4 Questions To Ask Your Digital Marketing Agency

Programmatic, media planning, media buying are all meaningful strategies for any brand or company. While media buying can prove to be quite fruitful, there are plenty of traps and pitfalls that many advertisers can fall for. The current controversies from Google’s ad boycott, where many brands pulled Google and YouTube display ads because their ads were showing up next to extremist content, highlights the importance of having a great media agency. Here are some of the crucial questions you must ask your digital marketing agency before hiring.

 

  1. How Do You Measure Results?

 

Measuring results is very crucial. From the perspective of both the parties, understanding clearly how progress will be monitored and what success looks like will be better in the long run in order to avoid surprises later. If the digital marketing has a strong track record, there is a strong possibility that they will have a KPI system already in place. Know whether the way they measure align with your expectations or not. Depending on what is crucial for your business and what type of marketing you are doing, you might focus on cost per lead, monitoring traffic, conversion rate to a sale, and similar KPIs. What the digital agency specializes in will tell you a lot.

  1. What Does The Digital Marketing Agency Specialize In?

If you want to have a strong and efficient partner, knowing what your digital marketing agency specializes in is important. Know that digital marketing is a broad category with many type of digital services falling under its domain. When a digital marketing agency is clear on what they specialize in, it reflects that they have a clear sense of direction. The agency should also back that up with past work in order to help you validate that they go deep enough in a speciality that is paramount for your success.

  1. Who Has The Agency Worked With Previously?

This might very well be the most essential question in the entire selection process. By knowing the answer to this question, you’ll be able to get a better sense of whether or not this particular digital agency is a good fit for marketing your brand effectively. Sometimes, a digital marketing agency may say that they can offer a variety of different services, but that may not be the case in reality. So, by gathering this information, you will also find out whether or not the demographic that you are targeting has also been targeted by the agency in their previous projects.

  1. How Much Communication and Planning Will Be Necessary?

When you plan to hire your next digital marketing agency, it is important to come to an understanding on how much will be expected between the two parties in order to achieve the desired results. There are some digital media agencies that outsource part of the work that goes into the project, and so it is important to map out how much you will require to be involved in the early stages of the process and how complicated the process of communication and decision making will be on both sides.

 

Cross-Platform Marketing Optimization

Consumers today receive and digest content across a varying array of channels. In today’s time, the consumers are more connected than ever before- constantly checking social media apps, emails, and even interacting online via voice technology. So, how does programmatic advertising fit into the efforts of advertisers to reach their prospective audience across these differing platforms offered by various vendors?

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Cross-Channel Marketing vs. Cross-Platform Marketing

Cross-Channel marketing refers to the marketing accounting for and translating across the multiple content-delivery options on these devices. Examples of these channels include social media pages, websites, apps, streaming video, email, radio, television shows and print products.

Cross-Platform marketing refers to the marketing that is tailored to the types of devices that consumers use in order to receive and digest content. Some good examples of platforms with which consumers engage are tablets, laptops, cable or satellite television services, smartphones, radio, and print media.

Segment Your Research

While researching about customers and prospective buyers, it is important for brands to analyze both demographic information of consumer and their target consumer’s use of content channels and platforms.

Based on buyer demographics, a marketing firm might know that it has two or more different target audiences. However, it is required of the businesses to reach these target audiences by using multiple media platforms. For instance, a business catering to men might need to create and send one type of marketing message across tablets and smartphones to reach its younger customers when creating different messages for laptop viewing to reach older customers.

Think about Timing

Though the consumers tend to have their own preferred platform for consuming content, this does not imply that they have always got access to the platform of their choice. Rather, consumers tend to use more than one platforms depending on context, time of day, and the activities that they are engaged in. For example, people engage with computers while at work, look at their smartphones during dinner, use tablets while rooting for their kids at a soccer game, and listen to satellite radio in the car.

You really need to anticipate as a marketer and respond to this use of multiple platforms across varied contexts. As a matter of fact, you and your team should think carefully about how to serve content across various platforms in order to maximize consumer engagement and exposure. Additionally, you must also think about when it will be read or heard. One of the best practices in this regard is sending your messages across multiple platforms and channels for maximum penetration and repetition.

Learn the Technologies

Someone from your content team must understand the best practices of content creation for tablets, mobile devices, and computers. They should also understand who is most likely to use each type of device and who among the prospective customers are likely to use multiple platform. Additionally, you must have team members who understand which audiences use which content channels. The platform and channel experts on your content team must be able to communicate what they know to the media planners and writers, buyers, editors, tech teams, and freelancers who work alongside you.

Tailor Your Content

Just having an understanding of who is using what media devices and how these technologies work is not enough. One must also have a good grasp on how the consumers use technology in order to consumer content and how to create the most effective messages for every channel. To enhance these goals, you can consider holding a monthly educational session for all the members of your content team to discuss about your customers and to present research on where, how, and with what tools they are consuming your content.

Expand Your Discussions with Programmatic Ad Sellers

When you work with programmatic ad sellers, talking about audiences is only the beginning. It is also required of you to discuss platforms. All this will help you to better gauge your numbers, to develop media buys with better ROIs, and to create better media plans. Good media planning looks for programmatic platforms that have specialization in one type of media channel, as well as for programmatic ad sellers delivering to audiences across multiple channels.