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Digital solutions to marketing problems

You'd be amazed at how often clients come to us with what they think their problem is, and tell us exactly what to build (to solve it). They have little faith in an agencies ability to define and solve a problem for them.

Adam D 28 April 2011

When was the last time you went to the doctor, told them what was wrong with you, and prescribed your own medicine? Unfortunately the web has created a bad reputation as having plenty of dodgy providers, and the simplest form of the industry has absolutely become commoditised. You'd be amazed at how often clients come to us with what they think their problem is, and tell us exactly what to build (to solve it). They have little faith in an agencies ability to define and solve a problem for them.

I'd like to think however, that there are a bunch of real, professional digital agencies that can help identify and solve your problems - not just grind out the work to solve a problem you think you've already identified.

A pod-cast I listened to recently (from an ad agency) mentioned that ad agencies started a trend - offering the same old solutions to any problem the customer threw at them - "You need a TV ad". Their customers became unsatisfied with the same solution to every problem.  The ROI of TV ads compared to on-line is another discussion all together, however we're now seeing the really good agencies creating really effective campaigns that do really solve problems, and that are about more than TV ads. Some of the banks are doing an amazing job of this. I think this is what is now separating the big players from the jokers in the agency world - the ability to really identify the problem in the market, find out how the company can solve it, and then execute a genius plan to capture the heart of the consumers.

Companies are now starting to put more faith in really good ad agencies to help them identify and solve their problems. Instead of banks saying "the competition is tough, we need to be in front of consumers more than everyone else, spend a zillion dollars on TV", they're now creating campaigns like the recent nab campaign which firstly identified the real problem (high interest rates, bad relationship with their bank, high cost/effort to exit), realised they have a solution (lower interest rates, payout exit fees, simple transition process)to the problem, then connected with their audience by executing a genius plan (humorous campaigns around portraying a human relationship breakup - with a bank).

We're now seeing a lot more customers with real marketing problems coming to us with an open mind. They tell us about their business, we try to understand the problems they can solve for their customers based on their strengths, then execute a web design and on-line marketing campaign to help solve the problems.

Every website should be created with the same perspective from the outset - what problems are we trying to solve, and how can a website do that? Gone are the days of just creating a website because you have to - people want to engage with you on-line, they want to have their problems solved.

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