Technology Blog

Every business needs a multi-faceted marketing strategy. Whether large or small, customers will have a hard time learning of a company and its products or services if they aren’t exposed to some amount of advertising on behalf of the company. The Internet is such an important aspect of business that Internet marketing requires its own development and strategy, while still remaining tied to a company’s physical advertising. There are many different areas of Internet marketing, including Pay-per-click (PPC) advertising, banner ads, e-mail marketing and Search Engine Marketing (SEM). Even with an in-house advertising team, it would be difficult for a company to manage its entire Internet marketing campaign on its own, which is why it is beneficial for a company to hire a marketing firm that can handle all aspects of Internet marketing. When a firm has been hired, there are three main factors that will contribute to the development of a successful marketing campaign: communication, consolidation and collaboration.

Communication

Being able to communicate effectively is the foundation of any good relationship, business or otherwise. When working with a marketing firm, businesses need to find the most efficient, easy-to-use way to share resources. This can take the form of online file storage services, text/voice chat applications or collaboration apps. If the people running a business can’t effectively communicate their desires to the marketing firm, the resulting campaign will likely end up being vague and mis-targeted.

Consolidation

Internet marketing campaigns are best handled by a single firm that can bring a cohesive campaign to the client and maintain a unity of vision and purpose that will keep the ROI high for the client. Hiring multiple advertising agencies to create the different areas of a campaign will result in increased miscommunications, incompatible creative visions and a disjointed advertising strategy. Likewise, when working with one marketing firm it’s important that the overall purpose and design of a campaign be expressed in each individual part. Advertisements, websites, social media accounts and emails should have similar designs and a unity of voice and mission.

Collaboration

There needs to exist a collaborative spirit both between the advertising company and its client and within the advertising firm. The client and marketing firm should work closely together to tweak and refine all aspects of the campaign. Further, the client should be offered explanations for major design changes and decisions so they will feel more comfortable with the final product and be less likely to have a bad experience. Within the advertising firm, it’s important for the teams working on each aspect of the overall campaign to coordinate their efforts and bring a cohesive strategy to the table for the client. If a firm looks disorganized and its internal departments lack a unified direction, potential clients should consider finding another firm.

Internet marketing is vital for the success of any business, no matter the size. While it may be tempting to handle the advertising campaign in-house, it’s often the best decision to hire a dedicated Internet marketing firm to provide the business with knowledge, experience and a unified vision. Throughout the process, the client and marketing firm should communicate well, provide a consolidated campaign and collaborate to provide for the best possible outcome for both companies.