What Is a Digital Agency?

February, 01, 2017

It’s a new era for businesses. Now, just having an agency as a partner isn’t enough. Most companies specifically want a digital agency on board to help them achieve their objectives.

Digital agencies are perhaps one of the most misunderstood types of agency. Ironically, though, they’re not that tough to understand if you have a little background.

What Makes a Digital Agency Different?

What is the difference between a digital agency and another type of agency? At the core, it’s the fact that everything a digital agency does for your organization has a digital, and often virtual, component.

This includes:

  • Developing and placing advertisements from Facebook native ads to Google AdWords ads to Twitter decks. A digital agency will also help you determine how much you should spend on each platform, and then assist you in tracking the returns on your investment.
  • Establishing digital media buying campaigns and working to get you the best rates. Digital media buying campaigns can often include “traditional” advertising venues like billboards and radio. That’s because many billboards are digitally run, and radios often have Internet components. Thus, the line between reality and cyberspace is blurring.
  • Working with you to acquire new customers through all virtual means, including social media, online media release disbursement software, guest content placement, and more. This allows you to spread your reach and to get the benefit of your digital agency’s connections with other companies.

Of course, every digital agency relationship takes on a unique shape depending upon the client’s needs.

Creative or Technical?

Many people get lost in the concern that a digital agency might skew toward the technical. Others are concerned that a digital agency could be too creative. The answer is that a solid digital agency balances both traits.

Digital agencies should help you form your creative elements, from a new website design to the way your advertisements appear on mobile screens. They may also have a cadre of content specialists who can fulfill any writing needs. At the same time, your agency representatives will show you the numbers behind all your campaigns. Expect to get regular documentation showing the figures you require to make future decisions.

In an era of Big Data, your association with a full-service digital agency can definitely pay off. You’ll have a committed team ready to get you closer to your quarterly and annual objectives.

Pick the Right Digital Agency

When it’s time to get on board with a digital agency, you can make the process easier by following a few simple rules:

  1. Check out agencies that work with businesses similar to yours in size. For example, if you’re a startup, don’t interview digital agencies that only focus on midsized or large corporations. Instead, find ones that seem to relate well with smaller entities.
  2. Find agencies that have worked with clients in your industry. Each industry has its nuances. Find a digital agency with confidence in and knowledge of your field, and you’ll spend less time educating them on what you do. A prime example are ecommerce businesses. Ecommerce includes tons of moving parts. By finding a digital agency comfortable with ecommerce, you can get started faster and set the stage for better returns.
  3. Get upfront pricing on digital agencies. If you can’t get an idea of what they charge, beware. A confident digital agency doesn’t have to hide its pricing. They know their customers, as well as their worth.
  4. Explore the online portfolios of digital agencies. Really take the time to see what they’ve done. Do you like their approach? Are you impressed? Can you see how what they do could be beneficial for you and your company?
  5. Spend time talking to representatives of your top digital agency picks. A conversation, even if it’s just over the phone, through Skype, or via Facetime, will help you solidify whether your gut says “no” or “go.”

After you have conducted your due diligence, you will have a much clearer idea of which digital agency to choose. At that point, you can begin a lasting partnership that will enable you to make the most out of all the digital possibilities for the benefit of your organization.

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