Marketing in 2023: Why Brands Need Partners, Not Agencies
Updated: Dec 9, 2022
In 2023, the world of marketing is likely to continue to evolve and change. As such, brands need to work with partners who can help them navigate this constantly shifting landscape. Rather than working with traditional marketing agencies, which may have limited expertise in specific areas, brands should look for partners who can provide a range of services and support. These partners can help brands stay ahead of the curve and adapt to new trends and technologies, which can be crucial for success in the fast-paced world of marketing. By working with the right partners, brands can build effective marketing campaigns and achieve their goals in 2023 and beyond.
Brands Require Partners, Not Agencies, For the Following Reasons
Digital has made everything so much more measurable, so it's no longer unheard of for brands to demand concrete results from their agencies. However, many agencies continue to put their attention on "vanity metrics" that have no connection to actual sales. A digital commerce marketing agency must share the same business objectives as its clients to be truly effective. Additionally, brands should investigate an outcome-based model in place of the customary commission rates.
Misaligned goals between clients and agencies, dismantling service provider silos, and consolidating various sources of customer data will all be top concerns for chief marketing officers (CMOs) in 2023. It doesn't help that brands work with several agencies at once; a media agency will discuss media metrics, a social media agency will discuss content strategies, and so on. It then falls to the marketer to put the pieces together and justify marketing spending. As digital marketing becomes ever more complex and customer journeys fragment in unpredictable ways, the integration will be critical.
Data & Insights
Forrester’s global marketing survey found that the top four concerns of CMOs are:
Understanding the needs of buyers and customers
Increasing the focus on customer experience
Improving post-sales customer engagement
Enhancing marketing effectiveness
A data-driven approach is critical in solving all of the above. But even if most digital marketing agencies understand the importance of drawing insights from customer data, there remains staunch resistance due to the belief that data will kill creativity. The client brief to agencies is also data-blind at times, but digital marketing agencies are reluctant to go beyond their assigned roles for fear of upsetting the apple cart. Brands need a partner which can help them take the brief a notch higher with data-backed insights.
Most digital marketing agencies struggle with personalization because creatives are frequently "fixed." Most SEO agencies in Asia would shun that kind of work because the margins are low, and they would rather sell something more profitable even if that means sub-optimal outcomes for the client. Furthermore, effective personalisation can’t be executed by a patchwork of specialist agencies seeking to maximise their profits. Brands need a partner that can co-own personalisation outcomes across the customer journey.
A few years ago, there were only a small number of hundred marketing-related technological solutions. That number is now north of 8,000, and the barrier of entry to automation has never been lower. But the fact remains that most eCommerce agencies are not in favor of automation eating their lunch. Dealing with technology vendors one at a time may not be the best option for brands either, as each will assert that their solution is the best without taking into account the specific requirements of each client's technology stack.
The great digital accelerator COVID-19 will be remembered, which is an unsettling reality for the majority of agencies. To keep up with changes in consumer behavior, eCommerce agencies have to be creative daily and constantly iterate with the support of customer insights and performance data. But if a brand’s agency ecosystem finds that using data and pivoting quickly is a challenge, then that could be a red flag.
The typical digital commerce agency checks the following boxes: it’s good at stakeholder management, negotiating, and storytelling. But digital-ready talents in 2023 also need to be fluent in digital psychology, customer engagement, analytics, MarTech, and so much more. Ecommerce Brands should look for T-shaped partners who can go broad and deep, while highly skilled in end-to-end execution.
As you gear up for 2023, is likely at or near the top of your priority lists. While you can certainly have a limited amount of success going it alone, partnering with a digital commerce agency can have some tremendous benefits for your organization’s digital advertising efforts. Below, we have outlined seven marketing agency benefits:
1. Increase ROI digital marketing
Working with a digital marketing agency is vital if you are looking to get the most bang for your advertising dollars. An experienced advertising firm can help you avoid the growing pains of running your first marketing campaign. This assistance is crucial in particular if your business is still recovering from the pandemic.
Which advertising platforms you should be focusing on will be determined by a marketing firm. In addition to managing the campaign and handling just about every other aspect of digital advertising, they will also give you high-quality content.
2. Gain Access to Fresh Ideas
Even the most creative marketing teams need a little inspiration from time to time. A digital marketing company can give your next campaign new life, regardless of whether your previous advertisement failed or your content writers are suffering from severe writer's block.
The majority of digital marketing companies employ creative teams that are skilled in graphic design, writing, and other disciplines. They can easily find the best candidate for your project because they frequently have employees who specialize in producing content for various niches. You might find that some brand-new content is exactly what you need to increase conversion rates and generate more leads. What are you still holding out for?
3. Obtain an Objective Perspective
A digital marketing company can look at your company objectively in addition to producing new content. Although you undoubtedly have your company's best interests in mind, unconscious biases might be preventing you from succeeding.
D2C Marketing companies are compensated for results and client service. They will begin by evaluating your current marketing initiatives to find ways to make them better to achieve that goal. They can offer fresh perspectives on old issues because they are working with raw data and the data you provide.
4. Improve Planning Processes
E-commerce marketing companies in Singapore follow well-defined procedures when developing marketing campaigns. They will be able to assist you with both short- and long-term planning thanks to their experience. They can create a comprehensive, well-rounded marketing plan that aims to meaningfully engage your target audience.
5. Free Up Time to Focus on Your Strengths
Likely, you didn't major in digital marketing or a related field if you didn't, as online advertising probably isn't your strongest suit. The fact that a Singapore marketing agency can oversee your entire advertising campaign is one of the biggest benefits of working with them.
With this help, you'll have more time to concentrate on your core competencies, like improving your products or providing excellent customer service. If you did not have to spend hours managing your advertising campaign, consider how much more productive you could be. It does sound quite alluring, doesn't it?
6. Leverage the Latest Tools
Is marketing automation used in your current advertising campaign? Which key performance indicators (KPIs) do you use to assess each advertising campaign's efficacy? We assure you that you are not alone if you find it difficult to find the answers to those crucial questions.
The most recent tools and technologies are available to you when you work with a marketing agency. These companies use performance tracking tools, marketing automation software, and other tools to carefully manage your marketing campaign.
Automated solutions will not only greatly simplify your life but also increase the success of your advertising campaigns.
7. Stay Relevant
You need to have a strong online presence if you want to remain competitive in the modern market. A great digital marketing partner will help you attract new customers, increase brand recognition, and improve your online visibility.
To achieve this, they will make use of a range of advertising channels, including social media sites, search engines, and even email.
Choose Your Next D2C ECommerce Agency Partner
As you can see, working with a digital marketing agency has many advantages. Regardless of the industry, you work in, this is true.
But not all digital marketing companies are made equally. You need a partner who will take the time to understand your particular needs if you want to maximize the results of your digital marketing initiatives.