It is crucial for marketing executives to foster effective digital agency relationships. In digital, the number of marketing channels has more than doubled and is ever expanding; and marketing and advertising technologies are required to play to win.

Consequently, who you recruit to your marketing team is key to improving marketing ROI. Like a symphony orchestra, the marketing team needs to be comprised of individual contributors across multiple disciplines.

This includes creative, communications, digital media, social, analytics, development, planning and execution competencies, among others. More often than not, your human capital budget falls short to be able to hire across all of this bench strength internally.

Working with agencies is necessary to drive growth within this complex and dynamic mix of technologies, channels and platforms.

Who is on your team?

McKinsey & Company speaks to the interconnected ecosystem of resources needed to reach consumers in its article How to get the most from your agency relationships in 2017.

Executives who know how to set up and manage agency relationships are best positioned to improve their marketing ROI.

Marketing organizations used to be somewhat more self-sufficient, but marketing performance now requires a more diverse set of subject matter expertise and technical competencies.

This is especially true for paid digital media where programmatic advertising, real-time bidding and advertising technologies are transforming how advertisers (and agencies on behalf of their clients) buy and measure online advertising.

Every marketing organization and agency should align themselves with a digital media partner. This is especially prudent when marketing budgets are on the rise and more spend is being allocated to display advertising.

After all, you don’t want to waste your ad impressions on the wrong audience or without optimizing your online advertising campaigns for performance.

Choose ProTableau as your digital media buying partner!