As a business, you need to promote your products and services. You need a marketing function that will deliver the digital marketing services that you need. Selecting a digital marketing services provider can be a challenge because your needs as a business change as you grow.
In the early days of any business that marked the activity is often fulfilled by the founders. As your startup grows and becomes a small business, you must start thinking about recruiting a marketing team or outsourcing to an agency. As you transition from a small business to a medium-size business, you find you need an in-house marketing function. In many medium-sized companies, digital marketing services delivered internally. Having an internal marketing team means the practical execution of marketing activity. At the multinational and enterprise-level it’s common for a lot of the implementation to be outsourced to agencies or offshore. The role of the marketing team then becomes to manage these agencies. Of course, the approach is delivering marketing services varies from organisation to organisation, but one thing is true, you need to reach your audience whether you do it internally or through a third-party.
What kind of digital marketing services could you need?
Typically digital marketing services cover paid, earned and owned channels.
- Paid marketing channels – This includes advertising on search and social media. A paid channel is any instance where you need to spend marketing/ad budget to gain visibility.
- Earned marketing channels – These are channels where you gain visibility by providing value. Search engine optimisation, for example, is an earned channel as is organic social media marketing.
- Owned channels – These are channels to market that you own and you don’t need to pay to appear on. For example, your website is an owned channel.
Regardless of which marketing channel you choose to deploy your marketing is either delivered by your in-house team or an outside vendor.
If outsourcing it’s essential to select a vendor that can deliver the digital marketing services that your business requires. There are usually specialist agencies that focus on one thing or full-service agencies that provide solutions on multiple fronts. Using a specialist agency may produce better results in specific areas; however, you may need to work with numerous different agencies.
When selecting a digital marketing services provider, there are plenty of things you should consider. Although the price is an important consideration, it shouldn’t be your primary concern. You could go with the cheapest option, but this may result in it being more expensive over time.
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