Published under: Agency, Book Reviews

digital-marketing-agency-mad-men

The services of many traditional advertising agencies, marketing agencies and PR agencies are in 'a state of flux', and soon will be completely outdated. Brian Halligan, CEO and cofounder of Hubspot says "many are still trying to cling onto the Mad Men marketing methodology.

They want to sit in rich mahogany corner offices with 21-year old scotch on ice, and brood over their grandiose and flowery advertisement campaigns." For many of these agencies, outbound marketing campaigns still represent primary 'bread and butter' revenues, while the rapidly growing demand for inbound marketing agencies threatens to 'eat them alive'.

Not Your Average 'Mad Men' Marketing Methodology

Today, Digital Marketing Agencies have a vastly different appearance than the marketing world of Don Drapers. In fact many of the large, well known PR, advertising and marketing agencies of our generation will eventually become irrelevant if they fail to adjust to the new demands of inbound marketing. Advertising and marketing used to be one-way communication from the brand to the consumer. Today, consumers have assumed control of the buying process, preferring to educate and sell themselves online through their personal consumption of readily available, relevant and high-quality content offered up by savvy brands. Companys' lacking multi-channel, internet available content that address the needs of their prospects at the beginning, middle and end of the sales funnel risk a similar fate. This is simply because today, 90% of all initial research by any buyer for a product or a service begins online.

The Digital Marketing Agency Of The Future

digital-marketing-agency-blueprint

In Paul Roetzer's brilliant new book, The Marketing Agency Blueprint, we learn the digital marketing agency of the future is a hybrid agency. This new digital marketing agency is a more tech savvy and nimble firm capable of providing a complete digital marketing solution under one roof, including web, social, mobile, content, email and digital PR. These hybrid agencies are primarily focused on delivering measurable results for the client (measurable results...hmmm, what an interesting concept).

This exceptionally well written book is a comprehensive guide, an actual 'blueprint', to what a modern marketing agency is, why it will flurish, and how to find and keep 'A' players, partners and clients. In a very forthcoming and generous fashion, Paul Roetzer has delivered the details, the secrets, the absolute blueprint to exactly what all the moving parts are in a hybrid agency, how to keep them oiled and running smoothly.

He defines the three primary reasons digital marketing agencies are evolving; change velocity, selective consumption and success factors:

  • Change velocity: the rate of change is accelerating because of technology innovation.
  • Selective consumption: consumers are choosing when and where to interact with brands. Agencies need to provide the kind of services that will enable clients to get found and drive buying decisions.
  • Success factors: historically, agencies got by on relatively meaningless metrics. Today, technology provides metrics to measure every campaign and marketing effort, enabling the ability to direct all efforts to the end-goal of driving sales.
Ten basic ideas are discussed in the book:
  1. Inneficiency is the enemy of success.
  2. A real-time world demands real-time agencies.
  3. Talent cannot be replicated.
  4. The best plan is to prepare for perpetual change.
  5. Doing is the key to differentiation.
  6. Everything is sales.
  7. All clients are not created equal.
  8. Never hesitate to head in a direction that others seem to fear.
  9. An agency's value is measured in outcomes, not output.
  10. It is purpose, not profits, which define an agency.

Paul, the founder of the Cleveland based digital PR agency, PR2020, also has created a 'supporting resources' site for the book, as well as for other digital marketing agencies at MarketingAgencyInsider.com.