Marketo-DG2DA

PART II: DIGITAL AD STRATEGY
YOUR DIGITAL ADVERTISING TEAM
In-House vs.
Outsourced Talent
Whether small or large, some
teams may need to outsource
some of their responsibilities to
an outside agency, either to
alleviate internal personnel
pressures or to explore more
possibilities in their work.
For many companies, video
production and creative services
are outsourced, since these tasks
may require the collaboration of
a handful of people, for which a
company may not have
headcount. And on small teams,
even common tasks like paid
search may get outsourced. In
fact, a company may outsource
more tasks than it does in-house!
Whichever direction it takes, it’s
important for a company to
always have at least one person
on the digital advertising staff
in-house who knows the
business and can serve as the
liaison for the agency and for
other teams and departments
inside the company. This ensures
that the company’s brand,
messaging, and goals are carried
throughout all of the digital
advertising campaigns, as well as
ensures that good communication
remains intact across the board.
Sourcing an Agency
If you are going to go the
outsourced route, you need to first
determine which responsibilities
your team needs to outsource.
What would your team do if there
were more hours in the day?
Perhaps explore the use of video
ads, or expand your paid social
reach? Bringing an agency
onboard can breathe new life into
your digital ad strategy, equipping
your company with a digital plan
that’s more comprehensive and
robust and that can become a
more integral part of your entire
marketing strategy. This can lead to
higher ROI overall for your digital
advertising efforts.
Qualities of a Good Agency
In your search, make sure that your
agency not only has the skills to
get the job done, but that the
agency also meshes well with your
company and your team. A strong
working relationship is a crucial
foundation to ensure that
communication and collaboration
will flow with ease.
Other important traits to consider
when you’re interviewing potential
agencies include:
• Industry Expertise:
It goes without saying that your
agency should have talented staff
with background in both digital
and traditional advertising. Assess
the various strengths and
weaknesses of each agency, and
determine where your needs are
met, and where they’re not.
• Shared Vision:
To ensure that your team and the
agency are on the same page, it’s
important for the agency to
understand your company’s
brand and messaging, and how
these translate into the digital
atmosphere. Only after the
agency truly grasps your
company’s brand will it be able to
deliver ads that hit the mark every
time without a need for revision.
• Similar Background:
It’s a good idea for the agency to
have worked with similar
companies so that they already
have a background in your
industry. This helps you and the
agency hit the ground running
much faster.
• Proven Track Record:
Not only request and check
references, but also request that
agencies provide you with case
studies of successful work they
have completed for other
companies. It’s a good idea to
review previous work as a way to
gauge how well they will perform
for you.
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