We will try to highlight the main digital companies:
1) Digital agencies
Full cycle Digital Agency, like a digital agency Portland
Internet Agency (Internet Marketing)
Performance Marketing Agency
2) Offline Companies - use online as one of the channels for promoting products. But most of the marketing activities take place offline.
FMCG Company (Retail, etc. are essentially large brands)
B2B Business (Industrial equipment, financial audit, etc.)
3) Ecommerce - online shops, selling goods over the Internet.
4) Product Company - engaged in the development and promotion of digital products.
We will take a closer look at the first group of companies, namely Digital Agencies.
The main task is to launch and maintain digital activities of clients (creating a website, applications, attracting traffic, smm, etc.)
Engaged in strategy development, website creation, user acquisition and retention. That is, they take over all digital activities. Small agencies - often retain only the strategy, creativity and support (accounting) of the client. Everything else is transferred to contractors for implementation.
Let's take a closer look at the structure of a full cycle digital agency
Before considering the structure, a caveat - here, as well as in the following examples, there is a simplified structure of departments, and it can vary depending on the company.
The director of the agency manages the process of attracting and servicing clients, his task is to make the agency's activities a profitable business.
Engaged in attracting new clients, in particular, organizing participation in tenders. Responsible: Sales Managers or New Business Manager. The main KPI: new clients attracted.
Accompanying existing clients of the agency. Responsible: Account managers. The main KPI: retention and increase in the average check of an existing client.
After attracting a potential client, the Creative department (or Strategy department) develops a strategy for promoting the client's products. A creative team is engaged in this, it includes different specialists depending on the specifics of the client (or on the available resources of the agency). But most often, this is a Strategist, Copywriter, Account Manager and is involved in obtaining expertise in the development of the site - the Producer, and for its promotion, the Media Planner (media buyer).
After the client approves the strategy, and if it is necessary to create a new website (Updates to the existing one) or an application, the work is transferred to the Production Department. Where the producer coordinates the work of programmers, designers and contractors in order to create a website of a given quality while respecting time and budgets.
After the site is created, the main work is transferred to the Sales Department (Media Department, Promotion Department, etc.), where the tasks of attracting, converting and retaining the audience on the new site are already set. Also in this department reports on the effectiveness of advertising campaigns are generated, which are then transmitted to the client.
Throughout this process, the account manager remains the link between the client and the relevant department in the agency.
We are engaged in the planning and placement of advertisements for clients. Earnings from the difference in buying an ad space and reselling it for a client. Depending on the volume, the difference ranges from 30% to 70%. Create creatives and accompany RK
Simplified structure of such an agency (no vertical)
Similar to the previous structure, only due to specialization the number of participants in the process is reduced.
The account department is engaged in attracting and maintaining customers.
The media planner, based on the client's requests, offers a package of placements on sites.
The designer creates the necessary promotional materials (graphic or animated banners, other promotional materials (Adriver's list) Video at the request of the client - can be made on a contract basis.
After that, Medibayer is engaged in the placement of the created materials on the sites selected by the client and provides reports on the effectiveness of advertising.
Separately, I would like to note that I did not include in this structure specialists who attract new sites, the financial department, the department for the development and support of their own advertising solutions.
Often they have only part of the expertise, so they can only complete part of the tasks. In practice, many are strong in promotion channels (SEO, PPC, Email, SMM) but weak in developing complex strategies and creative concepts. Mostly they grew from one direction, for example SEO or PPC advertising.
The structure of the department is also given in a simplified way, since now large Internet agencies can have 100-200 employees and cover almost the entire range of tasks assigned to online marketing.
But, nevertheless, the order of work is similar to the examples above. Namely, the account department is engaged in attracting and maintaining customers. The Development department is engaged in updating the client site and creating creatives for subsequent marketing activities. Further, depending on the needs of the client, the work is transferred to the appropriate departments. For example, if it is necessary to work on SEO optimization - in the SEO department, launching advertising in the Google-PPC department, support of customer accounts in social networks - in the SMM department. The account manager coordinates the work of specialists and coordinates further actions with the client.
The last wave of agencies, payment goes for a specific result for the client (registrations, active users, sales, etc.) Many affiliate networks associate themselves with this type of agency.
Simplified structure of such an agency
Likewise, the account department or the New Business department deals with customer acquisition and retention. The cost per action that is sold to the client is determined by specialists in the relevant field. For example, the cost of attracting a client from contextual advertising will be announced by a PPC specialist, the cost of a lead when working with affiliate networks - by an affiliate manager or a manager for working with affiliate networks. Sometimes the client himself announces the price for which he is ready to receive a client and the agency, proceeding from it, develops activities.
At the moment, this is one of the most difficult types of work with a client, as it requires high expertise of employees to be in the black. However, he is the most promising. That is, many clients are willing to pay much more, but for a specific result. Because of this, many traditional digital agencies are gradually switching to a pay-per-performance model of working with a client.
At the end of this lecture, I want to voice the main pros and cons of working in agencies, so that you understand what you may face when applying for a job.
Cool brands, good budgets. You can shoot videos and do interactive mechanics
Variety of projects. Every client is something new
Excellent skill leveling in strategy and creation of creative concepts (in Internet agencies - skill leveling in certain areas)
Participation in festivals and advertising parties
The client is always right. Even a bad customer
Burnout at work. Overwork and nerves are typical for agencies (the client didn’t pay, we don’t enter the deadline, the contractors have bought up, etc.)
You will do it beautifully, but not the fact that it is effective (this is for full cycle agencies and media). You will do cool - but not the fact that your work will last long.
There is no deep understanding of the product, which means that part of the expertise is closed for you
From experience I can say that many guys who start working in an agency, after 3-5 years, go over to the client's side. Since with the same salary, it is much calmer on the client's side. I did not notice any reverse trends.
But, for pumping skills at the initial stage, the agency is much more effective. Often, you are willing to invest time in you and already have ready-made adaptation programs for beginners, which speeds up your learning process.
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