An advertising campaign for a global brand cannot be developed by a freelancer. There is no point in a small online store contacting a top agency and doing something spectacular and expensive. Each level of business has its own set of advertising services and a contractor who will do exactly what is needed.
Having worked with different types of clients for many years, we have discovered patterns that will help you make the best choice.
Types of advertising services
There are many advertising tools for promotion on the Internet, and we conditionally divide this entire list into three groups: navigational advertising, advertising in the media and systemic marketing.
Navigational advertising
These include:
- Contextual advertising.
- Search engine optimization (SEO).
We call this type of advertising navigational, because its main purpose is to catch a person’s eye in time, when he is already looking for our product. That is, for such advertising it is important that the product or service is already well known.
Let’s say a person wants to install doors in his home. He is unlikely to go to bloggers on Instagram or Facebook, but will immediately type in the search query “interior doors” and see what is in the results. And then he will simply choose from what is found.
Advertising in the media
Any advertising in the media is characterized by one important thing. Its audience is non-target consumers, most of whom do not need our service now. Specialized media with a narrow coverage are slightly different, where there is a target audience, but a small part of it is in a state of choice. Therefore, the emotional component is important for advertising in the media, and this advertising is very different in tone from the same contextual advertising.
Systematic Marketing
The third group is systemic marketing, which includes:
- Programmatic (automated advertising purchasing).
- Contextual advertising for very large stores, which requires fine management.
- Thoughtful series of media publications.
- Promotional sites.
- Other advertising services that are not included in the previous two groups.
- End-to-end analytics.
These tools, instruments and channels are related to systemic marketing because they can only be used within the framework of a systemic approach. Systemicity assumes that we constantly conduct experiments, monitor the results and manage these results competently.
Systematic marketing works only when we have sufficient budget, strength, qualifications and culture to do everything at the system level, and not in one-time steps. Therefore, it is not needed by everyone, and we will talk about this further.
Types of digital agencies
Promoting a business on the Internet can be compared to renovating an apartment. Depending on their budget and needs, people decide to a) do something themselves, b) call painters and plumbers for a one-time job, c) hire a repair team, or d) contact an architectural firm. Obviously, the result will be different.
Let’s return from the analogy to the sphere of Internet marketing. What options can there be here:
- Freelancers. Specialists who are hired for one-time tasks or more or less regularly: set up advertising, write texts, make a publication. You can compare a freelancer with an electrician – he came, installed switches and left. He does not delve into other tasks and the course of repairs in general.
- A small agency without specialization. In essence, freelancers who have united and who select a contractor for any service. It is pointless to expect serious, comprehensive work from such an agency: most likely, they will do everything as simply as possible, and sometimes with an obvious bias towards a “collective farm”, but inexpensively.
ee levels of business
We’ve sorted out the types of advertising and contractors. The question is what
exactly your company needs. Here, zalo database everything depends on the scale of the business
and current tasks.
Advertising budget: either absent or allocated sporadically.
Adequate tools for this level: advertising in buy industry email material the
media, often on the principle of “being your own media”. A simple, even homemade,
website on a constructor and advertising in social networks are the norm for the first
level.
Which contractor to choose: entrepreneurs do a lot themselves, plus they use
specialized services – for example, to set up advertising themselves. For individual
tasks, they can hire freelancers, more often for one-time work, and not regularly. And
this is a completely healthy scenario.
There is no point in going to a good twd directory streaming agency at this level,
because the budget is very small. Plus, if the product is non-standard, it will not be
very easy to promote it with SEO and contextual advertising due to lack of demand.
If such a company does contact an agency, it expects a miracle from this cooperation –
a flood of orders for minimal money. But miracles, of course, do not happen. When
there is no budget for promotion, and we invent something out of nothing, the result
is appropriate.