Ability to adapt.
These are a few of phrases off on an infinite list of items agencies use to describe themselves. Trying to uphold all these claims, digital marketing agencies have found themselves running into some roadblocks.
Do you remember when Google AdWords became a thing 15 years ago? Undeniably, it is still quite popular, yet, it’s looked at as a “traditional” method of online advertising by most online marketers. Digital marketing agencies now have to do much more than know how to build a successful Google AdWords campaign.
The evolution of digital marketing agencies
Only a few years ago throwing some money at an agency to run your AdWords, do some SEO work, and operate your social media profiles was the name of the game. It was a simpler time, and for some companies, that’s still their only services.
However, there is one phrase listed above that’s more important than the others. It’s not a phrase used for show, instead, it really means something.
Having the “ability to adapt” means learning new fundamentals like inbound marketing strategies, watching for emerging trends like the Meerkat App for live video, game-changing platforms like Snapchat, discovering new ways to build a website, or experimenting with small changes on current platforms like Facebook “buy buttons” which could mean huge things.
Sure, not adapting leads to failure. But why?
The biggest reason are:
- Not knowing how or what steps to take to begin
- Feeling like the current strategy is “good enough”
- The idea that your process “shouldn’t be messed with”
- No leading entity or person to spearhead initiatives into new territory
- Of course, large corporate silos
These are only the tip of the iceberg, or maybe more accurately, the fundamental issues. Even if a digital marketing agency has none of the above to worry about, finding success for clients by outsourcing online services is much easier said than done.
And this is because when it really comes down to it, there’s never one right way to solve a problem for any two clients. So “guaranteeing” success upfront is a classic way to get some quick money in your pocket, but will always lead to angry customers and eventually, a failed business.
And overpromising and under delivering is something marketers have by and large perfected over the years.
As Gary Vaynerchuk would put it:
So, what it really comes down to is this: being successful is dependent the adaption to how marketers have screwed things up.
Ironic, isn’t it.
But the best part is, the road to not screwing things up begins with simply being natural.
As stated by Pat Frend from Razorfish,
“Successful marketing these days’ starts with social first, and it’s really got to fit naturally into people’s behaviors… Trying to thread the needle to create something that stands out in people’s personal digital spaces, that’s where the real magic happens.”
Again, this is where all the modern emerging trends come in. Not being ready is not an option.