What happens next? The future of self-service in digital marketing

Mihai-Alexandru Cristea 23/09/2022 | 16:58

Many marketing pros already talk about the concept of self-service. They believe that the fate of marketing agencies around the world is already decided and soon we will all buy all our ads directly from big companies like Google, Facebook, Amazon, Snapchat and others like them.

 

Google at least worked a lot to be able to become such a huge authority, but, fortunately, the Apocalypse has not come yet, and we still have a chance. On the other hand, as more and more of our clients get accustomed to the concept of self-service, we, marketing pros, have no choice but to become more careful in order to survive.

The platforms with self-service functions are anything but new. Let’s think about AdWords for example and how much he influenced the market in the 2000s, in a bad way, to say the least.

In the beginning, marketing pros had to pay a tax to become able to configure their campaigns on Google and therefore only big companies could use this advanced marketing technology because only them had the means to pay that tax. But at some point, Google, as a technology company rather than a service company, developed the world’s first self-serving ad platform, inviting companies of all sizes, no matter how modest or generous their budgets were, to use its advertising services.

Since then, many companies have followed Google’s lead and created all kinds of self-service packages. Snapchat’s experience was not such a pleasant one, but other companies, no smaller than Snapchat, such as: Walmart, Amazon and TripAdvisor have turned into eloquent examples of platforms that base their activity on the idea of self-service and turned out very well.

However, we cannot say that it does not require a high level of knowledge and know how to manage marketing campaigns in different search engines, or to be able to distribute the budget intended for promotion so that you allocate enough for each campaign, or reach the desired audience and optimize digital marketing campaigns.

The proliferation of different channels containing self-serving advertising platforms further complicates the issue.

So if you own a big brand and have a whole team of marketers with many talented people who can each focus on a self-service platform, then you could use the self-service unctions to your advantage. But what about the small and medium-sized business market?

When you have a small or a medium-sized business, what is the best thing to do? Risk to get lost in translation trying to understand the ricks of each platform? Or work with other firms, specialized in building the kind of campaign you want to create for your customers?

Fight technology with the power of technology!

In fact, all you need is even more technology. Basically, you need a machine that can talk to other machines and make them work, because such a machine can do this much better than any human being.

In other words, the best solution to better deal with the challenges of self-service platforms would be to use a self-service system specifically designed for companies in your industry.

For example, if we talk about digital marketing, one such program is Publyo™️ which was created based on the concept of self-service and helps you automatically schedule, report and monitor your marketing campaigns’ articles on your own, automatically, so you can save precious resources.

Publyo™️ is available to any marketing specialist or digital agency willing to pay a modest subscription, which gives you access not only to a very advanced CRM system, but also to a wide range of publications with the help of which you can increase the visibility on the internet of the websites you manage. And all of it spending just a few minutes for each content marketing campaign you generate.

In conclusion, you can efficiently face the challenges imposed by technology using technology.

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Mihai-Alexandru Cristea | 21/09/2022 | 14:17

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