Selecting a digital agency is a critical business decision that can be difficult, regardless of how big or small your company may be. Finding the right ‘fit’ means evaluating the agency’s services, technology, and personnel. It also means identifying what type of agency you want to consider in the first place.
Our sister site, Digital Marketing Depot can help in the evaluation process, with its updated second edition of Digital Advertising Agencies 2014: A Buyer’s Guide.
The report draws on primary and secondary research sources to provide an overview of the agency landscape, including recent trends in pricing, mergers and acquisitions, and types of agencies and services offered.
At $11.6 billion, digital services grew to 32.5% of overall agency revenues in 2012, according to Ad Age.
Digital Agencies Come In All Shapes And Sizes
Digital agencies are as varied as the needs of advertisers that hire them. This report breaks down the types of agencies, including holding companies, full-service, and specialty or boutique agencies. Each has its own benefits, whether it’s the efficiencies of a large holding company, or the close access to executives that comes from hiring a specialty agency.
One of several trends identified in the report is the expanding size and complexity of the client/agency ecosystem. As advertisers demand channel expertise as well as an integrated digital strategy for both digital and offline marketing, it’s not uncommon for a brand to hire several agencies and expect them to collaborate across functions such as data collection or campaign management. This can lead to new questions and issues about access to information, transparency, and sharing among the various agencies.
At the same time, many agencies are adapting their service offerings to meet client demand for integrated campaigns that cut across previously accepted lines between paid owed and earned media. Paid media, for example, now includes social and mobile channels, as well as traditional display or PPC advertising. Faced with a constantly evolving digital landscape, advertisers and marketers are increasingly turning to digital agencies for their expertise.
How To Choose the Right Agency
Understanding that you need an agency is one thing, know what to do next is another. Digital Advertising Agencies 2014: A Buyer’s Guide walks you through the self-assessment process, to help you identify what you need, what to expect from the agencies, and how to get started. It includes a “Decision Matrix” to help rank factors that go into this decision.
It also includes an outline for an RFP, as well as guidelines for submitting an agency RFP should you decide to go that route.
If you’re in the market for hiring the services of a digital marketing agency, you can’t afford to miss this comprehensive report. Download your free copy of Digital Advertising Agencies 2014: A Buyer’s Guide today.