What is a marketing agency, what it does and how can it help your brand grow?

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As a business grows, it's hard to keep up with all the new marketing trends that come along, as well as changing customers' behavior and technological tools. A full-service marketing agency offers everything a company or business needs for marketing, promotions, and advertising in one place, which allows businesses to save time, money, and achieve their goals.
A marketing agency consists of a group of people specialized in different areas.

It usually has a graphic design department specialized in digital media, experts in social networks, community manager staff, digital strategists to manage ad campaigns on Facebook or Google and marketing directors, just to mention a few positions.

Hiring the services of a full-service agency does not mean that you have to hire all their services. The services are contracted according to the needs and objectives of the business or company. The process typically begins with research to find the most comprehensive and cost-effective plan to meet each of your business objectives.

Most people don´t know what exactly a marketing agency is. In this article we will explain what its main functions are and what differentiates it from advertising agencies.
Marketing agencies are companies whose function is to provide advisory services and external support to other companies, organizations or even individuals in relation to the planning, implementation and control of marketing activities.

These firms carry out market research, analyze opportunities and threats, develop marketing plans, and design marketing strategies and tactics, taking control and monitoring the activities carried out.

They are in charge of creating strategies and disseminating messages in order to improve brand dissemination and perception. With the emergence of the Internet and the digital world, they must also include digital strategies aligned with business objectives, creating content for digital platforms for interaction and conversation with potential buyers or the target audience.

Marketing agencies specialize in powerful multi-channel marketing campaigns, leveraging all social platforms to reach a targeted audience. An experienced agency can tailor services and packages specifically for your business or company based on your budget, goals, and development.

The services offered by a specialized agency include brand development and design (branding), web development, media Plan, product packaging, search engine marketing, social networks, influencer and micro-influencer marketing and email Marketing. For many businesses, the main goal of hiring a 360-degree or full-service marketing agency is to build relationships, increase brand loyalty, and generate more sales.

Once we understand what a marketing agency is, we can clearly differentiate it from an advertising agency. In an advertising agency, the primary objective is to publicize a product, service or company, through communication channels, whether traditional (television, radio, press). …) or through online channels such as the web, blogs, forums, etc. In other words, it positions a product or service so that the potential buyer retains it in his mind.

On the other hand, a marketing agency works in a more global way, marking the steps to be followed by the advertising agency to carry out a campaign, since it outlines several strategies and action plans that indicate which are the most suitable channels, the messages to transmit.

It also segments potential customers into groups in order to send a suitable message to each of them. Once the campaign has been launched, a marketing agency carries out an analysis of the obtained results, to get feedback and improve the points that have failed.

A marketing agency is also involved in other processes, such as distribution, price or product definition in many cases. In other words, they consider the four marketing Ps, which are product, price, promotion and place.

A marketing agency performs a broader job compared to an advertising agency. Advertising agencies are the perfect allies for companies that already have a marketing department or a marketing director, and marketing agencies are the perfect allies for small and medium-sized companies that want to evolve, but they don´t have a marketing department or marketing director.

The main benefits of hiring a 360 or full-service marketing agency are:
- It´s cheaper than hiring staff: it is more profitable and many times it is the only way that businesses or SMEs can pay for professional services.

- They are updated to the latest trends: marketing agencies are always at the forefront of trends. Performance-based agencies use analytics to target the right offers, to the right customers, at the right time.

- They leverage experience and talent: Every great agency has worked with different clients and industries. They have the experience and data to show which campaigns are most effective for your business or company.

- On-demand scalability: Depending on new products, seasons, or whatever, you can ramp up or down marketing efforts, whereas with an in-house team, you must hire and train.

In conclusion, a marketing agency is an option that should be taken into account if you want to promote a brand or product. They generate great results, deliver a more complete service than advertising agencies and have the necessary infrastructure and experience to take a company to the next level.