Digital Marketing seems similar to advertising agencies in their approach, yet it’s a vastly different landscape. The IT factor is still a thing, but this is a different IT than what you might think.
What’s IT you ask? Let’s give a bit of context to the idea of IT. An IT Girl is one who has something special.
“An it girl is an attractive young woman, generally a celebrity, who is perceived to have both sex appeal and a personality that is especially engaging. The expression it girl originated in British upper-class society around the turn of the 20th century. It reached global attention in 1927, with the popularity of the Paramount Studios film It, starring Clara Bow. In the earlier usage, a woman was especially perceived as an it girl if she had achieved a high level of popularity without flaunting her sexuality. Today the term is used more to apply simply to fame and beauty.”
Your business as an IT Girl must have a bevy of talents openly on display online. Think of being the IT Girl as an engaging, sexy brand that is like the girl next door just popped by with fresh cookies wearing a stunning swimsuit. A jaw dropping, inspiring, unexpected brand.
Of course that’s what you are going for, and that’s why you’re working hard. And maybe it’s frustrating if it’s not working! If you want to check how you're going, on your website, you can do a quick test in 10 minutes or get an SEO audit done (ours is complimentary and gives recommendations).
Most businesses are doing SOMETHING online, yet there is a significant gap that means that SME’s are not rockin’ IT just yet. Probably because IT is not clearly understood. IT has far less to do with sex and a lot more in common with relationship building. Here’s our definition of IT … it’s an intersection between three activities.
Now let’s break that down.
As you can see above, the new IT approach is more complicated than you might remember. And so we return to the IT Girl concept.
Marketers tell us sex sells. And back in the day, advertising agencies were the hard and fast, sexy solution to all your marketing woes. If you asked what an advertising agency would cost you, the answer used to be … a lot.
Now … ad agencies have lost their sex appeal, their cash cow status and their mojo.
For advertising agencies, “price (in constant dollars) is now 70% below what it was in 1992. Since 2004, which was the last year that price and deliverables were in balance, price has fallen by 42% and has been below the level required for appropriate agency staffing. Falling prices stretch agency resources, reduce quality, create client dissatisfaction and limit holding company growth.” - Darren Woolley
And here’s an example that shows that sex is no longer the key emotive factor according to headline analyzer where we got better scores without sex in the headline than with, as the word SEX had 0% emotive rating.
Although I’m having a quiet laugh at the score we did get.
The advertising agency model, of direct sales, blatant headlines and blunt pitches, although still widely embraced, is now a financial black hole for both clients and the agency themselves.
Large advertising agencies are losing business, significant brands are taking their marketing in house.
The great news for many medium enterprises is that you now have a real opportunity to get market share with a great understanding of the new IT triangle and a strategic multi-channel approach.
So how do we embrace the new IT Girl and give it lots of love?
Every business faces teething in terms of systems, time and money management, staffing and product development and delivery. Without new clients coming in, preferably effortlessly so that you can focus on the rest of your business, businesses don’t survive.
Traditional advertising might see businesses resorting to discounting, undifferentiated sales collateral or if you’re in marketing, long BORING versions of a common hero journey.
Understanding yourself is the key to understanding who you serve and how best to serve them. This is a personal journey as a business It’s also the key to profitability. Yet many businesses are not crystal clear on some simple questions like:
Understanding your IT from all these angles has opened magical doors for many businesses. Think of it like a Shark Tank approach, where you have a small window to be really clear and beat the 7 second bounce rate.
All of this knowledge needs to now be placed in the context of a holistic landscape, with a consistent approach. The opportunity to create activity is at an all time high. However, due to marketplace congestion, the results from generalised, uneducated activity are at an all time low.
So earlier we mentioned advertising agencies … and how their profits have gone from a sexy sky high to a scraping by in the face of the digital tide.
When you understand the advertising agency model, why it’s dying and what you can do better, there’s an opportunity to rock your marketing digital agency style and become the new IT girl in almost every industry.
In the meantime, you might be wondering ...
Why does all of this matter, even to big business?
Whereas traditional ad spend was offline, for the first time in 2018, due to internet display advertising, mobile will pass TV as the leading advertising medium in the USA, the world’s largest ad market. Mobile display ads are expected to grow by another 50% in the next 3 years.
So long traditional ad agencies ….
This is a critical tipping point. And it’s been coming for a while.
If you’re interested, we have written some more about the traditional advertising agency model and 5 top tips on rockin’ it digital marketing style from the lessons learned.
We’ve spent 3 years and $150,000 on marketing knowledge, to get the people, systems and services in place for our ideal client. We want you to win.
PLUS we’ve been working with businesses to create their brand and strategy from scratch, through many different industries. We create brands and help with marketing AND we focus on your ideal outcome.
Your ideal outcome is to get a return on your investment. It’s to be the next IT girl, to be the go to and to effortlessly create a flirt, a sexy and yet relationship building presence online, (this last link is to have a 15 minute relationship building conversation in case you had any questions).
Here’s what to do next:
Can you think of anything else that you need to do? Let everyone know in the comments below!
Emma Sidney is a copywriter who captures the essence of her clients thoughts and aspirations and translates them into real identifiable results online. As a digital strategist and thought leader Emma takes the content and powerfully adds value through context while explaining the digital space exceptionally well to her clients. Everyone wins when Emma writes.
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