Most local digital marketing agencies will focus on measuring and delivering web analytics as their core results. At the end of each month ( or campaign )they provide their clients with a long list of logs, and sometimes bulks of statistical reports, intepreting what they see in those reports for their clients to make their own decisions.
But what most clients want is to have these agencies helping them to visualize on the potential of these data and create market opportunities by getting involved in their decision making process, developing new strategies that will squeeze out the very last drop from the logs to make their online ventures work that will ultimately solve their marketing objectives for the day. NOT JUST TELLING THEM what they need to do.
Perhaps these agencies are really SEO (search engine optimization) companies labelling themselves as digital marketing agencies.
Until the industry sorts itself out on how to benefit their clients in addressing their marketing needs instead of selling on its `measurability and performance based business model, clients will continue to scratch their heads and wonder what they need to do next with their pile of logs and datas to elevate their existing online presence and would probably turn to their traditional advertising agencies for help.
Digital marketing agencies need to be seen as communication specialists instead of an analytical entity that strives on providing statistics and measurability. Because eventually clients and corporations will have their own `so-called’ proprietory tools and inhouse expert to pick up relevant datas, run routine tests and analysis. Something which can be taught and implemented as a duplicate process. The only thing that is worth retaining by then ( for digital marketing agencies ) is purely human capital.
The value behind a digital marketing agency is the creativity and talent in using web analytics to stage client’s brand presence and bring it to life in front of hundreds (if not millions) of online social networks. And that is why traditional marketing communications and advertising agencies, being communication experts themselves, MUST transform themselves to meet this paradigm shift.