digital marketing and technology

Las marketing fees and advertising services offered by marketing agencies can be structured under three main pricing models, reflecting different global plans and strategic approaches for project management, advertising campaigns, and organic positioning in search engines and social networks.

• Price per Hour: This pricing model provides a rough idea of the costs involved in creating online marketing and advertising campaigns, based on the hours spent by the marketing team and production team. Hourly marketing rates can vary widely, from 50€ to 250€, depending on factors such as the agency's specialization, its geographical location, and previous experience in similar projects. This scheme is appreciated for its transparency, allowing companies to obtain an informed decision about their advertising investment.
• Fixed Price per project: Used primarily in the creation of web projects, advertisements, network management and individual services, this pricing model offers a fair price calculated based on the scope of the project and the necessary included services. Although it provides a Clear idea of the average costs, it represents a higher risk if the project exceeds the budgeted hours.
• Recurring Monthly Rate: This model promotes constant communication and flexible resource management, ideal for companies with a focus on maintaining a digital presence and continuous marketing actions. By agreeing on a fixed monthly rate, companies can ensure highly competitive services such as network advertising, content marketing, and optimization for mobile devices, potentially at a lower cost, thanks to the extended contracting guarantee. This approach allows for a detailed monitoring of the resources used and helps to adjust marketing objectives according to the results obtained. Each pricing model has its own distinct characteristics, and the choice depends on the objectives set, the available marketing budget, and the desired visibility strategy to reach potential customers.

The range of average costs for creating a website can be as varied as that of a watch, a car, or a house, ranging from basic marketing solutions to complex digital strategies. To simplify, we can say that the price of digital marketing fluctuates depending on several parameters: Usability, Design, SEO (Search Engine Optimization), Features, Implementation (software development), Integrations, and quality control. The complexity and customization of these aspects determine the time and marketing investment required for the project.

• Up to €5,000: In this range, projects are usually executed by freelancers and are often based on a standard WordPress template. These projects, which last approximately 2 to 3 weeks, generally do not include advanced marketing services such as market research, target audience analysis, content creation, or personalized programming. At this price level per project, the website offers limited options of personalization, resulting in a digital presence similar to that of many other websites.
• Between €5,000 and €50,000: This budget allows us to address projects with a degree of customization and significantly greater complexity. At this level, it is possible to develop unique graphic designs, improve usability and user experience, implement basic SEO strategies, and add specific functionalities that require customized programming. Integrations can also be made with external systems or APIs, ensuring more rigorous quality control. These projects are aimed at small and medium-sized businesses focused on differentiating themselves in the market and strengthening their brand image through an improved online presence. The duration of these projects varies between 1 and 6 months, depending on the complexity and the specific objectives established in the marketing plan.
• Between 50,000 and 200,000€: This budget range allows you to embark on more ambitious projects which require detailed attention to all the aspects mentioned above. They are characterized by high customization, innovative design, advanced SEO strategies, development of unique functionalities, deep integrations with third-party systems (CRM, ERP, payment systems, etc.), and an exhaustive quality control process. These projects are ideal for medium and large companies that aspire to be leaders in their sector, offering exceptional user experiences and cutting-edge technological solutions. The duration can be extended from 6 months to more than a year.
• More than €200,000: Projects that exceed this budget are aimed at companies with the vision of dominating in your industry, including the integration of emerging technologies such as artificial intelligence or machine learning. They stand out for their focus on innovation, scalability, and advanced security, requiring a multidisciplinary team of professionals specialized in digital marketing and technology. These projects are designed to meet current marketing objectives and anticipate future needs, with a duration that can vary significantly depending on the complexity of the implemented solutions.

We will not answer with an odious relies, but answering this question requires going into a lot of detail. Investment in marketing usually ranges from 5% and 15% of annual gross revenues. A well-established company with the objective of maintaining its position in the market, the percentage will be at the lowest part of the range. For growing companies looking to increase their market share, we move to the most extreme range. If we talk about startups, it's normal to go completely out of range due to growth urgencies.

General principles for determining the Marketing budget

• Revenue Percentage: A common rule is to allocate between 5% and 15% of annual gross revenues to marketing, as mentioned above.
• Objectives and Strategies: If your goal is to launch a new product or enter a new market, you'll likely need a larger investment than if you're simply looking to maintain your current customer base.
• Sector and Competition: Some industries, such as technology or fashion, may require greater spending on marketing due to high competition and rapid market evolution. It's important to analyze what your competition is doing to ensure that your investment allows you to compete effectively.
• Marketing Channels: The channel selection will also influence your budget. Digital strategies, such as social media marketing or SEO, may have different costs than traditional marketing strategies such as advertising in print media or television.
• Measurement and Adjustment: Establish clear KPIs (Key Performance Indicators) to measure the return on investment (ROI) of your marketing efforts. This will allow you to adjust your budget based on what's working and what's not.

In the initial phase, it is crucial to clarify the term “digital marketing campaign”. We refer to a series of strategic actions, executed through various media and channels, aimed at promoting our services or products. It is essential to ask ourselves: What means will we use? What will be the temporal scope of our campaign? For example, a multichannel campaign that includes audiovisual content intended for wide dissemination will require consideration of production costs. On the other hand, an email marketing campaign aimed at our contact list will not involve direct costs, even if it is carried out through paid email platforms such as Mailchimp.

When we approach the topic of paid advertising campaigns, we focus specifically on Campaigns of Pay Per Click (PPC), where we invest in digital advertising based on the clicks (or impressions or conversions) generated by our advertisements on the internet, including social networks. This leads us to explore a variety of platforms to create and launch these advertising campaigns, most notably Google Ads, Meta Ads and LinkedIn Ads, as well as Account-Based Marketing (ABM) and programmatic advertising tools such as Criteo, in line with our digital strategy.

• Generally, there is no minimum budget required to start a campaign, but it is advisable to have a daily or total budget that is “competitive”, based on industry, competition and average price per click. Usually, spending on a campaign to promote a service or product could start from €10-€20 per day.
• To implement a comprehensive strategy that covers the entire sales funnel, from brand awareness to conversion, a more substantial budget will be needed. For example, €60-€80 daily could allow the launch of various marketing actions, including the protection of the brand image.
• For a multichannel marketing strategy, capable of reaching the target audience through different platforms (such as social networks, Google searches and advertising banners), we could estimate an initial budget of €150-€200 per day, especially if multiple products or services are being promoted.

The total cost will undoubtedly depend on the budget allocated internally for a specific campaign and its duration (such as encouraging participation in an event), although the spending limit is often defined according to the availability and effectiveness of the campaign itself.

A website does not have parts that degrade over time, such as a car or an industrial machine, but it is advisable to carry out continuous checks to ensure the proper functioning of the website. These revisions are:

• UPDATES. Your website is supported by a CMS like Wordpress, Drupal, Contentful, Umbraco, Sitecore or one of the hundreds on the market. In turn, the CMS is likely using a dozen additional pieces between add-ons of the same software and plug-ins from third parties. All of these components need to be updated so that you can benefit from the latest features, but, more importantly, to be covered with above all vulnerabilities that they are detected and resolved; outdated CMS plugins are the main entry window for attacks on your website.
• INFRASTRUCTURE. If your website is hosted on a server in mode on premise or PaaS, your technical team will need to periodically and proactively review the server's “vital signs” such as memory consumption, disk space, traffic consumption, etc. If your website is on a SaaS service, such as Webflow, Contenful or Contentstack, then you can don't worry, they take care of this.
• TECHNICAL SUPPORT. Often, within the maintenance service, a technical team is also expected to provide support and small evolutionary support. All of these activities, such as Update, Infrastructure, Support and Evolutionary, end up in the Maintenance bag. It's important to understand if this is also your case.

It is always advisable to go from macro to micro; from concept to implementation.

Necessity. We will first meet to understand your needs as best as possible. We will focus on knowing your company, your product or services, your market, your competition and, above all, getting to know you and your vision of the business.

Solution. With all that information collected, we will join our team of specialists to design a tailor-made proposal that meets your needs.

Proposal. We will meet to present to you our solution proposal, cost and timing. After the presentation, we will want to hear your comments to further refine the proposal, if necessary.

Agreement. When you are satisfied with the proposal, it's time to download all the details to a commercial agreement that reflects all the agreed points and where all the points of the collaboration are very clear.

Kick-off. It's the kick-off meeting. During this meeting we will make the official presentation of our and your project team, we will review together the project schedule, the main delivery milestones, the risks identified, the project management methodology, the communication channels and we will answer questions that arise to both parties.

Execution. We are already getting to work. A small website, a Entire ecommerce, a paid media campaign, an ongoing SEO project... we are working and taking care of your project every day.

Evaluation. Whether we are working on a project starting and ending, or on an ongoing collaboration, we will have regular project evaluation sessions. You will receive a personalized executive summary with the main metrics of collaboration such as leads, tasks performed, budget consumption, achievement of objectives, etc., as well as risks and opportunities identified in the project.

Delivery. If it is a one-off collaboration, we will formalize the delivery and closing of the project, in which we will deliver all the documentation and sources of the project, hoping to collaborate with you again soon 🙂

The cost of implementing SEO positioning strategies and digital marketing services for a website varies depending on the services contracted and the specific marketing actions needed. It's crucial to understand that an SEO and digital marketing strategy gets better results when it's personalized and aligns with the marketing and commercial objectives of the business.

A budget for improving search engine rankings and digital visibility generally includes:

SEO Audit and Digital Marketing Evaluation: This initial review, which may have a fixed price of €1,500, is essential to establish a solid starting point. At Novicell, our audits cover technical SEO analysis, on-page SEO, and digital marketing strategies focused on improving presence in digital channels and attracting potential customers.

SEO Support and Monthly Digital Marketing Management: For those looking for continuous collaboration, we offer monthly service packages with price ranges adapted to the needs and scales of the project. These services not only include technical and on-page optimizations, but also content creation and search engine positioning.

Local SEO Positioning and Local Advertising Strategies: With a price to be defined, this service focuses on optimizing the digital presence in local searches and e-commerce platforms, essential for small businesses and entrepreneurs who want to connect with their target audience.

The investment in SEO positioning and digital marketing depends on the unique needs of each project. The key to efficient investment is work with marketing and advertising agencies that understand your business objectives and can offer personalized marketing solutions, based on data analysis tools, strategy design, and specific marketing actions that ensure success in the dynamic digital environment.

At Novicell, we are committed to helping you achieve the best results for your website and online business, maximizing business opportunities and improving your online visibility.