he cornerstone of an agency is a high-level clientele. Our clients include many corporations, not-for-profit organizations, and government agencies, and we are often hired to produce multifaceted advertising campaigns in new media. While some agencies limit the amount and type of service they offer. These organizations typically offer only one or two of the basic services. For example, although some “creativity” agencies also offer strategic advertising planning services, their basic interest is the creation of advertising. Similarly, some “media buying services” offer media planning services, but focus on buying, placing and billing media.
When the customer chooses to use limited-service advertising agencies, they must assume some of the advertising planning and coordination activities that are usually managed by the full-service agency. For example, an advertiser that uses limited-service agencies usually takes greater responsibility for the strategic planning function, gives more strategic direction to creative or media agencies, and exercises greater control over the products of these specialized agencies, ensuring that their separate activities are well organized and coordinated.
Specialized advertising services
In addition to the full-service General Agencies, there are also agencies specializing in specific types of advertising : recruitment, help seeking, medical, classified, industrial, financial, financial, direct response, retail, theater / show, investment, travel, etc. In general, our agency does not focus on a specific industry.
Specialization occurs in these areas for a variety of reasons. Often, as in recruitment advertising, for example, specialized media or media uses that require knowledge and expertise are not usually found in a general line agency. In other cases, such as medical or industrial advertising, the subject is technical and requires writers and artists to be trained to write meaningful advertising messages about it.
These specialized agencies are also generally “full-service”, in the sense that they offer all the basic services in their very own area of specialization as well as other peripheral advertising services related to their field of specialization.
Interactive services differentiate by offering a mix of web design and development, search engine marketing, Internet advertising / marketing, and e-commerce consulting. Interactive agencies have become important before traditional advertising agencies fully embraced the Internet. Offering a wide range of services, some interactive agencies have grown very rapidly, even though some of them have downsized just as quickly due to changing market conditions. Today, the most successful interactive agencies are defined as companies that provide specialized advertising and marketing services for the digital space.
The digital space is defined as any multimedia electronic channel from which an advertiser’s messages can be viewed or heard. The “digital space” is the Internet, kiosks, CD-ROMs, DVDs and lifestyle devices (Smartphones, iPad, Tablet and other mobile devices). Interactive agencies work in the same way as agencies, although they focus solely on interactive advertising services. They provide services such as strategy, creation, design, video, development, programming (Flash and others), deployment, management and execution reports. Interactive agencies often provide: digital lead generation, digital brand development, interactive marketing and communication strategy, Rich Media campaigns, interactive video brand experiences, Web 2.0 design and development, e-learning tools, marketing email, SEO / SEM services, PPC campaign management, content management services, web application development, and overall assessment of data mining and return on investment.