Today, marketing efforts span from billboards to mailers, to TV commercials and social media channels. Gone are the traditional media days and here to stay are the days of choice, and audience segmentation is the new norm. While some tried and true marketing efforts remain in place, digital marketing is one of the areas that has risen to the top of the list for most companies. At GRIT, public relations, branding and digital marketing are today’s most sought after agency services (and also some of marketing’s essentials). So, what exactly are these services and why do companies choose them more than others?
Digital marketing is a vast term for all online marketing. It involves all things digital including: social media and email marketing, paid search, organic search (SEO) and content marketing. Did you know, today teenagers spend over 9 hours a day on social media? So, it’s no surprise a surge in online marketing has been created and that so many companies are marketing to millennials.
Digital marketing allows marketers to target their prospects like never before. From demographics to geographical locations and interests, digital marketers can get very granular when it comes to their target audience. Marketing dollars targeted to the right audience will generate the largest return on investment (ROI). Best yet—digital marketing is very measurable. With a number of different tools out there (think Google Analytics), marketing agencies are able to provide companies with monthly reports that show how well a specific ad is performing in terms of lead generation and conversions.
To stay current, companies are investing in agencies of experts to effectively market their brand digitally on the Internet through the above listed channels. It’s a new world to many companies and digitally focused agencies are leading the charge.
Public relations (PR) deals with building brand awareness, brand recognition, and crisis management. Through news releases, letters to the editor, and news appearances on television and radio (what we like to call earned media), public relations experts are constantly working to make connections between media sources and their clients. This process increases brand awareness and recognition. As a result, sales in products or services for that company typically see an increase. In case of a crisis, public relations experts help companies put crisis communication plans in place so that they are ready to deal with anything catastrophic (both internally and externally.)
Many companies choose to work with a public relations team at an agency because the agency has professional connections and resources that most companies don’t have time to develop and stay on top of. This extra help boosts their brand, which is very valuable in business today.
Branding is an umbrella term that includes logo development, graphic design, brand assessment and strategy, brand story/messaging, core values, rebranding and much more. Both new and existing companies utilize creative teams at marketing agencies to create and maintain a professional brand image, as well as to help them find their point of differentiation/unique selling proposition and brand messaging. Branding experts can also help companies achieve a seamless rebrand. Interested in learning about when to rebrand? We have a blog for that, read here!
Most often, companies opt for agency help in the branding department because they have an experienced team who specializes in everything to do with creating a brand (marketing collateral, launch parties, etc.) and because agencies have the costly design tools needed to execute the work. Creative teams also help companies explore branding options that they have not thought about prior to meeting with the agency. Often times, in-house marketing teams are so close to the product, it takes a set of fresh eyes from the outside to hit the nail on the head.
It’s not at all uncommon for companies to reach out to an agency for all three services together as part of an integrated marketing approach because they complement each other well. GRIT is a full-service agency offering these services and many more. We’d welcome the chance to talk to you about them, but more importantly, your company. We’re here to help grow your company!