A brand new e-book by net design and improvement platform Wix seems on the altering position of digital marketing agencies, challenges they face, and the way they’ll be impacted by digital marketing traits.
In October 2018, Wix met with a bunch of digital agencies to debate the present state of the business, assess a few of the challenges that agencies face, evaluation alternatives for progress, and reveal thrilling new traits.
Content produced in collaboration with Wix.
Increased competitors amongst prime challenges for digital marketing agencies
The Wix company panel was requested what they contemplate to be their largest upcoming problem. The overwhelming response was rising competitors, with 50% of agencies indicating this was a difficulty. Other challenges acknowledged embrace adapting to new know-how, hiring/retaining the suitable individuals, and rising regulation/stricter privateness requirements.
And some excellent news—of the agencies who participated, all of them present web site creation as a foremost service providing and don’t foresee demand for this service diminishing.
With competitors excessive on the record of upcoming challenges, Wix stresses the significance of specializing in native markets as an outlet for company progress.
“We predict that the appeal of globally-offered services will continue to diminish, precipitating the resurgence of the local agency.”
To leverage this pattern, Wix recommends that agencies give attention to their rapid environment and foster relationships with native companies.
The altering face of competitors
One of the challenges highlighted within the report is the emergence of shoppers as opponents. Increasingly, shoppers are performing digital marketing duties in home, a pattern facilitated by the emergency of DIY advert platforms akin to Google and Facebook Ads.
Now greater than ever, agencies should show their price to shoppers who could not see the worth in outsourcing a service they really feel they’ll do in home.
One approach agencies can stand out and provide worth is in how they place themselves. Are you a generalist or a specialist? Are you international or native?
Per the Wix report:
“We predict that over the next few years, agencies will have to better define their role in the client’s journey towards success, choosing between a generalist or specialist approach and deciding whether to position themselves as global or local.”
Digital marketing agencies as educators
Wix recommends that agencies take a proactive strategy to presenting their worth as strategists, not simply distributors employed to execute a particular job or service.
Agencies can do that by educating shoppers on the worth of making a sound digital marketing technique, one thing they’re uniquely positioned to do properly due to the breadth of expertise they’ve within the business.
To this finish, Wix predicts that agencies have a transparent strategy to defining their key promoting level. In some circumstances, this can be to give attention to one or two particular providers akin to search engine optimisation or content material marketing and in others, a extra holistic strategy could make sense. Either approach, it’s the company’s job to speak how they’re uniquely certified to ship the providers they’re promoting.
Wix additionally predicts that taking a neighborhood, slightly than international, strategy to company identification may be significantly helpful when attempting to distinguish your self.
Opportunities for progress
The company members within the Wix examine listed the highest progress alternative as “offering higher-end design” adopted by providing further marketing providers.
Agencies that may provide an built-in strategy to digital marketing display actual worth to shoppers who could also be overwhelmed with the various transferring components concerned with launching a profitable digital marketing campaign.
Wix recommends that agencies place themselves as enterprise options suppliers slightly than specializing in purely on digital providers. This stance allows agencies to cost extra for higher-end design as a result of it affords extra worth to the consumer in the long term.
Agencies as pattern identifiers
Agencies have a accountability to remain on prime of digital traits to allow them to provide methods which can be each emotionally interesting and leading edge.
Currently the highest digital traits in marketing embrace web site improvement, search engine optimisation, and social media marketing, however there may be diminished demand for Email marketing and app creation.
Trends come and go, so it’s essential for agencies to remain abreast of recent and rising traits consistently, a problem that may be tough contemplating the quick tempo of change on this business. Technology traits which can be at the moment driving digital marketing progress embrace zero-code net improvement, digital/augmented actuality, voice-activated programs, AI and IoT (Internet of Things).
For extra details about how your company can navigate upcoming challenges and discover continued progress and success, obtain Wix’s e-book “Digital Agencies in 2020: A Glimpse into the Future.”