Marketing Intelligence – The Synaxis Blog

Printing is dead, right? Oh, it’s definitely down, but it’s certainly not out. It just needs to be thought about in a certain way.
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An agency, in the oldest commercial form of the word, is a company that takes action on behalf of another company. In the marketing world, it’s a company that provides marketing, branding, and/or design products. It’s to be distinguished from consulting companies that provide services.

An agency, then, is supposed to be an extension of a company. It starts with a company’s goals and then acts as an extension of that company to provide products that support those goals.

The agency in this form has been around some 50 years or so. And the current question is “Does this approach make sense anymore?”

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Every design-oriented work seems to follow the same process: create the work, present, revise. My question today is whether this is the best approach.

Using this process, by the time the work is presented, it’s usually pretty finished. Thus, the revise step seems difficult and seems to wrench the project off-track.

What’s more, even if you cycle through this process several times, in the hopes of getting better results, you are just repeating the same problems.

Is there a better approach?

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The traditional agency often gets a bad reputation. From difficult to work with to expensive, many clients dread hiring a marketing, design, or technology agency to help them. Why is this?
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You might think that the Web isn’t relevant to your B2B business. The truth is that is it’s relevant to your customer. The question is really whether your business is relevant to them.

According to MarketingProfs.com, 93.2% of B2B purchase decisions use the Web. This means that your Web site has the chance of being helpful. Do you make the best use of it?

Ideally, your Web site meets your B2B shoppers where they are: in the info-gathering phase of their purchase. If your salespersons are fulfilling this function, not only are you spending too much money per lead, you’re also annoying your future customers.

Rather, make sure people can find your site (search engine marketing), and make sure people can use your site (customer experience management).

Yes and no. Check out this site and www.synaxisworks.com. These sites use CSS-only layout, viz. no tables. There are some good things and some bad things.

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