agencies and consultants have been
rendered redundant. However this
clearly isn’t the case. Marketing
agencies and consultants are here to
stay I dare say there’re more relevant
now than ever before and it’s because
of the following reasons:
Rapid barely describes the rate at
which the digital environment is
changing
Maybe more appropriate terms would
be head-spinning, mind-blowing,
speed of sound changes. To keep
up with these changes would mean
businesses would have to be solely
involved in ICT. This as we know
describes the minority of businesses.
Because the core business of
marketing agencies is greatly involved
in communications, they represent an
invaluable role of advising marketing
departments on how to exploit the
latest technologies and best practices.
Core marketing principles still
remain
This applies also, of course, to core
marketing communication principles.
Just because a very powerful tool has
been presented to you it’s really of
little use if you can’t use it properly.
This applies equally to digital
marketing communications.
The core principles of understanding
target market needs and tailoring
communications to suit these needs
is necessary both online and offline.
Not all business owners have a
background in marketing and so they
would need the expertise of a second
party to help them fully exploit the
digital space.
Now more than ever there is a
heightened appreciation for the
marketing role in organizations
Since the advent of digital marketing
and its increased popularity over the
years, organizations have come to
have a new found respect for the role
of marketing and its integral role in
growing business.
It’s because of this new found respect
that organizations will be more open
to agencies and consultants pitching
business especially for those who’ve
kept themselves updated.
Will the real marketers please
stand up?
Granted, the information available
online is copious covering all
manner of subjects and fields. This
has given an advantage to many
employers and employees to have a
deeper understanding of the field of
marketing.
However, does this necessarily mean
that everyone is a truly qualified
marketer? I believe not. It’s akin to
imagining that a person can be a
doctor by reading Google articles on
medicine.
The fact that more people are more
aware of marketing and marketing
communications means that those
who’ve truly qualified in this field are
even more aware, keeping themselves
relevant and updated in order to be
competitive. This is the case with
marketing agencies and consultants.
Offline communications are still
relevant
Though shrunken in size especially
in more developed markets, offline
communications still play a big role
in creating awareness, reminding and
differentiating products today.
For the marketing agencies that have
been around for at least 15 years,
offline marketing communication
solutions are likely to still make up
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