In today’s fast-paced, technology-driven world, digital marketing agencies are springing up all over the place. Many of these agencies have become obsessed with one thing: increasing revenue. It’s a mentality that, while profitable in the short term, overlooks the most critical factor in successful marketing—helping people. In the pursuit of profits, some agencies have adopted a strategy that prioritises numbers over relationships. But is this the right approach?
The Problem with Profit-Driven Strategies
Digital agencies that focus solely on revenue tend to view their clients as numbers, not people. This transactional approach breeds a mentality centered on squeezing the maximum financial return from each project rather than delivering real value. It’s easy to see why this happens: in a world dominated by metrics like click-through rates and conversion percentages, it’s tempting to reduce marketing success to a matter of dollars and cents.
But marketing is not just about increasing numbers; it’s about connection. Businesses succeed when they resonate with people, and that requires understanding not only who the target audience is, but also what motivates them. Revenue-focused agencies often miss this vital point. By emphasising short-term gains over long-term growth and customer satisfaction, they risk alienating their client base and eroding trust.
The Rise of AI in Digital Marketing
A major driver of this revenue-first mindset is the rise of artificial intelligence (AI) in digital marketing. Many agencies have embraced AI as a means to streamline processes and deliver instantaneous results. From automated content generation to predictive analytics, AI offers powerful tools for marketers looking to optimise campaigns quickly and efficiently.
However, while AI can provide valuable insights, it lacks the human intuition that comes from years of experience in the field. Digital marketing is more than an algorithm; it’s a craft that requires creativity, empathy, and a deep understanding of human behavior. AI might tell you the most efficient way to reach an audience, but it can’t replicate the kind of emotional connection that drives people to make a purchase.
Removing the Human Element: A Critical Error
At its core, marketing is about people. It's people who click the ads, subscribe to the services, and buy the products. And it's people who connect with stories, visuals, and experiences. When digital agencies prioritise algorithms over humans, they make a critical error: they forget who the real audience is.
While AI and automation can be useful tools, they should never replace the human touch. The best campaigns are those that combine the efficiency of modern technology with the insights and creativity of experienced marketers. It’s not about choosing between AI and human expertise—it’s about striking the right balance.
A Different Approach: People First
At PlainBlack Creative, we believe in focusing on people—not just profits. We refuse to see clients as revenue streams, but as partners with whom we build long-lasting relationships. PlainBlack’s mission is to help businesses grow in a way that feels authentic, sustainable, and meaningful. That means taking the time to understand each client’s unique goals, challenges, and audience—and creating tailored strategies that resonate with real people.
Instead of relying solely on AI to tell us what works, we combine data with decades of experience in the marketing industry. We know that the human element still matters, because it’s the human element that drives connection and trust. And in the world of digital marketing, trust is everything.
Ready to Put People First?
If you're tired of digital marketing agencies that focus more on revenue than relationships, it's time for a change. At PlainBlack Creative, we believe in the power of human connection and personalised strategies that deliver results beyond just numbers. Let’s work together to create campaigns that truly resonate with your audience and help your business grow authentically. Reach out today to discover how a people-first approach can make all the difference in your marketing. Let’s start a conversation that puts you and your customers at the heart of everything we do.
