One thing in common all online marketing agencies have is no matter what they specialise in is they will all tell you the same thing, that they know what they are doing! This might not surprise you as any business worth its salt should know what it is doing, however this isn’t always the case with all O.M Agencies.
Online marketing is a relatively new field to some extent with new techniques being continually developed. With the exception of a select few nobody could truely claim to know everything about it, myself included. Beware of anyone who does! If they don’t own Google, Microsoft or other global superpower, or can back it up through the billions in the bank they have accumulated through this knowledge then I suggest you tread very carefully before entangling yourself in legally binding contracts or handing over the reigns of your online marketing to a self proclaimed guru.
Now I don’t want to tell you all online marketing agencies are snake oil salesman, in fact far from it. But, in my experience there are plenty that are. So how can you tell which one is and which one isn’t? Well to begin with you need to forget about finding an agency, your first question should be ‘What am I am looking to achieve through online marketing?’ and your second, ‘What is my online marketing strategy?’.
Until you know what you are looking to achieve through online marketing you should stay clear of O.M Agencies altogether. There are not many companies that will turn away business of value to them irrespective of whether or not it provides value to you. Therefore evaluate what you are looking to achieve through online marketing first, then decide if you want to use an agency or not.
Your decision to use an agency should be based on whether that agency is capable of delivering what you need and whether that delivery is going to be cost effective against the return you expect to see.
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June 5th, 2009 at 1:33 am
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