One of the basic tasks of marketing communications is message dissemination. It?s obviously crucial to broadcast your idea, your brand, your product to a wide audience, and to attract as many customers or clients as possible. This is what ad agencies do ? help create your message, and then plan media to disseminate that message to the right people.
A marketing agency assists in creating a media plan, determining which media will be most effective. Whether it be radio or television ads, print ads, posters, grassroots flyering, or a banner ad on the web, media planning is the process of selecting the most effective media time and space to disseminate messages and reach marketing goals.
The first step in any strong media plan is to identify a target audience and gather information on the demographic in regards to how they consume information and advertising material. Ad agencies spend a good deal of resources on collecting and analyzing relevant data to create practical marketing strategies.
A great deal of attention is given to online marketing and advertising strategies. Within many ad agencies, content creation and management now make up 2nd largest share of digital marketing budgets. Conversely, over half of all businesses in the United States are using digital marketing, but have no plan as to how to get the highest impact or to grow with the what fifteen percent of digital marketers called ?the expectations of the always-connected customer.? This is one of the benefits of hiring an advertising agency: it?s their job to keep up with the latest in online marketing strategies, content optimization, and audience trends.
Social media is the fastest growing sector of advertising. In a recent report, 78 percent of companies said they have dedicated social media teams, and that number continues to grow. For small businesses, using social media for marketing can increase the customer base and establish their brand. For larger companies, social media marketing can provide a more in-touch experience for customers, as well as being particularly important for introducing new products and services. An experienced and creative agency will have multiple strategies that can be adapted based on the size of the business, as well as its marketing objectives.
It makes sense to look for ad agencies that specialize in the type of business you own, from type of product to the size of the company, including the mission and philosophy that shapes the organization. Some general tips for hiring an advertising agency include:
1.Be sure your objectives are clear and concrete. Make a list criteria regarding what you want from an ad agency. Is it important that it be local? That it have a diverse creative team that offers a variety of perspectives? That it be a well-established firm with a successful track record?
2.Meet with someone from the company, not necessarily for a pitch, although that?s clearly an important aspect of a final choice. Before hearing a pitch, meet with the owner or creative director to get answers or feedback to the items on your original list, as well as an idea of their overall demeanor.
3.Check the references of any ad agencies you consider. Ask for the names of previous clients and projects, and consider not only the quality and effectiveness of the media plan but also any commentary on what it was like to work interpersonally with the ad agency.
4.Hear a pitch and get a price estimate. Take your time and never make any snap decisions. Tell each potential team that you?ve enjoyed their presentation, they?ve given you a lot to consider, and you would like to take some time to review the information they?ve provided.
Overall, ad agencies offer a wide variety of strategies and techniques for creating and disseminating your brand to your relevant target audiences. In today?s consumer environment, with most shopping taking place online, digital marketing is essential to brand success, and a savvy, cutting edge marketing agency will offer multiple possibilities for maximizing social media and digital advertising.