All relatively new fields in which we don’t have habits and patterns established over generations or guidance from our parents or teachers often have misconceptions and misunderstandings.
Many still think that what online marketing agencies do is blurry hocus-pocus; expectations are, therefore, often far from reality.
The most common misunderstanding comes from the fact that clients regard the work of online marketing agencies – more specifically, AdWords campaigns – as some kind of service they can buy; the world of search-engine marketing is, however, much more complex than that. Digital agencies do not sell services but search for partners with which they can develop and grow together in order to generate as much income as possible. Clients often wish to get a guarantee that their turnover will increase, and they will earn more if they invest a certain amount. No online marketing agency can give such a guarantee.
To illustrate this with an example: the agency is a shepherd dog which herds sheep into the pen; in other words, it leads potential customers to the website of the advertiser. The fact whether the sheep like the pen, whether they want to choose from the foods they find there, and whether they would like to return there later is not the responsibility of the shepherd dog, but of the person who built the pen. A good agency can, of course, also help make pens more attractive and more competitive; to do so, however, it requires a client who is open to change, has trust in the competence of the shepherd dog and is ready to invest in the development of its website and specific sales benefits.
To put it short, cooperation is the key to successful online marketing. A good agency is open to client needs and uses maximum experience and knowledge to achieve the goal set together. A good client trusts the expertise of the marketing agency it chooses and actively participates in the development of a winning strategy. If this happens, success will surely come!
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