Traditional Ads are Dead: Good News for Digital Marketing Agencies

Traditional Ads are Dead: Good News for Digital Marketing Agencies

Last updated on August 23, 2016 by Ted Vrountas in Marketing Agency Tips
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FACT: There are already more devices in the world connected to the Internet than there are humans beings on the planet Earth.

Pretty amazing, right? That’s not even the half of it.

In 2016, it’s estimated that 5.5 million new devices will connect to the Internet every day. And by 2020, there could be as many as 50 billion things around the world transmitting data to and from the web (outnumbering our population by about 7:1).

You see, the Internet of Things, as this network of connected devices has come to be known, is expected to drive around $868 billion worth of spending in 2016. At least part of the reason for that is its infiltration into our everyday lives.

Today these devices are in our homes, in our hands, and we’re spending more time with them than ever before. According to research:

In a world where half of the entire human population now has access to the Internet, together these numbers can only mean one thing:

It’s going to be one heck of a year to be part of a digital marketing agency.

The State of Marketing In 2015

A survey of 5,000 global marketers conducted by Salesforce shows that the more time consumers spend online, the more marketers are straying from traditional mass advertising methods.

A total of 38% say they intend to shift more of their spend to digital channels this year, and one-third of Chief Marketing Officers believe digital marketing will account for 75% or more of their spending by 2020.

But it’s not all good news for digital marketing agencies.

The study also identified several big challenges standing in marketers’ way — the most pressing were:

  1. New business development
  2. Quality of leads
  3. Remaining up-to-date with current marketing technology and trends

Also making the list were demand and lead generation (6) integration across marketing (9) and budgetary constraints (11).

So how do you clear these hurdles to success? By joining more than half of respondents who say they’re going to ramp up their landing page strategy going forward.

6 ways you can use Instapage to meet all your digital marketing goals in 2016

1. Attract new business

According to a white paper coauthored by Constant Contact and OurSocialTimes, content marketing and social media are the two most popular online channels for attracting new business:

This graph shows how digital marketing agencies attract their clients in today's online marketing world.

Leverage social media to form relationships with businesses who have an online presence, then use it to drive them to optimized landing pages where they can exchange their business information for valuable content, like case studies and whitepapers written by your staff.

Then, nurture them through the buyer’s journey with a targeted and highly personalized email campaign.

2. Improve quality and quantity of leads

The Salesforce study indicates that over 90% of marketers believe landing pages are an effective online channel; and what they’re best used for is generating leads:

This graph shows how digital marketing agencies generate leads with landing pages.

Since the majority of landing pages use a form as the point of conversion, you can use our simple builder to create all the form fields you want.

Construct a shorter form to generate more leads, or a longer one to generate higher quality leads — and do it in a fraction of the time without the help of tech staff.

3. Remain up-to-date with new marketing technology

The third biggest challenge for respondents is staying up-to-date with the new marketing technology in the ever-evolving digital space.

Well, guess what:

Landing page software is a new technology, and its purpose is to free up time so you can spend it on the things you don’t yet have automated solutions.

Creating a landing page with Instapage takes only minutes. In fact, the first one I ever created using the software took me only 15 minutes to build and publish.

4. Overcome budgetary constraints

If your agency’s budget is growing, but you still need to make one dollar do the work of two, you’re not alone.

The Salesforce report shows that while most agency funding is shifting toward digital channels, it’s still not enough to keep up with the growing demand for industry work.

So instead of hiring a developer at around $67,000 per year to build the mountain of landing pages you’re likely to need in 2016, create unlimited landing pages yourself for an entire year with Instapage’s Basic Plan at a cost nearly 200x less.

5. Adapt to an increasingly mobile world

Today, 70% of marketers see mobile strategy as a critical enabler of products and services. That’s not surprising, since the number of mobile Internet users surpassed the number of desktop users in 2014:

This graph shows how digital marketing agencies use social media to generate leads and grow their clientele.

As a result, nearly half of all survey respondents say they use responsive design in their landing page design, up from the year before:

This graph shows how digital marketing agencies put more emphasis on mobile responsive designs to increase leads and sales.

Luckily for your agency, you won’t need to create multiple versions of your landing page, or spend time messing around with the code on the back-end to make sure it looks good on mobile.

Every one of Instapage’s 100+ professional templates are already mobile responsive. All you need to do is create one version of your page, and watch it display beautifully across all devices.

6. Seamlessly integrate across marketing

An optimized marketing funnel relies on a number of channels working together to nurture the prospect through every step of the digital marketing journey.

With Instapage, you can integrate all of the business software you already use with your landing page, like MailChimp, Salesforce, GoToWebinar, WordPress, Google Analytics, and many more.

Use a combination of them to track your customers and deliver targeted messaging. Then, report on your ROI with the industry’s most powerful analytics tool.

How will your digital marketing agency fare in 2016?

2016 will be a big year for digital marketing, with no signs of slowing down.

Will you be able to keep up with the growing demand for work in the online space? Or will you lose business to agencies that leverage marketing technology to get more done in less time?

Prepare for a prosperous 2016 by ramping up your landing page strategy, and start creating and publishing in minutes with Instapage’s fully customizable software.

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