Are direct marketing agencies the best digital agencies?

1. Direct marketing agencies are rooted in response.
Successful direct marketing is meant to drive you to action. This response can be visiting a web page, picking up the telephone or sending in a response form. Many marketers expect digital marketing to share the goal of eliciting an action.

Direct marketing agencies are grounded in techniques and mechanisms to generate response. They understand proven language, placement of calls-to-action, the number of times they’re used and how to ask for the action. These techniques can be applied to most channels and tactics to generate response.

2. Direct marketing agencies are rooted in measurement.
Most direct marketing agencies have measurement flowing through their veins. Direct marketing agencies are trained to ask about how the program will be measured before initiating planning. They can then ensure every decision made along the way links back to the critical objectives, and put the appropriate tracking and measurement mechanisms in place prior to program launch.

Many marketers expect digital agencies to be able to demonstrate measurement. And most digital mediums provide the ability to measure. Direct marketing agencies grew up with measurement, so the transition to measuring digital mediums is natural for them.

3. Direct marketing agencies have a test and apply discipline.
Direct marketing is predicated on measurement and response. Although there is a standard set of best practices, different groups may respond differently to a variety of different offers and messaging. A point of entry for a direct marketing agency is to have a structure and process in place for efficient and measurable testing.

It turns out that digital marketing channels often provide a more efficient way to gain quick learnings. Digital marketing testing should leverage the tried-and-true direct marketing principles and structure. Applying direct marketing testing techniques to digital mediums such as banner ads, search engine marketing and email can provide quick learnings that can be quickly applied to larger scale integrated marketing programs.

4. Direct marketing agencies are accustomed to complex execution.
Clients should not treat executional strength in their agency as a commodity. Direct marketing agencies are accustomed to complex execution and typically require a depth in data management, personalization, email operations and analytics. Digital marketing agencies need to demonstrate a proficiency in operational expertise across multiple channels, devices and platforms—all parallel skills that direct marketing agencies tend to possess.

5. Direct marketing agencies are results-oriented.
Marketers are under ever-increasing pressure to demonstrate tangible results and understand the best opportunities for generating a return on their marketing investment. Because direct marketing agencies have roots in measurement, they also tend to be more results-oriented. And most are accustomed to being evaluated based on actual program performance.

Many marketers are turning to digital marketing agencies because they want performance-based marketing. Marketers are under ever-increasing pressure to demonstrate tangible results and understand the best opportunities for generating a return on their marketing investment. They believe digital marketing will provide that performance avenue.

Direct marketing agencies value conversions over impressions. By nature, a direct marketing agency is more likely to be concerned about the end game. Concentrating on performance and measurement gives direct marketing agencies a leg up over the competition.

6. Direct marketing agencies are expert at leveraging targeted mediums.
Targeting marketing expertise requires a strong balance of relevant, specific messaging and general overarching messaging. It’s critical to deliver relevancy without being perceived as “Big Brother.” Direct marketing agencies have been trained to deliver targeted messaging in an actionable and acceptable user format. These are valuable skills for a digital marketing agency to possess.

7. Direct marketing agencies are expert at analytics-based planning.
Direct marketing agencies are accustomed to utilizing analytics and data to inform decision making. In today’s changing world, marketers are demanding that agencies have analytical and empirical evidence for their decisions. Marketing leadership expects agencies to understand best and next practice techniques that can positively impact their marketing objectives.

Digital marketing is becoming a critical component of many marketers’ communications mixes. With that comes the responsibility to deliver defined analytics on performance pre- and post-campaign. This is a core skill that most direct marketing agencies possess.