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Anatomy of a digital marketing agency

Anatomy of a digital marketing agency

Digital marketing has grown and matured at a remarkable rate. First named “digital marketing” in the 90s, in the 24 years since the internet’s first clickable banner the world has seen the explosion of mobile computing, smartphones, tablet, and high-speed internet. Where once there were three major channels for marketing – television, radio and print – now there are thousands of different channels, each designed to reach a unique audience.

David Pagotto of SIXGUN, a Melbourne-based digital agency, stopped by to answer some questions about his business and the industry. SIXGUN was founded in 2017, and focuses on digital performance marketing – SEO, AdWords and paid social, with Google Analytics to tie it all together.

“SIXGUN was born out of the necessity for a strong agency partner that creates win-win-win situations. A win for the client, a win for the staff and a win for the organisation as a whole,” says David. “Digital marketing is an industry where the playing field is constantly shifting, which means that the people who can predict and adapt to new situations will be able to offer greater success to their clients.”

Digital marketing, and the SEO industry in particular, has a shaky reputation, with many agencies basing their practices on outdated ideas. SIXGUN is the antidote to the slash and burn practices of the past, with a commitment to long-term strategy rather than short-term, temporary gains.

SIXGUN’s business is based on a different approach. “We are driven by technology, as opposed to sales, which means that we aim to see your business’s online visibility grow steadily and sustainable, rather than the fast gains and even faster losses approach that SEO became famous for in the last decade”

Digital marketing is an ever-changing industry, with new technology and innovations shifting and shaping it on almost a daily basis. This both keeps agencies on their toes, but also opens the possibilities for a broader range of roles within the sector. Social media is one area that has gone from simply having an intern with an iPhone, to a complete department in many agencies and business. Add to this writers, video and audio producers, web and software developers, and all the new roles yet to be created, and it is clearly an industry offering jobs for the future.

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