The problem with digital media agencies in the Market is that theyre rather collect money than give advise the client to do the Right thing for his business. They brag about the importance of digital and offer fully-fledged services to the client, when all he needs might be a simple landing page or a strategy of presence for just one social network! Ive seen it happening in almost every company I worked for; all they want is to get the clients money and sometimes for services the company isnt really good at providing or doesnt have the right caliber to do it. There is no integrity whatsoever. Ive also seen clients who had absolutely no need to be on social media because the nature of their business doesnt give room for it, and/or will never solicit attention or create any desired impact, but were still convinced to just be present for the sake of having presence, which eventually frustrates the client and gives him the feeling he/she paid the money in vain. Its so common – you find a company with a skilled business developer or a seasoned sales manager, whose sole task is to make sure the *hocus-pocus* will be sold and with made-valid justifications that cloaks the real aim, which is basically getting to the clients bank account. This is why Its not common for agencies to actually focus on marketing for charitable organizations - and Im not speaking about the ones you see on TV- or capitalize on the potential they have to grow over social networks, since they operate on shoestring budgets. Theres a new trend in Marketing, which is more inclined to put an end to the idea of Mass Marketing and its KPIs are slightly different. Now, its more about addressing small groups with common interests and creating a much more profound influence on them via specific/tailored messages that will find their ways to their segment. Bottom line, if your presence is not on the right platform to address your kind of audience, youre just wasting your image, not just your money. Again, I believe, the real digital players should play the role of the consultant rather than the role of the service providers, before they attempt to brag and sell anything. This is why I work on my own. I can be honest and no one can fire me.
Posted on: Tue, 25 Nov 2014 14:44:54 +0000
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