As the influence of traditional media such as print, television, and radio continues to decline, more and more companies are turning to digital advertising to help grow their business. Many will choose digital agencies to help design and implement their online marketing campaigns. Now comes the hard part; choosing the right digital agency. Since online advertising is relatively new to most business owners, they often don’t know what they should look for in a digital marketing agency or how to measure the success of their online campaigns. This can doom the relationship to failure from the start. Knowing what to look for in an agency and what to expect from digital advertising is the best way to ensure your marketing initiatives get off to the right start. Here at we are one of the leading creative agencies in London and have a few tips to help you figure out which one is the right fit for you.
Have clear goals
No marketing campaign can succeed without clearly defined goals. What demographic are you trying to reach? What action do you want your customers to take? How do you want the public to see you? These are just a few of the questions that should be answered before any marketing plan is implemented. You are the only one who can answer these questions. After all, who understands your business and customers better than you do? Don’t be so intimidated by new technology that you overlook what made your business a success in the first place; understanding your customers. No advertising medium can deliver results with the wrong message and the wrong approach. While the agency may craft the campaign, you have to help establish the goals. You have a wealth of knowledge that you have gained over years. Make sure you share it with your agency.
Make sure your agency is accountable
Digital advertising is easier to track the traditional media, which means ROI is easier to determine as well. It is relatively easy to measure how many people visit a website or interact with a piece of content. While impressions are great it is a meaningless metric if your content isn’t converting? Don’t get bogged down by click throughs, and bounce rates. The number that matters is the same one that always matters across all advertising mediums; is what I’m doing influencing people to take the desired action, namely, buying your product or service. If the answer is no, your agency should explain why.
Manage your expectations
While your agency should be accountable, the client has a responsibility to be reasonable when it comes to accessing the results of their advertising. Digital marketing is more targeted and trackable than say magazines or television, but don’t expect miracles. You aren’t likely to get the same results as a competitor who has twice the budget to spend. Before you blast your agency rep, honestly assess the situation. Did you invest enough financial resources and time in the campaign? Even the most creative agencies in London can struggle to meet client expectations if they aren’t given the tools they need.
Choose an agency that you can trust
Trust is one of the most important factors to consider when choosing a digital agency. You don’t want to partner with a bunch of yes-men who won’t give you an honest answer out of fear you might take your business elsewhere. Any digital marketing firm that doesn’t offer total transparency isn’t worth your time or money. Do your research and make sure the company that you are entrusting with the direction of your marketing is worthy of your confidence and dollars.
That being said, after you have found an agency that you trust, one that has an excellent reputation and a proven track record, you need to give them adequate time to succeed.
Start by picking a creative agency in London that is accountable, trustworthy and dedicated to achieving your goals. Then make sure they have the time and money necessary to get results. Ultimately, you can’t forecast with certainty how your marketing efforts will be received but having a good working relationship with a proven digital agency increases the odds that the outcome will be positive.