Why Companies Choose the Wrong Agency Partner

A few weeks ago, MediaPost wrote an article on 10 Reasons Why Clients Don’t Pick the Right SEM Agencies.“ This post really got me thinking, and I wanted to make my own similar list of five common traps that marketers fall into that lead to choosing the wrong agency partner.

Picking the right partner for your business is critical to the success of your campaign.  The wrong partner will not understand your business, goals, or even your target market, which could result in campaign failure and thousands of dollars wasted away.

If you are a client looking for an agency partner, stay away from these common problems that can cause you to choose the wrong firm.

1. You don’t have a clearly defined scope of work. Many clients fail to do the requisite preliminary research before issuing an RFP, including taking a hard look in the mirror and being honest about your assets and liabilities and what type of outside firm is likely to complement these.

You probably know about the importance of a good CSS layout so you don’t need them for that, right!? You do what you’re good at and let them do what they’re good at.

If you’re not sure what you need, you can always send out an exploratory RFI (Request for Information) to get a feel for what’s out there and/or hire an experienced consultant to help you navigate the waters.

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One-to-One Marketing – Powerful, but can Destroy Relationship with Customers

Melissa Shore is hardly bothering anymore to open an email from Delta Airlines’ preferred opt-in messages. It’s not because she’s not interested any longer. She needs to travel frequently for her work as a senior analyst with New York-based research firm Jupiter Communications, and she’s always looking for some travel deal.

“About every week, I’d get an email from Delta with discount offers on flights from Atlanta or Chicago,” she says a little mystified. “I was constantly hoping that I would get an email that read, ‘Dear Melissa, we offer you a discount on flights from New York,’ however, I never got anything like that.”

Though Shore says she’s a very loyal customer to businesses that provide quality personalized service, Delta, she says, has missed the mark. “I would really receive not anything from the airline than these irrelevant offerings,” Shore says.

At least the promotional email registration on the airline’s Website now asks for the city of origin. Whether that will translate into deals on flights out of New York remains to be seen.

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How Corporate Spies Work

Winkler is a former NSA manager specialized in cybercrime. As we all are faced with this sort of bad things that may hurt or damage our hard work, let’s see what he has to say about cybersecurity and why we must first and foremost focus on a bulletproof connection to the Internet.

At the NSA, Winkler learned valuable lessons about cryptoanalysis and database design, among other things. But the spy’s life failed to match his expectations. The NSA, says Winkler, was “more Dilbert than James Bond.”

It was in the private sector that he finally found the intrigue he longed for. While working as a project manager at SAIC, a San Diego-based technology consulting firm, Winkler was asked to conduct a security test for a client company.

The company wanted to know how easy it would be for a competitor to identify its overnight carrier or the type of computer system used in its research library. Winkler took it upon himself to broaden the assignment. “Why go after something so lame?” he says. “The goal was to simulate an attack, and that means computer access.”

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