Are performance media agencies still valuable?

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Are performance media agencies still valuable?

The digital marketing landscape has changed drastically over the last twenty years. From the heyday of 1 to 1 attribution and the Wild West of customer data, to now, the digital paid media industry has shifted quite a bit. In an omnichannel world where the user journey spans many channels and devices, to the loss of third-party cookies, performance marketing is going through a bit of a makeover (cue the Clueless makeover montage).

But just because the digital marketing industry is shifting – again, it doesn’t mean performance marketing is dead – it just means it looks different than it did twenty years ago (at least it should).

So…Why Are Performance Agencies Still Valuable?

From adapting to Search Engine Marketing (SEM) in the age of automation to navigating a cookieless future, the performance marketing tides are always changing. And as a digital marketing professional, you’re likely no stranger to taking on just one more task to address challenges and keep up with evolving trends.

When performance plateaus and tasks pile up, it might be time to bring in a performance media agency. But what can performance agencies do for you? 

A good performance marketing agency will have a team of experts who keep their finger on the pulse of digital evolution to ensure your business is Better Every Day™. By teaming up with a performance media agency, digital marketers like you can stay one step ahead and leave competitors in the dust. 

So, while the challenges may seem daunting, having a savvy agency by your side will give you more time to focus on your business’s success. Because let’s face it, in this fast-paced digital world, nobody’s got time to be an expert at everything. 

Looking for a High-Value Performance Media Agency

Thinking you and your team could benefit from partnering with a performance media agency? Let’s talk about how to find one that brings the most value to your business.

Not just any performance media agency will do the trick. You need a strategic partner who custom-tailors campaigns that are fine-tuned to your company’s goals and objectives. Here are a few questions to ask when searching for a high-value performance media agency that will help you outperform.

1. Do they set it and forget it? 
   • While automation reigns supreme, agencies that set it and forget it will find themselves and their clients in the red.
   • A high-value agency will combine machine learning with human ingenuity to continuously test campaign optimization and mitigate any future plateaus proactively. If an agency flaunts automation and forgets to mention the human touch (gasp), you might want to keep looking.

2. Can they adapt quickly?
   • You need a performance marketing partner that is just as agile as the next industry shift. Do they lead the industry, or do they follow?
   • Oftentimes, smaller, independent agencies can identify trends and pivot on a dime before they even happen. If it’s important to you (and your boss) that your agency partner shares fresh takes and can execute them quickly, you’ll want to keep this at the top of your checklist.
     
3. Are they prepared for a cookieless future?
   • With tighter data privacy laws and the loss of third-party cookies, partnering with an agency that’s mastered the art of leveraging first-party data is a must.
   • Will they combine the power of human + machine to help you make smarter, predictive, data-driven decisions with the data you currently have? If you’ve found yourself staring into the abyss of customer data, a strategic partner with the right technology will be able to show you the way.

4. What are their proof points?
   • Look for an agency with a proven track record. What’s the word on the street? What do their clients have to say about them? Do they have success stories that align with your company’s objectives?
   • How have the agency’s strategies and tactics delivered tangible results for businesses similar to yours? If you’re looking to increase leads, boost return on ad spend (ROAS), strengthen new customer acquisition, etc, ask for case studies that support exactly what your company needs.

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Talking the Talk: Convincing Your Boss to Invest

Once you’ve asked these questions, do you have a high-value performance media agency you would like to partner with? Pitching the idea of hiring a performance marketing agency to your boss requires a strategic approach, so here’s how to frame the conversation:

Focus on the Bottom Line: Start by emphasizing the impact on revenue and profit. Highlight the potential for increased ROI through targeted and optimized performance marketing campaigns. Demonstrating a clear connection between investing in a long-term performance media partner and the company’s financial goals will catch your boss’s attention.

Present a Performance Snapshot: Provide a comprehensive overview of your current performance metrics and compare them to industry benchmarks. Clearly articulate how a performance media partner can elevate these metrics, showcasing a tangible increase in profitability.

Emphasize Efficiency: Stress how partnering with an agency can enhance efficiency and productivity. By offloading time-consuming tasks and leveraging the expertise of specialists, your team can focus on other strategic initiatives, ultimately driving better results.

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WE ARE YOUR TEAM — AMPLIFIED.

In the fast-paced world of digital marketing, where multitasking is the norm, recognizing the signs that you need additional support is crucial. Whether you’re overwhelmed by tasks, struggling to keep up with trends, seeing results flatline, or drowning in a sea of data, a strategic performance media partner could be the game-changer you need.

If you’re ready to take the next step, we are here to help. As an independent media, analytics, and data agency with over 20 years of experience driving sustained growth for retailers and service companies, we value building transparent partnerships with our clients just as much as ensuring they outperform. And when the industry and trends inevitably shift, our tech and team of data scientists adapt swiftly and nimbly to keep your profit margins in the green (and your competition green with envy). 

With cutting-edge data technology, Google Cloud Partner status, competitive pricing, and a proven track record, we deliver results no one else can. Are you ready to impress your boss?

Let’s prove outperformance has no limit.

Eden Pierson

Eden is a content manager with a wide range of experience in the marketing space. From B2B advertising, branding, and retail marketing, she is passionate about curating content that resonates with target audiences.