By David Tomas, on 10 October 2016
One of my favorite things about working in a digital marketing agency is that I find myself in an ever-changing environment. New channels, new formats, new content, the list goes on and on. Digital marketing (the very concept of which seemed implausible just a couple decades ago) reinvents itself again and again - which is why it is absolutely essential to know how to adapt one’s self.
We are living in a riveting age for digital marketing, but I believe that the best is yet to come. Which is why I would like to invite you today to take a look into the crystal ball, and find out what the digital marketing agency of the future will look like. Ready to take a step into the future?
The new marketers: analytical, fast and adaptable
It doesn’t matter how advanced technology becomes: a digital marketing agency will always be made up of people. Which is why, in this trip of ours to the future, the first thing we ask ourselves is this: What will that digital marketers of the future be like?
The first essential trait we will come across is advanced analytical skills. We live in a time in which an unthinkable amount of information is being produced every minute. One of our great challenges, as marketing professionals, is being able to organize all of this “big data” to gain insights that will help us get to know our consumers and guide us in our efforts. Another challenge that we are constantly faced with is that of effectively measuring the ROI of pretty much everything we do, and analyse how every campaign and marketing effort affects our profitability. Only like this will we be able to guarantee that we are optimizing our budget to obtain the best possible results.
Another very important quality of future digital marketers will be their ability to make quick decisions. We are engulfed in a very “real time” environment, where we have access to anything that happens as soon as it happens, and can adapt our campaigns to that knowledge.
Last of all, the new marketers will need to be able to adapt to constant change. In a world where today’s biggest news may fall into oblivion by tomorrow, it is vital to constantly and consistently question our ways, and to trust in facts.
To find the right people on whom to build your agency, it is very important to have an appropriate selection process. Aside from specific knowledge, search for qualities that will help them adapt to your digital marketing agency as it evolves and changes. And as our job is not possible without great teamwork, here at Cyberclick we firmly believe in involving all team members when hiring someone new, to provide the best work environment possible.
The new metrics: available from the very first moment
Back in the day, offline marketing campaigns were based on investing in massive efforts and launching them to see how they would work. The impact they caused on the audience only became visible as results long after, making it impossible to make any changes to campaigns without already having spent a significant part of the advertising budget. The digital world has brought a great change in this sense, and we now have a whole world of ways to measure the results of our efforts from the very moment they are launched.
Real time metrics are, without a doubt, extremely good news for us digital marketing agencies. We do also, however, run the risk of drowning in a seemingly endless sea of numbers, and missing the big picture. Which is why it is so vitally important to set our reference KPIs before launching our campaign.
The first thing you need to be very certain of, in order to get your agency’s strategy right, is the difference between metrics and KPIs. Metrics are all the data we have regarding our online activity, which let us know if, in general, we are heading in the right direction towards the goals we set. KPIs are also metrics, but very specific ones: they are the indicators we define as key when assessing the effectivity or our efforts. These are defined according to the concrete objectives of each campaign.
Once you are sure of your KPIs, you must follow up on them regularly, to evaluate the course and trajectory of each campaign and make any necessary changes, and hance optimizing your budget in the best possible way.
The digital marketing agency of the future will, however, have invaluable help and a powerful tool to aid them: artificial intelligence. New artificially intelligent solutions can already assist in decision making processes in a growing number of ways, helping you optimize your campaigns. In the next few years, this potential will continue to evolve and grow, so be sure to keep an eye on it!
The new models: from branding to performance marketing
The traditional advertising model was based, in large part, on a brand’s image, by changing the values and perceptions associated to it by the public. Although branding continues to play an important role in many cases, the digital marketing agency of the future will focus greatly on a new model: performance marketing.
Long story short, performance marketing is a digital marketing model in which the advertiser pays only for the results it achieves. The advertiser and the agency agree in advance on set goals (subscriptions, traffic, registrations, sales, ...) and pays the agency according to them - in other words, paying only for the goals that are met.
This model only makes sense in a digital world, where it is possible to precisely measure results from the word go. For this to be effective, it is important to work with a certain amount of campaigns, or it ends up not being profitable for the marketing agency.
My prediction is that, in the following years, as metrics and result oriented marketing culture grows ever stronger, this model will become increasingly more frequent. This will allows us to improve the management of our budgets to obtain optimized results. Welcome to the marketing of the future!