5 Signs It’s Time to Change Your Digital Marketing Agency

October 11, 2016 | 3 min read
By Rachel Chapdelaine

Reviewing Your Digital Marketing Agency

According to a recent Advertising Age article, almost two-thirds of U.S. advertisers plan to review their advertising and marketing agencies in 2017.

Advertiser Perception, the company that conducted the advertising survey, reported that advertisers plan to review creative (66%), search (65%), media (64%) and digital agencies (61%).

To determine if you should change your marketing agency, be on the lookout for the signs below and use our guide to evaluating your agency.

1. Your Agency Isn’t Transparent

Your agency should regularly update you on campaign performance, trends, budget spend, additional costs, etc. From the same survey, 48% of advertisers claimed agencies were not transparent about costs, which led to 34% losing trust in their agencies.

Conversely, you should also be open with your agency, as communication can impact agency performance. A large percentage of advertisers said that they do not give agencies meaningful key performance indicators (48%) or share sales data (40%) to help agencies be successful. Are you sharing the right information with your agency?

2. Your Agency Doesn’t Meet Goals

After you have communicated your most important goals, your agency should be able to establish realistic performance metrics and deadlines. If it is consistently unable to meet goals, then it should know how to make adjustments to goals and methodologies.

Does your agency use insights from failed campaigns to learn from mistakes? Does it take a new approach?

3. Your Agency Doesn’t Report Regularly

Your agency should report regularly to identify how it is measuring success, benchmark performance, make adjustments based on campaign performance, suggest new strategies and tactics, and show that it is implementing contractual responsibilities.

When you review agency reports, does it provide materials for you to prove ROI to your boss? Can you justify the agency expense? If not, request that it share the proper information to help make your job easier and its value clearer.

4. Your Agency Doesn’t Strategize With You

You hired your agency for its employee expertise, and you should get it. Your agency should be sitting down with you quarterly or yearly to discuss strategy for the following year. Its input should be considered on both the strategic and tactical levels. If you do not have faith in your agency’s ability to think strategically, then you should be looking for an agency that can.

5. Your Agency Doesn’t Ask for Feedback

Asking for constructive criticism is an important part of growth. Your agency should request performance feedback regularly after large projects, monthly, quarterly or yearly. It shouldn’t just wait for a random comment or thorough email from you — it should be consistently inquiring about your expectations and interpretation of performance.

How Do You Evaluate Your Agency?

While the overall health of your campaigns is indicative of a proper agency fit, you shouldn’t evaluate your agency on it alone, as many other factors can play a part. Whether or not you are satisfied with your current agency’s performance, you should regularly ask where and how it can improve in performance. If you find that it is a realistic and achievable goal, communicate your expectations to your agency.

Before you evaluate your agency, download the “Marketer’s Guide to Evaluating Your Digital Marketing Agency” for important questions to ask during the process.

evaluating-agency-non-smart-cta


Best Digital Tactics for Nonprofit Marketing
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5 Signs It’s Time to Change Your Digital Marketing Agency

October 11, 2016 | 3 min read
By Rachel Chapdelaine

Reviewing Your Digital Marketing Agency

According to a recent Advertising Age article, almost two-thirds of U.S. advertisers plan to review their advertising and marketing agencies in 2017.

Advertiser Perception, the company that conducted the advertising survey, reported that advertisers plan to review creative (66%), search (65%), media (64%) and digital agencies (61%).

To determine if you should change your marketing agency, be on the lookout for the signs below and use our guide to evaluating your agency.

1. Your Agency Isn’t Transparent

Your agency should regularly update you on campaign performance, trends, budget spend, additional costs, etc. From the same survey, 48% of advertisers claimed agencies were not transparent about costs, which led to 34% losing trust in their agencies.

Conversely, you should also be open with your agency, as communication can impact agency performance. A large percentage of advertisers said that they do not give agencies meaningful key performance indicators (48%) or share sales data (40%) to help agencies be successful. Are you sharing the right information with your agency?

2. Your Agency Doesn’t Meet Goals

After you have communicated your most important goals, your agency should be able to establish realistic performance metrics and deadlines. If it is consistently unable to meet goals, then it should know how to make adjustments to goals and methodologies.

Does your agency use insights from failed campaigns to learn from mistakes? Does it take a new approach?

3. Your Agency Doesn’t Report Regularly

Your agency should report regularly to identify how it is measuring success, benchmark performance, make adjustments based on campaign performance, suggest new strategies and tactics, and show that it is implementing contractual responsibilities.

When you review agency reports, does it provide materials for you to prove ROI to your boss? Can you justify the agency expense? If not, request that it share the proper information to help make your job easier and its value clearer.

4. Your Agency Doesn’t Strategize With You

You hired your agency for its employee expertise, and you should get it. Your agency should be sitting down with you quarterly or yearly to discuss strategy for the following year. Its input should be considered on both the strategic and tactical levels. If you do not have faith in your agency’s ability to think strategically, then you should be looking for an agency that can.

5. Your Agency Doesn’t Ask for Feedback

Asking for constructive criticism is an important part of growth. Your agency should request performance feedback regularly after large projects, monthly, quarterly or yearly. It shouldn’t just wait for a random comment or thorough email from you — it should be consistently inquiring about your expectations and interpretation of performance.

How Do You Evaluate Your Agency?

While the overall health of your campaigns is indicative of a proper agency fit, you shouldn’t evaluate your agency on it alone, as many other factors can play a part. Whether or not you are satisfied with your current agency’s performance, you should regularly ask where and how it can improve in performance. If you find that it is a realistic and achievable goal, communicate your expectations to your agency.

Before you evaluate your agency, download the “Marketer’s Guide to Evaluating Your Digital Marketing Agency” for important questions to ask during the process.

evaluating-agency-non-smart-cta

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