Ten years ago, advertising was pretty straightforward. You could buy ads on television, the radio or in the newspaper. If you wanted to get really fancy you could also do direct mail. Today, though, there are a lot more options that are available to you. So how do the ad agencies keep up with the changing trends in marketing, promotions and advertising?
Some advertising agencies have dug in and continue to specialize in “traditional advertising.” They specialize in television, radio and newspapers. Some agencies are choosing to specialize in “niche” advertising, which means that they are choosing to take on just one kind of promotions or marketing.
The benefit of working with a specialty or boutique agency is that you know that you are working with an expert. Specializing means that the people you work with are going to know their stuff inside and out. This can be a huge benefit to you because you won’t have to worry about the lines getting blurred as you work to come up with a marketing campaign for your product.
A lot of advertising agencies have chosen to eschew the traditional idea of specializing in a specific type of promotions or advertising. They are choosing, instead, to become a hybrid agency. This means that in addition to doing traditional promotions they are also well versed in internet based advertising and marketing.
The benefit of working with an agency of this type is that it cuts down on the work that you have to do. You don’t have to worry about how well what one agency wants to do will coordinate with what another agency will do. Because all of your campaigns are happening under the same route, they will be more cohesive than they would be if you went the specialty route.
How Do You Remain Competitive
This is going to depend largely upon the type of client that you are trying to attract? Typically, though, the agencies that can offer a variety of different promotional styles are going to fare better in the current market. The Internet isn’t a fad, it’s a way of life and business professionals understand that.
As the owner of an ad agency, it is definitely to your benefit to offer a variety of different advertising methodologies and expertise. This helps keep your clients “in house.” Why would you encourage a client to spend money somewhere else when they can spend it with you?
The advertising field has changed dramatically over the last decade. There are two ways to react to this change—you can choose to go hyper-specialized or you can expand your knowledge base and attract more clients. Which route feels best to you?