Interactive agencies provide personalized and interactive marketing through various digital products and services, including social media. They require a variety of skills, such as design, development, content creation, and project management. Interactive agencies can specialize in serving organizations in certain industries.
An interactive agency, also known as a digital agency, is similar to a traditional advertising agency. The increased use of the internet, including social media technologies, has increased the need for more personalized and interactive marketing and agencies. Interactive agencies come in various sizes and employ people with a variety of skills.
Both interactive and advertising agencies support marketing efforts. An advertising agency can produce print, television and radio ads, and an interactive agency can produce websites, corporate blog content, CDs and DVDs. Other products and services include real simple syndication (RSS), email marketing campaigns, podcasts, online video marketing, and similar digital products and services.
Some interactive agencies have evolved from advertising agencies. Others have developed as separate entities, usually starting as web design companies. This type of interactive business has continued to add services as the use and functionality of the Internet and the field of electronic marketing have grown. For example, interactive agencies may be involved in search engine optimization (SEO) and search engine marketing (SEM).
Social media channels have also sparked a surge in interactive marketing work. These channels provide another opportunity for organizations to reach customers and prospects. Content and marketing campaigns can be created specifically for distribution through social media.
Customers who use social media can expect to interact more personally with the companies they do business with. In traditional advertising, consumers are passive recipients of an organization’s marketing messages. When using interactive marketing channels, however, consumers can expect to provide feedback and present marketing messages tailored to their demographics and interests.
Interactive agencies also work with reputation management. In reputation management, various social media networks are monitored to find out what customers are saying about an organization and its products or services. The organization can respond more quickly to customer dissatisfaction rather than waiting for sales to drop.
A full-service interactive agency needs workers with a variety of skills to fill various positions. Some key skills include graphic, web and interactive design and development, multimedia, content, blogging, article and screenwriting design and development, videography and sound engineering. Other skills needed to run an effective business are project management, account management, and sales.
Interactive agencies can differ in size and specialty. The agency itself may be small, perhaps consisting of an owner and one or two employees. Another interactive agency might be substantially larger. Regardless of size, interactive agencies can specialize in serving organizations in certain industries, such as retail apparel, food, or automotive.
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