7 Vital Agency Traits for an Effective Campaign
Getting your message in front of consumers does wonders to make them aware of your brand. But why pay just to build brand awareness when you could pay for conversion? This is why an increasing number of companies are turning to performance marketing.
Although some of the biggest advertising trends today evolved out of the practice (think email and pay-per-click), performance marketing has kept a relatively low profile — until now.
With more consumers shopping online for even the most basic necessities, e-commerce has become a focus for Nestlé, which is why its digital chief says the brand will use performance marketing to enhance its e-commerce initiatives.
Performance marketing campaigns are highly targeted and the marketing fee is paid only after a consumer takes an action through a click or purchase, providing retailers with real-time data that helps them drive ROI.
Who Should I Hire?
Because many retail businesses are unfamiliar with the practice and must rely on an outside agency for help, their marketing executives are left wondering where to begin. Look for the following characteristics in a performance marketing agency:
1. Senior, expert-led account management: Managing a marketing program effectively often requires specific channel expertise and knowledge that only professionals with proven track records can provide. Make sure the agency assigns a carefully assembled senior lead team, not junior account staff, to oversee your campaigns.
2. A low client-to-manager ratio: Experience isn’t always enough to ensure success. You also need an agency with enough resources to provide high-touch service and strategy. Look for one with a low client-to-manager ratio — ideally, no greater than 1:3.
3. A focus on strategy and thoughtful planning: Successful agencies provide effective insight and high-level service over the long term and day-to-day campaign management. Such agencies take a top-down approach to achieve your brand and marketing goals and are proactive in looking for issues and opportunities before they arise rather simply responding to client requests.
Robert Glazer, founder and managing director of Acceleration Partners, is a customer acquisition specialist with an exceptional track record in growing revenue and profits for fast-growing consumer products and services companies. His clients include adidas, eBay, Gymboree, The Honest Company, ModCloth, Reebok, Shutterfly, Target, Tiny Prints, Warby Parker and zulily. Discover more tips for developing a successful digital strategy in Acceleration Partners’ most recent e-book.