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What Do Marketing
Companies Really Do?

“What do marketing companies really do?” This is a pretty loaded question. Even people who
have worked with a marketing company—or marketing companies—before might have trouble
providing a concrete answer. The problem with answering this question is that modern
marketing has become insanely diverse.
Of course, diversity is a good thing. Unfortunately, that also means that we could give a dozen
different answers to the aforementioned question and they all could be considered technically
That being said, we’ve broken it down to the best of our ability.

“Marketing,” loosely refers to the practice of promoting or endorsing a business’s products
and/or services in the hope of achieving one (or all) of three things:

Raise brand awareness
Improve sales
Establish brand authority and credibility

Going off of this definition, it’s safe to say that a marketing company, then, is an establishment
that can help a business owner or business entity achieve any of these three goals.
Of course, it’s not that simple.

There are different ways to approach these goals and achieve the
intended objectives. That’s why there are different types of
marketing and—by extension—different types of marketing
Below are three of the more common ones:

Digital Marketing Company

As the name suggests, a digital marketing company uses digital means to help you achieve
your marketing goals. This typically means using internet-based platforms like websites,
search engines, and social media as a means to spread your intended message.
Digital marketing is by far one of the more favored types of marketing today—mainly because
of its accessibility and cost-efficiency. Many marketing approaches using digital means can
perform under a fairly tight budget, making it ideal for small businesses and fresh startups.

A digital marketing agency can help you achieve your marketing
goals by:

Designing/developing a high-converting website
Establishing your online presence through content
Establishing your online presence through social media platforms
Establishing your industry authority through digital content (i.e., blogs, images,
videos, etc.)
Increasing organic traffic flow to your website to spread brand awareness
Improving brand-consumer relationship through digital communication channels

Some digital marketing services:

Website Design/Website Development
SEO (Search Engine Optimization) and SEM (Search Engine Marketing)
Social Media Management
Content Creation
Email Marketing Campaigns
PPC (Pay-Per-Click) Advertising

Direct Marketing Company

Direct marketing is a fairly older approach to traditional marketing, but it has proven—time
and again—to be quite effective (which is why it’s still in practice).
Direct marketing boosts brand awareness by spreading the brand’s message or advocacy
through direct, in-person mediums. It’s also typically associated with referral marketing (or
“word-of-mouth” marketing) and direct mail marketing campaigns.
The beauty of direct marketing is that it’s simple and straightforward. Whereas digital
marketing is quite diverse in the sense that it has multiple platforms, channels, and mediums
to choose from, direct marketing technically has only one “direct” approach (again; hence the

A direct marketing company would be able to help you:

Create, implement, and manage direct mail campaigns
Build direct mailing lists that match your target market
Create worthwhile content for direct mail pieces and items (i.e., letters, leaflets,
catalogs, etc.)
Manually mail out these content pieces on your behalf
Monitor responses to your direct mail campaigns

Communications Marketing Company

Perhaps the most popular form of traditional marketing, communications marketing makes
use of traditional, non-digital communication channels to connect with the audience. Although
not as cost-efficient, accessible, or new-business-friendly as digital marketing,
communications marketing is a tried-and-true direct marketing approach that never fails to
deliver results.

The communication channel of choice for most communications marketing agencies is
print media. We’re fairly certain you’re familiar with these formats:

Billboard Ads
Magazine/Newspaper Ads
Television/Radio Ads

A communications marketing company can help you use these channels to:

Develop a solid marketing plan using traditional mediums
Craft compelling content for print and/or publication
Improve existing communications marketing campaigns by providing expert writing,
design, and production services
Create new communication marketing campaigns for you through regular consultation


So, what do marketing companies really do?
The whole “it depends” answer may feel like a cop-out at this point, but it’s the truth. Because
there are so many approaches to marketing, it makes sense for marketing companies to try
and narrow their spectrum to just one or several distinct marketing services. But in a nutshell,
general marketing companies are there to spread, endorse and advocate your brand to the
right people using the right approach.

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