Marketing is a field that is evolving all the time since it is very similar to a game. Each marketer is trying to find a combination of tools that will beat his competition and bring the product or service that his company is selling closer to the target audience. As this amazing field is expanding, a new concept of MaaS (Marketing as a Service) came into existence. So what exactly is MaaS – Marketing as a Service, and how can it be useful for a company? Read on to get the answers to these questions.
What is MaaS – Marketing as a Service?
Marketing as a Service (MaaS) is a relatively new concept that describes the marketing services that the marketing agency (most often) provides to its clients. In a nutshell, it’s a service that focuses on the client’s journey and on bringing the client and the product closer to each other. Usually, agencies focus on the provision of services in specific subfields of marketing (for example, SEO, Google Ads, Social Media Ads, etc.). Such an approach is working relatively well in the companies that have their own marketing department and just want to outsource a small portion of the work.
However, oftentimes, small to medium companies don’t have an in-house marketing team, and adding only a couple of marketing tools or channels to their overall marketing strategy doesn’t get the best results, since marketing is usually the best, when it’s a combination of various channels (places, where the target audience spends most of their time). For example, if a company is selling teddy bears, they will get a lot better returns on their marketing investment if they will advertise their toys to the relevant audience on social media, have a lot of articles on their website (SEO), run Google Ads, have a great mobile-friendly website, have a Google Business Page, and implement email marketing.
Pros of Marketing as a Service (MaaS)
There are many reasons why Marketing as a Service is an approach to marketing that is useful for most of the companies. Here are the top 3 reasons:
- A combination of channels gets the best results.
It is hard for small businesses to cover most of the marketing channels – we get it. At the same time, most digital agencies only offer a narrow range of marketing services. In this case, companies can get SEO, PPC, or social media management/marketing, etc. All of these channels are great, but each one on its own does not provide the best value for businesses. Let’s say you’re running Google ads to sell something, but if it’s the first time that your potential customer is seeing your brand, and he/she has already seen ads of your competitors, that that person is a lot more likely to click on the ads of your competitors, and buy from them. It’s how human brains work – we like things that we already saw in the past a lot more than the things that we see for the first time. - Working in sprints is a warranty of moving in the right direction. Marketing as a Service (MaaS) works best when the client and the marketing agency plan and execute the plan in bi-weekly sprints. This means that every 2 weeks the agency and the clients have a call on which they discuss the plan for the upcoming 2 weeks and review the execution of the previous 2 weeks. This ensures that both sides know how each of the channels is performing, what is the short-term plan, and serves as the warranty that the company is moving in the right direction in terms of marketing. In addition, bi-weekly sprints allow both sides to catch up and always be up-to-date with the plans and new offers.
- Outsourcing marketing can help you focus on other things. While it’s awesome to have an in-house marketing team, not every company can afford it. Outsourcing marketing can be a great solution in this case. It allows the business owner and the small team to focus on what they are best at, leaving marketing to a team of professionals. In addition, a good marketing agency will also be able to bring a fresh look at the promotion of the company, its products/services, and the brand. This is due to a vast experience in a lot of fields, and an ability to find cross-industry opportunities that are not obvious to the professionals that are working in one specific field.
If you have any additional questions about Marketing as a Service (MaaS) or would like to discuss how Growsby can help your company through MaaS, contact us today, and we will gladly help you out.