Monday, 24 September 2012

5 Points to Consider Before Hiring a Digital Marketing Agency

Posted by Cosmos Star Consultant on 00:23 with 9 comments

If there ever were a question that we would choose to headline our FAQ section, the one above would be it.

Over the years, this single query has struck a common chord across the length and breadth of our client list. Having said that, however, our personal experience with some of the top brands throughout the market capitalization spectrum has led to a startling insight about businesses:

Hardly a handful of brands out there have a fair idea about how to choose a digital media agency!

In such a scenario, the decision to hire a marketing agency that operates exclusively in the digital domain has to be the result of a well thought-out process. Here are five pointers that will be helpful in making that decision:

1. Commitment:  Digital marketing is not a flash in the pan phenomenon. It is an experience that’s best had when immersed. Unlike the piecemeal campaign approach of yesteryear's, digital marketing is about doing things in a more cohesive manner. So a firm better be prepared to introspect and ascertain whether they’ll be willing to put in their everything when they decide to go digital.

2. Road-Map: Clueless minds are obstacles on the pathway to progress. Before speaking to a digital marketing agency, formulate a road-map of the goals that are expected from such a move. Even a rough-cut would do, as it offers the agency a chance to formulate a more complete solution. This is better than taking shots in the dark.

3. Money Talks: For digital greenhorns, it may often be a hazy prospect to assign numbers to the venture. Having a range in mind in such a scenario would often set the ball rolling on the feasibility and scope of the promotional initiatives that are expected to emerge later on. The better digital agencies out there will always be around to assist and guide in these matters, so the budget need not always be set in stone at the beginning.

4. Employee Involvement: For any promotional endeavor to truly flourish, it is imperative that the organisation’s employees be involved. This means that each and every employee in the company must be convinced of their brand representation skills. Enthusiasm and a keen backing from the management go a long way in making this happen.

5. Stakeholder Approach: The very nature of digital marketing lends itself best to setups that are agile in their approach. Thus, forging a sound, strategic partnership is preferred over simply signing them on as service vendors. Support has to come from both the agency side as well as from the client for the partnership to truly succeed.

At the end of the day, digital marketing is a continuous process. There are multiple examples of brands using this gift to wonderful effect. If you’ve got something to add to what’s been said above, feel free to head over to our comments section and help spread the knowledge.



  1. When you hire a marketing agency or seo company, you should assume that you are getting senior-level marketing professionals with a wide-range of skill sets. When picking agencies, some companies worry about product knowledge and try to find vertical industry firms. Your employees should have product/service knowledge to provide guidance and edit for content. Your marketing agency should provide you with an outside viewpoint on where to find your market and how to talk to it..

    The ideal situation is to have at least one point person working internally who can collaborate with the marketing agency to help them understand your brand voice, key messages, content, and demographics. A performance-based agency will have lots of ideas on to contribute based on trends, statistical data, and competitive analysis, but we find the best results come from working with a dedicated staff within our client’s company.

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