In any industry, a successful company would not have one person managing their finances, human resources, legal, marketing, operations and sales. That individual may have a surface understanding of their many responsibilities, but they’re unlikely to excel at any one in particular. If they do, there’s no question that they could be even better at it.
The same analogy can be used in your approach to marketing, especially digital – it’s an ever-changing industry, with new features coming out everyday. A single digital marketer may understand the bare bones of Search Engine Optimization (SEO), Search Engine Marketing (SEM), Social Media, E-mail Marketing, etc., but they typically won’t know the tactical ins-and-outs of every field.
One Marketer Does Not Make a Digital Team
Within the last 30 days alone, there have been three major (and a dozen minor) changes in Google’s Algorithm, more than 20 changes to Google AdWords and AdWord Editor, numerous updates to Bing Ads, a handful of amendments to Google Analytics, five new features introduced on Pinterest and a couple of significant announcements made by Facebook. Needless to say, the Internet is a vastly growing and dynamic landscape.
There are far too many platforms, features and updates for one person to keep up with. A single marketer cannot absorb and properly execute new techniques, let alone test and optimize for better results. Some digital forms of marketing (particularly SEO) are more challenging than others, with hundreds of variables at play. In a perfect world, implementing high-quality SEO would be broken down into four or five different full-time roles!
Like any business that offers specialized services, an effective digital marketing team should have at LEAST one dedicated individual for every field. Unique skill sets are required for every marketing responsibility, including:
- Making a website search engine-friendly
- Managing online advertising accounts
- Developing a successful social media/content strategy
- Optimizing a website to improve usability
Caution to Businesses
If your business is looking into digital marketing, we caution you to do your due diligence on the agencies that you may be working with. Ensure that they have the full capabilities and support to help make your business successful. There are many traditional agencies that portray themselves as being “digital” or capable of those services, when in reality, their “Digital Team” consists of one person.
Most traditional agencies have started to incorporate digital into their marketing mix in an effort to stay relevant. At the unfortunate expense of their clients, certain agencies hire a single digital marketer to manage all of their online campaigns. That person is either unable to produce consistent, high-quality work or cannot devote enough time to learning about new trends in digital marketing.
Successful businesses, whether it’s a manufacturer, a retailer or a service provider, have established themselves as leaders in their industry by being the best at what they do. When it comes to the world of digital marketing, the same standard of excellence must be applied. Otherwise, you may end up wasting your time and money on missed opportunities. Mediocrity will only get you so far, so why settle for an agency with limited knowledge of digital marketing?
At ATMOS, we have a dedicated and diverse digital marketing team in place. Still, we believe that there will always be room for professional growth. We understand that the only way to stay ahead of the curve is to expand your staff, strengthen their skills and establish them as dynamic industry leaders.
Even if you don’t work with us, we urge you to do your due diligence when working with a company to make sure they have the capabilities and expertise to support your marketing needs.