Business introduction of digital marketing companies in 6 categories and 48 categories in the United States, I hope to inspire you on the new road of marketing.
What types of digital marketing companies are there in the United States, what do they do, what services they provide, and what role do they play in the entire marketing ecosystem? This long article will reveal the answer for you!
The article will introduce a total of 6 categories and 48 sub-categories of digital marketing companies in the United States, and each category is accompanied by a business introduction provided by it.
Why understand the classification of American marketing techniques? I think, there are two main reasons:
- Do marketing, learn more knowledge, there is no harm to profit
- If you contact any digital marketing company in the future, you will know what they are doing.
The world is flat, even if the development trajectory of the domestic marketing field does not converge with the United States (for example, the two countries’ completely different e-commerce markets have created unique e-commerce marketing tripartite companies), but it does not prevent the insightful partners from foreseeing The possible changes in the domestic marketing field in a few years.
For example, marketing automation?
If you are ready, let’s start! But before you start, there are a few reading tips for reference:
- There are many differences between digital marketing companies that serve B2B and B2C customers; for marketers in any field, this is a good opportunity to get in touch with “what is their digital marketing doing”; they can find out for their own problems Solve inspiration.
- When introducing certain marketing technology companies, I put specific company names to facilitate understanding; these companies are excellent in this field, but it does not mean that they are not involved in other fields;
- The perspective of this article is digital technology, and it is not considered from a creative perspective or a design perspective;
- Due to the wide range of fields involved, please understand that there are unreasonable or wrong expressions in the article, and professional children’s shoes are also very welcome to give corrections;
Also read: How small businesses use affiliate marketing
Advertising & sales promotion
1 wireless marketing
Wireless marketing is wider than pure advertising. This type of company is mainly responsible for wireless advertising design, advertising based on geographic location/crowd tags, app user acquisition, and technical services including API development and algorithm optimization.
2 programmatic buying
Programmatic buying originated in the United States and is currently developing quite healthy. This technology uses RTB (real-time-bidding) or PDB (private-direct-buy) to automatically complete advertising purchases and advertising to improve advertising efficiency.
The programmatic buying technology after opening up the DMP (data management platform) data will have the opportunity to increase the precise delivery rate and help advertisers improve the delivery effect.
3 video ad placement
Create video ads for brands and place them wherever you want, social platforms such as Facebook/Snapchat/Instagram/Twitter, search platforms such as Google/Bing, video platforms such as Youtube, monitor the effectiveness of the placement and provide user-based programmatic purchases service.
4 Native / advertising content class
Digital advertising and native/content advertising are fundamentally different in logic. Digital advertising uses user tags to chase you, which is characterized by intrusive entry into your line of sight, and is mainly based on brand/product information display.
Native/content ads are created for a certain type of users, in interesting or useful form, and try not to interfere with the user experience. Relatively speaking, native/content ads are relatively passive, which is why the headline of this type of ad is so important one of the reasons.
Compared with content advertising, native advertising is more concealed.After users enter, they often see that it is an advertisement at the end.
The job of this type of company is to formulate delivery strategies, design advertising content, and evaluate advertising effects based on customer needs. Finally, content advertising is different from content marketing. The former distributes content through paid channels, and the latter uses free resources or user forwarding. Realize content distribution.
5 Digital Publishing
The service of making your digital content (texts, pictures, handouts, data, tables, etc.) into exquisite electronic or paper versions of brand manuals, business posters, and product guides.
Some companies take advantage of the typesetting advantages of digital publishing companies to beautify their content, and distribute their content through channels such as e-magazines and e-books (enter kindle). Small but high-quality.
6 Internet PR
Internet media procurement & public relations companies, in addition to providing regular PR services such as:
- Portal/authoritative media docking and manuscript release;
- Opinion leader KOL contact and content cooperation;
- Crisis management;
In addition, you can also open the media database and opinion leader database permissions to the brand for its own choice; the brand can also use the background provided by the digital public relations company to view the content performance in real time.
Content and experience
7 mobile terminal APP support
Mobile client technical support digital company, covering business includes:
- Installed capacity monitoring and effect evaluation (for example, you advertise in different channels, and then see how the installed capacity is brought by different places)
- Business growth monitoring and improvement suggestions (for example, your app is free, but VIP users can pay for advanced services. The monitoring report will help you answer which promotion channel VIP users come from, so as to spend the budget on the knife edge )
- APP site monitoring and optimization suggestions (for example, if you are a game APP, most of your users will not play the intermediate version after playing the primary version. The monitoring results will tell you how they are running in the APP, so as to determine how to improve
- Market analysis of similar products (compared with apps in the same industry to find breakthrough points)
There are also various other types of technical support; mainly serve APP customers, of which games account for a large proportion.
8 interactive content
A technical digital company, you can simply understand it as an HTML5 studio.
In fact, this type of company has a wide range of business.In addition to doing H5, some will provide APP design tools, which are the kind of things that can be designed by dragging and dropping on the interface; some can turn your company introduction into an animated video, Others help you improve the interaction effect of the official website (increasing page visits or extending stay time, etc.).
Interactive content technically improves user conversion, while content marketing implements the so-called consumer education based on user insights.The expertise and purpose of the two are different.
9 Video Marketing
The concept of video marketing is broader than video delivery, and the relationship between the two can be expressed as follows:
Compared with video delivery, video marketing takes into account paid and free traffic. This type of company helps brands design communication strategies and technical support based on natural traffic on search, social and vertical platforms, such as providing a backstage to let you watch yourself play on various platforms Video traffic and so on.
10 email marketing
An ancient digital marketing model, low cost, fast, active and accurate. The only drawback is probably at least in China. It is estimated that no one has seen this stuff…Is it possible that foreigners will watch it?
Of course, excellent email marketing companies in the United States will design different content according to different customers to reduce the unsubscription rate, add tracking codes to analyze the conversion rate, and even gradually become an important part of the brand’s CRM customer relationship management.
10 content marketing
Digital companies that focus on producing content are also heating up in China.
Although the concept of content marketing existed as early as the 20th century, the Internet era really gave content opportunities to flourish. Content marketing companies focus on providing a variety of content that is highly relevant to brand owners’ target consumer groups.
For example, GE’s Txchnologist website focuses on providing technical breakthroughs, difficult problems and innovative cases in the field, and the American Express OPEN forum of American Express focuses on topics that small business owners are keen on.
GE Txchnologist interface
Pepsi’s content website, focusing on the production of young people’s favorite music & entertainment topics
In addition to producing content, content marketing companies also provide content collection and reprocessing services, such as helping a wine company search for “wine” high-quality content in the entire network environment and then piece it together to make its own content (this is cheap!) There are also special companies such as ed, which focus on helping brands find suitable content writers.
Content marketing has a larger scope than content delivery.
12 optimization, customization, testing
What should I do after I bring traffic to my website? There are companies that specialize in improving the website experience to increase traffic conversion.
Different from the focus of design companies, digital companies optimize based on real-time data analysis and provide various technical support including:
- Experience improvement (such as optimizing the ordering of the menu bar according to user preferences)
- User customization (for example, new customers and regular customers have different homepage designs, and some platform websites provide buyers and sellers with different interfaces, etc.)
- Content recommendation (fetch appropriate content from outside the site and automatically implant it in the site. For example, jewelry websites can grab popular jewelry style articles into the site to improve website readability)
13 Data Asset Management & Marketing Resource Management
DAM helps you manage digital assets, and MRM helps you use these digital assets to complete various tasks.
For example, you have a makeup box with lipstick, liquid foundation, mascara…
DAM (digital asset mangement) is your makeup box on the digital side, you can put anything in it, text, pictures, audio, video…just like you can put any cosmetics in the makeup box.
Then one day you wake up and you want to have a smoky makeup. MRM (marketing resource mgmt) is a manual that tells you what is in the makeup box today.
For marketers, MRM can be used to formulate channel plans, optimize creative processes, coordinate cooperation between agencies, and set budgets…Its purpose is to simplify processes, centralize data, and reduce complexity.
14 search engine optimization
Get more free traffic from search engines through technical means, thereby improving the natural ranking of the website.
For example, if you are a website that sells oranges, the role of SEO is to let search engines know that you are an oranges seller, so that when users search for “Oranges”, you can be ranked first.
15 Marketing automation, marketing activity management and potential customer management
A type of digital company that is becoming more and more popular in the United States is also the second largest business of well-known marketing service providers such as Neolane (Adobe), Unica (IBM), Eloqua & Responses (Oracle), Pardot & ExactTarget (Salesforce.com) and Aprimo (Teradata) .
Like the sales department, the marketing department also has a lot of repetitive tasks.For example, B2B companies have to send emails to various potential customers to keep in touch, and B2C companies have to operate social accounts every day.
Now we are talking about this type of company simplifying the process through automated tools. For example, if you want to do an email promotion, different customers use different content; the previous practice was to write emails to customers one by one; now you only need to enter the automated background operation At present, there are 947 kinds of automation technologies that marketing automation companies can provide.
In the United States, software, telecommunications, computer & digital products, medical & pharmaceutical industries are the fastest to accept marketing automation.
Imagine it! There is a tool that can continuously improve the online behavior trajectories of all customers (where they have been, what have been bought, what have been seen, and where they have been most often) into a “potential customer digital profile” and use intelligent BI The calculation and predictive model allows you to send the right content to different potential customers through the right channel at the right time and make them interested in you, and you will be able to perceive marketing automation one or two.
16Content Management System & Page Experience Management
Digital companies that develop content management systems should note that such companies do not produce content but adapt content through technical means.
What is adapted content? It means that you have an article with both pictures, texts and videos. It looks the same on a desktop computer, ipad and mobile phone.
The content management system helps brand owners manage adapted content, improve page experience (some global companies have websites in different languages, because different languages require different web page designs), transfer content (for example, put a beautifully designed product introduction page on your website) Moved to an HTML5 activity page) and provide all useful web plug-ins.
Social media and user relations
16 Call customer telephone interview analysis and management
A software company that helps brand owners who do business through the hotline to increase new customers and maintain old customers.
Such companies will provide a set of software with various functions such as voice self-service, missed customer return visits, unintentional customer filtering, daily traffic analysis, regular customer return visit plan, frequent customer termination reason collection, customer service staff online training plan, etc. , Of course, it can also customize new features for you.
18 key account management
Mainly for B2B brand owners (ABM full name Account Based Marketing); through key customer management software to help brand owners establish long-term cooperative relationships with key customers, the ultimate goal is to maximize the value of key customers, business includes but not limited to:
- Customer health index score to assist in judging the degree of relationship with customers;
- Customer insights to help in-depth understanding of customer needs;
- Customer plan formulation and operation indicator monitoring;
- Identification of potential key customers;
- Training plan for potential key customers;
The key customer management software of version 1.0 only provides the backend to manage customer information for you, while the version 2.0 of this type of company can truly maximize value in the sense through data insight and analysis.
19 events, conferences & webinars
A digital company mainly serving B2B brand owners, providing a full set of online meeting platforms, meeting management software and corresponding manual services.
This type of company can manage your company’s various online/offline seminars, lectures, business roadshows and conferences throughout the year, from time planning, budget control, hotel reservations, potential customer information collection to early marketing and promotion. Complete.
20 Social Media Marketing & Social Monitoring
A digital company that operates social accounts and provides monitoring services for brand owners, covering Facebook, Twitter, LinkedIn, Foursquare, Ping.fm, Ning, mixi, MySpace, Google+ and WordPress.com. The business includes:
- Promotion of high-quality content on the entire network (it can be used by official accounts after optimization);
- Content sending time customization and optimal sending time optimization;
- Simple fan consultation automatically responds, and urgent information (such as complaints, etc.) is reminded in real time;
- Social account back-end integration, one back-end can manage the content of multiple accounts at the same time;
- Social monitoring and monitoring data analysis;
More importantly, a considerable part of the business is realized through technological automation.
21 User Referrals, Loyalty & Points Program
Divided into two categories, the first category achieves brand communication by continuously providing online content for the large sales team of brand owners.It is very popular with consumer goods companies and real estate companies, because their sales representatives need the company to provide professional content every day to help them. client.
The second category is the so-called company that develops a point system, which connects with brand owners who provide points on the one hand and consumers who want points on the other.They are especially popular in community stores (small supermarkets, laundry shops, etc.) in the United States.
Also read: Fifteen e-mail bounce reasons and solutions
22 opinion leader platform
The last type of company uses its own employees to use the Amway brand, and this type of company uses the opinion leader KOL to use the Amway brand.
Unlike PR companies, the business type of the former is two-way: searching for suitable KOLs for brands, and providing KOLs with brands that their fans are interested in.
And now, these companies tend to automate or semi-automatically handle daily affairs. The brand is given to the brief, and the system automatically adapts to the KOL. The KOL goes online to select the brand you want to cooperate with and design the content according to the brief.
Tasks are generally divided into four categories:
- Research : KOLs are invited to initiate a questionnaire or vote to help brands find new ideas and judge the pros and cons of creativity;
- Trial category : Please KOL distribute samples to fans and ask for feedback;
- Interactive : Ask KOLs to initiate fan activities. For example, a car company can invite fans to upload photos of themselves and their car in the most beautiful places;
- Amway category : Please KOL to write brand soft articles.
Also read: Ten iron rules to prevent email abuse
23 User Community & Guest Message
Develop user communities, insert message plug-ins into the brand’s official website, or cooperate with social platforms such as Tumblr, Worldpress, SQUARESPACE, and obtain the former API to import brand and user interaction content to the brand’s official website.
Incorporating user communities and message boards into the company’s website ecosystem has many benefits.You can use user praise to increase product sales, cultivate user belonging to recommend more potential customers to join, and you can also use activity to improve the natural ranking of the website.
Such companies can also import product questions that consumers consult on third-party retail websites into the brand owner’s own back-end through API, and the brand owner will give professional answers (for example, consumers bought Gillette razors on JD.com and commented on them. It’s not easy to complain about it, and Gillette’s after-sales service team may reply to him).This not only reduces the pressure of consulting on retail websites, but also gives brand owners more control.
24 user feedback & online communication
Digital companies that provide feedback and online communication platforms/plug-ins for brand owners’ websites are more suitable for service brand owners or entrepreneurial companies, because they need to interact with consumers frequently and listen to their voices.
In addition, such companies also help brand owners set corresponding KPIs and provide online back-offices to monitor indicators
User communication background provided by digital company Userlike
25 Customer Experience/Service Evaluation
Digital companies that help brands evaluate and improve NPS
What is NPS? NPS=Net Promoter Score, the Chinese name Net Promoter Score, is a measure of your customers’ willingness to recommend your product to other potential customers.
This type of digital company has a way to use all the information of your customers (or inviting customers to fill out a questionnaire in the name of a tripartite) to evaluate the NPS value of the company’s products, and give corresponding suggestions to improve the NPS.
26 Customer Relationship Management
Companies that provide customer relationship management software and consulting services range from data integration and analysis for corporate strategy to maintenance and management of WeChat public account fans.
The CRM system assists brands in maintaining customer relationships, and through data analysis, mining, insights, etc., to achieve business needs such as shortening the transaction cycle, converting new customers, developing customer value, and enhancing loyalty. From a corporate perspective, CRM can be As a tool to increase the return on business investment.
Business and sales
27 Offline Retail & Near Field Marketing
Imagine that when you go to a certain shopping mall, your mobile phone will receive the new arrival news of your favorite clothing, passing by a certain restaurant, you will receive powerful coupons, and even just after you get off the plane and come to a new city, you will receive the most local favorites. TOP’s food, drink and fun strategy.
This is what near-field marketing does, using Beacon: a near-field communication technology based on Bluetooth 4.0 to push information to mobile phone users. WeChat’s “Shake” is used for this function. British old retail department store brand House of Fraser, Jaeger-LeCoultre, a high-end watch manufacturer, and Hawes & Curtis, a retail silk tie retailer, are all playing this stuff.
In addition to pushing information, near-field marketing companies also provide services such as data analysis (they have their own DMP), user content customization, and real-time optimization of promotion mechanisms during the event. They can even browse product information online through online and offline data connections. Receive promotion push offline.
Also read: The Mainstream Of Email Marketing
28 channels, partnership management
Such companies provide online platforms to help brands manage channel contracts, jointly formulate channel strategies, and maintain partnerships.
You can think of the services provided by such companies as a PRM tool (partner relationship management) for channel marketers, not for consumers.
29 Sales Automation/Sales Support and Sales Insights
Digital companies with a large business line and a wide range of types provide various tools to help brands realize their orders.
Sales automation, in layman’s terms, is a tool to achieve sales through technology, and it is also the first link of CRM.
For example, if you are an enterprise-level software sales manager, your customers usually take a long time to decide which software to use, and there is more than one decision maker. You need to remind customers of your existence and inform your company of the latest products by the way Sending red envelopes in the group.
Sales automation tools can interact with these customers through emails and tell you if they open your emails, if they have downloaded information from your website through the links at the bottom, or even forward the emails to others.
Sales support tools assist salesmen to complete orders; in the background, sales can obtain various companies/products/publicity materials and coordinate market resources.
Sales insight tools use data analysis and insight to help sales find business opportunities or overcome sales bottlenecks.
30 Affiliate Marketing & Management
Affiliate marketing companies connect website owners and advertisers at the same time. The former submits the advertisement window, and the latter submits the business needs. After the two parties have accumulated almost the same amount, they can help the two parties to match the advertisement and pay for the effect, which is the so-called CPS.
Affiliate Marketing is a typical effect-based delivery model, which is relatively stable and stable but can’t get a lot.
31 E-commerce Marketing
In China, e-commerce may refer to Tmall Jingdong Taobao Suning, and in Europe, America and other continents, it may refer to brand websites.
Therefore, “e-commerce marketing” here refers to the brand’s own website services to help increase website sales. The services provided are also all-encompassing, from interface optimization, thousands of people, point mechanism, customer service, sales reports and open source Cooperation in the development of e-commerce systems such as Magento.
Let’s take a look at the case of e-commerce marketing company Granify for Mobly, Brazil’s largest online furniture company:
Mobly has 6 million site visitors per month, but the conversion ratio has been decreasing. After Mobly stepped in, added a monitoring code to the entire site and divided all visitors who did not place an order into six categories:
- Like to compare prices
- Unfamiliar with the Mobly brand
- Unfamiliar with buying furniture online
- Blind road users can’t find this north even on the website
- I’m afraid I will regret it when the furniture arrives
- Is Virgo (very tangled) or Libra (wobbly)
Mobly separates part of the traffic for A/B testing, pushes different content to different visitors and customizes different interfaces. Single, for those who are afraid of regrets, focus on high-quality return services, and for road blind people, provide a small white navigation interface.
Granify eventually helped Mobly increase online sales by 6.38%.
32 E-commerce system construction
The company that helps you build an e-commerce platform or itself is a professional open source e-commerce system, from the front desk to the back end to the cooperation with large-traffic platforms (such as facebook, Twitter).
It is also a relatively rare format in China…
Also read: Effective Methods Of Email Marketing
33 user/market data, data enhancement
Any business needs data.The more accurate the data, the more accurate the amount of data, the more business opportunities.
There are two main types of companies in this category, and they are mainly responsible for B2B:
- outreach, i.e. import new data from external sources
- cleanse, that is, to purify internal useless data
- Enhancement, that is, enriching valuable internal data
- integration, to integrate with external data sources
Brands use continuously optimized data to find potential customers.
For B2C, it is mainly responsible for using its own database to help brands optimize advertising plans and even track the performance of competing products.
34 Marketing activity analysis/market operation evaluation
Data-based market analysis companies and operation monitoring companies combine brand master data and external industry data to help:
- Evaluate the performance of market activities
- Insight into consumer behavior
- Optimize media delivery strategy
The company also provides an operation monitoring background to help brand owners understand real-time analysis of market activity performance in real time, such as the background renderings of data company bizible:
35 mobile client & website analysis
A digital company that specializes in analyzing the mobile client or website of the brand can do a variety of things, including:
- Analyze residence time and bounce rate;
- Track the user’s path and click performance of different menu bars;
- Search engine optimization, user experience optimization;
- Visitor behavior analysis to increase registrations, conversions (such as paying attention to official twitter accounts) or sales;
Mobile & Web Analytics companies generally receive advertising companies (including search engine marketing companies), then CRM companies, and let Data Enhancement companies wash the data from time to time, perfect!
36 data report & data visualization
Provide visual report services for brands, and use graphical methods to assist business judgments. Business includes:
- Real-time visualization of reports
- KPI report automation
- Issuance of digital reports based on graphic images
The data report & data visualization company provides a typical auxiliary business, which is one of the tools for brands to monitor whether the business is healthy. Now many such companies have developed data backends specifically for mobile phones, and marketing dogs are really hard. , I really can’t escape from reading the report in the future.
37 Business Intelligence & Data Science
A consulting-level company that is more powerful than an analysis-level company, it combines applied mathematics, machine learning, data warehousing, pattern recognition, data visualization and other data science domain knowledge to provide industry analysis and economic trend analysis (using the International Monetary Fund, the world economy) Forums, information obtained by the World Health Organization), market share analysis, financial modeling and other advanced services.
Also read: Email marketing (Internet marketing methods)
38 Cloud Integration/Tag Management
IT-oriented digital companies help brands integrate data into the cloud, label them for future use, and provide various SaaS-based applications, such as CRM, ERP and various automated systems.
Then someone asked, when is SaaS? Simply understand, you used to install Microsoft Office software on your home computer to use Excel, Word, etc., now you only need to go to Microsoft Office Online.
39 data management platform
This type of company integrates multi-party data into a system.Whether it is structured data such as database data or Excel data, or unstructured data such as images and sounds, it can be standardized and subdivided in the system.
Each DMP has core functions such as data collection, management, analysis, and docking applications. When DMP provides data support for DSP, it can help DSP improve the delivery effect. Of course, its other commercial value may not be limited to this.
40 Predictive Analysis
Peter came to your store today to buy a tie. Will he buy it next time? Linda hasn’t come to your store to buy clothes for three months. Is she broken in love or snatched by a competitor?
This is what predictive analytics digital companies do, using brand owners’ existing consumer data to predict their next behavior. Predictive analytics companies mainly help brand owners maximize consumer value and identify the most valuable customers to focus on training. Find out moderate incentives for middle-value customers, find out the reasons for the sleeping customers and try to wake them up.
The creed of this type of company is also quite simple: come here, squeeze and squeeze again–//
41 Customer Data Platform
A digital company that integrates data with consumers at the core, referred to as CDP.
Unlike DMP and CRM, CDP’s data logic is completely consumer-oriented. A consumer’s personal data, email responses, interaction with official Twitter, orders and even voice calls with customer service will be recorded, and all of this It is what the first two cannot provide.
CDP is a digital platform that is completely customized for marketers, because what you get is consumer behavior data, not order data; although CDP only started to emerge in 2013, it has huge potential in the future.
42 Talent Management
In the past , the “Party A” of digital companies was the marketing department, and the “Party A” of this type of digital company was HR. This type of company provides talent management software to help personnel managers complete talent recruitment, induction training, performance appraisal, and employee development. Wait for a series of work.
43 Product Management
A technology company that provides product management software and services with “Product Manager” as Party A.
Product management has always been criticized because of its complex processes and involving many functional departments.Product management software enables all links from new product development to production to be opened online, which is a powerful tool for product managers to coordinate work and control progress.
Some product management companies have also developed coordination tools for marketers to help marketers complete the “control field” between multiple marketing activities
Product management company roadmunk customized marketing activities management interface for marketers
44 Budget Control & Financial Management
A digital company that helps various functional departments of the company (including sales, finance, marketing, etc.) operate financial indicators.
Take the financial software for the marketing department as an example. You can use it to set the ROI investment return indicators of multiple marketing activities and monitor the performance in the software in real time, build a financial model with brand indicators as the core, guide budget investment, and control marketing expenses To assist the market company’s financial goals and even assist in guiding product pricing, etc.
45 Cross-functional collaboration
Can it be seen as a chat software with mail sending and receiving functions? Or a chat room with task management module?
After the rise of the mobile Internet, this type of company has also launched a mobile version of cross-functional cooperation software. Imagine getting up in the morning by various departments @来@去, it should be pretty good…
Cross-functional collaboration software company Flowdock interface
46 Project Management
It is a technology company that is larger than product management and is oriented to project managers and provides online project management services. It helps companies track project progress, set project priorities, coordinate working hours of various functions, customize project management models and other tasks.
47 Lean Management & Agile Management
“Party A” is a digital company in the production department that provides lean management and agile management software. It provides a complete set of systems to help improve efficiency and minimize resources to maximize value?