Naslov
Insights into the art of digital agency branding on a global scale

Autori
Hruškar, Domagoj ; Drašković, Nikola

Izvornik
RIThink (1848-5324) 6 (2017); 10000, 10

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, prethodno priopćenje, stručni

Ključne riječi
B2B marketing, global marketing, digital marketing, strategy, promotion

Sažetak
In the digital marketing industry, trends are changing faster than ever, additionally the role of agencies is expanding and giving them the opportunity to perform on a global level. Traditional forms of marketing allowed agencies to establish themselves locally, but with digital transformation and newly developed digital techniques, agencies can target various regions of the world in a moment. The objective of this paper is to present a concrete business strategy for digital agencies that will serve as the main differentiator between themselves and the competition and a facilitator of potential business prospects. Analysis of relevant literature and author’s first-hand experience from working in digital agencies lead to conclusions on the possible solution concerning agency branding on a global scale. These conclusions and propositions suggest an attainable business model that may shift an agency’s positioning to the niche market where it will experience the process of specialization and optional target industry segmentation. Finally, those conclusions lead to an ever- trending strategic marketing approach focused on value creation for the digital community – content marketing.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA