These are examples of successful work, which the branding agency at up-brands.ru can be proud of, having carried out the preliminary work and released a competitive product to the market. But to the uninitiated, it may seem that the development of the logo, symbols, colors – it is an extremely easy task, with which even a child can cope. But let’s see if it’s really that easy.

So, having received the order, the specialists of the branding agency start to study the market with regard to the positioning of the product on it, creating its own name (brand name), developing an advertising slogan, packaging, a jingle (musical accompaniment). But most importantly, they are looking for identification and communication media, which can broadcast and display the conceptual idea of the brand.

The result of the company’s work should be a unique brand, corresponding to the standards and norms, reflecting the essence of the company, taking into account the interests of the market. The proposed logo should be interesting, relevant “fresh”, so the branding agency will need to prepare a package of documents, designed to officially assign the brand to the company. In the case where exactly the same or similar logo already exists on the market, the agency will have to work with him further, as long as the uniqueness of the logo will not reach 100%.

As you can see, in fact, the work of a branding agency is not as simple as it seems at first glance. It requires not only a creative approach from each employee, but also deep knowledge in the field of marketing, a good understanding of the market, knowledge of its laws and rules. And do not think that the name does not have any importance in the activities of the company, on the contrary, a catchy name and a beautiful slogan are of secondary importance – until the company proves its right to exist with the quality of products, it will be evaluated by name, because we meet by the clothes.

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When did the performance approach emerge?
What is performance marketing? The concept appeared about 10 years ago and originally meant the model of payment for the services of agency promotion, which received a profit for each client, brought to the business of the advertiser, or a percentage of sales. To attract leads, the agency used virtually the entire available range of promotional tools.

With time the concept began to be blurred, and specialists who positioned themselves as masters of performance, but worked with a particular channel – for example, with social networks.

Today, performance marketing is more of a promotion strategy that allows you to get measurable financial results in the shortest possible period of time.

It uses only the means to get real results and useful data, without abstractions. The approach is primarily focused on increasing sales and optimizing the cost of the client engaged. An experienced performance marketer must ensure that the client gets the most out of the advertising campaigns.

Differences from digital marketing
Today digital-marketing is called all possible means of promotion which use digital ways of information distribution. It’s not just Internet channels, but also telemarketing, SMS-mailing and much more.

If we narrow down the tools used in marketing to online only, we get internet marketing. Performance marketing involves the use of even more limited tools, aimed at obtaining measurable results of the actions of specialists. It makes it possible to calculate in figures how effective the promotional channels used are, and also to form a conclusion about the justifiability of investments in advertising.

To put it simply, performance marketing is not only promoting with the help of available channels but also providing a customer with comprehensive data on the advertising efficiency which can be used as a basis for decision making on strategy corrections. This allows for a more effective promotion in particular and business development in general in the future.

Tasks and indicators of performance marketing
In order to effectively spend money on advertising, you need to consider all the main components of modern performance marketing.

Setting goals
The first stage of marketers’ work, in which experts define objectives for the business and choose KPIs. In most cases, the main goal of such promotion is to increase the number of clients/orders from the advertiser. Therefore, it is important for specialists to choose the most accurate indicators for the business.

Analytics
After setting objectives, specialists analyze their client’s business and its target audience. To do this, they need comprehensive data on the real state of affairs in the company, as well as access to online resources with all the means of analytics.

Strategy development
Next, experts determine the entire list of promotional tools that will help to get a quality result: priority traffic channels, types of RC, timing, etc.

The strategy is developed on the basis of the conclusions drawn as a result of analytics.

Development of media plan
The next step is to create a detailed plan of promotion using the selected tools. For each channel, the optimal scenario of use is determined. Marketers form a list of tasks and draw up TOR for designers, copywriters, programmers and other specialists who are invited to work on the project.

Effectiveness assessment and strategy optimization
On the basis of the work done, advertising campaigns and other work designed to provide the client with an increase in the number of orders are launched. After that specialists assess the effectiveness of the work performed and, if necessary, make adjustments to the strategy.

Advantages and disadvantages
The main advantage of performance marketing is that the business owner is not just paying for some advertising, which may bring profit. Here the payment is for the result – the company receives information on the real value of each client attracted and the effectiveness of the performance marketing instruments involved, and therefore can optimize performance.

The disadvantages of performance marketing are the high cost of such work and the long implementation time. It is not possible to get results in a couple of weeks.

Performance marketing metrics
Performance marketing performance is measured using real metrics. The most popular are:

• The number of new visitors to online resources;
• conversion rate;
• bounce rate;
• cost per click or action;
• The cost of a lead and a completed order;
• average check value;
• customer lifetime value;
• Return on investment in advertising.

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Mainly SMM-agencies create special content for the permanent maintenance of brand accounts in social networks and conduct special projects.

DIFFERENCES FROM OTHER AGENCIES
PR-agencies specialize in working with special audiences, mostly – with journalists and opinion leaders. The main formats of work are preparing press releases, holding press conferences, press tours, arranging interviews, press shows and product launches, some other. Their work can also be connected with social networks, but mostly concerns the press.

Digital agencies are more specialized in special projects, i.e. in project activities. This specificity involves time-limited intensive work with an assessment of the result. In contrast to the SMM-agency, less often build subscriber-based work

Production agencies are engaged in the production of videos and graphics, but do not provide services for their promotion.

THE STRUCTURE OF AN SMM-AGENCY
Department of development (new business) is responsible for finding and attracting new customers, participation in tenders of customers.
Department of customer service – a group of managers who are the link between the client and the SMM-agency.
Creative department is responsible for creating strategies, concepts, visual style and other creativity. Here work copywriters (responsible for the text part of the content), strategists. The department is headed by one or more creative directors and an art director.
Media-department for planning of channels for placement of content
Production department – designers, specialists in video production. People who help bring the idea, born in the creative department, to life. Managers of this department order the services of contractors SMM-agency.
At different agencies, some functions may be combined within the same department.

MAIN SOURCES OF INCOME
Retainer fee – a fee for the permanent maintenance of accounts in social networks
Commission (agency management) is the amount paid by the client to the agency for organizational services for the event, which is defined as a percentage of the total budget of the event (the rate of 10-15% is usually a starting point for negotiating the cost).
Agency Fee (discount).
Fees for creative work. For example, for creating a creative concept, design, technical production services, etc.

BASIC SERVICES SMM-AGENCY
Development of SMM-strategy
Development of creative concepts
Creation of visual style
Account management and support of brand pages in social networks
Targeted promotion in social networks
Lead Generation
Working with bloggers
“Seeding” materials – popularization of video clips or articles
Development and implementation of special projects
Video creation for social networks
Animation and motion design
Creation of visual and text content
Working with comments, moderation of publications
Production of photo and video content
Working with bloggers and opinion leaders
Development of special projects
Conducting live broadcasts

CONTRACTORS SMM-AGENCY
Social networks – platforms for content placement
Bloggers and Influencers
Specialized digital projects
Video production
Designers

A large part of SMM-services are provided by freelancers – individual specialists who work with contractors in many areas. In contrast to the agency, the quality of the freelancer’s work depends directly only on his personal competence, which can

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А. Dayan identifies three functions that an advertising agency should perform:

1) creating the advertising appeal, which it also produces and places;
2) consulting on advertising – helping to determine the strategy and concept of an advertising campaign;
3) mediation between advertisers and the media (buying advertising space); advertisers and companies specializing in marketing (market research, motivation); advertiser and owners of printers, which publish brochures, catalogs, product manuals, posters, posters.

All agencies are involved in the planning, preparation and placement of advertising, but the range and degree of thoroughness of the services provided to customers varies greatly.

Advertising agencies have their own classification:

1) by the scope of services provided:

• agencies with full-service advertising agencies;
• agencies with a limited range of services (limited-service advertising agencies)]
  2) by types of services rendered:
• universal agencies (universal agencies), dealing with all types of advertising;
• Special agencies (special agencies) deal only with one or several types of advertising media;
  3) according to location of services rendered:
• in the domestic market;
• foreign market;
• Combination of agencies – when the advertiser entrusts the domestic advertising agency with advertising of exported goods, which conducts it through a foreign advertising agency. This system is called “agency pairing” in the export trade, and the domestic advertising agencies located in the country of export in this case perform only controlling functions in relation to the foreign advertising agency.

The advertiser and the advertising agency enter into a contract or agreement between them governing the overall relationship between them.

Advertising agencies have different organizational structures. In larger agencies, there is a stronger need to combine different specialists into departments and more clearly delineate areas of responsibility. The main functional divisions of the advertising agency include:

• creative department – brings together text workers, artists, graphic specialists, directors, editors and other creative workers;
• Department of Execution of Orders – includes the head and inspectors of working groups of the client, the director of service execution of orders;
• marketing department – includes specialists in advertising, research and promotional activities;
• administrative department – includes specialists in accounting, development and monitoring of the implementation of prospective financial plans, coordination of revenues and costs, development of current policies, as well as the president and heads of departments.

The success of the agency as a business community of people to a large extent depends on its human resources policy, on how thoughtfully it solves the problems of attracting, training, stimulating and rewarding employees.

To attract and keep a prospective customer, an advertising agency has to be not only the technical, creative and conceptual center of advertising activities, but also the controller and coordinator of advertising campaigns. In the West, despite the diversity of types of advertising agencies, however, in most organizational schemes laid down the same principle – all work with a particular customer is carried out by one specialist. He is called the account executive (account executive), contactor, brand manager.

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That is, professional digital agencies are not limited to website creation. They work complexly to create and strengthen the name of the company on the market (and not only Ukrainian), its promotion in media: on forums, partner sites, portals, social networks, Instagram and even on radio and television, using effective viral advertising. Unlike a regular web studio, the agency’s work does not stop at the moment when the promotion of the project is finished. Representatives of such a company can continue to develop a project for years, promoting it in the media, trying to maximize its recognition and customer loyalty.

Today, some of the digital agencies have completely abandoned the development of websites. These tasks are performed by web-studios, with which companies cooperate. After the delivery of the project, the site starts its promotion, but not only in standard ways, but also in all known and relevant channels.

COST OF SERVICES OF DIGITAL AGENCIES

All digital studios operate in a fairly high price segment. It’s all about the fact that the company itself is built on a group of professionals. We are not referring to those woeful professionals who, having completed introductory courses in design development, are already ready to provide their services for hundreds of dollars, positioning themselves as megaprofi, but true experts in their field. Each member of the team has enormous experience in a similar area of activity, knows all the ins and outs and is constantly on top of the latest developments in Internet development and administrative support.

If the digital studio deals with website development, the team includes a project manager, a marketer, a designer, a layout designer, a programmer, a content manager and a copywriter. If the company is engaged exclusively in advertising promotion, it may consist only of marketing specialists, analysts, SEO specialists and the project manager. Agencies may involve other specialists from outside. For example, photographers or even photomodels to create cool thematic photos. But all outsourced participants are also professionals, and their services cost a lot of money.

Finally .

Is it worth ordering a website creation in a digital agency? Definitely, yes. But be prepared to spend money. If you have the finances and have already decided on the services of digital studios, be assured that your expectations will certainly be recouped by the great demand, sales and popularity in its business niche.

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