What to expect from advertising agencies in 2019
Posted: Tue Dec 03, 2024 10:35 am
2019 has already started with a very interesting question: how should advertising agencies act in this new year, to deliver concrete results for their clients? First, let's remember what happened in 2018!
2018 brought unusual challenges for advertising agencies . We went through a fuel strike, radical political and economic changes, a very sharp drop in consumption, more than 15 million people unemployed... In short, there were several factors that led companies to review their strategies, with unexpected changes due to the general scenario in Brazil.
And among advertising agencies, we also saw significant changes. The main one was that advertising professionals had to remodel themselves to meet new client demands, generated by the need to increase sales. It was no manufacturing email list longer enough to simply find the perfect account, create creative campaigns, and reach the target audience, if none of this resulted in sales.
The new demands demanded by clients have led many agencies to seek new ways to meet them. As a result, we have seen many advertisers and other professionals in the field improving their techniques, with increasing participation in courses, lectures and workshops. The mindset within agencies has also changed a lot, with a greater focus on actions that yield results in recurring sales or with higher ticket sales. Strategic thinking has become a latent necessity, within each action, each stage, each step of a campaign. Rapid corrective actions have also become part of the routine, so that campaign results become increasingly positive. As a result, many agencies have started to adopt or improve their Digital Marketing, Inbound Marketing, Content Marketing, Trade Marketing, Traditional Marketing strategies, among others.
An interesting fact that happened in 2018 was the increase in the mix between Digital Marketing and Traditional Marketing. Many advertising companies were focusing only on digital marketing, because it is cheaper, reaches a target audience that increasingly uses the internet and has a greater reach than any other medium. However, several advertisers realized that using Traditional Marketing, with ads and actions outside the internet, is a good strategy to bring the target audience to the advertisers' digital side. For example, Juliana Flores, a store that delivers flowers and gifts, and which operates mainly with its online store, started using ads on radio and billboards, as a way to reach more people who might not have the opportunity to learn about the company through the internet.
And now in 2019, advertising agencies will face new challenges and opportunities, among which I highlight the most important.
Content Marketing
Already established as the main strategy for capturing Leads (people interested in buying a product or service), content is going to undergo a small revolution. The quality and reliability of this content will increase, and we will see much of this content being published in video format, due to the increase in searches on YouTube and other video streaming services.
Chatbots
The already famous little robots that automatically serve people in chats will grow in use due to the increase in sales funnels. Chatbots will also become more intelligent and advertising agencies will include them in customer funnels to facilitate and speed up virtual service.
Specialization
Marketing professionals will specialize more in specific areas, as a way of decentralizing agency management. This way, each professional will have specific tasks, such as customer service, planning, creating campaigns on Google, social media, etc.
Expansion
With so many resources available on the internet, agencies will have greater mobility in the sense of serving clients remotely. Communication programs such as Skype, Appear In, UberConference and WhatsApp, to name just a few, already allow agencies to serve clients anywhere in the world. With this, expanding areas will become one of the strategies for 2019.
Google and Keywords
Google, of course, will remain the leader in Digital Marketing. And agencies will review their strategies for using Keywords, within more effective strategies, so that client content increases in Google rankings, attracts more people and provides a greater conversion into Leads.
2018 brought unusual challenges for advertising agencies . We went through a fuel strike, radical political and economic changes, a very sharp drop in consumption, more than 15 million people unemployed... In short, there were several factors that led companies to review their strategies, with unexpected changes due to the general scenario in Brazil.
And among advertising agencies, we also saw significant changes. The main one was that advertising professionals had to remodel themselves to meet new client demands, generated by the need to increase sales. It was no manufacturing email list longer enough to simply find the perfect account, create creative campaigns, and reach the target audience, if none of this resulted in sales.
The new demands demanded by clients have led many agencies to seek new ways to meet them. As a result, we have seen many advertisers and other professionals in the field improving their techniques, with increasing participation in courses, lectures and workshops. The mindset within agencies has also changed a lot, with a greater focus on actions that yield results in recurring sales or with higher ticket sales. Strategic thinking has become a latent necessity, within each action, each stage, each step of a campaign. Rapid corrective actions have also become part of the routine, so that campaign results become increasingly positive. As a result, many agencies have started to adopt or improve their Digital Marketing, Inbound Marketing, Content Marketing, Trade Marketing, Traditional Marketing strategies, among others.
An interesting fact that happened in 2018 was the increase in the mix between Digital Marketing and Traditional Marketing. Many advertising companies were focusing only on digital marketing, because it is cheaper, reaches a target audience that increasingly uses the internet and has a greater reach than any other medium. However, several advertisers realized that using Traditional Marketing, with ads and actions outside the internet, is a good strategy to bring the target audience to the advertisers' digital side. For example, Juliana Flores, a store that delivers flowers and gifts, and which operates mainly with its online store, started using ads on radio and billboards, as a way to reach more people who might not have the opportunity to learn about the company through the internet.
And now in 2019, advertising agencies will face new challenges and opportunities, among which I highlight the most important.
Content Marketing
Already established as the main strategy for capturing Leads (people interested in buying a product or service), content is going to undergo a small revolution. The quality and reliability of this content will increase, and we will see much of this content being published in video format, due to the increase in searches on YouTube and other video streaming services.
Chatbots
The already famous little robots that automatically serve people in chats will grow in use due to the increase in sales funnels. Chatbots will also become more intelligent and advertising agencies will include them in customer funnels to facilitate and speed up virtual service.
Specialization
Marketing professionals will specialize more in specific areas, as a way of decentralizing agency management. This way, each professional will have specific tasks, such as customer service, planning, creating campaigns on Google, social media, etc.
Expansion
With so many resources available on the internet, agencies will have greater mobility in the sense of serving clients remotely. Communication programs such as Skype, Appear In, UberConference and WhatsApp, to name just a few, already allow agencies to serve clients anywhere in the world. With this, expanding areas will become one of the strategies for 2019.
Google and Keywords
Google, of course, will remain the leader in Digital Marketing. And agencies will review their strategies for using Keywords, within more effective strategies, so that client content increases in Google rankings, attracts more people and provides a greater conversion into Leads.