For nearly two years, brands have been changing marketing agencies at such a rate that it begs the question - why the incessant hopscotch?
It’s not as if brands don’t want to form lasting relationships with marketing agencies; their outsourced consultants would serve them better if they were given the chance to get to know their clients. The reason is as simple as it is avoidable: marketing agencies are trying to deliver more than they are capable of and brands are becoming increasingly dissatisfied with the quality of service.
The average marketing agency no longer specialises in a particular field. Instead it aspires to be a jack-of-all-trades media agency. Advertising agencies assume that by offering a greater range of services, such as digital marketing, TV advertising, DRTV and radio advertising, that they will be able to attract more business, when, in fact, the reverse is true. Clients are demanding the specialised knowledge of a marketing specialist that can deliver guaranteed results. There is a certain level of expertise that can only be delivered by an advertising agency which focuses on one or two types of advertising and brands have noticed the compromise.
The digital media revolution gave marketers many more types of advertising tools than were previously available and it didn’t take long for marketing agencies to figure out how to make these different types of advertising platforms work together for greater effect. The digital marketing platforms of social media and content were natural bedfellows and advertising agencies quickly realised the potential for the integration of other digital media into their marketing mix. The most innovative and ambitious agencies took things a step further by combining traditional media with digital media to form a powerful marketing strategy.
It all started with good intentions.
The impetus for this integration of digital marketing with traditional advertising avenues was the belief that it would result in greater oversight, increased control and better efficiency. Brands quickly saw the advantages of such integration and advertising agencies anticipated that brands would partner with media agencies that could bring everything together under one roof. Digital media was transforming the world and the future looked bright.But then the wheels fell off. Many marketing agencies started to offer products and services that they weren’t equipped to deliver and the quality of their work slipped, badly. Most had started as providers of a single service, but then they tried to offer services that they had no experience in and little to no resources for. They failed to deliver on their promises and their clients went elsewhere.
By promoting skill sets that they don’t really possess, advertising agencies both fail to live up to their promises and undermine the services that they can offer. Instead of trying to fool themselves and their clients, media agencies should work on perfecting the services they’re already good at. There is no promotion like word-of-mouth. When an advertising agency gives its current clients plenty of positive things to say about it, it quickly sets itself apart from its competition. Specialities actually benefit both the creative agency and the client by creating clarity and credibility. When a pitch is made, both parties have a better idea of what is offered and expected.
Most advertising agencies need to specialise.
If you are trying to grow your business by optimising your marketing strategy, you need to partner with a specialist advertising agency whose services provide the best solution to your challenges. If your goals are to increase revenue and achieve greater ROI, consider the advantages of optimised TV advertising. There is still no better way to reach an audience than through direct response marketing. And now, with big data analytics technology, we are able to target specific audience segments for even greater relevance and ROI.
If you would like to learn more about how we can harness the power of TV to tailor a marketing strategy for your business, click on the button below to contact us for more information. As a specialist DRTV Melbourne advertising agency with much experience in optimised TV advertising, we know best how to make advertising’s most proven medium work for almost any business.
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