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Evaluating and selecting a direct digital marketing agency

Posted by Sheera Eby on May 20, 2013

In today’s changing marketing world, agencies are expected to be leaders in new media, new channels and ways to optimize marketing programs. That means marketers are demanding more out of their agencies.

 

 

To prove this point, let’s consider what marketers expect in their own words:

“Help me explain the value of marketing to my CFO.”

“I need an agency that’s progressive in understanding new technology and how it can apply to our business.”

“My agency should understand the big picture and where marketing fits in.”

“I expect relevant experience and a proven understanding of our customers. We definitely don’t want to be a guinea pig for an agency.”

“The agency needs to have chemistry and compatibility with us. That’s a must because cultural alignment is one of the most critical criteria in partner success.”

 

Clearly, marketers today have extremely high expectations. So in an effort to ensure constant client success, Jacobs & Clevenger has developed five key areas of agency evaluation. 

 
 
 

Choosing the right direct marketing agency is a critical decision, and that decision will affect the performance of your marketing programs and return on investment of your marketing dollars. That’s why Jacobs & Clevenger has developed 10 to 15 specific criteria in each of the five areas. 


Topics: Direct Marketing

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