Interactive agency
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An interactive agency is an enterprise sometimes also called an advertising or creative agency. The popularity began to gain in the era of growing popularity of the Internet and the opportunity for development for companies thanks to new advertising technologies. In the first assumption, interactive agencies were to act as a development of advertising agencies, and their scope of activity was to be carried out only on the Internet. Currently, however, contrary to earlier predictions, they mainly deal with creating a brand, promoting and later supporting activities.
Range of activities
The basic activities that interactive agencies run are:
- web design
- creating a company in social media
- creation of online stores and auction platforms
- preparation, creation and dissemination of online advertising campaigns
- web hosting
- Internet research
- positioning
- promoting companies on the Internet, among others AdWords activities
Website development
Most enterprises are currently on the Internet. To get customers with this communication channel a well-prepared website is necessary. The basic functions that are offered are the possibilities of providing information about the company, conducting online sales and advertising of the offered products. Due to the growing popularity of UX, or User Experience, the important determinants of success is to create an optimal site from the user's point of view. The Interactive Agency deals with the creation, design and optimization of websites. It is based on the preparation of a portal that will be adapted to the needs of the company. The initial phase of the project is to explore opportunities by analysts and strategists who choose the right profile for your site. Then it is designed for visual purposes and graphic visualization is created in such a way that the web page is intuitive to the user and functional. Developers are involved in the implementation of the project in virtual space. In addition to the comprehensive preparation of the site, the Agency often also deals with adapting materials and content to customer expectations.
Positioning
Website positioning is about promoting a website by raising its position in search results. This is closely related to the appropriate selection of keywords, after which the advertisement will be displayed. In order to achieve the right results it is necessary to select them so that the link appears in searches related to the company, its activities and offered products. Company locations are also often used. Importantly, not only the selection of keywords influences the position of the page in the search engines. During the analysis many factors are used, such as the appearance of the landing page and subpages, the quality of the website, navigation, and functionality. It also takes into account the number of incoming links and their quality, as well as the CTR, which is the clickthrough rate, or the ratio of clicks to the number of page views.
An advertising campaign on the Internet
The basic and most popular tool for conducting advertising campaigns is Google Adwords. Allows you to display scheduled ads in the search engine and / or ad network, which is very extensive. Comprehensive activities of the interactive agency allow for the creation of a promotion tailored to the profile of the company and gives the opportunity to determine the approximate results and the budget used to increase traffic to the site. The idea behind these activities is to increase the efficiency and profitability of the company's presence in the Internet network and to improve the brand's image. Google Adwords also allows real-time analysis of campaign results and optimization of activities. The advertising possibilities offered by Google Adwords include:
- Sponsored links that are text ads appearing in the search results as a response to inquiries from potential customers
- Remarketing, or a personalized advertisement sent to users who have previously visited the site
- Product advertisements on which products' pictures, their price and name are displayed
- Advertising on the Display Network. Its form can be text or graphical and is displayed on sites that belong to the Google Display Network
- A Gmail webmail ad that targets users using this page
- A YouTube ad that displays ads in the form of graphics, videos or text
Advertising campaigns are also created for display in Social Media. It gives the opportunity to reach younger users. Facebook and Instagram as the most popular social communication channels today offer a wide range of advertising opportunities for companies. They are, among others creating sponsored posts, linking the company's website by advertising products and communicating with users using the funpage.
An interactive agency, and an advertising agency
The activities of the interactive agency focus on promoting the company on the Internet. It is based on comprehensive support in the creation of websites, auction and sales sites, Internet remarketing, e-mail marketing and all kinds of other forms of advertising on the Internet. They also offer analytical services that aim to test the effectiveness of the activities carried out. The advertising agency advertises the company in other communication channels, including traditional ones. First of all, it creates image and sales campaigns that appear on TV, in the press, on radio, as large format and outdoor advertisements. Currently, however, along with the development of advertising services and customer awareness, often both types of agency are interrelated and concepts are confused or understood in the same way.
Examples of Interactive agency
- Wunderman Thompson: Wunderman Thompson is a full-service digital and marketing agency that provides creative, data-driven, and connected experiences for global brands. Founded by the merger of Wunderman and J. Walter Thompson, the agency has an extensive global presence in more than 90 countries. It focuses on delivering personalized experiences across channels and devices, with a portfolio of clients including Microsoft, Coca-Cola, Ford, Samsung, and Unilever.
- R/GA: R/GA is a global creative agency that focuses on creating digital experiences for its clients. Founded in 1977, the agency has offices in more than 20 cities worldwide, and its client list includes some of the biggest names in the business, such as Nike, Samsung, and Google. R/GA is well-versed in providing a range of services, including design, strategy, product innovation, marketing, and more.
- VaynerMedia: VaynerMedia is a digital agency that provides creative and strategy services for global brands. Founded in 2009, the agency has offices in New York, London, Los Angeles, Toronto, and San Francisco. VaynerMedia specializes in developing custom campaigns and content for its clients, including Amazon, Samsung, and Microsoft. It has also won numerous awards for its work, including Cannes Lion, Clio, and Webby awards.
Advantages of Interactive agency
An interactive agency provides many advantages to businesses. These include:
- Increased visibility - an interactive agency can create more visibility for businesses by creating effective strategies such as SEO, social media marketing, content marketing, email marketing and more. This increased visibility also helps to drive more traffic to a business’ website, leading to more potential customers.
- Increased customer engagement - an interactive agency can create engaging content which can help businesses build relationships with customers. This content can be used to educate customers about a business’ products or services and make them more likely to purchase from the company.
- Improved customer experience - an interactive agency can use various tools and techniques to create a seamless customer experience. This includes creating a mobile-friendly website, developing effective customer support systems, creating user-friendly interfaces and more.
- Cost-effectiveness - with the help of an interactive agency, businesses can save money by focusing on more cost-effective marketing techniques, such as content marketing and email marketing. This helps businesses reach more customers without having to invest in expensive traditional advertising campaigns.
- Flexibility - an interactive agency can help businesses to adjust their strategies as needed, depending on the changing needs of the market. This helps businesses to be more agile and stay ahead of the competition.
Limitations of Interactive agency
The limitations of interactive agencies include:
- Lack of expertise in certain areas of marketing – Interactive agencies often lack experience and expertise in more traditional forms of marketing, such as television, radio, print and outdoor advertising. This can limit their ability to create effective campaigns that utilize multiple channels.
- Limited resources – Most interactive agencies are small and do not have the same level of resources as larger agencies. This can limit their ability to produce high-quality work in a timely manner.
- Lack of understanding of the target audience – Without a thorough understanding of the target audience, interactive agencies may not be able to create campaigns that resonate with the desired demographic.
- Difficulty adapting to changing technology – As technology continues to evolve, it can be difficult for interactive agencies to remain up-to-date on the latest trends and technologies. This can lead to campaigns that are outdated or ineffective.
An interactive agency can provide a wide range of services such as:
- Developing a website and a mobile app – they can help create a website and a mobile app that will meet the needs of a customer. They will also be responsible for the design and the functionality of the website and the app.
- Digital marketing – they can help with creating and executing a digital marketing strategy. They will help with setting up campaigns and optimizing them for better results.
- Social media marketing – they can help with creating and managing social media accounts as well as developing content for them.
- Content creation – they can help with creating content for the website, the app, and the social media accounts.
In summary, an interactive agency can provide a wide range of services related to the digital world, from developing a website and a mobile app, to digital marketing and social media marketing, as well as content creation.
References
- Al Zidjaly, N. (2009). Agency as an interactive achievement. Language in Society, 38(2), 177-200.
- Pavlou, P. A., & Stewart, D. W. (2000). Measuring the effects and effectiveness of interactive advertising: A research agenda. Journal of Interactive Advertising, 1(1), 61-77.
- Peltier, J. W., Schibrowsky, J. A., & Schultz, D. E. (2003). Interactive integrated marketing communication: combining the power of IMC, the new media and database marketing. International Journal of Advertising, 22(1), 93-115.
