Midas Internet challenges role of digital marketing agencies
Added: (Tue May 29 2001)
Pressbox (Press Release) -
Midas Internet, one of the original pioneers of digital marketing, sees a limited future for generalist digital marketing agencies and believes that specialists will come to dominate. From the beginning of June, Midas will focus on providing its clients with visitor strategy and Web site performance analysis, and advising clients on building a panel of specialist agencies.
Midas believes that, as the market matures, the structure of the online marketing world will come to reflect that of the off-line world more closely. Companies will use a range of agencies to meet their needs, for example creative, media planning and buying, and e-mail communications. This provides a ‘best of breed, fit for purpose’ approach which delivers the most efficient results in each area.
Midas sees its role as enabling and enhancing digital strategy to maximise return on investment. Midas has developed proprietary benchmarking and tracking tools to measure performance. From this foundation, Midas is ideally positioned to advise its clients on appropriate attraction, retention and conversion strategies. A network of partners can then fulfil clients’ needs as appropriate.
Simon Roberts, Commercial Director of Midas, comments “Marketing managers are increasingly being called to account, to justify the sums of money being spent on the Web site. Midas, through the definition of e-metrics and establishment of benchmarking and tracking processes, introduces transparency to the often murky world of web measurement. And through measurement emerges intelligence and strategies which will ensure a better return on investment.”
“ We were pioneers in online marketing, and we have always prided ourselves on being one step ahead of the game,” adds Mark Wilding, Managing Director of Midas Internet. “For example, we were one of the first companies to develop search engine optimisation tools and techniques. We therefore see this move to a ‘panel approach’ as another example of market leadership. We recognise that, whilst delivering business benefits, it can be a headache for companies to source and manage the right combination of agencies. Midas takes this pain away. ”
The company recently moved from Camden to new offices in St James’s Square, London, with the website redesigned to reflect the company’s shift in focus. The latest version of their next generation web analytics system will be launched next month.
About Midas Internet
Midas Internet was founded in 1997 by Mark Wilding and Simon Roberts. One of the pioneers in digital marketing in the UK, Midas was soon acknowledged as the experts in the field of search engine optimisation. Through the experience of running online marketing campaigns, Midas have developed their own market-leading proprietary benchmarking and tracking software. Midas’ services cover benchmarking, research, online marketing strategy and web analytics. Clients include Penguin Books, Learn.co.uk, Nokia and Cheshire Building Society. The company is based in St James’s Square, London.
For further information, photographs and interview s with either Simon Roberts or Mark Wilding, please contact:
Olivia Sprinkel
T: 020 7665 1624
E: osprinkel@midasinternet.com