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If you are in the market to either replace your current digital advertising agency or if this is your first go at hiring a digital advertising agency to represent you it is recommended that the agencies you are interviewing not only offer digital opportunities but, is well rounded within the traditional marketing vehicles.  As you do your research you will learn that some of the digital agencies are specialty agencies that provide channel-specific digital marketing services such as mobile messaging programs, social media marketing, or SEO link-building campaigns while others place a major focus on strategy oriented services such as Website Design or Branding Campaigns.

Things to be aware of while interviewing potential digital advertising agencies are what professional services capabilities such as PPC campaign, management platforms, SEO tools, and social media marketing services do they currently utilize and what type of infrastructure do they have in place to ensure fulfillment. The decision on which firm to hire as your digital advertising agency can require a significant upfront investment along with potential pit falls we will discuss in the five steps to help your business assess the true value and expertise of the advertising agencies you are interviewing.

Assess the reasons why your firm is ready to hiring an advertising agency and for what reasons

  • Primary objectives
  • Agency Requirements
  • Account Manager

Evaluating how a digital advertising agencies fee structure works

  • Traditional advertising agency fee structure: It is not uncommon for a client to pay an agency different amounts depending on the media is being utilized.  The most common form is a fee model for paid media work as a percentage of the overall spend.  The fee based model typically ranges between 10 and 20% of all paid services provided on both traditional and digital services.
  • Retainer based fee structure: Fee-based or retainer-based models are quickly gaining traction, most often at the expense of commission-based compensation among large brands and their agencies. The Association of National Advertisers’ 2013 Trends in Agency Compensation Survey found that fee-based agreements have grown to 81% of all compensation agreements, while commission-based compensation has fallen to just 5% of all compensation agreements. The two compensation models have been on opposite trajectories since 1994, according to the ANA survey, when commission-based models represented 61% of all agreements, and fee-based models accounted for 35% of agency compensation agreements.

Beginning the Advertising Agency Interviewing Process

  • Peer Referral: Many digital agency executives report that the majority of their new business comes from referrals rather than RFPs. Agencies today are becoming more selective about managing their resources and investing their time and talent to pursue new opportunities. You may want to begin by contacting some of your marketing peers to find out which agencies they are using and why they chose the partners they did. Then call any recommended agencies to discuss your business needs and whether or not they might be an appropriate fit.
  • Request for Proposal (RFP): Traditionally when you are ready to move forward and hire an advertising agency you want to develop a list of potential agency partners to request information from and or request a proposal.

Choosing your Digital Advertising Agency

After conducting extensive interviews and going through RFP’s most companies then set up a face to face presentation that includes product pricing, channel expertise, analytic/reporting capabilities and the chemistry between your staff and the agency team.

Negotiate terms and extend an offer to your new digital advertising agency

This is where the rubber hits the road.  Before signing any contracts you must clearly understand the pricing structure, contract length, and renewal status.  Depending on the services provided the agency might offer a bundled service package that include additional build in costs for things like tracking numbers and website design.

Following this structure plus understanding how the products that the digital agency sells will help ensure a positive experience.

The majority of businesses have had a very bad experience in hiring a pure digital advertising agency? Do not make the same mistake most business owners find themselves facing the next time you are approached by a digital firm claiming they will  make you rank on google first page for your highly competitive category.  Not all advertising agencies are created equally and this is more true than ever when it comes to digital marketing.

The biggest mistake most business owners make in hiring a digital agency is they hand over the keys to the castle and trust that they are able to accomplish what they say they can.  Digital marketing is about embracing new technologies and integrating these new techniques with the more traditional approaches to effectively market your company to the right audience. We use strategic partners to increase your back linking with customized traditional advertising methods designed for long time digital marketing results. There is no guarantee in life but, our overall marketing strategy has been proven to detailed quantifiable result.

If you would like to hear the benefits of hiring digital smart media as your digital advertising agency contact us and we would love to discuss your personal marketing needs!

Online marketing is unique in the way that it can do both the push and pull method of marketing.  Pull marketing is when the customers come to you! Is generally used because a high level of engagement is provided.  Forms of Digital Marketing are used such as blog posts, e books, and videos, and social media.  Sounds easy enough right? The majority of advertisers have found that without the push marketing to deliver the message to the correct targeted audience returns were limited.

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    Social Media

    How to structure a successful social media marketing campaign?

    Social Media Marketing is a relatively new tool companies are using to increase top of mind awareness of loyal interested consumers.  Social marketing requires the same core of requirements Digital Smart Media recommends before employing any advertising efforts. Utilizing this platform to grow your brand can be very rewarding but comes with pit falls traditional forms of advertising are not typically prone to.  It is recommended to put together a detailed plan of attack before allocating resources to this powerful form of advertising. Define Your Business Goals: What are realistic goals or benchmarks you can working towards achieving over a period of time? Are you looking to increase brand awareness among a new customer pool or are you looking to retain a specialized customer within a niche market. Define clear marketing objectives: Setting goals for your social media marketing strategies are great and all but, if you do not set specific marketing objectives defining how you get from point A to point B within a specific set of realistic parameters.  It is important to make sure these marketing objectives are correctly measured on a stand alone bases along with detailed against other factors involved in evaluating an over all marketing campaign. Identify your Ideal Customer: Things that are used in determining this perfect customer would be gender, race, age, income, likes, or education level.  Once you have the target customer in mind the more specific you can be to tailor your message towards that specific customer making it much easier to reach the right person at the right time with the most effective message. Competitive Analysis: Identifying the top three to five competitors within your category not only allows you to integrate successful tactics but, it will help you avoid potential pit falls within your social media marketing efforts.  Things to look for are post frequency, social engagement levels, and engagement patterns based on the time or day the post was made. Content Strategy: When it comes to creating a successful social media marketing strategy there are three main fundamental components to look at before developing content to share.  Is the content relevant to your product or service?? What day of the week and time of the day are you releasing the content to maximize converting your prospects and how often are you posting new content for your fans to utilize. Assign a Social Media Marketing Budget: As more businesses reallocate traditional media spend towards digital marketing efforts it is important that a proper budget is allocated to achieve the results expected within your business goals and marketing objectives.    The majority of businesses look at this new form of advertising similar to traditional marketing streams by establishing a budget first then deciding what marketing efforts fit within that specific budget.  If you are able to establish a properly diagnosed social marketing strategy and allocate a proper budget to support it the odds of running a successful campaign increase substantially. Social media networks are fantastic resources for businesses of all sizes looking to promote their brands online. The platforms themselves are free to use, and they also have paid advertising options specifically for brands that want to reach even more new audiences. But just because your business should be on social media, that doesn't mean your business should be on every network. It's important that you choose and nurture the social platforms that work best for your business so that you don't spread yourself too thin. If you want to create a successful social strategy, you need to familiarize yourself with how each network runs, the kinds of audiences you can reach and how your business can best use each platform. We profiled the top social media platforms so you can learn more about them and market your business better.
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    Display Advertising Display advertising is a type of advertising that is located on websites and can be seen in a variety of forms including texts, images, flash, video and audio. Display advertisements are typically managed through an ad server that helps here is an ad server for publishers that helps them to launch a new ad on a website by listing the highest ads price on its and to follow the ad's growth by registering how many users it has reached. There is an ad server for advertisers that helps them by sending the ads in form of html codes to each publishers. In this way it is possible to open the ad in every moment and make changes of frequency Display advertising comes in a variety of sizes but, the most common sizes are: Leaderboard Banner ad 728 x 90 Large Rectangle 336 x 280 Medium Rectangle 300 x 250 Half Page or Monster Ad 600 x 300 Skyscraper 160 x 600 Square 250 x 250 Mobile Leaderboard: 320 x 50 Other supported digital display advertising sizes are: Large Mobile Banner Ad 320 x 100 Half Banner Ad 234 x 60 Skyscraper 120 x 600 Vertical Banner 120 x 240 Wide Skyscraper 160 x 600 Portrait 300 x 1050 Popular ad specs Square and Rectangle 200 × 200 Small square 240 × 400 Vertical rectangle 250 × 250 Square 250 × 360 Triple widescreen 300 × 250 Inline rectangle 336 × 280 Large rectangle 580 × 400 Netboard Skyscraper 120 × 600 Skyscraper 160 × 600 Wide skyscraper 300 × 600 Half-page ad 300 × 1050 Portrait Leaderboard 468 × 60 Banner 728 × 90 Leaderboard 930 × 180 Top banner 970 × 90 Large leaderboard 970 × 250 Billboard 980 × 120 Panorama Mobile 300 × 50Mobile banner 320 × 50 Mobile banner 320 × 100 Large mobile banner
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    Directory Listing Services

    One way local businesses can get found is through inclusion in online directories. Adding a listing to these online directories . With the changing market of social media is is important to have a consistent message among all social and directory listings that you choose to be on.
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