Introduction and presentation of topics
Posted: Thu Dec 26, 2024 5:09 am
Technology, which is advancing at a brutal pace, requires a permanent learning process . This requires a great effort on the part of agencies, to update themselves almost constantly and to transmit knowledge in a useful way.
Customer evangelization . These are new developments that emerge at an unprecedented speed and we must know how to communicate them to customers who are less digital and take longer to assimilate what is happening.
The margin of error is brutal. It is difficult to predict what will happen and quantify the possible objective results. Therefore, agencies are constantly putting their credibility at risk.
Beatriz Retuerta #AgenciesMeetingBeatriz Retuerta @BeatrizRetuerta
For Beatriz Retuerta, from @CincoAes , the main difficulty is:
The general lack of knowledge on the part of companies about what online marketing work entails.
«They see us as something to be mistrusted, as gurus, and practically every day you have to prove that your work works. Only with time do companies start to see results and start to trust you more .»
Florence Garcia-Miramon #AgenciesMeetingFlor
Flor García-Miramón, from @Gestazion , insisted a lot on afghanistan telegram lead word: integration. For her, the fundamental problems of her daily work are:
Lack of integration and culture regarding digital marketing on the part of the client.
The permanent evolution that the environment demands.
From a human resources perspective, the difficulty of finding people who are well trained .
Lucas Garcia #AgenciesMeetingLucas Garcia @lgarcia
Lucas García, the creator of @socialmood and the successful blog 40 de fiebre , gave a lot of thought to the issue of being considered gurus.
« We have a serious problem, because clients perceive us as gurus when they should see us as people who are very close to them and speak their same language. Both clients and users are perceiving us as people who are not in the same field as them.»
Other issues raised by Lucas were:
Finding talent . It's hard to find good people who are well-trained in the specific disciplines that agencies need, whether it's web analytics, SEO, etc.
Innovation forces us to be in constant change.
Client education . Agencies often want to impose their theories and face a serious problem when it comes to educating clients.
Miguel Angel Garcia #AgenciesMeetingMiguel Angel Garcia @miguelarius
The issue of gurus brought a lot of controversy and Miguel Ángel García, from @CafeconWeb , responded to Lucas García saying that the key is to tame the client and offer him confidence. In addition, he pointed out four other interesting topics:
Managing teams and finding talent is difficult, especially now that everything is so revolutionary (online marketing is in its infancy, there are many training courses...).
For small agencies, dealing with administration is another headache.
Updating versus Working . In a world as changing as online marketing, where you have to be constantly updating, if people are updating themselves they are not working. It is difficult for an agency to get the job done when they have to spend a lot of their time updating themselves.
Standardizing processes and establishing a work dynamic takes time. When you are a small company, it is quite difficult to standardize processes so that everything is much easier and more profitable. Especially when you have a multidisciplinary team and you have to get everyone to work on a work mechanism. This is a problem mainly when you are starting out.
2. The 6 keys to the debate on online marketing problems
Once the participants had made their introduction, it was time to delve into some of the topics mentioned above. The five protagonists answered some questions from Alicia Senovilla and the audience, and debated with each other. The following issues were highlighted and brought up:
Distancing from the customer
One of the problems that most worries online marketing agencies is the enormous distance that often separates them from the client. Agencies and clients are in different scenarios, they speak different languages . So a challenge for digital communication companies is to get closer to the client, integrate them and use their same language. It is necessary to eliminate the barriers between the two. In other words, the agency must get closer to the brand, allow the brand to get closer to it and work together in a similar dynamic. Which brings us to two questions:
Why does this distancing occur? The answer is simple. Clients are used to traditional means of communication and advertising where everything is more predictable (they have their annual fees, their annual planning…). And online marketing changes at such a dynamic and brutal speed that companies are not able to adapt their system of planning and approving ideas to the pace that agencies need. To compensate for this lack of culture and integration of the advertiser, the language and policies of approach to the client have to be as natural and simple as possible. It is also necessary that on the other side (that is, on the part of the brands) the necessary openness occurs so that there are these meeting points. They still follow a bit of the dynamics of the old-fashioned media. It would be necessary for companies to adapt to the pace and speed required by digital marketing.
Does this mean that companies still do not consider online marketing work necessary? Not at all. Fortunately, they are increasingly aware of its importance, but they have not yet made the necessary leap. They lack preparation and culture of what online marketing is. Hence the distrust in agencies, the lack of integration to walk together and the absence of synergies between the different media.
Customer evangelization . These are new developments that emerge at an unprecedented speed and we must know how to communicate them to customers who are less digital and take longer to assimilate what is happening.
The margin of error is brutal. It is difficult to predict what will happen and quantify the possible objective results. Therefore, agencies are constantly putting their credibility at risk.
Beatriz Retuerta #AgenciesMeetingBeatriz Retuerta @BeatrizRetuerta
For Beatriz Retuerta, from @CincoAes , the main difficulty is:
The general lack of knowledge on the part of companies about what online marketing work entails.
«They see us as something to be mistrusted, as gurus, and practically every day you have to prove that your work works. Only with time do companies start to see results and start to trust you more .»
Florence Garcia-Miramon #AgenciesMeetingFlor
Flor García-Miramón, from @Gestazion , insisted a lot on afghanistan telegram lead word: integration. For her, the fundamental problems of her daily work are:
Lack of integration and culture regarding digital marketing on the part of the client.
The permanent evolution that the environment demands.
From a human resources perspective, the difficulty of finding people who are well trained .
Lucas Garcia #AgenciesMeetingLucas Garcia @lgarcia
Lucas García, the creator of @socialmood and the successful blog 40 de fiebre , gave a lot of thought to the issue of being considered gurus.
« We have a serious problem, because clients perceive us as gurus when they should see us as people who are very close to them and speak their same language. Both clients and users are perceiving us as people who are not in the same field as them.»
Other issues raised by Lucas were:
Finding talent . It's hard to find good people who are well-trained in the specific disciplines that agencies need, whether it's web analytics, SEO, etc.
Innovation forces us to be in constant change.
Client education . Agencies often want to impose their theories and face a serious problem when it comes to educating clients.
Miguel Angel Garcia #AgenciesMeetingMiguel Angel Garcia @miguelarius
The issue of gurus brought a lot of controversy and Miguel Ángel García, from @CafeconWeb , responded to Lucas García saying that the key is to tame the client and offer him confidence. In addition, he pointed out four other interesting topics:
Managing teams and finding talent is difficult, especially now that everything is so revolutionary (online marketing is in its infancy, there are many training courses...).
For small agencies, dealing with administration is another headache.
Updating versus Working . In a world as changing as online marketing, where you have to be constantly updating, if people are updating themselves they are not working. It is difficult for an agency to get the job done when they have to spend a lot of their time updating themselves.
Standardizing processes and establishing a work dynamic takes time. When you are a small company, it is quite difficult to standardize processes so that everything is much easier and more profitable. Especially when you have a multidisciplinary team and you have to get everyone to work on a work mechanism. This is a problem mainly when you are starting out.
2. The 6 keys to the debate on online marketing problems
Once the participants had made their introduction, it was time to delve into some of the topics mentioned above. The five protagonists answered some questions from Alicia Senovilla and the audience, and debated with each other. The following issues were highlighted and brought up:
Distancing from the customer
One of the problems that most worries online marketing agencies is the enormous distance that often separates them from the client. Agencies and clients are in different scenarios, they speak different languages . So a challenge for digital communication companies is to get closer to the client, integrate them and use their same language. It is necessary to eliminate the barriers between the two. In other words, the agency must get closer to the brand, allow the brand to get closer to it and work together in a similar dynamic. Which brings us to two questions:
Why does this distancing occur? The answer is simple. Clients are used to traditional means of communication and advertising where everything is more predictable (they have their annual fees, their annual planning…). And online marketing changes at such a dynamic and brutal speed that companies are not able to adapt their system of planning and approving ideas to the pace that agencies need. To compensate for this lack of culture and integration of the advertiser, the language and policies of approach to the client have to be as natural and simple as possible. It is also necessary that on the other side (that is, on the part of the brands) the necessary openness occurs so that there are these meeting points. They still follow a bit of the dynamics of the old-fashioned media. It would be necessary for companies to adapt to the pace and speed required by digital marketing.
Does this mean that companies still do not consider online marketing work necessary? Not at all. Fortunately, they are increasingly aware of its importance, but they have not yet made the necessary leap. They lack preparation and culture of what online marketing is. Hence the distrust in agencies, the lack of integration to walk together and the absence of synergies between the different media.