The web design and development platform, Wix, met with a group of digital agencies in 2018 to debate on the existing state of the trade, weigh the challenges agencies face, assess prospects for development & disclose exhilarating new trends. The Wix agency panel says that their biggest upcoming challenge is increasing competition. Other tasks at hand include familiarizing themselves with new technology, hiring & retaining the correct people, increasing limitations and guidelines & having firmer confidentiality ethics.
A new eBook by Wix expresses the changing role of a digital marketing company, how they are impacted by today’s digital marketing trends and what challenges they might have to face due to that. A new report on top challenges for the industry says that the agencies will have to better outline their role in the client’s journey towards accomplishment.
The participating agencies offer website creation as the key service and do not foresee demand for this service fading anytime soon. Wix stressed on the importance of local markets if the companies have to grow and beat the competition. And to leverage the benefits of local markets, Wix recommended agencies to focus on their relations with the local businesses and immediate surroundings.
The existence of clients as opponents is another one of the challenges. Clients are accomplishing digital marketing tasks by their own, taking help of the trend set up by DIY ad platforms such as Google and Facebook Ads. Agencies will now have to prove their worth to clients as the clients might not see the worth in outsourcing a service they think they can do with the help of their in-house team.
The agency participants registered offering higher-end design and presenting bonus marketing services as the top growth opportunity. Wix recommended agencies to position themselves as business results providers rather than aiming purely on digital services. The agencies can then charge more for higher-end project because it proposes more worth to the user in the long run.
Agencies want to stay on top of digital trends so that they can offer some strategies that are emotionally tempting as well as are cutting edge. Right now the top digital trends in marketing are website development, SEO, and social media marketing. There is reduced demand for Email marketing and app creation.
Trends will come and go. What’s important for agencies is to stay well-informed about new and evolving trends regularly. It’s a challenge considering the speed of change in this industry. Technology trends that are driving the digital marketing growth are – zero-code web development, virtual/augmented reality, voice-activated systems, AI and IoT (Internet of Things).
How the agencies position themselves, whether they are generalist or specialist, global or local, will benefit their business. Wix endorses agencies to take a hands-on attitude to present their worth as policymakers & not just dealers employed to perform a definite job. It can be done by teaching clients value of forming a comprehensive digital marketing policy. It is the agency’s work to connect with companies & make a point on how they are exclusively skilled to provide the services they’re marketing. Taking a local over global approach to agency identity can be predominantly valuable when trying to distinguish yourself.