Mid-sized agencies actively participate in events and provide expert opinions on current market issues, such as online advertising, SEO trends and reputation management. These agencies often focus on their participation in ratings, awards and competitions, as advertisers take ratings into account when choosing candidates for sized companies tenders. Participation in the country’s top awards increases the chances of attracting famous clients and increasing brand visibility.
Like large agencies, mid-sized agencies kuwait whatsapp data pay attention to research. They regularly conduct and publish research in their field and other industries, which allows the audience to gain new knowledge and insights about the state of the advertising market, changes in consumer preferences and the impact of economic factors. This strengthens the agency’s expert status in the media field. For example, a company that regularly publishes research on the FMCG market will be more often mentioned in publications and speeches as a trusted source of data.
Both groups of agencies are actively launching their own projects and talking about them on the market. These can be educational products, clubs and communities for partnerships and experience exchange, HR projects for personnel search and webinar series. Medium-sized companies often collaborate with educational resources, report on cooperation with large clients and won tenders, which further increases their authority and visibility.
Small business
Small digital agencies promote the second chance law: cases won themselves by publishing cases and expert articles, participating in events and ratings. They actively create guides and checklists for various industries, demonstrating sized companies their expertise and attracting clients. Such content allows agencies to make a name for themselves in the niche and offer special terms of cooperation, such as discounts or free consultations.
How Digital Agencies Are Implementing AI
Of the 16 companies europe email studied, only four actively associate themselves with AI technologies. These agencies either develop AI products, or integrate artificial intelligence into their processes, or create content on this topic.
Main areas of publications on neural networks:
- experience in implementing AI into work processes;
- practical application of artificial intelligence in marketing;
- automation of tasks and analytics using AI;
- examples of using AI in client projects;
- forecasts for the development of AI technologies in Russia and the world.
At the time of the study, only three companies from the sample had implemented projects based on artificial intelligence.
Online publishing platforms
Digital agencies prefer to place sized companies materials in specialized media about marketing, such as VC, Sostav, Cossa, AdIndex, Adpass, Advertology, ppc.world and Seonews. Also popular are RB, Forbes, Inc.Russia and Business Secrets.
Corporate blogs and news sites are used to reach a wide audience interested in marketing. This allows agencies to share successful projects and demonstrate openness to dialogue.
For maximum coverage and increased brand visibility, agencies choose federal media: Kommersant, TASS, RBC, Vedomosti, AiF, Gazeta.ru and Rossiyskaya Gazeta. These resources provide a multi-million audience and a significant presence in the media space.
Key offline events for promotion
Large companies actively participate in conferences such as AdIndex, NRF, Russian Advertising Week, RIF and other significant industry events.
Mid-segment agencies attend events at AdIndex, PRoMediaTech, RIF, as well as industry events such as Upgrade Retail and ECOM Expo.
Small companies are more often present at regional events aimed at small and medium businesses, including the events of the My Business platform and the Entrepreneurship Week festival. They also participate in creative festivals and youth events.
Participation in major industry events strengthens a company’s position in the market, expands its network of contacts and opens up new opportunities for partnerships. Regional events serve as a launching pad for newcomers.
Interestingly, companies of all sizes are looking to host their own events, from small client meetups to conferences for a wider audience.
Conclusion
The 2024 analysis confirms that traditional PR tools remain effective. Events, expert articles, participation in ratings and conducting research continue to successfully support and strengthen the brand image. However, digital agencies offer a number of additional strategies that are worth adopting:
- HR brand development: expand your publications to include information about staff development projects, corporate sports teams, and community service activities. This will attract the attention of not only clients but also potential employees.
- Collaboration with educational institutions: participate in student conferences, organize internships and competitions. This will help attract young talents and strengthen the company’s reputation.
- Experiment with events: Even with a limited budget, you can organize small meetups, business breakfasts or online events. This is a great opportunity for networking and cross-selling.
- Actively offer expertise: Don’t wait for the media to ask for comments. Follow market trends and offer expert opinions to journalists yourself.
- Conduct research: Focus on relevant topics and use the results as newsworthy. Even a small but high-quality study can attract the attention of the audience.
- Forecasting and setting trends: share unconventional approaches to using marketing tools. Create content about the future of the industry, release podcasts and case studies with innovative ideas.
Using these strategies will help strengthen the brand’s position in the market, attract the attention of the target audience and the media, and demonstrate the company’s expertise. Remember that creating trends does not always require large budgets – sometimes fresh ideas and courage in their implementation are enough.