All the digital agencies have one thing in common. They all have separate divisions for exact purposes including SEO, social media, ecommerce, media buying, ad planning, online marketing, user experience, technical, content production and others. The upwards surge of online marketing which started a decade or so ago, digital agencies are ubiquitous now but most of them are confined to one or two services and expertise while the span of digital marketing continues to grow. A few years ago, anyone with basic HTML knowledge claimed himself as a digital marketing expert.
This trend continued in the changed time as well. New bottles came up to present the old wine. For example, knowing how to handle your own Facebook account and a group on Facebook made people claim to be a social media expert and even proceed to offer professional services for businesses in social media management. Anyway, it is not enough for any agency to offer just one or two particular services in digital marketing. Agencies must expand their services to every possible channel of online marketing and hire experts, real experts, in every department. This might also mean, they can hire freelance experts on-need basis to help them with certain aspects of digital marketing.
This industry is growing at a stunning rate and thus, confining your skills to one or two domains is not enough. Not only the agencies need to offer a holistic solution package but also need to become much more integrated. This means working online and offline as the traditional channels are not dead, despite of digital channels taking a fair share away from them.
For example, you can still upload your great ad on Youtube if you can not afford to run it on TV channels. Video marketing, as it is known, have just one condition to be successful, be authentic and original. As flawlessly edited videos are commonplace, only a unique video can capture the people's mind. A home made video, which is rather informative, can really generate more buzz than a tried and copied edited video.
So, there are lots of possibilities for any business to run its own campaign, even when the company has a very tight budget. Keep thinking and come up with unique ideas and embrace a new idea irrespective of where it comes from. The company management should also be open to experiments and hand over the total responsibility to a top digital agency .