future of digital marketing agencies
Post on 21-Oct-2014
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The Digital Marketing Agency market is moving towards offering more integrated services and bundling services into more integrated packages that will fit their prospective clients. This presentation delves into the topic of how marketing agencies transform to offer more integrated digital marketing services. View this presentation to learn about: - the convergence of paid, earned and owned media - mergers & acquisitions in the agency industry - evolution of ‘traditional’ channel services - how digital marketing services transform into integrated marketing services - pricing models for B2B agency services - how to add new services to your agency offerings Read more and watch the recorded webinar here http://www.optify.net/webinars/upcoming-webinar-the-future-of-digital-marketing-services-where-will-agencies-be-in-2014TRANSCRIPT
©2013 Third Door Media, Inc.
May 15, 2013 -‐ 1 PM EDT/10 AM PDT Speakers:
Karen Burka, Digital MarkeAng Depot Rob Eleveld, CEO, OpAfy
©2013 Third Door Media, Inc.
Rob Eleveld, CEO, Optify
Rob Eleveld, CEO of Optify is a 20-year tech veteran with deep experience in B2B sales and marketing. Rob is passionate about growing business through partner channels at Optify and excited about the opportunity that inbound marketing affords to forward-thinking digital marketing agencies. Follow Rob on Twitter - @RobertEleveld
©2013 Third Door Media, Inc.
Karen Burka, Author, Digital Agencies: A Buyer's Guide
Karen Burka is an experienced research analyst, writer, and editor, having spent more than 20 years developing and publishing C-suite multimedia content. Karen has written numerous ebooks, articles, buyer’s guides, and market intelligence reports on digital marketing strategies and technologies.
©2013 Third Door Media, Inc.
Digital Media Channels
Search
SEO Keyword research Content creation &
optimization Link analysis
Local/geo-search Mobile programs
International tracking Campaign
management
Paid Search Bid management &
optimization Landing page optimization
Affiliate marketing Search Retargeting
Campaign management
Social
Content management Brand compliance
Influencer outreach Community building
Global programs Sentiment analysis
Video design/development
Display
Media planning & buying
Creative Branding
Display/retargeting
Website
Design & development
Content creation Ecommerce
CSEs Microsites/landing
pages
Mobile
Program design & execution
Bluetooth apps Website audits App & game development
Video/commercial design
PR
Blogging Online publicity Online brand monitoring
SEO/link building
Program design & execution
List/database development
Lead generation
©2013 Third Door Media, Inc.
Digital Media Channels
Website
Design & development Content creation
Ecommerce CSEs
Microsites/landing pages
PR
Blogging Online publicity
Online brand monitoring
SEO/link building
Program design & execution
List/database development Lead generation
©2013 Third Door Media, Inc.
Digital Media Channels
Search
SEO Keyword research Content creation &
optimization Link analysis
Local/geo-search Mobile programs
International tracking Campaign management
Paid Search Bid management & optimization
Landing page optimization Affiliate marketing
Search Retargeting Campaign management
Social
Content management Brand compliance
Influencer outreach Community building
Global programs Sentiment analysis
Video design/development
Display
Media planning & buying
Creative Branding
Display/retargeting
©2013 Third Door Media, Inc.
Paid, Owned, and Earned Digital Media As We Knew It
Paid Media Paid search
Display Social (FB ads/
sponsored tweets) Mobile (ads)
Owned Media Mobile (apps/games)
Website content Email
Social (FB pages, blogs/Twitter accts)
Earned Media SEO
Mobile (shares/reviews)
Social (retweets/likes/ pins/shares)
©2013 Third Door Media, Inc.
Paid, Owned, and Earned Digital Media Today
Paid Media Paid search
Display Social (FB ads/
sponsored tweets) Mobile (ads)
Owned Media Mobile (apps/games)
Website content Email
Social (FB pages, blogs, Twitter accts.)
Earned Media SEO
Social (retweets/likes/ pins/shares/ reputation
management) Mobile (shares/
reviews)
Paid/Owned Media: Mobile ads, apps, games Social media ads, Twitter content, blogs
Paid/Earned Media: Social media ads, shares, likes, reputation management Mobile ads, shares,reviews
Earned/Owned Media: Social likes, shares, retweets Mobile ads, shares, reviews
Earned/Owned/Paid Media Social (ads, blogs, shares, sponsored content) Mobile (apps, shares, ads)
©2013 Third Door Media, Inc.
What’s Driving This Convergence? • More complex digital marketing landscape
Mobile
Search
Social Email
Display
PR
Website
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What’s Driving This Convergence? • Fragmentation of target audiences
©2013 Third Door Media, Inc.
What’s Driving This Convergence?
• Demand for integrated campaigns/shared data § 71% of marketers surveyed believe integraAon across owned, earned, and paid media is important.
§ 85% also agree with the need for an integrated markeAng suite
• Tighter C-‐Suite scruAny of markeAng/adverAsing ROI
©2013 Third Door Media, Inc.
The Agency Response Specialize…… Provide channel-specific digital marketing services such as mobile messaging programs, social media marketing, or SEO link-building campaigns.
§ Big Fuel, Dachis Group, SocialChorus in social § The Search Agency, Acronym Media, Resolution Media
in search § Punchkick Interactive, Customer Magnetism,
Intrapromote in mobile
©2013 Third Door Media, Inc.
The Agency Response
Diversify….. Buy or build a broad range of services to manage brand presence on multiple channels, including creative, media buying, and technology platforms.
§ RKG bought AudetteMedia to add SEO to existing PPC, social, and display capabilities (August 2011)
§ Covario purchased Top Local Search to boost location-based traffic and optimization capabilities (May 2012)
§ Didit bought Inceptor to add CSE, SEO, and social media services (August 2012)
©2013 Third Door Media, Inc.
Digital Marketing Agencies – growth in the long tail
Established Business
Identifiable Agencies
North America
121,000* long tail agencies
54,000
*Optify data Roughly the same number again in Europe
25
900 Largest
Agencies in US Cons. Agencies
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Long Tail Agency Profile
• Every agency we speak with is either: § Already an “established business” trying to grow § OR is trying to get to be a more consistent business (ie “I can quit my
day job”)
• Agencies originate from folks with 1 of 3 backgrounds § Each has strong suits and areas of need to grow in Digital Marketing
• “Established” Long Tail Agency § 3-20 employees – making payroll
each month § 5-100 clients – repeat clients and
at least some on retainer
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Backgrounds and Opportunities
Background: Web Dev § Strength: Site launches,
custom apps § Opportunity: Retainer-
based services, esp. content management & lead gen
Background: Creative § Strength: Web &
other branding designs
§ Opportunity: Data-driven services, esp. around website performance & iterations
Background: Digital MKTG § Strength: Digital
campaigns § Opportunity: More services
which can be executed by less experience folks
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Clients’ Interested Shifted
B2B
“can your service get me more leads?”
B2C
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Services converge to support the need
• Clients don’t need a channel, they need results
• Clients also are more savvy and educated and require more dedicated campaigns
• We’re seeing more convergence because the campaigns require it
• For example, email service used to only require content and email but now requires landing pages, drip campaigns and CRM
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Campaigns = Retainers
CAMPAIGN = RETAINER
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Packaging and Pricing Follow
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Re-package or Add-on
• Examples of Bundles: • SEO, Content, Social Media,
PR (Inbound Marketing) • Content, Web Dev, Creative,
SEO, Tracking and Intelligence (Website performance)
• SEO + PPC + Display (Search) • Content, Email, Landing
Pages, CRM (Nurturing)
• Easy add-ons: • Email • SEO • Social Media • Content • Landing Pages
©2013 Third Door Media, Inc.
About Op)fy Optify delivers a simple digital marketing software suite for agencies. Our complete cloud-based software eliminates the need for standalone tools and empowers agency marketers to easily create and manage demand generation programs across multiple websites, nurture prospects, prioritize the best performing programs and streamline reporting of client results - all from one login. Optify, Inc
710 2nd Ave, Suite 840 Seattle, WA 98104
1 (206) 388-4234 (phone) 1 (877) 2-OPTIFY (toll-free) 1 (206) 787-1410 (fax)
Sales: [email protected] Help: [email protected] Other Inquiries: [email protected]