Today, brands must know both digital marketing and their product itself.

There is no doubt that digital marketing has had a significant increase in Mexico and more and more brands are joining forces with digital agencies. 

According to the Panorama of digital agencies in Mexico* study carried out by RD Station and Rockcontent, digital marketing agency. Clients choose an agency for three factors: 42.7% for the competitive cost, 42.1% for the results delivered to the client, while 36.5% are guided by how they develop a creative campaign. 

For Fernando Mosqueda, Head of Performance at Masclicks, education, measurement and transparency are the three main pillars that must be taken into account when thinking in working with a digital agency. To achieve good communication between brand and agency, we must be educated in digital marketing issues and the relevance of each strategy and campaign. 

“The first thing is to have an education in measurement, I think we should work with clients to explain how the digital issue works. Unlike TV, you can now measure impacts and impressions. But that loses its value when you don't have a comparison or when you don't know what that impact or those visits are going to be used for and you don't know if that was good or bad,” commented Fernando. 

It is important to highlight that efforts to generate traffic, impacts or interactions are not relevant if these do not become qualified leads. If this does not happen, surely the strategy or the audience captured are not appropriate. 

In addition, the study revealed that clients are not interested in the age of an agency; Only for 0.01% is time on the market relevant. 

Regarding the results, it is necessary for clients to know basic terms of digital marketing. If they do not know them, Fernando recommends that “as an agency we must concentrate on the part of measurement and education, because if the client does not know about digital at an important level, it will not be possible to build a good conversation.” 

On the other hand, Fernando spoke about transparency as the third pillar. Thanks to it, good strategies and results emerge. “If there is no transparency, nothing else will happen, there will not be good strategies and good results. Because if we are not transparent with the client, with what we do, buy or with the costs; The client will not feel sure that with every peso invested he will get something in return. Without transparency, no conversation will advance,” added Mosqueda. 

Another advantage of transparency is the objectivity of the ideas that are presented and the final result of these, the delivery of weekly or monthly status and the real goals so that be achieved in the short or long term. 

Finally, Fernando commented that, “once we can be transparent, that clients have a better vision of what is digital, that we can measure and that all departments that contribute to a company get involved to achieve a particular objective, we can talk about everything else,” Fernando commented. 

These pillars are important for both agencies and clients. The purposes of these are to unify efforts, provide ideas that improve what is established and valuable results. 

*Panorama of digital agencies in Mexico, 2019, in: https://materiales.rdstation.com/panorama-agencias-digitales-mexico