In Part 1 of my interview with Jason Baer of Convince&Convert, we talked about the importance of agencies developing digital marketing capabilities. In Part 2 we talk about what agencies can do to develop this expertise.
Joel: With the explosion if digital mediums in the last three years, is it realistic to expect agencies to know everything they need to know to master digital marketing?
Jason: In some cases, agencies (especially the big ones) are offering amazing digital solutions that are on par with anyone in the world. In other instances, agencies have deep knowledge in a particular corner of the digital marketing realm. The adequacy of an agency's digital capabilities is in large measure based on the digital demands of its clients, although that can be a chicken and the egg situation at times.
Ultimately, I would say it's unlikely that ANY organization knows everything about digital marketing any more. It's gotten big and complex in ways that traditional media is not. I believe we're entering into a new era of specialization, where people that were formerly broad digital marketers will focus on a small number of facets and go deep in those areas. That's certainly the path I'm on, and I suspect I'll have plenty of company.
Joel: What services does Convince & Convert offer agencies to help them develop the digital marketing capabilities they need to compete?
Jason: There are of course a ton of digital marketing conferences out there, many of them quite good. However, I find that conferences are better for inspiration than they are for training. I work with agencies to provide highly pragmatic, tactical training that shows them step-by-step processes for how to actually do digital marketing. I'm off on a trip next week to the east coast to conduct all-day training workshops on the ins and outs of social media for two fantastic PR firms that know how important social media is, but they need help on how to block and tackle.
Beyond training workshops, I work with several agencies on an ongoing basis. When they need digital strategy or an idea for a pitch or for a new client, I help them with concepts and execution. They get access to an experienced digital marketer without having to pay for one full-time, and they avoid the in-house guru scenario.
Get on the Bus!
My thanks to Jason Baer for his insight on what agencies can – and must -- do to inject much-needed digital marketing expertise into their organizations. And if you would like to take a daily drink from Jason’s cup of knowledge, I highly recommend you subscribe to the Convince & Convert Blog: Where Social Media and Email Collide. I guarantee you’ll love it.
Joel: With the explosion if digital mediums in the last three years, is it realistic to expect agencies to know everything they need to know to master digital marketing?
Jason: In some cases, agencies (especially the big ones) are offering amazing digital solutions that are on par with anyone in the world. In other instances, agencies have deep knowledge in a particular corner of the digital marketing realm. The adequacy of an agency's digital capabilities is in large measure based on the digital demands of its clients, although that can be a chicken and the egg situation at times.
Ultimately, I would say it's unlikely that ANY organization knows everything about digital marketing any more. It's gotten big and complex in ways that traditional media is not. I believe we're entering into a new era of specialization, where people that were formerly broad digital marketers will focus on a small number of facets and go deep in those areas. That's certainly the path I'm on, and I suspect I'll have plenty of company.
Joel: What services does Convince & Convert offer agencies to help them develop the digital marketing capabilities they need to compete?
Jason: There are of course a ton of digital marketing conferences out there, many of them quite good. However, I find that conferences are better for inspiration than they are for training. I work with agencies to provide highly pragmatic, tactical training that shows them step-by-step processes for how to actually do digital marketing. I'm off on a trip next week to the east coast to conduct all-day training workshops on the ins and outs of social media for two fantastic PR firms that know how important social media is, but they need help on how to block and tackle.
Beyond training workshops, I work with several agencies on an ongoing basis. When they need digital strategy or an idea for a pitch or for a new client, I help them with concepts and execution. They get access to an experienced digital marketer without having to pay for one full-time, and they avoid the in-house guru scenario.
Get on the Bus!
My thanks to Jason Baer for his insight on what agencies can – and must -- do to inject much-needed digital marketing expertise into their organizations. And if you would like to take a daily drink from Jason’s cup of knowledge, I highly recommend you subscribe to the Convince & Convert Blog: Where Social Media and Email Collide. I guarantee you’ll love it.
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