Sunday, June 10, 2018


Over the past few years, rapidly developing technologies have changed the way marketers think about marketing and marketing communications Dallas SEO strategies, plans and  tactics. However, somewhat quietly but perhaps more importantly, a significant change has occurred with the world's largest communications agencies - the dramatic growth of consulting companies at the expense of traditional advertising agencies.Management and accounting consulting companies with new services are now ranking sixth through tenth among the world's biggest communications companies. The specialized divisions of Accenture Interactive, PwC Digital Services, Deloitte Digital, Cognizant Interactive and IBMix had total global revenue of over $20 billion in 2017, with an eye-popping 32 percent growth in US revenue versus a year ago.While traditional advertising industry giants WPP, Omnicom, Publicis, Interpublic and Dentsu are ranked as the top five, with global revenue of nearly $62 billion, US revenue barely increased at 0.3 percent (Advertising Age).Why is this change happening and what can small and midsized marketers learn from it?There are many reasons for the growth of consulting companies - in B2B, B2C and nonprofit marketing and marketing communications areas - but the top reasons are:Consulting companies already have deep ties, experience and credibility helping organizations improve their profitability, because of a sharp focus on ROI;Their existing familiarity with digital technologies, along with the financial resources to acquire specialized digital companies for expansion;Maintaining a data-based strategy with clients and prospects - not creative alone - which means they are focused on understanding customer wants and needs, as well as customer experiences at all pre- and post- customer purchase points;A focus on marketing and marketing communications effectiveness and not just efficiency, resulting in a very big difference to a brand's profitability.In short, a history and vision of focusing on and improving a brand's profitability and its ROI. Keeping an eye on the bottom line - cost per customer, not just media cpm efficiency.ROI Focused Marketing And Marketing Communications ConsultantsAs a small of midsized marketer, what can be learned from this dramatic shift of larger marketers? With only a small (sometimes inexperienced) staff, limited financial resources and time constraints, what should be considered?Start with established marketing and marketing communications consultants who are clearly focused on a brand's profitability Dallas SEO and ROI, and not just "likes" or "clicks".

They should have significant experience across industries and brands, both for profit and nonprofit, and have a broad understanding of customer, prospect (and employee) motivations to purchase and repurchase, regardless of the business environment.But, above all, they must be media neutral and not selling "one size fits all" solutions. As Tom Bradley, former head of marketing at Nestle said, "The best source of marketing communications leverage is the quality of the message... not the media vehicle, new or traditional, that does or does not deliver." And that also means you must be sure that your consultants have the ability to cultivate and manage the creative process.Unsure of how to select a consultant, much less what type of professional to look for? If your business is floundering and in serious need of overall repair, along with Seo Consutant financing, you probably would be better served by either a management or accounting consultant.If, however, your primary need is toestablish or improve a weak marketing or marketing communications program for the short and long term your selection should be apparent. You should be looking for rigorous and objective counsel on the entire scope of traditional marketing and marketing communications opportunities available to you (traditional vs. new media; conventional vs. digital; etc.).Beyond the qualities of the consultants previously mentioned, be sure to look for:Someone who is disciplined, apolitical, down to earth, and willing to be part of your team; consultants who will promote candor across all levels, who will listen and explain what needs to be done to everyone's satisfaction; teaching, not lecturing, is very important';Professionals with the ability to develop successful strategies, plans and executions with your team or, if necessary, who can provide outside specialists to improve part or all of the program;
People who have strong convictions to use research and measure not only what has been done but also what is proposed to be done; measurement is key to evaluating success or the need to modify a plan;A flexible organization that can bring in marketing and marketing communications specialists when and as needed so that overhead isn't an on-going expense.Most small and midsized companies find themselves with not enough time, skill or financial resources to develop and execute a profitable marketing and marketing communications program. These challenges are growing exponentially, and consultants can be of great value in navigating this complex environment and adding value to your brand.One career path that is often overlooked is marketing. There are always lots of jobs in marketing. If the economy is slowing down, companies work to get more sales. When the economy is moving forward, companies are expanding and they need marketing, and it gets hard to find marketing experienced professionals when job markets are tight.A student that wants a job in marketing won't have to look far for an entry level marketing job. Companies are always hiring telemarketing - both, out bound and inbound telemarketers. Retailing companies always need help with their online marketing.One great job a high school senior might find as a paid summer internship would be working on a political campaign, either for a candidate for office or for an initiative or even a petition drive. And, talk about a wonderful way to learn about marketing? Think about it. There are calling trees, word-of-mouth campaigns, bumper stickers, flyers, meetings, yard signs, direct mail, speeches, and media relations attempting to keep the issue or person running for office in the news.Let's face it, if you work on a campaign for a candidate or serious issue and you put that on your marketing resume, you can bet a business owner or corporation HR department would take notice.How does a high school student with no experience secure such a summer internship? It's really easy, just ask, beg if you have to, or find someone you know who is close to the campaign or heavy into politics to walk in with you and introduce you to the campaign manager. Trust me, there is always a shortage of people on big campaigns, and money is tight usually, so they need you more than you need them.What will you learn from a political campaign internship? Well, you will learn how the world works, how perception turns into reality and how marketing done right can  change people's opinions and make them loyal supporters. You will learn how people think, and vote. There isn't much difference between marketing a person for office or an initiative for the ballot box than marketing a product or service or building a SEO Company in Toronto personal brand for a celebrity. In one instance the voter at the ballot box, in the other the customer votes with their dollar.