Article

William Yates
William Yates 30 March 2016

Do You Know If Your Digital Agency Is Damaging Your Brand?

According to McKinsey & Co, in the five-year window from 2014 to 2019, global media spending will rise from US $1.6 trillion to a projected US $2.1 trillion, but what does this mean for those in-house marketing managers, tasked with maintaining competitive position?

Many of these marketers with digital responsibility came into the industry when digital was still in its infancy and not particularly mainstream, but now digital marketing channels are at the heart of marketing communications across the globe.

Client or agency – who has control?

And this creates an issue: if you aren’t educated in digital marketing, how can you be expected to manage these channels effectively? And if client-side marketers aren’t controlling these channels, exactly who is?

And therein lies the problem. The reality is that in many cases, it is the digital agency that has the most knowledge and expertise in digital channels, but this certainly doesn’t mean they have a true understanding of your products, services or even your brand to be successful.

Unseen brand damage

That lack of clear understanding means you may inadvertently sanction the use of techniques such as pop-ups, spam email, click-bait, poorly targeted mass display advertising campaigns and misleading native advertising that have no place associated to a quality brand like yours.

If you think this is far-fetched, look at the free websites of some regional and national newspapers, where, by the time all the advertisements, pre-rolls and pop-ups have loaded, you’ve lost interest in reading it and left. Which newspaper marketing manager wanted that?

Avoiding digital disaster

So, instead of positively communicating and promoting your brand, your lack of digital understanding and complete reliance on your digital agency may well be corroding your brand’s value in the eyes of your website visitors and target prospects without you ever knowing that it is happening.

This has nothing to do with your marketing competence, but is purely due to the limited knowledge of the techniques and options available across various digital channels, and how these might be appropriate or inappropriate for your brand values or brand strategy.

Digital education for senior marketers

What can you do? Well, the first thing is to admit that digital has moved on so quickly that your workflow schedule has not allowed you to remain fully up to speed on developments. To my mind, this is completely likely as your work as a manager is way beyond hands-on.

And how to fix it? There’s no time to go back to college, so fast-track help is required. This should be available via your agency if they have a collaborative philosophy of the kind we’ve built with our clients at Novacom.

How digital agencies can help educate clients – and help themselves

Because of the exponentially fast moving nature of the digital space, we not only educate on digital channels and techniques, but all the other things that are now becoming critical legally across the EU, such as data management and security via ISO 9001 and ISO 27001 certification.

So what’s in it for digital agencies? Well if we have given our clients a fast-track insight into digital marketing techniques and methodologies, then we are working in true collaboration with a marketing partner: someone who can share in-house insight and allow us to therefore deliver even greater marketing performance, and success.

Original Article

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
The New '4Ps of Marketing'

The New '4Ps of Marketing'

Neil H. Borden, in 1964, gifted the world with the 4Ps of the Marketing Mix: Product, Price, Place and Promotion. This concept has been a cornerstone of business marketing. However, there are new 4Ps of Marketing – just as powerful and just as game changing as Neil Borden’s.

Daisy Kent
Daisy Kent 18 May 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
6 Ways to Turn Customers into Brand Advocates

6 Ways to Turn Customers into Brand Advocates

No matter how hard you try to advertise your brand, potential buyers will believe its existing consumers more. This means that you should try to turn customers into brand advocates. We present the 6 best ways how to achieve this - it is now only up to you to put these suggestions into practice.

Micheal Gilmore
Micheal Gilmore 15 May 2017
Read more
How To Calculate Marketing ROI

How To Calculate Marketing ROI

Calculating marketing ROI is an exercise in patience and accuracy. The formula to calculate basic, short-term marketing ROI is simple: ROI = (Incremental Profit – Campaign Cost) / Campaign Cost. But marketers know that the formula—while accurate—is far too often misapplied to their efforts.

James Loomstein
James Loomstein 16 May 2017
Read more