February 12, 2017

The Course of Digital Marketing: Going Big

Social Digital Marketing

Social Digital MarketingThe fundamental things apply as time goes by. So, too, with each year that goes by. Advertising has become more fundamentally about going digital, mobile friendly and social media based, underscoring how they have become the crucial ways of selling goods and services.

From cosmetics to pharmaceuticals, from gadgets to stationery, all companies have taken to digital marketing. With the change and evolution of modern technologies, small and medium businesses are doing everything they can keep up, which can be said true for the rest of the human society. Brick-and-mortar businesses are either changing their business models to an online one or beefing up existing marketing efforts with digital marketing strategies – in an attempt to capture a growing and a very lucrative online marketplace.

What is it about digital marketing that’s bringing everyone to it? Let us find out.


Given the number of different digital channels and tactics emerging, most companies don’t have resources to cover all these programs.

An agency can look at specific objectives and help prioritize which channels to focus on. Since they generally have a methodology for evaluating many different client types, prioritization of programs in an area where they are supporting more companies every week.


Marketing is becoming like medicine: few generalists, a lot of specialists.

No one person can be the expert of all those digital marketing channels as the industry becomes more granular and specialist-driven.

In this environment, agencies can provide expertise for specific channels or create a program that is a rifle shot at a target market rather than a spray-and-pray shotgun blast.

Globalization / Localization

Competition today is coming in all shapes, sizes, and locations.

Before the Internet era, competition was often right across the street. Today, competition is no longer restricted to location.

A given company might be fighting a global competitor by focusing on a particular localized search in their home metro area or region, or want to get to their competitor’s home turf.

Agencies, because they work with multiple clients, have the ability to keep their knowledge current and competitive tactics razor sharp. These quick-witted skills are increasingly valued because, in today’s industry, a company is either the predator or the prey.

Long Tail

The abundance of low-cost SaaS (Software as a Service) solutions and “cheap” infrastructure cost makes the barrier to entry fairly low for small new agencies. That generally means a local agency with a very low-cost structure.

As an example, some agencies provide digital marketing managed services to a small chain of nail salons or a towing company. They do so within a cost envelope to compete with replacing yellow pages ads.

The term “digital marketing agency” no longer applies to just the big guys like WPP or Publicis. There are local agencies today which can meet the needs of small businesses within nearly any budget.


With larger marketing expenditures going to digital every year, more scrutiny from above will inherently come with it.

Agencies traditionally are held more accountable for specific results in comparison to internal marketing departments. As a result, they generally have more consistent metrics and reporting paradigms to measure programs and justify budget commitments. That’s mighty valuable to the VP of Marketing/CMO who wants a partner in those negotiations with the CFO.

For it is the process of attracting targeted audiences online that will spell the difference between a successfully thriving business – and a failed one. Even if you receive tons of daily traffic to your website, they would not amount to anything unless they convert to leads or sales. In the digital arena where business and commerce are heading to, digital marketing tools and techniques provide business owners the best chances for competition, survival, and even business growth.

Want to know more about how can you implement digital marketing in your businesses? Contact us, we will together make your businesses bigger and better.

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