It’s important for businesses to understand the world of digital marketing. Joshua Maraney, CEO of Top Click Media tells us more about it.
Worldwide spending on digital advertising is expected to top US$485 billion by the end of next year signifying just how significant this medium has become as companies look to increase customer awareness in the wake of COVID-19. But it is one thing to realise the importance of digital and another thing entirely to find an agency that best aligns to the organisational goals.
Some companies want an agency that offers the full spectrum of digital services while others might only be looking for a specific skillset. And while the obvious caveat is budget, the most obvious way to identify a trusted digital marketing partner is its willingness to understand the business requirements. This is especially important for those organisations who do not appreciate the breadth of the digital marketing spectrum and might easily get overwhelmed by an agency trying to sell a full suite of services that may not be required.
Working knowledge
The journey starts by identifying an agency who understands the industry the business is operating in. Digital marketing that works in the property market will differ radically from those tactics that resonate well in the ICT sector. Different customer segments require different digital services. At a fundamental level, an agency should have some customers in the same industry to showcase its experience, highlight its success and demonstrate best practice.
And even if the agency is a sectoral specialist, it must take the time to audit and assess how the customer business is placed in that industry.
Digital skills
Building from there, the right digital marketing agency will have the skills and toolsets in place to modernise the customer strategy in a way that yields the best results. The business must focus on achieving its strategic objectives while the agency will take over the digital marketing function.
A starting point when it comes to searching for the digital marketing skills a company needs is the agency Web sites. The reputable agencies should have reviews by previous customers, case studies and even a logo section where the current client list is highlighted.
Informed decisions
For its part, the company should not go in ‘cold’ when meeting with a potential digital marketing partner. It should come with a list of ideas to accomplish the results required.
This provides a litmus test for the company when it comes to identifying the right culture fit with a potential digital marketing agency. As part of this, customer service and service level agreements must be key in progressing beyond the initial conversation and translating that into business deliverables.
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