Digital marketing, also known as online marketing or Digital Marketing, is a set of activities in the Internet sphere used to convey messages and measure their impact on the recipient. Digital marketing is often compared to “traditional marketing,” such as magazine ads, billboards, and flyers. However, online marketing is entirely different, more relevant, faster, and more effective.
A digital marketing strategy allows you to use various digital channels – such as social media, pay-per-click, SEO, or email marketing – to connect with existing customers and people interested in your products or services. As a result, you can build a brand, provide excellent customer service, attract leads, or improve your customers’ experience.
What Does A Digital Agency Do?
A digital agency deals primarily with the planning and implementation of online marketing activities, which may involve brand building, advertising in search engines, public relations, creating marketing communication, optimizing internet campaigns, or data analytics.
Every entrepreneur, eCommerce store, and B2B company will eventually face such a choice. Do I hire a creative agency or a digital agency? Or an interactive agency or a Digital Marketing Company?
At some stage of development, every company needs a new website, social media accounts, logo design, and all the other elements of a marketing campaign that will allow the brand to be noticed and sell products or services. Is there one type of agency that is better than another? Each decision will bring you different results depending on your needs and goals.
In this article, we will define the two types of agency, explain the difference, and help you decide which company is better suited to your requirements.
Digital marketing agency (digital agency, interactive agency) offers a full range of marketing services in the online sphere. It deals with marketing consulting and provides creative, strategic, and technical development of marketing products and services. In other words, a digital marketing agency will assist you regarding the brand’s presence on the Internet.
On the other hand, a creative agency can be seen as a team that creates all the content and visuals for your brand. These include logos, creations, communication strategy, complete visual identification, and video materials. Typically, creative agencies are brand experts who create all the graphic and visual designs that later define the product. Creative agencies usually no longer deal with the execution of advertising campaigns; they do not deal with SEO or data analytics.
What Goals Does An E-Commerce Agency Pursue?
An eCommerce agency is an external team that works with your company to achieve set goals. e.g., increasing the conversion rate, sales volume, maintaining ROAS indicators, etc. Agencies often accomplish this through strategically using creative, technological, and marketing services.
Typically, e-commerce agencies operate in the full-service model. They offer strategic, creative, marketing, and technology services under one roof. An e-commerce agency’s activities consist of acquiring new users, preparing unique campaigns, optimizing content in terms of SEO, testing different variants of shopping carts, or running social media accounts.
In Poland, there are currently about 250,000 companies selling online, of which slightly more than 50,000 have been registered in PKD from the beginning as an online store. It is a massive potential for agencies specializing in e-commerce marketing.
Content Marketing Agency Examples Of Advertising Campaigns
A content marketing agency creates outstanding content not only online but also offline. When creating your campaign strategy, it is essential to find out who your potential customer is. A well-defined target group is the basis for digital marketing activities, including content marketing.
In today’s world, campaigns must stimulate our emotions and reach potential customers (sometimes deeply hidden) needs, such as a sense of belonging and the need to accept one’s body and others. Often, obtaining valuable information about the product itself, such as the composition or return policy, will be as important as the brand’s message, philosophy, and values .If our advertising makes the recipient feel better, even for a moment, our product will have the same effect on them later.
A perfect example is the campaign ‘Be yourself with the Sprite brand. It’s the season of haters’, which with its inclusive language, can perfectly meet the needs of people struggling with a sense of difference.
Allegro is also great at stirring up emotions in recipients, as exemplified by the viral Christmas ads ‘What’s most important’ and ‘What are you looking for during Christmas.’
Social Agency And Social Media
A social media agency is a digital agency that aims to achieve its goals using social media. There is talk of 27 million Poles who are the campaign’s target group in social media. Therefore, it is a vast potential that a digital agency can use by sharing its knowledge with the client. The expectations of social media recipients are higher and higher, and the flood of information campaigns requires a more thoughtful strategy for your company.
What can we do in such realities? It is worth considering all the pros and cons and deciding whether, instead of running accounts yourself, a professional digital agency shouldn’t take care of our activities on Facebook, YouTube, Instagram, TikTok, Linkedin, or Twitter so that each of our advertisements on the Internet affects engagement earlier selected target group.
Do Digital Agencies Only Deal With Online Marketing?
By definition, internet marketing mainly involves advertising activities. However, a comprehensive digital agency can go beyond planning and optimizing broadcast channels. An excellent creative team at a digital marketing agency will help arrange the issues of visual identification in creations, prepare a mailing project, and even organize a website project.
The cross-sectional digital marketing agency will also help measure the effects by supporting the implementation of tracking codes. All these aspects, creations, pages, and measurability of activities are as important as the advertising activities themselves. With them, advertising campaigns may be fully effective. Therefore, it is worth choosing a digital agency that can handle the business comprehensively, especially when there are no specialists for these duties on the client’s side.
SEO Agency And Website Positioning
SEO stands for Search Engine Optimization. An agency with this specialization deals with optimizing websites on the web for search engines. Website positioning is aimed at their high position in search results.
Website optimization usually precedes an SEO audit, i.e., checking the website structure, linking, content, and source code. This process involves using caloric vital phrases, where calorific value, in this case, means many searches.
A vital role in website positioning is played by Link Building, whose task is to obtain external links to our website. These links can be found on blogs, social networks, or internet forums.
Email Marketing And Affiliate Networks
Thanks to publisher databases, email marketing is a great way to reach the segments that interest us. It is worth remembering that the providers of such solutions are small profiled databases and entire websites, including vertical ones, with many thematic sections, allowing us to reach our potential customers effectively. Settlements, depending on the offer, can take the form of a fixed, one-time fee but also compensation per click, thanks to which we will be able to have a tangible impact on how many people will land on the landing page within the budget we have planned.
An affiliate network is an exciting choice when you have an e-commerce business and want to scale up thanks to the actions of individual customers. Thanks to this, the most devoted customers can simultaneously advertise their favorite products of selected companies, thus achieving financial benefits and reaching their friends, recipients, and readers with the message. Thanks to the variety of products within affiliate networks, the content with such advertising can take an exciting form, for example, a presenter.
Ways Of Targeting In Online Marketing
We have many online marketing targeting methods, ranging from targeting ads according to demographic data (age, gender, country, city, region, etc.) through behavioral targeting, i.e., targeting customers with specific needs and shopping habits, to contextual targeting – it ranks recipients according to their interests.
In various advertising systems, we can meet other methods of targeting – this is, for example, targeting a list of customers, and we can also include remarketing, i.e., returning with an advertisement to recipients who have already had contact with it.
How To Measure The Effects Of Digital Marketing?
The main goal of our marketing activities is to increase the company’s profits – it means an increase in sales, sometimes an increase in the number of leads or other measurable indicators. Setting a goal at the beginning is essential, which will mean success in marketing activities and striving for it. Let’s also remember hands that are not so easily converted into numbers (brand awareness, awareness of the offer, brand attributes, or consumer-brand attitude) and which significantly impact the final results.
Agencies 360 What Scope Of Marketing Do They Offer?
Three hundred sixty marketing agencies deal with only 360 marketing (from English – 360 Degree Marketing). It means that the 360 agency consists of specialists whose task is to ensure that your company is visible in many channels, using both new technologies and traditional media advertising methods. Some of the tracks in which you can count on marketing support for your company from the 360 agency are:
activities in social media (social media marketing);
direct marketing;
running websites and advertising activities in search engines (SEO activities, search engine optimization, SEM, search engine marketing) and
advertising campaigns on the Internet, conducted through platforms such as Google Ads or Facebook Ads
Therefore, an agency of this type offers comprehensive coverage of all the client’s digital marketing and advertising needs and takes care of his visibility on social media.
Building Brand Awareness
Brand awareness is, generally speaking, the brand image formed in consumers’ minds. We want it to be positive and sustainable. Having a specific need, the consumer immediately associates with the brand that will help him meet this need.
Building brand awareness can be tedious and time-consuming, but customers will come to us on their own in the long run – guided by knowledge and trust in a particular brand.
How Much Does Digital Marketing Cost?
Digital marketing costs can radically differ from the scope of activities or the tools and channels used to conduct it. The cheapest solution is to complete all marketing activities independently. Still, it is associated with many difficulties and challenges, as it is difficult to specialize simultaneously in many branches of digital marketing. Another more popular solution is to use the services of a digital agency that provides comprehensive or partial online marketing services. Then, we have to add the agency service costs to the advertising budget, but we avoid the risk that our actions will be ineffective, as it could happen if we act alone.
What Are The Benefits Of Digital Marketing?
There are many benefits of digital marketing, but not all of them are visible at first glance, as in the case of sales, for example. One of the most significant advantages of conducting your marketing activities via the Internet is the speed of action and measurable effects that we observe immediately after starting the campaign. We obtain ad impressions, clicks, page views, and user behavior data. It is the information we can use to improve our business model. Another significant advantage is the ability to display ads to precisely defined groups of recipients. Thanks to this, we are sure that our ads will be seen by people interested in our products or services.
How Many Marketing Agencies Are There In Poland?
Every year, countless companies and businesses appear on the market, and thus – potential new clients for marketing agencies. It, in turn, means that the demand for the services of marketing specialists (including those dealing with digital marketing) is still growing. No wonder there are more and more marketing agencies in Poland every day. According to BNF data, their number in 2022 is 41,739 business entities, which is their direct competition in the market. We are in a hurry to help you place this number on the scale! For example, about 25.5 thousand active enterprises are registered as architectural offices in Poland, and over a million farms.
Local Positioning
If you are a business owner looking to attract more local customers, you should optimize your website for local SEO.
Implementing several essential optimization elements will positively affect the position of your website in the search engine, increase website traffic, and the recognition of your business in the area, which will translate into higher income.
Where To Start With Local Positioning?
The first step in Local SEO activities should thoroughly analyze key phrases, competition activities, and the current market situation. It is also essential that the basic SEO elements on the page are already correctly optimized.
Average Earnings In Marketing Agencies
Does marketing and working in the marketing industry pay off? The earnings that marketing agency employees can count on strictly depend on their positions in the business structure. According to data collected by the editors of the Wirtualnemedia portal, account directors receive the highest salary, with an average of PLN 14,000, PLN in 2019, in this industry. Further wages that we find in the data collected in this study, sorted by their average amount, go to digital media managers (PLN 12,000), senior strategy planners (PLN 11,500), and senior copywriters (PLN 11,200). PLN thousand) and SEM specialists (PLN 6.5 thousand) and SEO specialists (PLN 6.3 thousand). The highest hourly rate, with an average of PLN 400, is associated with director positions such as client director,
Summary How To Choose A Digital Agency?
When choosing a digital agency, it is worth considering the following issues:
Our resources – do we have specialists with experience and the ability to prepare advertising creations and a website, or do we need it to be included in the offer?
Experience and opinions – it is worth asking about previous projects and examples of successful internet campaigns.
Scaling services and long-term plans – perhaps at the moment of starting activities, we do not need to use all the services offered by, for example, the 360 agency. Still, if we already have a long-term plan that includes additional services (such as content marketing or SEO activities), it is worth considering the agency, which over time, will be able to serve us more comprehensively and adjust the offer to our needs.