In the modern world, every business needs digital marketing. From startups to established companies, everyone is striving to improve their online presence and reach a wider audience. However, achieving digital marketing success requires effort, expertise and access to tools and resources you may not have.
As an agency, you have the responsibility to help your clients achieve their digital marketing goals. But, you need to identify the right platforms, data and inventory that can help them succeed.
In this article, we’ll explore the importance of these elements and why having a media partner can be the best solution for your agency and your clients.
Platforms: Choose the Right Channels for Your Clients
The first step to achieving digital marketing success is identifying the right platforms to reach your client’s target audience. Between social media, search engines, programmatic advertising, email marketing and CTV, it can be difficult to cut through the noise.
As an agency, you need to have a deep understanding of each platform’s strengths and limitations to help your clients choose the right channels. By working with a media partner, you can tap into their expertise and get a better understanding of which platforms will work best for your clients.
However, managing multiple platforms and partnerships can take a lot of time and effort. Not to mention, many of the tools and platforms available to digital marketers come with a hefty price tag.
Working with a digital media partner can get you access to these platforms without having to invest in them yourself. As you are vetting partners, you will need to be cognizant of what platforms they use. A partner like Goodway Group is platform-agnostic. So, you’ll never be locked into one platform — whichever DSP, buying platform or channel will get the best results for your client is the one we will use.
Data: Use Data to Drive Campaign Success
Data is the lifeblood of digital marketing. Without it, it’s difficult to understand your client’s target audience and optimize their campaigns for success.
By leveraging data, you can improve your targeting, messaging and overall campaign performance. What messaging is performing the best? What ad format? Digging into the data can get you these answers and help you leverage historical campaign information in new ways.
Data can come from a variety of sources, including first-party data, third-party data and public data sources like social media. By analyzing this data, you can gain insights into your client’s audience, including their demographics, interests and behavior. In the age of advanced analytics, not having a solid data strategy can make or break a campaign.
Working with a media partner can help you access valuable data sources that you may not have access to otherwise. A good media partner has a team of data scientists and engineers dedicated to using data to optimize campaigns. They find opportunities and provide actionable data to help guide future campaigns. Also, they identify the right data sources and provide insights that can help you optimize your client’s campaigns for success. It’s also important to remember that data and reporting should be customized to the client and never cookie-cutter.
Inventory: Secure High-Quality Ad Space
Access to high-quality ad inventory is crucial for campaign success. The right ad inventory can help your client’s message reach their target audience, driving engagement and conversions. The land of programmatic ad buying is an extremely complex ecosystem, so it’s no surprise that buyers would be wary when choosing their inventory sources.
However, securing high-quality ad inventory can be challenging, especially if you don’t have existing relationships with publishers. Ad inventory varies in cost and quality depending on several factors such as the number of expected impressions, whether the ad will appear above or below the fold, or how many clicks or impressions an ad receives.
The best way to ensure you’re getting top-quality inventory? Work with a partner that has good relationships with publishers and experts that leverage those partnerships to their full potential. A digital media partner can tap into their network of publishers and secure high-quality ad space.
Working with a digital media partner means you’ll always have access to quality, customized, and verified ad inventory to meet your client’s needs.
Why a Media Partner Is the Best Solution
Agencies have expertise in many areas of marketing, but a digital media partner can help fill the gaps. Working with a media partner, you gain expertise and access to resources that help you deliver on client goals.
Media partners have the experience and expertise needed to identify the right platforms, data and inventory for your clients. They can provide valuable insights and help you optimize your campaigns for success. Additionally, they can help you secure high-quality ad inventory, which can be challenging to do on your own.
To learn more about what a media partner can do for your agency, reach out to us today.
Amy O’Hara is a sales and marketing leader with over 20 years of experience in digital media. As vice president of agency partners at Goodway Group, she specializes in helping agency partners leverage analytics and insights to achieve better results. Amy’s expertise includes managing sales teams, developing business strategies and driving revenue. She has experience in both B2C and B2B with national, regional and local brands across all verticals.