There are 10,776 Digital Advertising Agencies businesses in the US as of 2023, an increase of 21.8% from 2022. This alone just goes to show how this service works and how this is a market that is still on the up. There will be zero slowing down in time to come in the market. The UK market is a different one though. There are currently over 25,000 marketing agencies, and around 2000 web design agencies operating in the UK, most of whom offer branding, as well as web design and development, social media, SEO, content writing services (and much more) to people and companies in need of their expertise.
The strategic approach on this service
These are the largest marketing agencies that create strategies to capture the market. They come up with brands’ communication strategies and new products and advise on a set of activities that help attract new customers and grow the business. Marketing Strategists are not art directors, but rather business consultants with a narrow focus. Large businesses and corporations like PepsiCo, Unilever, P&G work with agency strategists on a regular basis.
Small and usually medium-sized businesses will find it difficult to work with such an agency: it is mostly engaged in strategy and control, distributing work to subsidiary agencies and subcontracting. Strategists will not set up several Facebook ad campaigns. Strategic marketing agencies are, for example, BBDO, DDB, Dentsu. Turn to a strategist if you are limited by your budget and want to make a big launch. This can be of a new product, increase brand awareness or carry out a comprehensive advertising campaign.
The process
First, the strategist will do the preparatory work: do the research, help you find the target audience, develop a communication strategy. Then he will take control of the production of promotional materials: distribute subcontracts to agents, set KPIs, bring everything into one report. A strategist is not a suitable option for a small company: in agencies from the top, the business model involves large-scale tasks and high margins. If your task is related to the design of a specific object or the shooting of a single commercial, it is not profitable to go to a strategist, because it will be more expensive than a small studio.
The role of PR to the mix
Once we have advertised and attracted the first clients, they will begin to give feedback. Feedback affects reputation, so it is profitable to manage it: remove negative and highlight positive reactions. Reputation is handled by PR and SERM agencies. PR agencies create and post content, buy native articles in print and online media. PR agencies can be charged with preparing and distributing press releases, holding image events. Such agencies manage the number of mentions of the company and its products in the news and media projects. SERM agencies deal with reputation.
The task of SERM agency is to smooth out a negative situation. This is so that the brand would be damaged as little as possible. The scale of reputational risks can be different: from oil spills to insults in social networks. But the mechanism of action is about the same. The agency monitors the occurrence of incidents, quickly gets in touch with the source of the negative. It then finds out what happened, and minimizes reputational risks for the brand.
Looking for a PR agency
PR agency can be found through the Internet or by acquaintances of entrepreneurs. If the agency’s website has a list of clients with whom they have worked, try searching for the names of these companies. Contact PR experts if publicity is important to your brand. For example, you’re a startup looking for an investor. Then it makes no sense to shoot a commercial for a federal channel, it is more effective to appear several times in Forbes. There are PR agencies that specialize in startups this way.
Overall, what to know about and of marketing agencies
When you choose an agency, pay attention to what role it plays for its clients and how well it does. The name – communications, creative, or digital agency – is not that important. You need to simply take your time. You also need to be sure to hire in the best agency you can for you and your project. It is easier said than done but key all the same for the needs of your project.