Who Am I and What Do I Do?
Kieran Sukas | Founder & Principal Consultant of DMI
Before I tell you what sparked my desire to establish Digital Marketing Insights, I want to tell you about why I got into digital marketing.
I am passionate about all things digital, a bit of a nerd some might say. I also find marketing and advertising extremely rewarding because I believe that if you truly want to make money your product is only half the formula to your success. You also need to communicate your product well.
Marketing is about connecting businesses and products with the people that need them, or are searching for them. You might have the finest product in the world, but if it is not successfully marketed then people will not purchase it. This is why I perused a career in internet marketing.
After finishing university, I worked in a couple of advertising agencies and began to learn about the intricacies of digital marketing. Driven to increase my knowledge I taught myself the nuances of internet marketing. I applied new techniques learnt, and achieved results.
Harnessing my passion, I quickly rose through the ranks. By 22 years of age I was managing a small digital marketing agency in the Sydney CBD. I was fortunate enough to have the opportunity to work with a publicly listed company, as well as several medium sized retailers and professional service providers. This was great experience, however, I fast grew frustrated with the mysticism that clouded digital marketing. I parted ways because I knew there were better ways to operate.
Following this, I picked up a few private consulting gigs. Soon I realised that a lot of business owners simply wanted greater clarity in internet marketing.
Digital Marketing Consulting
Technology can be unnecessarily complex, and internet marketing definitely falls into this basket. The specifics of what digital marketing professionals do can sometimes be unclear. For some digital marketing professionals this is the intention.
Digital marketing agencies and consultants tend to guard their industry knowledge at great cost because that is how they make money!
Obviously, digital marketing professionals want to make money. But I believe that guarding industry knowledge is not the right approach for operating a digital marketing agency or consultancy. There are little long term gains with this approach.
Everyone benefits when the agency-client relationship is more transparent.
A new approach to the agency-client relationship
I think advertising and marketing professionals genuinely want the very best results for their clients. When your marketing campaign is successful the client is happy and more likely stay on.
This is where it gets more complicated..
The glory days of “Mad Men” for advertisers and marketers are long gone. A decade ago, the average client-agency relationship lasted seven years. Today, it is around three and a half. Increasingly, marketing managers and business owners will ‘agency shop’, searching for the most value out of their marketing investment.
It is common to see clients push for greater results. Marketing professionals oblige because if they do not then the client will go elsewhere. There is no shortage of advertisers out there, and there is always someone that is willing to do “the same work” for less. But you can only push so far until cracks start to appear.
Only 40% of agencies believe they are fairly compensated, even though 72% of clients think their payments are appropriate.
I am not here to cry poor for marketing professionals throughout Australia. But I do want to illuminate to you how this creates a squeeze. Clients desire spectacular results whilst also wanting to decrease their marketing investment.
Surely, you feel this in your industry too? Everyone wants to get the most from their investment. But eventually corners are cut.
Advertising costs are substantially reduced through innovative technology such as atomisation. Personally, I think this is great because it allows people to focus on more important things rather than focusing on repetitive and mind numbing tasks that are necessary. However, even this innovation has limits.
The lust for increasing profit can lead people to make decisions that will ultimately ruin their business. But with greater transparency this can be avoided.
What do I want to achieve?
I want to empower you and give you the tools and insight to better market yourself and your business. I will do this by sharing my industry knowledge through Digital Marketing Insights.
I am sure that you have probably heard someone who works in digital marketing say “you only ever hear things when it’s too late”. This is simply not true! There is plenty of information freely available on the internet. You simply have to have the time to sift through the content and know where to look and what to look for.
From stay-at-home bloggers and budding start-ups to big industry names, brands and executives. These people are constantly publishing good quality informative content. Increasingly this content is being supported with solid research!
In the coming weeks and months, I hope to publish an array of good quality tips, hints and informative content on how to better promote yourself and your business online. These will be publicly available, and won’t cost a cent.
“But how do I make money?”.
If you were going to teach someone maths, you probably would not make out that you were the first to master arithmetic. But perhaps, based on your years of learning, practice and teaching different methods, you have gained a good idea of what works in given situations.
I am not the first to preach industry best-practice of how to promote yourself or your business on the internet. But I do have a great idea of what can work for you.
I can be your 1:1 digital marketing consultant. I can guide you through the digital marketing jargon and clear the smoke and mirrors from the room. I can draw out your Roadmap to Digital Success and provide ongoing management allowing you to capitalise on increased leads and sales.
I can give you more time to focus on running your business so that you outperform your competitors. I can save you hours of sifting through internet articles to find what you are searching for using my knowledge of where to look and what to look for. I can teach you what you want to know.
Where to from here?
This has not been an easy task in setting up this venture, yet it has been rewarding. Like with any new business there are hurdles that I have had to overcome and I have learnt a lot along the way. Owning your own small business means that you are the director, accountant, sales and worker-bee. This is something that I certainly have a new appreciation for.
Over the coming weeks and months, my number one goal is to share what I have learned with you so that you can have even better results than I do. I love working in digital marketing and I love helping good businesses better promote their product online. My hope is that I can get more eyeballs to your website or social media outlets so that you can enrich even more lives through your product.
Best of luck with your business and your career! Feel free to get in contact with me to discuss how I can help you. Discover how I can unpack your digital marketing so you can get more leads and sales coming through to your business. Leave a comment if you have any questions!