Digital Marketing Agency

What is digital marketing?

Digital marketing, also called online marketing or digital marketing, is a set of activities in the Internet sphere used to transmit messages and measure their impact on the recipient. In practice, digital marketing typically refers to marketing campaigns displayed on a computer, phone, tablet or other device. It can take many forms, including video, display advertising, search engine marketing, paid social advertising, and social media posts. Digital marketing is often compared to „traditional marketing” such as magazine ads, billboards, and leaflets. However, in reality, online marketing is completely different, more accurate, faster and more effective.

A digital marketing strategy allows you to leverage various digital channels – such as social media, pay-per-click, SEO and email marketing – to connect with existing customers and people interested in your products or services. As a result, you can build your brand, provide excellent customer service, attract potential customers and improve your customers’ experiences.

What does a digital agency do?

A digital agency deals primarily with planning and implementing online marketing activities, which may include brand building, search engine advertising, public relations, creating marketing communications, campaign optimization websites or data analytics.
The tasks of a digital agency may include:

web development, i.e. creating internet and mobile projects and data automation
design, i.e. designing advertising creations for media needs
conducting advertising campaigns covering both the consumer and b2b sectors
designing brand strategy, communication strategy and marketing strategy
SEO, i.e. positioning websites in search engines
social media and influencer marketing, i.e. marketing in social media
content marketing including content, graphics, infographics and animations
public relations activities
mobile application marketing
web analytics, key in e-commerce
UX audits and analyses, with the goal of increasing sales
usability testing to improve user comfort

Interactive agency and creative agency

At some point, every entrepreneur, eCommerce store and B2B company will face such a choice. Do I hire a creative agency or a digital agency? Or maybe an interactive agency or marketing company?

At some stage of development, every company needs a new website, social media accounts, logo design and all other elements of a marketing campaign that will allow the brand to be noticed and sell products or services. Is there one type of agency that is better than the other? Each decision will bring you different results depending on your needs and goals.

In this article, we will define the two types of agencies, explain the difference, and help you decide which company will better meet your requirements.

A digital marketing agency (digital agency, interactive agency) offers a full range of online marketing services. He provides marketing consulting and provides creative, strategic and technical development of marketing products and services. In other words, a digital marketing agency will provide you with a complete set of services regarding your brand’s online presence.

On the other hand, a creative agency can be viewed as the team that creates all of your brand’s content and visual elements. These include elements such as: logo, creations, communication strategy, full visual identification, and video materials. Typically, creative agencies are brand experts who create all the graphic and visual designs that later define the product. Creative agencies usually no longer deal with the execution of advertising campaigns, they do not deal with SEO or data analytics.

What goals does an e-commerce agency pursue?

An eCommerce agency is an external team that works with your company to achieve set goals such as. e.g. increasing the conversion rate, increasing sales volume, maintaining ROAS indicators, etc. Agencies often achieve this through the strategic use of creative, technology and marketing services.

Typically, e-commerce agencies operate in a full-service model. This means that they offer strategic, creative, marketing and technology services under one roof. The activities of an e-commerce agency may include acquiring new users, preparing special campaigns, optimizing content for SEO, testing various basket variants, or running social media accounts.

There are currently approximately 250,00 companies selling on the Internet in Poland, of which just over 50,000 have been registered in the PKD from the very beginning as an online store. This is a huge potential for agencies specializing in e-commerce marketing to fill.

Content marketing agency - examples of advertising campaigns

A content marketing agency is in the business of creating distinctive content not only in the online space, but also offline. It is important to find out who our potential customers are when creating a campaign strategy. A well-defined target audience is the basis of digital marketing efforts, including content marketing.

In today’s world, campaigns need to stimulate our emotions, hit the (sometimes deeply hidden) needs of potential customers, such as, for example, a sense of belonging, the need for self-acceptance and others. It is not uncommon that gaining valuable information about the product itself, such as the composition or return policy, will be as important as the message, philosophy and values of the brand. If our advertising makes the recipient feel better at least for a moment, the same effect will later be produced in him by our product.

A perfect example is the campaign 'Be yourself with the Sprite brand. The season of haters is underway’, which with its inclusive language can perfectly address the needs of people struggling with a sense of otherness.

Allegro is also doing a great job of touching the emotional strings of its audiences, as exemplified by the viral Christmas ads 'What’s Most Important’ and 'What You’re Looking for at Christmas’.

Social agency and social media

A social media agency is a digital agency that aims to achieve set goals using social media. There are 27 million Poles who constitute the target group of the social media campaign. Therefore, this is a huge potential for development that a digital agency can use by sharing its knowledge with the client. The expectations of social media recipients are getting higher and higher and in the flood of information, campaigns require an increasingly well-thought-out strategy on the part of your company.

What can we do in such circumstances? It is worth considering all the pros and cons and deciding whether, instead of running accounts ourselves, it would be better to have a professional digital agency take care of our activities on Facebook, YouTube, Instagram, TikTok, Linkedin or Twitter, so that each of our online advertisements affects engagement earlier selected target group.

Do digital agencies only deal with internet marketing?

By definition, internet marketing mainly covers advertising activities. However, a comprehensive digital agency can go beyond planning and optimizing broadcast channels. A good creative team at a digital marketing agency will help you sort out visual identification issues in your creations, prepare a mailing project, and even prepare a website design.

A cross-sectional digital marketing agency will also help you measure effects by supporting the implementation of tracking codes. All these aspects, creations, website and measurability of activities are as important as the advertising activities themselves. Without them, advertising campaigns may not achieve full effectiveness. Therefore, it is worth choosing a digital agency that is able to handle the business comprehensively, especially when the client does not have specialists for these duties.

SEO agency and website positioning

SEO stands for Search Engine Optimization. An agency with this specialization deals with optimizing websites on the Internet for search engines. Website positioning aims to rank them high in search results.

Website optimization is usually preceded by an SEO audit, i.e. checking the website structure, linking, content and source code. This process involves the use of high-calorie keyword phrases, and high-calorie in this case means a high number of searches.

Link Building plays an extremely important role in website positioning, its task is to obtain external links to our website. These links may be located on blogs, social networking sites or online forums.

E-mail marketing and affiliate networks

E-mail marketing is a great way to reach the segments we are interested in by using publisher databases. It is worth remembering that the providers of such solutions include not only small profiled databases, but also entire websites, including vertical ones, with many thematic sections that allow us to effectively reach our potential customers. Depending on the offer, settlements may take the form of a fixed, one-time fee, but also per-click settlements, thanks to which we will be able to have a real influence on how many people land on the landing page within the budget we have planned.

An affiliate network is a particularly interesting choice when we have an e-commerce business and want to scale up thanks to the activities of individual customers. Thanks to this, the most devoted customers can simultaneously advertise their favorite products of selected companies, thereby achieving financial benefits and reaching their friends, recipients and readers with their message. Thanks to the variety of products within affiliate networks, the content with such advertising can take an interesting form, for example a presenter.

Methods of targeting in online marketing

There are many online marketing targeting methods, ranging from targeting ads according to demographic data (age, gender, country, city, region, etc.), through behavioral targeting, i.e. targeting customers with special needs and shopping habits, to contextual targeting – ranking recipients according to their interests. .

In various advertising systems, we can find other targeting methods – this is, for example, targeting an existing customer list, and we can also include remarketing, i.e. returning advertising to recipients who have already had contact with it.

How to measure the effects of digital marketing

The main goal of our marketing activities is to increase the company’s profits – sometimes this means an increase in sales, sometimes an increase in the number of leads or other measurable indicators. It is important to set a goal at the beginning, the achievement of which will mean success in marketing activities and strive for it. Let’s not forget about indicators that are not easily converted into numbers (brand awareness, awareness of the offer, brand attributes, or consumer’s attitude towards the brand), but which have a huge impact on the final results.

360 agencies - what scope of marketing do they offer?

360 marketing agencies deal with nothing else than 360 marketing (in English – 360 Degree Marketing). This means that the 360 agency is specialists whose task is to ensure that your company is visible in many channels, using both new technologies and traditional methods of advertising in the media. Some of the channels in which you can count on marketing support for your company from the 360 agency are:

social media activities (social media marketing);
direct marketing;
operating websites and advertising activities in search engines (SEO activities, search engine optimization and SEM, search engine marketing) and
advertising campaigns on the Internet, conducted through platforms such as Google Ads or Facebook Ads.

This type of agency therefore offers comprehensive coverage of all digital marketing and advertising needs of the client, and also ensures its visibility in social media.

Building brand awareness

Brand awareness is, broadly speaking, the image of the brand that is formed in the minds of consumers. We want it to be positive and lasting. So that a consumer who has a specific need immediately associates a brand that will help him meet this need.

Building brand awareness itself may be tedious and time-consuming, but in the long run, customers will come to us on their own – based on their knowledge and trust in a specific brand.

Performance marketing campaigns

Performance marketing, i.e. the so-called efficiency marketing or ad campaigns, is a type of online advertising model aimed at achieving the desired, previously assumed effect in the form of specific recipient activities – this may be, for example, filling out a form on the website or generating sales. Performance marketing campaigns are a type of activity that will work great in any online store. Performance marketing is the last stage of the sales funnel, which we should use if we have already built a conversion path preceding it. This is because the aim of performance marketing campaigns is not to build a brand image, but to translate the already developed image into the desired actions of recipients.

How much does digital marketing cost?

The costs of digital marketing may differ dramatically from the scope of activities, tools and channels used to conduct it. The cheapest solution is to conduct all marketing activities on your own, but this involves many difficulties and challenges, as it is difficult to specialize in many branches of digital marketing at the same time. Another, more popular solution is to use the services of a digital agency that provides full or partial online marketing services. Then, we have to add the agency’s service costs to the advertising budget, but we avoid the risk that our actions will be ineffective, as could happen if we acted alone.

What are the benefits of digital marketing?

There are many benefits of digital marketing, but not all of them are visible at first glance, for example in the case of sales. One of the greatest advantages of conducting your marketing activities online is the speed of action and measurable effects that we observe immediately after launching the campaign. We obtain data on ad views, clicks, website visits and user behavior. This is information we can use to improve our business model. Another very important advantage is the ability to display ads to precisely defined groups of recipients. Thanks to this, we can be sure that our ads will be seen by people who are actually interested in our products or services.

How many marketing agencies are there in Poland?

Every year, countless companies and businesses appear on the market, and thus – potential new clients for marketing agencies. This, in turn, means that the demand for the services of marketing specialists (including those dealing with digital marketing) continues to grow. It is no wonder that there are more and more marketing agencies in Poland every day. According to BNF data, their number in 2022 is 41,739 economic entities that are direct competitors on the market. We are here to help you place this number on the scale! For example, there are approximately 25,500 active enterprises registered as architectural offices in Poland, and over a million farms.

Local positioning

If you are a business owner looking to attract more local customers, you should optimize your website for local SEO.

Implementing a few basic optimization elements will have a positive impact on the position of your website in the search engine, increase website traffic and the recognition of your business in the area, which will translate into higher income.

Where to start with local positioning?

The first step in Local SEO activities should be a thorough analysis in terms of key phrases, competition activities and the current market situation. It is also important that the basic SEO elements on the website are properly optimized.

Average earnings in marketing agencies

Is marketing and working in the marketing industry profitable? The earnings that marketing agency employees can count on depend strictly on the positions they hold in the business structure. According to data collected by the editorial office of the Wirtualnemedia portal, the highest salary, with an average amount of PLN 14,000 PLN in 2019 are received by account directors in this industry. The next remuneration found in the data collected in this study, sorted according to their average amount, goes to digital media managers (PLN 12,000), senior strategy planners (PLN 11.5 thousand), senior copywriters (PLN 11.2 thousand). thousand) and SEM (PLN 6.5 thousand) and SEO specialists (PLN 6.3 thousand). The highest hourly rate, with an average amount of PLN 400, is associated with directorial positions such as: client director, creative director and client service director.

Summary - how to choose a digital agency?

When choosing a digital agency, it is worth considering the following issues:

Our resources – do we have specialists who have experience and the ability to prepare advertising creations and a website, or do we need this to be included in the offer?
Experience and opinions – it is worth asking about previous projects and examples of successful online campaigns
Scaling services and long-term plans – perhaps at the moment we start our activities, we do not need to use all the services offered by, for example, the 360 agency, but if we already have a long-term plan that includes additional services (such as content marketing or SEO activities), it is worth when choosing, take into account an agency that, over time, will be able to serve us more comprehensively and tailor the offer to our needs.