Hidden commissions, the lack of communication, and low interest in customer’s business needs have significantly undermined the trust of entrepreneurs in digital marketing agencies all over the world. Based on Ana&ReedSmith report on “Trust Consortium – issues that contribute to the breakdown of trust in advertising ecosystem”, 63% of advertisers claim that they don’t trust agencies because they have faced impure actions on the part of the agency, and 71% of companies don’t trust agencies, as they have suffered from fraudulent actions (1). Is it worth restoring relations anyway?
The primary key to establishing a good relationship with the advertiser is high quality communication. The agency needs to put in a lot of effort to build trust and position a client for long term relations. After the first milestone has been reached, the crucial part lies on the agency to meet expectations. And here comes the important part to agree on precise targets and KPI’s. Very often the reason for conflicts between advertisers and agencies is lack of agreement on specific metrics. Once the precise road map has been drawn, KPI’s have been accepted, agencies can play an important role for the advertiser in conquering the market. Since agencies have a rich portfolio in different verticals, they can surely help clients to save up time and budget, and find the most effective marketing channels faster. In addition, while reaching business goals, companies start looking for additional marketing channels, new potential audiences, advanced tools, and opportunities for future development, and that’s the moment when the agency comes to the rescue with a hand full of innovative solutions.
In recent years, the relationship between digital marketing agencies and clients have improved. Today marketing agencies play a new role of a marketing outsource team. Communication is being established not only between a client and a solo agency representative, as it was before. Today, based on task fulfillment, the whole digital marketing team of advanced experts is being involved.
Another important factor to consider reestablishing relations with marketing agencies, is that advertisers pay only for the hours that specialists devote to the specific task implementation. In other words, agencies give out access to their database of a dedicated team of experts that can be hired by hourly rate – analysts, designers, marketers, and other experts. Based on Bannerflow & Digiday report “State of in-housing 2020”, in-house teams in marketing agencies are sizable, and today those include 11-20 employees (40%), 6-10 employees (32%), 1-5 employees (22%) and 20+ employees (6%) (2).
In conclusion, we want to mention that in a rapidly growing and ever-changing digital marketing world, the advantages of cooperation with agencies are very attractive. The agency ensures the implementation of the strategy, calculates the transparent advertising budget, offers flexible resources and a scalable team, generates creative ideas, shares its expertise from other areas, and enriches the client’s data. Working with the agency, you can quickly get high results in a short time, as a team of 5 or more specialists will be involved in the project. Stay on trend and don’t miss the chance for growth!
(1) Ana&ReedSmith 2019. “Trust Consortium – issues that contribute to the breakdown of trust in advertising ecosystem”.
(2) Bannerflow & Digiday 2020. “State of in-housing 2020”.