Why Would a Startup Be Included?
With a little more than $10 million in revenue, three offices and fewer than a hundred employees, Ethology teeters on the cusp of eligibility for something as large as the 2016 Forrester Research WAVE Report ™.
With major agencies that have international accolades and over $100 million in revenue being the major players in these types of folio outputs … what could have gotten a small Scottsdale-based agency included?
The answer is quite simple — content.
Ethology always takes a very progressive approach to search strategies and content creation. Forrester saw success not only in the happiness of Ethology’s clients, but extreme potential and world-class delivery in the type of strategy and process that was accomplished.
The landscape of search marketing has changed. Paid search campaigns and strategic content creation should no longer be mutually exclusive. Instead, these functionalities are inherently dependent on each other — and together, form a strong, symbiotic relationship. That’s why Ethology’s modern search approach — an all-encompassing, holistic practice that combines content strategy and search insights — leverages the strengths of each discipline and aligns them with business objectives and user needs. The result is a more impressionable consumer experience.
In fact, Ethology’s forward-thinking approach to search and content is what landed them a five-out-of-five content strategy score with Forrester, and they are one of the only agencies to ever achieve this ranking.
Why does Ethology place so much emphasis on blending content strategy and search insights? The success of individual search advertisements depends largely on Quality Score: a balance of keywords, landing page relevance and ad rank. In other words, content. Also, ranking audits, awards and SERP listings hardly differentiate a campaign in the world of search anymore, but amazing content can dominate.
Other marketers and search firms may rely on metrics and analytics as the only clear indicator of performance, but they fail to represent additional core components of advertising and marketing success. How do consumers feel when interacting with an ad? When and how do marketers launch a particular message? How do you transition a potential customer to a loyal one in one crucial decision-making moment? This is where content strategy and creation comes into play.
Ethology may only be six years old, and it may be considered a “boutique agency,” for now. Nonetheless, Ethology is intent on changing the game, and how brands think of the agency model.