BUSINESS What is the most common thing that e-shops and businesses approach you with? Radim: The most common thing businesses ask us is how to improve sales. Most e-shops “blindly” focus solely on the “selling” part of marketing. They therefore pour all their efforts into the performance channel, but they forget that it is important to build a brand. If we use the SEE THINK DO CARE framework as an example, then most e-shops are stuck on the DO phase (selling) and partially on the CARE phase (approaching current customers). Nevertheless, they forget about the first two phases, which might not bring in customers immediately, but will weave the product/service with the brand more. Once the customer then reaches the DO phase, it will be easier to bring them to your side, as they would already be familiar with the brand. Building a brand (not only digitally), working creatively and uniform communication are all generally overlooked by e-shops. Jiří: If I leave out e-shops, which Radim already talked about, then we are currently experiencing an increasing interest in B2B, which is something that digital marketing was not very concerned with a couple years ago, but started receiving a lot of attention within the last two years. B2B companies often require guidance on how to expand abroad, improve digital communication with business partners or how to attract new businesses or employees. Do business usually know what they want from digital marketing, or do they require further guidance in this? Jiří: Most businesses come to us with something particular in mind. Often times, these goals are shortsighted or incorrectly set. Businesses often want fast and cheap results; nowadays, however, such miracles are not something we can deliver. The internet is full of competition, and good results cannot be reached without a proper marketing plan, budget, and strategy Radim: It is mainly with small projects that we encounter an expectation of instant results. We then try to advise them in a way, that will get them started, so that their investment in digitalisation will have the desired effect. What are the most common myths in digital marketing? Jiří: Generally speaking, some of our clients hold the idea, that digital marketing works in all places at all times. In reality, however, digital marketing simply serves to accelerate a business. This means, that if the business model is functional, then digital marketing works very effectively. It is mainly due to exaggerated expectations that we handpick business we work with, and then hold consultations and prepare marketing strategies with them. This way, the client comes to a better understanding of modern digital marketing and cooperation becomes easier. What does your ideal client look like? Jiří: If we are to agree with a client, it is important for them to have a healthy business, be open to our ideas,
and be able to communicate effectively and calmly. This is the only way we can build a friendly and long-lasting cooperation. Are there clients which you would turn down, and why? Radim: Of course. The most common reasons we turn someone down are: insufficient budget and low competitive project value. We also would not cooperate with a business that we do not ethically or morally agree with. Jiří: We founded the agency 6 years ago, and over that period of time, we learned how to say NO. Of course, it took a couple missteps on our part, however, we presently know what we want from our clients. Other than that, as Radim said, sometimes we cannot take part in is a project due to ethical reasons. Ostrava is currently undergoing a big change: from a purely industrial city it is gradually becoming a technological and IT super power. Does this help your business? Radim: Definitely. We can definitely tell the difference, especially in the field of human resources-- we have great universities here, but student’interest in digital marketing has recently also greatly increased. Jiří: The field of IT is truly very developed in Ostrava. Businesses here attract not only programers, but also many other people that specialize in digital fields. We, as an agency, then have the unique opportunity to turn these people into digital marketers. Radim: Not to mention, Ostrava is not only developing technology-wise, but also in the social and cultural contexts. We try to get involved in events around the Moravian-Silesian Region. We are part of the Patriots of the Moravian-Silesian Region, we have developed a close partnership with Czechitas and the School of Business Administration of Karviná. Recently, we also started working with the non-profit organisation Bikes for Africa, so we are also trying to give back to the community. What are your plans for the future-- where would you like to see AdVisio? Radim: In the future, we would like to offer our clients full service in the field of digital marketing-- not only taking care of PPC or singular services, but also offering our clients a full grasp of the digital world and communication on the internet. What are you most proud of? Radim: We are very proud of our team-- I think that we were able to train many great digital marketers, and I believe that there are many more to come. Jiří: The fact that we were able to build a prospering digital agency in Ostrava, is something that I am personally most proud of. Even in 2012, when we founded the agency, we had plenty of competition, and I was afraid that we might not make it amongst all the other agencies. One of my friends from the digital field told me that starting this sort of agency in Ostrava is impossible, and that if we didn‘t move to Prague, we would not make it. I’m glad he was wrong.
Text a foto: www.advisio.cz
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