Why the Ad Agency Model Will Become Extinct In 5 Years From Now?

via: Golden Mean Advertising Agency

Are you in a dilemma to choose between an ad agency and a new-age digital agency? Read why the ad agency model will extinct soon. 

History reveals that human societies and businesses have always woven around technology. Once a lucrative business model may go out of fashion as technology steers the human civilization akin to an over flooded river making its way through plains, pouring down from a steep mountainous region. Remember telephone booths? Similar to the booth business, the traditional ad agency model faces existential challenges now, and here are the main disruptors. 

Internet Proliferation

The internet has connected the entire planet like no technology before. Prior to the proliferation of the internet to the masses, the options for a decision-maker in terms of advertising were limited, such as radio, TV, print, and billboards. And, the agencies were strategically positioned to seize the opportunity. The democratization of the internet has opened digital advertising avenues; thus, there are a plethora of choices for the hirers. 

Critical Time Lag

Alexander was able to conquer Asia courtesy of the sluggish nature of Persian forces. Akin to that, though agencies have plenty of resources at their disposal, they function in old-school bureaucratic ways. Every idea has to undergo scrutiny, and every plan has to be passed by the superiors. Their speed is no match for a quick-footed digital marketing agency (most probably headed by a Millennial) or worse with a seasoned social media wizard, with a tiny and nimble team.

Outdated Billing Models

Usually, agencies charge by the hour. This billing method creates a conflict of interest. As a client, you would obviously wish for a more effective outcome in a quick time span; however, the agency you employed would ideally want more hours to secure a sizeable invoice.

Creativity Instead of KPIs

Old-school ad agency professionals are proud of themselves as creative artists, whereas new-age digital marketers perceive themselves as analysts with a taste-bud for art. For the former, output was a priority, but the latter likes an optimum outcome. As a client, you have to opt for figures rather than fantasy.

Reluctance in Embracing Technology

According to Darwin's theory of evolution, beings that adapt swiftly and optimally to the ever-changing environment survive the test of time. And, his principle is applicable in a business biosphere too. The new-age digital agencies keep a track of the latest technologies, like SaaS platforms, to optimize their processes. Moreover, they also dip into digital advertising platforms to increase the bandwidth of their campaigns and to fine-tune targetting.

Negligible Consumer Participation

According to Forrester, the future of agencies would rely on how they could switch from “orchestrating campaigns to facilitating conversations.” Traditional agencies tend to sketch campaigns mainly featuring influencers or models who try to promote products or services of the agency clientele. However, digital agencies ensure connectivity between brands they promote and their consumers. It is mostly achieved using user-generated content. It is extremely potent due to its authenticity. For example - A great review by a consumer would be genuine and would narrate the user compatibility and importantly the feeling of the user. The feedback would not feel so mushy as it usually appears when models (acting as promoters) pretend to praise the contracted product.

Implosive Business Model

Ironically, perhaps the paramount threat to the latency ad agency model is the model itself. The prevailing practice of new account acquisition that includes unpaid pitches, wherein the agencies present their precious ideas about a campaign to a prospective client, is no longer sustainable. They tend to allocate their top talent to deliver pitches; however, that means that ongoing projects lack these great resources. As a result, the end-product is not up to the mark, and ultimately, either they have to invest more time to revise the output, or end up losing the business.

Tips on Selecting the Best Link-Building Company

Anyone with a slight bit of familiarity with content marketing would be able to convey to you the importance of link-building. Link building lets you drive increased referral traffic as well as it also enhances the site authority. If you wish to outsource the link-building task, here are our tips on selecting the best link-building company.

Clear and Comprehensive Information 

“If you can't explain it simply, you don't understand it well enough.” You should keep this quote of Einstein in mind while zeroing in on the best link-building company. Though link building is apparently a complicated process, it is not exactly rocket science that a layman with considerable business acumen and experience would not be able to comprehend. So, if the presentation is not crystal clear, probably the company in question either lacks expertise or transparency. A telltale sign would be too much jargon usage.

Emphasis is on Content

Genuine and high-quality linking is usually coupled with captivating content. Gone is the era when you can simply purchase links and expect to rank your content on Google’s SERP page. So, the company you are going to award the contract for link building must also be a premium content producer. Your best bet would be to opt for a full-service digital marketing company.

Periodic Reviews on a Regular Interval

Any reputed link-building company would systematically provide you reports on a regular intervals to review. In fact, most probably they would include periodic reviews in their proposal itself. Periodic reviews are in a way your right to check on the generated links and their genuineness. If possible, you should also ask for their previous work. If they cannot share that with you due to a non-disclosure policy, at least they can provide you with the report of their own sites. 

Keeps Expectations Grounded 

Genuine and experienced link-building companies are aware that rankings are really tough to obtain. Thus, they refrain from over-promising. Just coz your site is participating in Google doesn’t necessarily mean that you can expect top-notch rankings. A plain fact about link building is that outcomes are not guaranteed. To rank on the Google SERP, your site needs to outperform the competition. So, in a way, your success also depends on your competition and their efforts.

Check the History and References

Just like any other vendor, you would never falter by checking the history and references for all the link-building companies in contention. A genuine company would have no issue in sharing this information with you (apart from the details of clients, who have sought privacy). If a company is too secretive or founded just a few months ago, without much of a clientele, then you would be better off refraining from dealing with them.