Sourcing, hiring, and retaining the proper talent is a major concern for agencies.
Tech startups have attracted specialists and young pros who are seeking opportunities.
And agencies are struggling to retain top talent who are able to easily move into the freelance world.
We asked 13 entrepreneurs what skills they believe are underrepresented in advertising and marketing agencies they’ve worked with. Consider if these skills are lacking in your own company.
Digital age moves at lightning speed, and agencies should are able to adapt and take care of the pace. Also, at agencies there are often multiple layers of reviews, which slow things down and holds up the capability to be active in real time. It’s crucial for agencies to evolve the rate factor so they move as quickly as consumers do.
– Doreen Bloch, Poshly Inc.
2) Cyber Security
Every website out there is going to be hacked eventually and 99 percent of most agencies have zero idea the best way to protect your internet site besides altering your password. This is an underrepresented market that actually must be fixed.
– John Rampton, JohnRampton.com
3) Human Behavior Knowledge
Agencies need to comprehend the science of how people behave online to increase clicks, engagement, and views. Digital marketing agencies should prioritize understanding how eye-tracking studies, color psychology, and micro-expressions change the effectiveness of online campaigns. A lot of agencies don’t comprehend the art as well as the science of digital marketing.
– Vanessa Van Edwards, Science of folks
4) Real-Time Optimization
Many agencies staff around strategy, creative, and internet marketing company. They build beautiful ideas and implement them in creative methods they communicate eloquently. However when it boils down to executing on the digital plans, they don’t always build from the required time as well as flexibility for creating the necessary optimizations.
– Ryan Wilson, FiveFifty
5) Industry Expertise
Most agencies possess a wide client base and dabble in numerous industries. You may have them assist you with your digital marketing skills, but often it doesn’t actually feel worth it if they have to come back to you personally to inquire about about technical-or industry-related things anyway. Spend some time to learn about the industry you are trying to aid a company in!
– Stanley Meytin, True Film Production
6) Conversion Optimization
I have seen that most agencies focus a good deal on design but completely ignore conversion optimization. Since we move ahead, we will have more agencies buying those who are experts in conversion optimization because all companies want more conversions.
– Justin Beegel, Infographic World, Inc.
7) Data Analysis
I assume it all depends on the kind of agency you’re making reference to (an analytics agency may well not belong to this category), but most agencies overvalue intuition, judgment, and opinion — which leaves data underrepresented in the decision-making process. Many agencies discuss, or aspire to get, “data-driven” or “data-informed,” but hardly any tend to be at that stage yet.
– Kevin Eichelberger, Blue Acorn
Digital marketing keeps changing and evolving. What worked many years back doesn’t necessarily work today, and what worked today might not work efficiently in some months. The most effective skill any digital marketing professional should have is the cabability to conform to change. If you are a creature of habit, build a habit to improve.
– Joe Apfelbaum, Ajax Union
9) Customer Retention
There is a considerable amount of give attention to getting new clients through acquisition and conversion, but virtually no emphasis at agencies on customer retention. Ultimately, a small churn rate is the only way that the company can achieve long term growth. Understanding “warning sign metrics,” the metrics that cause a client to churn, will be a valuable differentiation for just about any agency.
– Sathvik Tantry, FormSwift
10) Creative Content Marketing
A lot of agencies learn how to produce “content,” but hardly any of those understand how to create truly engaging content unless you’re spending major money for the greatest of the finest. It is because it is actually a relatively new field and also the experience and training hasn’t become mainstream. However, social audiences are tuning out fast for the overabundance of posts, and it’s instrumental now to be noticeable.
– Andy Karuza, SpotSurvey
11) Customer-Centric Marketing
Customer-centric marketing requires considerable time because you will need to track and compile data relating to your most valuable customers, which can change off agencies. However, customer-centric marketing is the simplest way to reach key clientele and future long term customers — the loyal clients which will keep the business running.
– Jason Kulpa, Underground Elephant
12) Psychographic Research
Nowadays it’s not enough to just throw a highly-crafted message in an audience. You must understand the full collective of items that interest them and why. By understanding psychographics and dexkpky26 researching the prospective audience, agencies can more efficiently craft messaging and campaigns.
– Lisa Nicole Bell, Inspired Life Media Group
13) Writing and Human Relations
You will find a tendency to consider that everything can be automated, but that’s only partly true. It’s still the case that relationships are key to your company’s success. Show that there exists a human behind your articles, your tweet, along with your PR pitch, and you’ll differentiate yourself from your rest.