Why your digital agency needs to guide your messaging
Everyone working in the modern business world knows that there are a lot of ways to reach customers that didn’t exist five or ten years ago. And new marketing and advertising methods are popping up every day. More and more, technology and the amount of information available about potential markets and customer attitudes guide messaging and branding decisions.
Many organizations are now branching out into the digital marketing world, (or getting more involved in it than ever before,) while carrying on their offline campaigns with the same business as usual methods. But keeping these branches of the same tree utterly separate can lead to lost time, effort, and money.
When you conceive a digital marketing strategy, you have tools that were never dreamed of in the Mad Men days of classic ad campaigns. Digital marketing has the power to create messages and brands which are so tightly focused on your target persona that your ad budget gets used far more efficiently than ever before, with less money and effort wasted advertising to individuals who are not your buyers. Not only should you use digital marketing tools to guide you, they should form the core of your advertising strategy.
Consistent messaging drives customers to your door from all angles, in all spheres. If you have specific, targeted search terms that you are investing in as part of a Search Engine Marketing campaign, does it seem like a good use of resources to let your print advertising strategy go forward without that guidance? If your digital agency has identified particular terms and presentation styles that will target your buyers, wouldn’t you want to apply that knowledge of your customer base to other advertising strategies? It’s like getting a two-for-one to use what you have learned in one area to improve your performance in another. Digital agencies have the information and the modern strategies to take the lead in guiding your entire marketing strategy to bring you the best results.
For example, consistency of message is indispensable for one of the biggest marketing tools of all – branding. The entire concept behind branding is creating an image of your company that is composed of one or a few very simple concepts that customers will associate with your brand name every time they hear it, and then delivering that message consistently, to imprint upon the public perception the image of your company that you have chosen as ideal.
If your digital agency is saying one thing, and your print campaign is saying something completely different, it is highly unlikely that you are creating a strong, memorable brand image in the minds of consumers.
With a digital agency and a print agency working independently, your left hand doesn’t know what your right hand is doing. With the cutting-edge methods digital agencies apply to marketing and branding every day, making your digital agency the driving force behind your marketing campaign gives you the upper hand.