The Only Reason We Were Able

Then write down everything that went wrong with this in mind. Reverse engineer the story that led to the bankruptcy of your agency, and take into account that the world has not stood still in recent years. Another scenario that you can think of is that your agency is a resounding success. That you are the market leader in a certain segment and that you tell the story of how this could have happened. If it helps, you can use the pillars below for inspiration, but feel free to give it a different interpretation. Services: more strategy, less execution We could of course have seen it coming. More and more online advertising platforms switched to machine learning and smart bidding . Setting up campaigns will become a piece of cake in 2023. The role and added value of our PPC specialists became increasingly thin.

Only Reason We Were Able

The only reason we were able to keep them employed was that most of the customers didn’t understand what they were doing anyway. Until an extensive article appeared on De Correspondent in which the added value of PPC specialists was razed to the ground. In retrospect, we should have retrained our specialists into generalists, who Cyprus B2B List could proactively advise customers with a strategic view. But we hadn’t. The PPC contracts were canceled in droves, as a result of which we saw a large part of our returned turnover disappear like snow in the sun. Also read: “The future of work is remote, with proactive leaders” Roles: from execution to coaching In fact, it was the same for the rest of our team. We had an agency with specialists who used to each pick up their part in a process. In this way they gave substance to campaigns and deliverables in an efficient manner .


Reason We Were Able

The only problem was that more and more of our customers had come to see online marketing and communication as a critical process that also had to be safeguarded internally. Looking back, I think the pandemic that started in 2020 has been a major catalyst in that. In fact, we had developed a blind spot for this. We believed that there would always be sufficient demand for agencies that would take the work off your hands. The current reality showed otherwise. Every serious player in our focus industry nowadays employed at least 1 FTE, who was responsible for (online) marketing. If we had spotted this trend in time, we could have proactively changed. We could have focused more on coaching customers in building commercial teams. And we could have bet on secondment. Everything was possible. But unfortunately… Campaigns: from launches to integrated campaigns When you evaluate you have to be critical. Now that we have arrived in 2031, I look at everything that has happened from a distance. Perhaps our ‘launch fetish’ has been the biggest problem yet.

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