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In the world of supply chain management, there’s plenty of buzz around vendor consolidation. The idea is simple: By reducing their number of vendors down to a handful of trusted partners, or even more ideally a single partner, businesses can simplify their processes, save time and costs, and ultimately increase the quality of their outcomes.
Digital marketing, like a supply chain, is multi-layered. Let’s say you’re a landscape design firm launching an employee recruitment campaign — one that includes a new careers page, a new video, social media promotions, and targeted paid ads. In theory, this could mean conversations with multiple agencies that handle these individual areas, and of course, bridging talks between each. Wouldn’t it be more appealing to consolidate this into one conversation with one partner?
When working with multiple marketing agencies, communication can sometimes feel like a game of telephone (even when it happens over email). As information is passed between one agency and another — with you often playing middle man — you can find yourself trying to help address any questions or concerns between the various parties to effectively execute initiatives.
Partnering with an integrated marketing agency builds the foundation for better communication. Not only will you minimize the number of conversations that need to happen around integrated marketing campaigns, but working with a single agency helps ensure everyone is on the same page throughout its duration. This ultimately translates into greater efficiencies and, in turn, faster results.
Think of a brand like Planet Fitness. From their messaging to their visual cues, all of their marketing efforts lead back to the idea of being the “anti-fitness fitness club” — a place for people to simply get into the gym to start their fitness journey. This cohesive brand story has helped the business build a trusted customer base of over 15.5 million members (and counting).
Working with one integrated marketing agency naturally lends itself to a more consistent brand story. With the same team driving your digital marketing initiatives across different channels, your brand will develop a stronger voice and look that evokes a response from your audience.
Having a consistent brand strategy in place also helps keep your digital marketing goals and KPIs aligned. With campaigns operating under one umbrella, it’s easier to measure the results of your efforts as well as gain insights to inform further tests and ways to optimize your strategy.
In the debate between hiring a full-time marketer versus hiring a digital marketing agency, there is a clear winner in terms of cost savings (after all, the average digital marketer earns $60,572 a year — alongside recruitment, training and additional overhead costs). When you trade in multiple agencies for a single partner, you’ll move the needle even further in the right direction.
On the surface, you’ll save on management fees tied to individual agencies as well as the administrative costs associated with maintaining these relationships and processing invoices. Beyond that, you’ll develop a deeper partnership with the one integrated marketing agency that helps them gain the history and expertise they need to drive greater efficiencies and curb costs.
The reason you first come to a digital marketing agency may be a website redesign. But once that redesign is complete, you might be so inspired by the results that you capitalize on this success with additional ongoing marketing services like search engine optimization and email marketing.
With a full-service digital marketing agency in your corner, the transition to scale your efforts is simple. Rather than searching for new vendors to accommodate your growing needs, you can work with a partner who already understands your brand, your business, and your objectives. You can rest assured in the quality of the agency work, without the time and headache of vetting new agencies to grow with you.
As an integrated marketing agency, Kuno Creative has the resources and expertise to support all of your digital marketing needs. See real-world examples of our efforts in action and the meaningful results they delivered to our clients.