Marketing agencies are divided into three groups:
- Traditional marketing agencies.
- Digital marketing agencies.
- Hybrid marketing agencies.
Traditional marketing agencies
These agencies seek to increase sales through different marketing agencies destined for people in general as opposed to digital agencies that segment their recipients more specifically.
The actions implemented by these agencies are:
- Management of in-person events for companies.
- Advertisements on traditional media (radio, television, and graphic media).
- Advertisements on the streets.
Even though traditional marketing agencies still exist, in general, they have added digital actions (because of the context) so they became hybrid agencies (we will explain them later).
Digital marketing agencies
Even though the pandemic accelerated the digitization of processes in the industries of the world, for some time now this tendency to turn into the virtual world is constant. Social media, the Instagram boom to show the products or services of a company, the emergence of e-commerce companies, and the general development generated by globalization have made marketing agencies more digital. Although we know that traditional marketing is still an important business in the industry, virtuality (thanks to the digitization of actions) is spreading throughout the market.
Within digital marketing, we can find:
Agencies that dedicate to branding: they base their projects on brand building (logo, website, colors, network positioning); social media management; photography, and video. All these actions are carried out in the digital field and contribute to the creation and position of brands in virtuality.
Digital agencies that dedicate to performance marketing: even though they dedicate to implementing strategies related to that specialty, they also include branding actions. They depend on advertising campaigns to get results. They can dedicate themselves to inbound, to implement SEO actions that involve creating content to achieve organic positioning in search engines and they can even do outbound marketing: this is beneficial to those who want to position themselves quicker than with inbound strategies. In outbound, agencies create advertisements for different platforms, including social media, and Google, among others; these are paid actions.
Hybrid marketing agencies
These agencies work with combined strategies of digital and traditional marketing. They create campaigns with branding and performance actions. We could say hybrid marketing agencies are the most complete agencies in the market since they deal with every action methodology.
Apart from these three types of agencies, we should consider niche agencies. These agencies specialize in just one strategy and don't create integral digital or traditional marketing campaigns but they dedicate themselves to one action thoroughly; for example: SEO, event management, content creation, inbound, outbound, and social media management. The problem of working by niches is that the audience is reduced which makes the company not profitable in the long term; this is why they end up adding actions and becoming an agency from the other three types.
How is a marketing agency formed?
In general, a marketing agency is made up of a CEO who is in charge of the strategy of the agency, a sales area (where new customers are managed), and an operations area (that develops the projects that customers request and also manages repurchase actions). As we can see, we haven't mentioned the marketing area because in this sector, in case the company needs to do marketing for itself (we can call it institutional marketing), the employees that do it are the members of the operations area; the requests can come from the CEO, the sales team or the COO when this role is occupied. We can say that the same actions that are carried out for an external customer are also carried out for the company itself.
From Drew, we consider that the roles that need to be filled with those characteristics are:
In the sales area: a seller who is coordinated by the company's CEO. If the company is too big, there can be more than one seller and a CCO (Chief Commercial Officer), if necessary. In general, in agencies that have up to 50 employees, it's not necessary.
In the operations area: here, we must find a COO (Chief Operating Officer) who will be in charge of coordinating the team and we also have to find a project manager, also known as the "account executive": this person is the intermediary between the customers and the operations area. We can have more than one project manager depending on the number of projects and how the area is structured.
In the operations team, there also must be people who carry out the projects; among those people, we can find:
- graphic designers
- paid media specialists
- communities managers
- SEO specialists
- marketing advisers
- a person in charge of institutional relations
In a marketing agency specializing in SEO, apart from the specialists previously mentioned, developers and programmers are hired to develop and optimize the website. There can be more or fewer specialists depending on what the agency is focused on: there may be a photographer or somebody in charge of making videos, for example. This is up to each company.
The operations areas can work differently and it depends on how the company is organized. We also have to say that there may be a person from each specialty or the company can be divided into cells where each of them works with a particular number of projects, have a person in charge and the necessary number of specialists, depending on the needs of the project.
In marketing agencies, in general, the company's owner is who manages customers at first; when the company grows, adds employees, is divided into areas, and manages more projects, this person occupies the position of the strategic director of the company and a new person must be hired to be the sales manager.