(I-BusinessNews.Com, May 10, 2019 ) Phillip Stutts, author, founder of Go BIG Media, and mastermind in the political marketing arena joins Doug Morneau, host of the Real Marketing Real Fast podcast.
“One of the things you speak on is marketing agencies,” said Morneau. For many people, they begin doing in-house work and as their company grows, they need to outsource it. What advice would you give people when they’re starting to look outside and bring somebody else into their marketing mix to be part of the team?”
“The company needs to determine if they’re going to win the marketing game or is the marketing agency going to win the marketing game,” said Stutts. “One of the lies I talk about in my book is that marketing agencies are demanding that businesses sign long-term contracts. That’s the worst thing a business can ever do. If you become a commodity in the eyes of your customers, consumers or clients, then you’re vulnerable and replaceable.”
It’s essential that businesses have a trusted relationship with their marketing agency. The agency’s priority is to serve the interests of the business owner first and foremost. Many marketing agencies are presenting tactics as strategies because business owners don’t understand the digital marketplace. What matters are the outcome and what consumers think of the product, service or business.
Consumer research is critical. Companies must be authentic and understand their customers to turn their business around. Over time, demographics change, consumers alter their buying habits according to the economy, and expectations are different. To stay relevant or change their business around the marketing agency must understand what their client’s customers want, value and motivates their purchasing decisions.
Today’s consumers are story oriented. Customers want to know the backstory of the companies with which they do business and it’s an aspect that many businesses and marketing agencies overlook. It’s an element of building long-term relationships with the consumer.
Stutts also warned against signing long-term contracts with marketing agencies. Extended commitments set the stage for the agency to get paid while doing little to further the client’s growth or agenda. The client simply becomes a commodity of the marketing agency.
Marketing agencies often point to the number of social media followers as a benchmark of success, while ignoring the importance of genuine interaction and relationship building. Businesses must go where their target demographic is most likely to see them, whether it’s a digital space or more traditional platforms.
Every purchase is motivated by emotion. Marketing to emotions builds relationships and then marketing can be created to reinforce those relationships. The techniques, platforms, and demographics of successful marketing can change radically in a very short space. The one constant is consumer relationships that generate loyalty, enhanced with marketing that can help anyone turn a business around.
About Doug Morneau
Doug is an Author, Speaker, Podcaster, and Media Buyer – specializing in Sponsored Email.
His first book “THREE BIG LIES – The Real Truth About Renting Email Lists to Generate Targeted Leads and Sales” became an International Best Seller.
As a podcaster, Doug currently hosts the Real Marketing Real Fast Podcast. He interviews top marketers, industry experts, and SAS vendors.
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