There are a variety of marketing agencies that a marketer can use to take on their company’s marketing strategy. Choosing an agency depends on the marketing teams’ capability, capacity and situation.
The different marketing agencies include:
Integrated Marketing Agency –Most companies have in mind when looking for an agency. They are hired to fill gaps in capacity and capability.
- Prowess-they have experience and valuable insights from dealing with past clients.
- Innovative-Fresh ideas and modern technology
- Agility- have adequate resources to meet the brand’s needs.
- Barriers-communication and approvals between the agency and their client company can slow down output or result in inefficiencies.
- Different goals-workers from the agency have multiple clients, and their attention is split.
- Time to understand Brand-The agency needs time to understand the clients’ brand.
- Fail to consult-at times. The agency can take orders rather than consult with the company and give their input. Their focus is mainly on executing tasks.
Various corporate teams have marketing teams comprised of multiple professionals, such as social media, content, SEO, email automation, public relations. Thus they may only need highly specialized skills in a particular area.
- Initiate- The agency has highly specialized skills and innovates quickly.
- Experience-have a more exhaustive and deep experience in the area of expertise
- The new perspective-the agency has an outside view of the company’s marketing strategy and can give fresh ideas.
- Communication barriers: There are approvals and communication processes that can slow down the output.
- Priorities-the agency’s employees have different clients, so their attention is split.
- Insufficient knowledge-the agency needs time to learn and familiarize itself with the brand.
- Multiple agencies-companies that hire a specialized for more than one area in their marketing team may have numerous agency relationships to manage.
These are agencies that offer full service. They have copywriters, creative directors, art directors, ets. However, the whole team works for one client or brand. This can either be a benefit or a downside since agency workers like the challenge of working with multiple clients. On the other hand, the workers have a deeper understanding of the brand.
- Focused-There is only one client, so all attention is on the brand
- Effectiveness-Due to the team working internally, the approval and communication process is faster
- Understand the brand-they have time to delve deeper into the company’s strategy
- Benefits to employees-In house agencies are backed by large corporations and probably have higher remuneration packages. Then they are working with one employee, and they have a better work-life balance.
- Restricted vision: There is a scarcity of an outside perspective that can result in inefficient campaigns.
- No diversity-there is excitement in working for different clients, which is lacking when the focus is on one.
- Inexperience-lack of insights from working with multiple clients
- Expensive- Many resources go into hiring all the experts from an in-house agency.
In the past global consultancies like Deloitte were focused on the bigger picture of the marketing strategy. Lately, they have extended their services into executing, which blurs what consultancies and integrated marketing agencies do. It also gives the agencies a competitive edge.
- Relationship-Large firms enter companies through the CEO or board; hence the onboarding relationship is resistant-free.
- Have the big picture -Consultancies look at the bigger picture and control how to go about it.
- Underrate-Consultancies downplay content marketing innovation and creative work.
- Expensive-Though the relationship is between the leaders of the brand and the consultancy firm, it’s not cheap.
Boutique or Individual Consultants
They can either specialize in a specific area like social media or copywriting or develop a general business plan. Though they may lack resources to cater for different services, they offer direct feedback guidance on a specific issue. They are preferred for some projects because of their flexibility to cater to small moving parts of a project.