Digital Advertising and Agency Accountability: The Pressure is on for Agencies to Prove Their Value Post-Click
Chris Tuleya, vice president at Underscore Marketing, is a fan of online rewards programs, and prefers them to cost-per-action programs, which can compromise both the brand's image and the quality of results. "We use online rewards programs in a few ways," he says. "First, we're able to reward consumers for taking surveys that provide us with valuable consumer data. That allows us to target better and launch campaigns more efficiently, avoiding waste and driving higher ROI."
Tuleya also uses rewards to drive sales both in-store and online. "With points, we can make lucrative offers to consumers to purchase certain products at particular stores. The points are more cost effective than coupons for the brand, and have an actual dollar value for the consumer. In fact, consumers often make money on such offers. That actual cash value motivates them to take the action we've requested, and the brand advertiser has hard evidence that their campaign has been effective at driving sales."
Another key part of the CRM process, as well as a way for agencies to take their value beyond the first conversion, is lead nurturing. At the beginning of any new client relationship, agencies should approach that relationship with a plan that not only addresses direct response needs, but also lead nurturing and long-term branding as well. Not only will this mean more business and a long-term client relationship for agencies, but brands receive the benefit of being able to tell a complete story to both attract and retain customers. By taking charge of lead nurturing programs, agencies can help brands create cohesive messaging throughout the entirety of the customer journey, and help map sales back to their efforts.
The pressure may be on agencies to prove their value, but they should be up to the task. As brands become more involved in their agency relationships, they may be more focused on accountability, but it's also an opportunity for agencies to leverage the brand's CRM communications to continue to drive engagement and revenue post-click. Joining forces to create cohesive programs that build relationships from awareness through loyalty enables agencies to not only prove their impact on the bottom line, but actually improve it as well.