Customer Education in Digital Marketing Agencies

Digital marketing agencies have gained a specific role in today's marketing communications landscape. They offer complex services, especially for other business clients. Customer education is an important part of the marketing strategy for knowledge-intensive business services such as those offered by digital marketing agencies. We conducted a survey among digital marketing agencies to analyse the perception of managers regarding customer education. The results of the study demonstrate that digital marketing agencies frequently practice customer education and perceive customer education as having a decisive role in creating and maintaining mutually beneficial relationships with customers in the long term. The benefices of customer education, both for providers and customers are discussed.