As a marketer, you know how difficult it can be to capture the attention of potential customers and keep them. There are more than 10,700 digital advertising agencies in the United States, which gives business owners plenty of options. So, if you want to stand out, you need to be more than a digital marketing expert. You have to be an expert in marketing science.
If you’ve spent years promoting your agency as the one-stop shop for all things digital marketing, this can be a tough pill to swallow. But the fact is that the landscape has changed. To be successful, you need to position yourself as a true marketer, who loves digital marketing.
Because digital marketing expertise is not enough
No marketer wants to be told that their digital marketing experience isn’t enough. I understand. You’ve probably put a lot of effort into studying proven frameworks, staying on top of trends, and even recruiting top talent for your agency. And that effort is likely has paid. However, having an agency that is expert in digital marketing will not take you to the pinnacle of success, not without being well versed in marketing science.
Here because…
- Digital marketing has been around for a long time.
While digital marketing has evolved, it is not a new concept. The history of digital marketing spans more than 30 years. In fact, the term was introduced in 1990, around the time the first search engine (Archie) was launched.
I mean, everyone knows it by now. And many agencies are doing it. Unfortunately, this means that your digital marketing know-how is nothing new or unique.
- Entrepreneurs get digital marketing (for the most part).
Today’s entrepreneurs are more knowledgeable about digital marketing. Of course, they don’t necessarily have a clear understanding of it. And there are still many misconceptions about marketing. But research shows that 47% of small business owners manage their marketing efforts themselves. So it’s fair to say they get it, more or less.
In most cases, potential clients are unimpressed by an agency’s ability to manage social media, implement SEO tactics, manage paid advertising, etc. They’ve heard it all before. Even if you can do it better, this may not be a good enough reason to outsource your agency.
- Marketers have to work very hard to earn respect.
DigitalMarketer’s Mark de Grasse talked about how marketers don’t get the respect they deserve, and it’s true. As marketers, we have to work harder than other professionals to prove our worth and demonstrate that we know what we’re doing. Claiming digital marketing skills, even if you have them, is not enough. You must have a broad understanding of marketing and use marketing science to support your recommendations.
- The tools and tactics change, but the principles of good marketing do not.
As mentioned above, digital marketing is constantly evolving. New tools and channels are constantly being introduced, resulting in new tactics to adopt. But if you focus too much on what is changing, you lose sight of what isn’t changing. Keeping up with every new “shiny object” doesn’t matter much if you can’t follow the principles of good marketing. And this only happens with an understanding of marketing science.
What do we mean by marketing science?
Many believe that marketing is both an art and a science. And they are right. But for now we focus on the latter. After all, it’s the piece of the puzzle your digital marketing agency is probably missing.
There are several approaches to marketing science. But when we talk about it, this is what we mean…
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Make decisions based on data, not guesswork
Those who embrace the science of marketing know that data is key. This doesn’t mean that a marketer’s knowledge and experience should be set aside. However, data should play a vital role in the decision-making process.
Leveraging data simply makes sense.
- It allows us to see what works and what doesn’t.
- It provides valuable information that helps us answer difficult questions.
- This ensures we are making the right decisions for each customer.
Science-driven marketers are skilled at compiling, analyzing, and interpreting data from various sources. They apply their findings accordingly, using facts and figures to support their choices. As a result, they can serve their customers better and with greater confidence.
Application of techniques from other disciplines
Digital marketing can be strengthened by other practices. Science-driven marketers know this. They see the value of disciplines such as psychology, sociology, economics, and neuroscience (the last of which is combined with marketing to create neuromarketing). That’s why they look at research from these disciplines to see what they can exploit. Then, they apply techniques to make their marketing efforts even stronger.
Conduct well-designed experiments
Marketing scientists realize that experimentation is essential for improvement. After all, you can’t guarantee the best result if you don’t do some tests first. Then, they conduct experiments using the scientific method to determine whether their initial choice (or hypothesis) is correct.
The most successful marketers tend to be those who constantly test. At a granular level, they create different variations of assets, analyze the data, and make improvements as needed. They view each test as a source of valuable information and use it to the benefit of their clients.
Use technology wisely
True marketers who understand the scientific side use technology to their advantage. They don’t get stuck on every new tool that comes on the scene. Instead, they conduct extensive research to create a marketing technology stack that benefits them and their customers.
At the most basic level, they find technology to help with the following:
- Data tracking
- Automation
- Keyword research
- Model building
- Wireframing
While most marketers understand the importance of marketing technology in serving their customers, scientific marketers experience no waste. They only invest in tools that will improve their efforts. And they strive to get the most out of each one they use.
Take a holistic approach to marketing
There are many different aspects of marketing: social media, paid advertising, SEO, email, copywriting, web design, etc. But science-savvy marketers don’t see them as individual pieces. Instead, they see them as parts of a much larger whole. They know that everyone contributes to a company’s online presence.
That’s why they take a holistic approach.
They ensure consistency of all assets across all channels, connecting them for maximum impact. Each party works together to promote the client’s business. Furthermore, every member of the team is doing the same.
How marketing science ensures agency success
When you are an expert not only in digital marketing but also in marketing science, you position your agency for success. It helps set the stage for being known as unique and intelligent.
That’s how…
- You can frame your agency as an authority in the industry.
- You can demonstrate your understanding of marketing as a whole.
- You can encourage your team to start thinking about the big picture.
- You become more strategic in marketing to each individual customer.
- You can provide evidence that your efforts are yielding results.
- You can gain a competitive advantage over tactical marketers.
Ultimately, it doesn’t just improve your agency. It makes your agency to appear better for current and potential customers.
Take away
Nowadays, digital marketing experience is not enough to stand out from the crowd. If you really want to take your agency to the next level, you need to embrace the science of marketing. You need to demonstrate that you have what it takes to build a business, develop a brand and achieve long-term results. Convincing customers that you are a real marketer offering digital marketing services will make it easier for you to acquire and retain them.
