Don’t Let Your Digital Agency Fool You

April 2, 2014 3:33 pm

Yesterday was April Fool’s Day – a day when we had to be on our guard for crazy, wacky pranksters. As a serious marketer though, staying on your guard is nothing new.

Digital has really provided businesses of all sizes with great marketing opportunities. However, with great functionality comes great complexity, making the totality of digital marketing’s opportunities somewhat hard to grasp.

That’s why there are agencies out there ready to help out in times of need (as long as you have a budget, of course). The trouble is with so many agencies claiming to be digital experts, hiring the right one becomes another problem altogether. How can you tell if they know their stuff?

When you hear one or more of the following statements you may be talking to a bad one:

Social media is the answer to everything

No it’s not. Social media isn’t some magical wand that will make everything right. It could however be a great way of increasing brand awareness, publishing educational content and it’s a great channel for customer service. It all depends on your company’s needs. Sometimes starting a Instagram or Facebook account simply doesn’t make sense for some companies and brands. Lazy digital agencies play the social media card since it’s an easy way for them to make it look like they’re actually doing something.

Focus on the numbers

Don’t fall in love with hundreds of thousands of likes on Facebook, millions of views on YouTube and countless followers on Twitter. The numbers don’t matter unless the likers, viewers and followers actually visit your website, buy your product or contact you directly in order to get more information. Analysing numbers is of course useful, but putting too much value in sudden peaks or troughs can be dangerous. A sudden peak could mean that your social media campaign works – it could also be luck or chance.

Digital efforts will cover up for your flaws

In his book The Social Media Manifesto, the author Jed Hallam compares social technology to make-up removal. Social media will put your company out there; it will make it more transparent and open to attacks. A Google search could give a potential customer access to that piece of information that you’ve been trying to hide. Meanwhile your social media channels could provide a dent in your armour and if you are unlucky, spin user interaction out of control. So you should focus on your business first, making sure that your brand is spotless and ready for thorough inspection.

Everyone else does it

This is true to some extent. More and more companies have started to see the value of digital marketing and social media in particular. The successful companies are however those who can identify their needs while putting down enough time to actually have their digital marketing make a difference.

There is of course more to it than these four aspects. Digital marketing is as much of a science as regular marketing, and an agency claiming something else just isn’t worth your time. So we hope that you enjoyed April Fool’s Day, hopefully without any digital marketing related worries.

OK, so maybe your current digital marketing agency don’t know their stuff – but we’ll help you out! Stay tuned for an upcoming post on how to spot a great agency for all your digital marketing needs.


The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.


Image courtesy:,


  • Content Marketing News & Views Why Your Brand Needs a Podcast

    Why Your Brand Needs a Podcast

    Can you imagine speaking directly to a captive audience of potential customers? I’m not talking about the room of people you might find at a conference or seminar, but potentially tens of thousands of prospective buyers, listening to you from their home, on their way to work, during their lunch break or maybe even at the gym. This is the power of podcasting, and it’s one of the fastest growing and exciting marketing mediums available to businesses in 2017. It’s […]

    Read more →
  • Content Marketing Features The Power of Personalised Content

    The Power of Personalised Content

    With the incessant growth of digital communications, newspapers and other publishers have been forced to come up with new ways to tell stories. Companies that are not in the publishing business, but use content as a part of their marketing strategy can learn a lot from these emerging storytelling tactics. When it comes to personalised content, gamification is king. The more you can learn programmatically – primarily using data for better targeting – about your customer or audience member, the […]

    Read more →
  • Features Social Media The Latest Social Media Fails

    The Latest Social Media Fails

    There’s one big flaw that all brands have that no one likes to talk about: they’re run by fallible, emotional and sometimes careless human beings. Every once in a great while, these humans make mistakes—they slip up all too publicly on their brands’ social media properties. When this happens, most us watch the disaster unfold with bewilderment at the stark stupidity of it all. While these mistakes often create backlash for brands, and sometimes a bit of recovery work, they’re not necessarily […]

    Read more →
  • Features News & Views Is All Publicity Good Publicity?

    Is All Publicity Good Publicity?

    We’ve all seen those marketing campaigns that went, oh, so very wrong. They’re often around to clog up our social media feeds for a couple of days, garner some negative attention, and then they die off. But the real question for marketers is: how damaging was the campaign to the brand? We’re taking a look at whether or not all publicity is good publicity, and whether you can expect to recover from a serious popular culture blunder. Everyone’s Goal: Good […]

    Read more →
  • News & Views Don’t Forget to Pat the Dog

    Don’t Forget to Pat the Dog

    A few days ago I posted an article called The Stupidity of Silence where I suggested that ceasing all contact when someone doesn’t give you what you want is a really dumb strategy. Here’s another one. We’re looking to sell our house at the moment. Part of the process is interviewing real estate agents. Theirs is an incredibly competitive business where all they’re offering is reputation and the perceived ability to persuade people to buy. The first agent who came […]

    Read more →
  • Content Marketing How to Make Your Content Actionable

    How to Make Your Content Actionable

    Content is not a magical formula that will make your target audience find your product and then breathlessly buy from you. The power of actionable content comes from your ability to attract the right audience, enabling them to interact with you and then to elevate that relationship to the next level i.e. for them to become a customer. So, how do you make your content actionable? Most importantly, you must give the reader, viewer or listener a sense of how they […]

    Read more →
  • News & Views The Stupidity of Silence

    The Stupidity of Silence

    It always astounds me when people in business don’t follow-up with a simple thank you email or even a note – when was the last time you received a handwritten thank you note? – after we’ve had some type of interaction.

    Read more →
  • Email Marketing Features What you Need to Know About Email Marketing for Mobile

    What you Need to Know About Email Marketing for Mobile

    It’s no secret that smartphones and tablets can no longer be ignored by email marketers—and there aren’t many more marketers out there doing so. It is a massive part of customer communication and revenue, but do you know just how massive? The following statistics come from all corners of the globe, and from many different industries. While they keep changing everyday, some are quite shocking. Here’s a brief description of everything you need to know about the power of email […]

    Read more →
  • Digital Marketing Features How to Reduce Your Media Spend & Achieve Better Results

    How to Reduce Your Media Spend & Achieve Better Results

    Digital marketing has changed the media landscape forever and marketing budgets are being spread across channels – mainly digital – that previously didn’t exist. The problem is that optimisation is not as simple as it was before; if you’re not careful, your spend can get out of hand. By optimising each of your channels, you can reduce your media spend and achieve better results – all the while proving a positive return on investment (ROI) for every dollar you spend. […]

    Read more →
  • Features News & Views Digital Marketing Lessons To Be Learnt From Donald Trump

    Digital Marketing Lessons To Be Learnt From Donald Trump

    Donald Trump teaching you marketing lessons? Seriously? Yes, seriously. Love him or hate him, Donald Trump has made the race for the White House fascinating. And fascinating doesn’t happen by chance. Exceptional marketing combined with good old fashioned, in-your-face salesmanship are central to the success of his campaign – so far. So putting aside your opinion on his politics, let’s look at what can be learned from Trump’s ‘Making America Great Again’ campaign. Know Your Audience Contrary to the opinion […]

    Read more →