The Digital Marketing Agency market is moving towards offering more integrated services and bundling services into more integrated packages that will fit their prospective clients. This presentation delves into the topic of how marketing agencies transform to offer more integrated digital marketing services. View this presentation to learn about: - the convergence of paid, earned and owned media - mergers & acquisitions in the agency industry - evolution of ‘traditional’ channel services - how digital marketing services transform into integrated marketing services - pricing models for B2B agency services - how to add new services to your agency offerings Read more and watch the recorded webinar here http://www.optify.net/webinars/upcoming-webinar-the-future-of-digital-marketing-services-where-will-agencies-be-in-2014

1. ©2013 Third Door Media, Inc.
May
15,
2013
-­‐
1
PM
EDT/10
AM
PDT
Speakers:
Karen
Burka,
Digital
MarkeAng
Depot
Rob
Eleveld,
CEO,
OpAfy

2. ©2013 Third Door Media, Inc.
Rob Eleveld,
CEO, Optify
Rob Eleveld, CEO of Optify is a 20-year tech veteran with deep
experience in B2B sales and marketing.
Rob is passionate about growing business through partner channels
at Optify and excited about the opportunity that inbound marketing
affords to forward-thinking digital marketing agencies.
Follow Rob on Twitter - @RobertEleveld

3. ©2013 Third Door Media, Inc.
Karen Burka,
Author, Digital Agencies:
A Buyer's Guide
Karen Burka is an experienced research analyst, writer, and editor,
having spent more than 20 years developing and publishing C-suite
multimedia content. Karen has written numerous ebooks, articles,
buyer’s guides, and market intelligence reports on digital marketing
strategies and technologies.

4. ©2013 Third Door Media, Inc.
Digital Media
Channels
Search
SEO
Keyword research
Content creation &
optimization
Link analysis
Local/geo-search
Mobile programs
International tracking
Campaign
management
Paid Search
Bid management &
optimization
Landing page
optimization
Affiliate marketing
Search Retargeting
Campaign
management
Social
Content management
Brand compliance
Influencer outreach
Community building
Global programs
Sentiment analysis
Video design/
development
Display
Media planning &
buying
Creative
Branding
Display/retargeting
Website
Design &
development
Content creation
Ecommerce
CSEs
Microsites/landing
pages
Mobile
Program design &
execution
Bluetooth apps
Website audits
App & game
development
Video/commercial
design
PR
Blogging
Online publicity
Online brand
monitoring
SEO/link building
Email
Program design &
execution
List/database
development
Lead generation

5. ©2013 Third Door Media, Inc.
Digital Media Channels
Website
Design & development
Content creation
Ecommerce
CSEs
Microsites/landing
pages
PR
Blogging
Online publicity
Online brand
monitoring
SEO/link building
Email
Program design &
execution
List/database development
Lead generation

6. ©2013 Third Door Media, Inc.
Digital Media
Channels
Search
SEO
Keyword research
Content creation &
optimization
Link analysis
Local/geo-search
Mobile programs
International tracking
Campaign management
Paid Search
Bid management & optimization
Landing page optimization
Affiliate marketing
Search Retargeting
Campaign management
Social
Content management
Brand compliance
Influencer outreach
Community building
Global programs
Sentiment analysis
Video design/
development
Display
Media planning &
buying
Creative
Branding
Display/retargeting

7. ©2013 Third Door Media, Inc.
Paid, Owned, and Earned
Digital Media As We Knew It
Paid Media
Paid search
Display
Social (FB ads/
sponsored tweets)
Mobile (ads)
Email
Owned Media
Mobile (apps/games)
Website content
Email
Social (FB pages, blogs/
Twitter accts)
Earned Media
SEO
Mobile (shares/
reviews)
Social (retweets/
likes/ pins/shares)

8. ©2013 Third Door Media, Inc.
Paid, Owned, and Earned Digital Media Today
Paid Media
Paid search
Display
Social (FB ads/
sponsored tweets)
Mobile (ads)
Email
Owned Media
Mobile (apps/games)
Website content
Email
Social (FB pages,
blogs, Twitter accts.)
Earned Media
SEO
Social (retweets/likes/
pins/shares/
reputation
management)
Mobile (shares/
reviews)
Paid/Owned Media:
Mobile ads, apps,
games
Social media ads,
Twitter content,
blogs
Paid/Earned Media:
Social media ads,
shares, likes,
reputation
management
Mobile ads,
shares,reviews
Earned/Owned Media:
Social likes, shares,
retweets
Mobile ads, shares,
reviews
Earned/Owned/Paid
Media
Social (ads, blogs,
shares, sponsored
content)
Mobile (apps, shares,
ads)

9. ©2013 Third Door Media, Inc.
What’s Driving This Convergence?
• More complex digital marketing landscape
Mobile
Search
Social
Email
Display
PR
Website

10. ©2013 Third Door Media, Inc.
What’s Driving This Convergence?
• Fragmentation of target audiences

11. ©2013 Third Door Media, Inc.
What’s Driving This Convergence?
• Demand
for
integrated
campaigns/shared
data
§ 71%
of
marketers
surveyed
believe
integraAon
across
owned,
earned,
and
paid
media
is
important.
§ 85%
also
agree
with
the
need
for
an
integrated
markeAng
suite
• Tighter
C-­‐Suite
scruAny
of
markeAng/adverAsing
ROI

12. ©2013 Third Door Media, Inc.
The Agency Response
Specialize……
Provide channel-specific digital marketing
services such as mobile messaging programs,
social media marketing, or SEO link-building
campaigns.
§ Big Fuel, Dachis Group, SocialChorus in social
§ The Search Agency, Acronym Media, Resolution Media
in search
§ Punchkick Interactive, Customer Magnetism,
Intrapromote in mobile

13. ©2013 Third Door Media, Inc.
The Agency Response
Diversify…..
Buy or build a broad range of services to manage
brand presence on multiple channels, including
creative, media buying, and technology platforms.
§ RKG bought AudetteMedia to add SEO to existing
PPC, social, and display capabilities (August 2011)
§ Covario purchased Top Local Search to boost
location-based traffic and optimization capabilities
(May 2012)
§ Didit bought Inceptor to add CSE, SEO, and social
media services (August 2012)

14. ©2013 Third Door Media, Inc.
Digital Marketing Agencies – growth in the long tail
Established
Business
Identifiable
Agencies
North
America
121,000* long tail agencies
54,000
*Optify data
Roughly the same number again in Europe
25
900
Largest
Agencies
in US
Cons.
Agencies

15. ©2013 Third Door Media, Inc.
Long Tail Agency Profile
• Every agency we speak with is either:
§ Already an “established business” trying to grow
§ OR is trying to get to be a more consistent business (ie “I can quit my
day job”)
• Agencies originate from folks with 1 of 3 backgrounds
§ Each has strong suits and areas of need to grow in Digital Marketing
• “Established” Long Tail Agency
§ 3-20 employees – making payroll
each month
§ 5-100 clients – repeat clients and
at least some on retainer

16. ©2013 Third Door Media, Inc.
Backgrounds and Opportunities
Background: Web Dev
§ Strength: Site launches,
custom apps
§ Opportunity: Retainer-
based services, esp.
content management &
lead gen
Background: Creative
§ Strength: Web &
other branding
designs
§ Opportunity: Data-
driven services, esp.
around website
performance &
iterations
Background: Digital MKTG
§ Strength: Digital
campaigns
§ Opportunity: More services
which can be executed by
less experience folks

17. ©2013 Third Door Media, Inc.
Clients’ Interested Shifted
B2B
“can your service get me more leads?”
B2C

18. ©2013 Third Door Media, Inc.
Services converge to support the need
• Clients don’t need a channel,
they need results
• Clients also are more savvy
and educated and require
more dedicated campaigns
• We’re seeing more
convergence because the
campaigns require it
• For example, email service
used to only require content
and email but now requires
landing pages, drip
campaigns and CRM

19. ©2013 Third Door Media, Inc.
Campaigns = Retainers
CAMPAIGN = RETAINER

20. ©2013 Third Door Media, Inc.
Packaging and Pricing Follow

21. ©2013 Third Door Media, Inc.
Re-package or Add-on
• Examples of Bundles:
• SEO, Content, Social Media,
PR (Inbound Marketing)
• Content, Web Dev, Creative,
SEO, Tracking and Intelligence
(Website performance)
• SEO + PPC + Display (Search)
• Content, Email, Landing
Pages, CRM (Nurturing)
• Easy add-ons:
• Email
• SEO
• Social Media
• Content
• Landing Pages

22. ©2013 Third Door Media, Inc.
About Op)fy
Optify delivers a simple digital marketing software suite for agencies. Our
complete cloud-based software eliminates the need for standalone tools and
empowers agency marketers to easily create and manage demand
generation programs across multiple websites, nurture prospects, prioritize
the best performing programs and streamline reporting of client results - all
from one login.
Optify, Inc
710 2nd Ave, Suite 840
Seattle, WA 98104
1 (206) 388-4234 (phone)
1 (877) 2-OPTIFY (toll-free)
1 (206) 787-1410 (fax)
Sales: sales@optify.net
Help: support@optify.net
Other Inquiries: info@optify.net