Disputes between Kiwi clients and their digital marketing agencies will only continue to increase because the obsession
with online data is creating unrealistic client expectations for services that are over-priced and devoid of basic
marketing fundamentals.
This year’s winner of the Westpac Auckland Business Awards 2022 (South & East) Excellence in Marketing, CEO and founder of the Auckland marketing agency Marketing Minds, Anne Casey, warned
today that digital marketing and associate costs is an important issue for the New Zealand business community to
confront because it is hurting mom and pop SMEs and damaging the reputation of the marketing industry.
Casey, who is a judge at the TVNZ Marketing Awards and works with government organisations as a Digital Boost Trainer
and as a service provider to the MBIE Regional Business Partner Network, said the situation is stirring up a lot of
emotion and ill feeling.
"So many SMEs are getting indifferent results and it is making them disillusioned and angry and so it should, because
they trust their agencies and they're getting let down. At the same time, digital agencies are proliferating and they're
all putting their trust in the data, which is also a bad idea.
"Part of the problem is that anybody can become a digital marketer with minimal training. AdWords, SEO and social media
campaigns are easy money for some who take the money and run. There is a science and methodology to digital, but
strategy has gone out the window and many so-called digital marketers apply a one shoe fits all approach to every
campaign," Casey said.
"Clients don't know marketing and they can't read data, so they put their money in the hands of people who may be well
meaning but underqualified and who treat marketing like it’s a game of statistics—art and strategy have become overrun
by data, and it shows in the poor results.”
Casey said it is not unusual to see reports from these digital agencies that hide the truth of underperformance. i.e.,
they are reporting ‘what looks good’ rather than what really matters.
She said, for example, that being ranked number one in Google search engine rankings for a particular keyword is a
useless waste of money if there are ten searches or less a month (which is almost no search at all) for that word, yet
the practice continues.
"Online competition is fierce and you need deep pockets if you want to go toe-to-toe with the heavyweights out there.
However, a strategy, some creativity and nuance may make all the difference. Every stage of the marketing journey must
work there is no magic wand."
Casey offers the following advice to SME owners disillusioned with their outcomes from digital campaigns:1. Doubt the data
"Don't just accept the data because the story it tells is never obvious. You may be getting a hundred clicks, but no
sales. The agency will say that is your fault for not closing the sale, but what if your target market is women over 50
but it's men in their twenties who are clicking?
"Get your data independently reviewed. If you don't ask hard questions early on, you may well end up with poor outcomes
and a big bill later on."
Case said traffic alone is not enough.
"Even if it is the right traffic, there is still the conversion path created through the order of content, how it is
worded and imagery to get right, for good results."2. Research your competitors
Casey encouraged SMEs to research what works for similar companies, particularly in those countries which are similar to
New Zealand, or which have similar environments.
"Rather than trying to understand all of marketing or learning as much as you can from scratch, check out what similar
companies are doing around the world and imitate the things they are doing well."
A good digital agency knows how to use data available worldwide to look for insights that can assist you to leapfrog
ahead of your competitors3. Don't buy the hype
"Everybody wants to do social media, but the reality is that it's great for brand awareness but often falls short in
conversion. It's fun making videos and doing selfies, but the viewers are often not looking for your product or are not
ready to buy.
“Different channels may work better for different businesses. Often, it is a combination of channels at various
touchpoints that works the best.
“You may create awareness through your social media, but you will have far better results if you then follow through by
picking up the phone and calling.
“Networking, Search Engine Optimisation, and public relations are just some of the channels that deserve to be
explored.”
Casey said that it is important to approach all marketing from a strategic perspective.
"I still get people approaching our agency because they want to sell honey to China. That boat has sailed already. Good
business is about riding the trends, clear and articulate messaging, and a solid brand. Only then you might have a use
for Google AdWords and social media."
For more information: https://www.marketingminds.co.nz/