All companies should develop a set of preferred working processes to optimize the cooperation of specialist vendors
The following example illustrates a possible working relationship between a digital agency and media agency
This model is based on an assumption that a yearly brief has been provided to both vendors which contains the overall marketing objectives, KPI’s, and marketing strategies.
Note: a marketing strategy is not a tactical media strategy, it is higher within the KPI hierarchy. An example of the hierarchy to illustrate would be this:
Business objective: increase sales
Marketing objective: increase awareness
Marketing strategy: Utilize mass media channels with high reach in a short time
Media channel strategy: Use TV, Print, Banners
Media tactic strategy: Use channel 1,2,3, New York Times, Affiliate networks, Major online publishers
In this example, the Brief stage asssumes that the Advertiser invites both vendors to the same brief. Each vendor should be clear on their roles and responsibilities from the start of the brief so ears are tuned in appropriately.
The Strategy development stage in this example is meant to be on the short term or campaign strategy stage. The digital agency should be responsible for determining the appropriate channel. By channel it is meant for example; Search engine marketing, Social media, Email, Newsletters, Banners, application development, links sponsorships, etc. The media agency should be responsible for determining the tactical media that provides the best value for the money, fx; Facebook, My space, Google, Yahoo, MSN, You tube, The New York Times or the New York Post site.
The Production responsibility of creative material and or technical applications should belong to the agency who has this specialization. In some full service digital agencies, this lies in house, other times another vendor is required. The media agency has also a significant role in producing a comprehensible media plan that shows all activities in alignment, cost and estimated KPI effect
The execution stage should be seperated so that the expertise counterbalances each other from each vendor. The digital agency can provide a neutral evaluation of the effect and efficiency of each tactical media performance and provide continual updates to both advertiser and media agency. This assumes the digital agency is tracking the digital performance! The media agency should be continually striving to optimize the media selection on the basis of the performance on the advertisers site...not on the clicks or impressions!
The Evaluation stage should be a joint effort of digital agency and media agency to bring to the advertisers attention the most valuable insight on how to improve future performance. Vendors who are truly thinking on behalf of a client will strive to improve efficiency and effect with every future campaign. This is how everyone stays in business and competitive edges are gained.
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