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While businesses may feel justified in believing that a digital marketing agency should be 100% responsible for the success of a marketing campaign, this is an error that can ruin a marketing plan and hurt relationships with perfectly good vendors. Businesses should realize that while they may be paying good money to have a digital marketing agency handle the technical and optimization side of online advertising, a majority of a campaign's success still resides with them.
While digital marketing agencies have an important role to play, the idea that they will take care of every part of a campaign from beginning to end, basically guaranteeing a business completed sales, is one of the reasons for high failure rate of agency-client relationships. Even large companies can still run into this issue if they often outsource marketing. Business owners should be concerned with taking the leads and data provided by the marketing agency and having a system in place to properly monetize it for maximum ROI. Without handling the incoming traffic on their end properly, the campaign will fail and the blame may wrongly be put on the agency. The danger here is that these same businesses will hire a new agency and begin the cycle of failure all over again.
Another issue is hiring a digital marketing agency without having an idea of what they are going to be doing and how they fit into the overall marketing plan of the business. Executives and managers should have some idea of what they are buying from an agency, why it is important, and how the leads and traffic should best be taken advantage of for maximum ROI and customer satisfaction. Blindly allowing a company to market without giving input and feedback to help keep the marketing in alignment with the business' goals can lead to disaster.
Finally, many businesses trying a new agency often expect overnight success from their digital marketing efforts. Most successful campaigns actually take time to build, and hopefully strengthen the brand while bringing in new leads. Many times the effects of successful digital marketing will not be felt immediately, but incrementally over time.
All in all, businesses should expect top notch quality and knowhow from their digital marketing agencies, but they should also be ready to take what they get from their campaigns and put to use, with a clear idea of how it all fits with their business model. What are some ways businesses can view marketing that helps it to be at its most effective?