Top 3 Things Worrying Advertisers Today About Their Marketing Agency Efforts
In the evolving world of digital marketing, the relationship between advertisers and their marketing agencies is more critical than ever. However, common concerns still arise, impacting trust and performance. At EKG, we’ve identified the top three concerns that advertisers are expressing today about their agency partnerships—and, more importantly, how they can be addressed to ensure better results and stronger relationships.
1. Lack of Transparency and Accountability
Advertiser Concern:
Many advertisers feel they are left in the dark regarding the actual performance of their campaigns. They might see the final metrics, but there’s often little visibility into the process, what’s working, what’s not, and where their budgets are truly going. This can lead to uncertainty around ROI and agency efficiency.
Recommended Solutions:
Implement Real-Time Dashboards: Advertisers should expect regular, real-time insights from their agencies. Dashboards that provide continuous access to performance data allow advertisers to see campaign progress and budget allocation at any time.
Recommended Tools:
Google Data Studio: Allows easy integration with multiple data sources (e.g., Google Analytics, Ads) and offers customizable reports.
Datorama (by Salesforce): A robust platform that connects various marketing data sources into one dashboard, providing real-time analytics and customizable reporting.
Klipfolio: A versatile, real-time dashboard tool that integrates with various data sources (including social media, CRM, and ad platforms) and enables advertisers to track KPIs instantly.
Clear Metrics and KPI Agreements: Agencies should work with advertisers to define key performance indicators (KPIs) upfront and offer a clear path to how success will be measured. These KPIs should be tied directly to business goals, not just vanity metrics like impressions or clicks.
Transparent Budget Allocation: Advertisers should ask for detailed breakdowns of where their marketing budget is being spent, including media buy details and performance-based fees. Agencies should be prepared to show how resources are allocated and optimized.
EKG Tip: We recommend advertisers and agencies establish transparent agreements around reporting from day one. In addition to dashboards, having a clear roadmap for Quarterly Business Reviews (QBRs) ensures that advertisers get deeper insights into performance, strategy adjustments, and future planning.
2. Performance Plateau or Declining ROI
Advertiser Concern:
It’s a common fear: campaigns have been running for months, but performance has plateaued, or even worse, ROI is declining. Advertisers are left wondering whether their agency is doing enough to innovate and optimize their efforts, or if they’re simply coasting on the status quo.
Recommended Solutions:
A/B Testing and Multivariate Testing: Agencies should never assume that the initial campaign is the final word on performance. A/B testing—comparing two variations of a campaign element (e.g., headline, CTA, landing page)—should be a continuous practice.
Methods:
Single Variable Testing (A/B): Change one element of an ad, email, or landing page (e.g., different headlines or images) to see which version performs better.
Multivariate Testing: Testing multiple elements (e.g., a combination of CTA, layout, and color) to determine which combination has the greatest impact on conversions.
Recommended Tools:
Optimizely: A widely used platform for A/B and multivariate testing across websites, apps, and emails.
Google Optimize: An easy-to-integrate tool for A/B testing that connects seamlessly with Google Analytics.
VWO (Visual Website Optimizer): A full-featured tool for A/B testing, heatmaps, and even funnel analysis to drive continuous improvement.
Audience Segmentation Strategies: If you’re not reaching the right audience, your campaigns will plateau. Agencies should use AI-driven segmentation to continuously identify and target high-performing audience segments.
Approaches:
Behavioral Segmentation: Based on how users interact with your brand (e.g., frequent purchasers, content consumers).
Demographic Segmentation: Targeting users by age, gender, income, etc.
Psychographic Segmentation: Understanding audience motivations, preferences, and lifestyle to create deeper engagement.
Recommended Tools:
Segment: A customer data platform (CDP) that helps agencies gather and analyze data from multiple sources for better audience segmentation.
Salesforce Marketing Cloud: Offers robust segmentation tools that create personalized audience segments based on behavior and data insights.
Continuous Optimization Through Data: Agencies should continually track campaign performance and adjust tactics based on real-time data. This can include updating keywords, tweaking creative elements, refining targeting, and adjusting bids on ad platforms.
EKG Tip: Push your agency to be proactive. Ask them to present continuous improvement strategies, such as A/B testing plans and how they are identifying new audience segments. Agencies that stay ahead of potential plateaus will deliver better ROI in the long run.
3. Insufficient Communication and Collaboration
Advertiser Concern:
Once the contract is signed, some advertisers feel like communication becomes infrequent or inconsistent. They worry their agencies are not as responsive or collaborative as promised, leading to misalignment on goals and priorities.
Recommended Solutions:
Set Clear Communication Cadences: Establish a regular cadence for meetings and check-ins that keeps both parties aligned without over-communicating. For example:
Weekly Status Updates: Quick touchpoints to review progress and flag potential issues.
Bi-weekly or Monthly Deep Dives: More comprehensive strategy and performance reviews.
Quarterly Business Reviews (QBRs): High-level meetings to review overall performance, strategic adjustments, and the road ahead.
Use Communication Tools for Collaboration: Agencies should utilize tools that foster open, ongoing communication without overwhelming inboxes. Some platforms allow for centralized communication on projects, making updates easily accessible for all stakeholders.
Recommended Tools:
Slack: Ideal for quick updates, sharing files, and real-time communication. Channels can be created for specific projects or teams to keep conversations organized.
Asana: A project management tool that allows agencies and clients to track progress on tasks, ensuring everyone stays aligned.
Trello: A visually oriented project management tool where teams can create boards and cards to track project status and updates in a collaborative way.
Balance Communication without Overkill: Too much communication can overwhelm clients and slow down progress. It’s important to keep communication streamlined but effective. Agencies should focus on the most critical updates, avoiding endless email chains or unnecessary meetings.
Effective Tactics:
Centralized Dashboards: Provide clients with real-time access to campaign metrics.
Scheduled Reviews: Focus meetings on actionable insights and big-picture strategy, rather than granular daily updates.
EKG Tip: Advertisers should insist on regular communication, but also streamline the process. Use tools like Slack for quick, collaborative conversations and make sure the agency shares key documents and data in real-time. Regular senior-level touchpoints (beyond the day-to-day account manager) also ensure that the client feels well-supported by the agency leadership team.
Building Stronger Agency-Advertiser Relationships
At EKG, we believe that addressing these common worries head-on can help build stronger, more trusting relationships between advertisers and agencies. By prioritizing transparency, continuous performance optimization, and open communication, both advertisers and agencies can align more closely to achieve long-term success. These practices not only alleviate concerns but also foster an environment where agencies feel like true partners, rather than service providers.