Lets face it to be good at anything these days you need to focus, study, research, implement learn from your mistakes then just maybe you will eventually become an expert. They say it takes roughly 10,000 hours to become an expert at something. That is dedicating those hours on your niche expertise.
In the marketing industry I feel concentrating on your niche is more important than ever. In the old days I think a company could get away with being a branding and advertising company. But now a days I am not too quick to believe a company can be an expert at developing and sculpting your brand and what it means and looks like, advertise this brand with traditional advertising and be knowledgeable about Online Marketing. There is simply too much to know about these niche areas. I believe there is a place for a branding company, when a company is struggling with their image and who they are. I suggest they go to a branding company such Cocoon Branding. This company knows the branding process and is smart enough to focus on this niche. In addition you do require a company to coordinate your traditional advertising, done well there is a lot of strategy and buying power that can assist you with purchasing this advertising. A company like Bulman Communications Group (BCG) is a good example of an advertising company that sticks to their niche of traditional advertising. Then finally if a company wants to improve their online brand exposure and online leads/sales, they must deal with a company that concentrates on online marketing. Yes, a company like Canada’s Web Shop.
I think it used to be the consensus that you wanted to deal with one company to do as much as possible for you, so you have one supplier and one contact etc. But in reality these 3 companies working together in the best marketing interest for your company is definitely the right choice. Speaking from the online marketing side, the research we have to do to keep up on the changes in our industry is huge. Knowing how to build marketing and ecommerce websites that are Search Engine friendly, easy to navigate and represent your brand well is difficult. Knowing how to market your brand online with Pay per click advertising, search engine optimization, banner advertising, social site advertising, blogs, Facebook, twitter, email marketing and online news releases takes a lot of research and experience. Finally knowing what elements improve lead/sale conversion is crucial to receiving maximum return on your investment for your marketing dollars spend.
So remember times have changed Jack or Jill of all trades is a flag not a benefit. At the very list drill down on the experience level of these companies especially with regards to online marketing. I will bet their experience is limited at best and their dedicated staff to this area is non-existent.
Until next time thanks for listening.
