In Depth

Choosing the right digital marketing agency

The importance of digital marketing for any upcoming business or a business recently stepping into the online ecosystem has been well established. But what needs to be emphasized here is the vital role a digital marketing agency plays in the business. It is obvious that no two agencies will provide the exact same services or will display their expertise in the exact same field of marketing. And the difference here is crucial to the success or failure of the partnership.


The key is to determine which agency and which skill set suits your requirements best. A thorough research of the agency and its works is imperative. The following are a few features to keep in mind during the research which when investigated properly are bound to improve the overall success of your business.

Relevance and compatibility: Initial filtration can be eased up using the 4 Ps:

PURPOSE – What do you need the agency for? Be very specific about your digital media marketing requirements i.e. search engine marketing, social media marketing, mobile marketing, website design or any other requirements.

PORTFOLIO – Hire a digital marketing agency with relevant experience, and go through their cases studies and past client profiles.

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PEOPLE — The importance of compatibility with the team you are starting to work with cannot be emphasised enough. You might be looking into a long term relationship make sure it is an amiable one!

PRICE — Everyone has a budget and needs to consider the price during the selection process. However, this does not necessarily mean that choosing the cheapest agency is the right decision. In almost every case, it is worth investing those extra dollars for quality results. Don’t sacrifice the quality of service just because of the price!

Specific abilities

They might be really good at selling apparel, but can they bring students to join your institute? It is very important to see if they have a good understanding of your business, brand personality and target audience to create a campaign that fits in with your specific requirements. Another factor is if they can work on the scale your campaign requires them to. Check on their logistics and past works to see if they do.


Beware of false claims and promises. Many claim extraordinary ROI and results, some even deliver! It is very important to filter out the fake ones. Get assurance that the traffic and fans will be genuine and not fake ids or bots.

Customised reporting

Any prospective agency should also be able to provide regular performance indicators and in-depth reporting on their activities to show you exactly what you’re getting for your money. Many businesses don’t have lavish amounts to spend on digital marketing so it’s highly important they see an indication of a return on their investment. Usually most agencies which develop their own tools have an edge over other agencies.

The tie-breakers

Once you are through with the primary sorting, down to a handful of agencies excelling in your field of interest along with having all the required logistics, look out for the specific X factors that differentiate them from the others. These can be creativity, the likes no one can provide or more importantly, it can be expert analytical skills which can show you what’s working and what’s not and accordingly tweak your strategies. If there’s something which is better than a brilliant strategy and effective creativity, it is then both combined with mind numbing analytics. Look out for agencies who can offer you that extra bang!

To read more about the 4 Ps and other important features, Download the free ebook here.

(Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the views of YourStory.)

About the author

Raghav Kansal is the CEO of ET Medialabs, a company that specializes in performance driven Online Advertisisng (Facebook Ads, Search Ads, Display ads etc) & analytics. He also works directly with many companies as a Consultant to help them with their Digital Marketing Strategy and Roadmap. You can reach him at raghav@etmedialabs.comor

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