The Underblog

Questions to Ask Before You Hire an Advertising Agency

advertising agencyThe decision to hire an advertising agency isn’t one that should be taken lightly. The advertising firm you choose will become an extension of your company, helping you to expand your reach and achieve your goals. If you’re lucky enough to land with a creative agency you like and work well with right off the bat, it can lead to a productive partnership for years to come. If not, then you’ll have to start from scratch all over again when it comes time for your next campaign.
Make the right decision the first time around. Here are some questions you should consider before taking the plunge with an advertising agency.

  • What Do You Want to Get Out of Advertising?
    The first mistake many companies make is that they don’t have a clear objective for their marketing — they expect the ad agencies to come up with that for them. When you know what you need, you’ll be better placed to find a firm that will know how to help you achieve your vision.

  • What Kind of Clients Has the Agency Worked With Before?
    Advertising agencies are not a one-size-fits-all medium. Some firms are better suited for working with high-tech digital clients, while others are more adept at children’s television marketing. Make sure to review a portfolio of past work to see the style of an agency’s work and to perhaps find something similar you might like to try for yourself.

  • What’s Your Digital Outreach Plan?
    Everyone knows that the future of marketing is on the internet, and especially through mobile devices, but 50% of companies don’t have a plan for their digital marketing. While many firms jump at social media branding — 78% of companies now have a dedicated social media team, up from just 67% in 2012 — others might find it better to opt for email marketing, which has one of the highest ROI rates of any marketing strategy (despite the fact that only 8% of companies have an email marketing team). There are too many options to just say you want to “go digital”; every company needs a specific plan.

Before you hire an advertising agency, make sure that your own objectives, goals, and initiatives are in place. That way, you’ll be able to measure results and make sure you’re getting the most out of your campaign.

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The Biggest Challenges for Digital Marketing in 2016

Atlanta marketing agency
We all know that branding and advertising in the digital age are completely different from old media. Yet most businesses still don’t know what to make of it. A full 50% of companies use digital marke ting, but don’t have any firm strategies or plans in mind.

No one advertising firm can rightly claim to have conquered the art of marketing in the digital age, and they probably never will. The Internet is constantly changing at a lightning-fast rate, so it can be hard to keep up with the latest consumer trends.
Still, we have to try. Here are some of the biggest challenges facing digital ad agencies in 2016 and what we can expect to do about them before the calendar year runs out.

  1. Meeting Consumer Expectations
    Some 15% of digital marketers surveyed said that meeting the expectations of a consumer base that’s constantly connected is their number-one challenge. Consumer-generated content can travel faster than ever before, and it’s also highly influential in consumer decision-making: 80% of people say they do extensive online research before making a big purchasing decision, while nearly half — 46% — say they rely on social media to do so. It’s not just about knowing what consumers want, like, or need right now — it’s about anticipating trends and demands so that you can time your campaign perfectly to create a viral sensation.

  3. Getting Consistent Results
    Another 14% of digital marketers said their biggest issue in staying afloat of the advertising agency world is driving consistently successful campaigns that produce measurable outcome results, such as leads or revenue. Local businesses particularly need to focus on building local results. An Atlanta marketing agency, for instance, should concentrate its efforts on local SEO strategies and connecting with influential outlets that can drive Atlanta marketing agency campaigns. Even if you’ve reached the top of the local Google, you still have to fight to maintain your throne.

  5. Multimedia Channels
    Another of the most-cited challenges was the widening proliferation of channels across earned, owned, and paid media, say 13% of digital marketers. There are so many pages on the Internet that simply owning a website won’t get you anywhere. You also need to engage in paid content promotion as well as generate social sharing and word-of-mouth. Just like traditional business, it’s the customers themselves who can often give you the best kind of promotions.

Whether you’re a national corporation or an Atlanta marketing agency, the challenges of digital marketing are always one step ahead of current strategies. Our jobs may never be finished, but they’ll certainly never be dull, either.

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