As digital direct response marketing has evolved, we’re met with the question from our clients more and more frequently: Should we be working with a single digital agency per product? Or should we have multiple agencies, each working on very specific pieces of the business?
For many companies, digital direct response is still a newly paved road. Yes, there are bound to be questions along the way. We’re glad you’ve asked.
Working with a single digital agency per product offers the optimal solution for companies responsible for developing and marketing consumer brands. Challenges can arise when multiple agencies are involved in digital campaigns.
When a single digital agency completely manages all tactics, it can quickly apply all learnings across all channels, in a smart and nimble fashion. On the other hand, campaign expansion can become restricted as points of view, historical results and data from individual agencies do not happen in real-time. This leads to a slower optimization strategy.
For instance, if Diray Media (Diray) is handling Influencers and Bob’s DR Agency (we made that up—we’re clever like that!) is handling Social, the shared client does not receive the benefit of a true Social/Display Advertising amplification process, needed to increase eCommerce sales and/or to boost point of sale. A single account team does not house the data.
Each agency has obtained different learnings based on the methodology behind their campaign management. Diray would need to schedule a call with the Bob agency or vice versa. Both agencies would then try to piece together data to form a bigger picture to determine how it applies to their respective work.
Let’s explore single-agency management in a bit more depth:
When there is more than one agency managing multiple digital tactics, communication and collaboration often become inconsistent. This may not be because either agency is withholding information or is resisting being a team player. More often it simply has to do with logistics, scheduling calls and delays in information transmission and the like.
A single point of clear, consistent contact enables efficient actions, builds agency-client trust. As our own experience has demonstrated, it improves the likelihood of campaign success. And that’s why we’re all here.
Attribution Modeling and Optimization Strategy
Utilizing the attributing modeling of Diray, our agency gains a clean read on the Digital/TV/Radio tactics that are working effectively and the team can swiftly adjust the campaign in real-time as needed. Diray has complete visibility into the customer journey to purchase, resulting in efficiently spent advertising dollars.
A single agency managing all advertising allows for a cross-channel optimization approach at the time of execution, which in turn gives the campaign the best shot at success.
To further illustrate, let’s explore another example of single agency management in action.
Let’s say Diray handled Social Advertising for product X (yes, we did it again—we came up with that creative new product name just like that!), and Search Marketing was managed by Bob’s DR Agency. There was a unique landing page for each tactic. This limited Diray from expanding optimization and retargeting efforts, as well as attributing credit to the correct digital tactic. Our agency was unable to track the user’s journey through the conversion funnel to learn the true converting digital channel. From a success standpoint, this inaccuracy led to less than optimum results for the client.
When there is only one player on the field, data is collected, stored and utilized from a single point. For example, if Diray is managing Search and Social, but Bob’s DR Agency is managing Display, Diray does not have immediate access to Display data to apply to Search and Social campaigns, preventing efficient optimizations to be made in real-time.
Each direct response digital agency has its own “secret sauce.” Diray, or another agency, overseeing the entire digital plan under a single umbrella, allows clients to take full advantage of the agency’s best thinking. One agency provides efficient scalability and maximizes the partnerships. It achieves excellence with execution, which, after all is what Diray strives for.
Ultimately, the goal is to align the product scope with the agency capabilities. As long as there is alignment, there should be no reason to create multiple digital partnerships with a single product.
For more information on infomercials and buying media that sells, contact Diray Media today.