has recognised the importance (and value) of digital marketing. You need to continue embracing digital marketing tools and techniques; rapidly integrating those that deliver strong RoI and equally rapidly abandoning those that do not. Fail fast (and succeed even quicker) has never been more important.
If you’re operating in a B2B environment, it’s good news/bad news. The good news is that there is headroom to rise above your competition but the bad news is there’s a good chance that you’re lacking the core skills to do it. You need to be rapidly building organisational digital proficiency and driving integration across the entire enterprise, not just within marketing.
Whether your focus is B2B, B2C or both, and no matter where you are on the journey towards digital marketing agility, there are three key areas for any marketing organisation to focus on:
1. Vision and Planning
Digital technology is fluid and continually evolving. The most successful organisations are those that are good at implementing plan-B. But, it’s difficult to implement plan-B if there was no plan-A. So, clearly define digital strategies and then frequently assess and update. Rather than being part of top-down annual planning cycles, make digital strategy a dynamic process with key individuals from across the entire enterprise actively engaged as participants.
2. Execution and Implementation
Many (perhaps most) marketing functions have a good idea of what digital technologies they should be embracing. But there is a chasm between knowing what needs to be done and actually doing it. So, build an environment that actively encourages bringing ideas from concept to reality. Continually reinforce awareness of the fact that value is only derived when plans are implemented.
3. Measurement, Monitoring and Adjustment
It’s impossible to know how successful an activity is (or even when a goal has been achieved) unless it is measured. So, establish clear goals and associated metrics for every digital initiative. As the initiative progresses, make appropriate adjustments and refinements — widely deploying successful projects and adjusting, suspending or abandoning those that are unsuccessful.
You can learn more about digital marketing agility in “CMO Insights on the Journey toward Digital Agility” which can be downloaded.
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