Modern economy is no longer characterized by three classical sectors (extracting raw materials, manufacturing, and services) but it is described as having a quaternary sector, offering information services, such as, for example, computing, ITC (information and technology services), different consultancy services (offering various advice to business), R & D (research and development, particularly employed in scientific fields). Experts hold that there is also an inquiry sector, which comprises intellectually based macro-level activities.
As a matter of fact, if you take all these trends and tendencies into consideration, it becomes rather obvious that the ways of conducting and managing your business must also change in order to correspond to the latest trends of marketing and economy.
It is obvious, that deep processes that have changed these characteristics of the economy and created new sectors, have also caused changes in the marketing policies. This means, that only several decades ago most companies were sales oriented. They focused their energies on trying to change customers’ mentality to fit their products. Their curious slogan was ‘any color is ok, as long as it’s black’.
However, as new technologies and services appeared and competition increased, more and more companies changed their marketing approach and become customer-oriented and market-driven. Instead of trying to change customers’ minds and adjust them to their products, companies try to adjust their products to fit the market. This marketing approach can be described as “tell us what color you want’ school.
The same business rules apply to market agencies as to any other segment of services, therefore marketing agencies also have a specialization.
Some agencies can be great in online marketing areas such as search engine optimization, SMM, reputation management and content; others – in analytics, strategy, creating customer flow, building the maximum effective funnel; the third – in branding, identity, packaging, retail marketing; fourth – in web design or the development of sites and portals of the highest level of complexity.
The specialization of a marketing agency is often related to the specific competencies of people within the agency and their work experience (for example the marketing agency “Arithmetic” is an Internet marketing and lead generation based on data that we can extract, clean, systematize and analyze).
The wide range of services and the success of the largest network advertising and marketing agencies in almost all areas and directions is justified only by the number of narrow professionals in each of these areas. But the budget of such an agency will be pulled only by large international businesses.
Marketing Agency Objectives:
What kind of work does a marketing agency do?
A marketing agency carries out a full range of marketing, PR, and advertising.
Any marketing agency has an art director, copywriter, planner, marketing director, brand consultant, and PR consultant, graphic designer, social media expert, web developer, marketer, and clerk.
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