Tips For Choosing a Digital Marketing Agency by David Roth

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From SMX East 2013 - Tips For Choosing a Digital Marketing Agency by David Roth #SMX #22B

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Tips For Choosing a Digital Marketing Agency by David Roth

  1. 1. Choos ing a Digital Mark eting Agenc y SMX East October, 2013 New York Dave Roth VP, Marketing
  2. 2. 2 • About us • What is Digital, Anyway? • How We Think About Agencies • Common Pitfalls • RFPs • How do you know… Agenda WHAT YOU’LL SEE AND HEAR
  3. 3. 3 • Move, Inc. operates realtor.com and other consumer and B2B properties and products • Moving.com • Top Producer • Doorsteps • realtor.com – Official website of NAR • Etc. WHO ARE WE?
  4. 4. 4 • Everything! • SEM • SEO • Social • Mobile • Display • Retargeting • Email • Affiliate • Video WHAT IS DIGITAL?
  5. 5. 5 •Smaller •Boutique •Specialty –Search –Brand/Media –Comms –Social –Affiliate HOW WE THINK ABOUT AGENCIES MORE IS MORE
  6. 6. 6 •Good Technology •Smart people •Working Hard •Relationships are key •Meet the team! HOW WE CHOOSE AGENCIES Key Criteria
  7. 7. 7 •Invest in Relationship •Meet every Week •Review every business •Have a Plan •Challenge Them! HOW WE MANAGE AGENCIES MORE IS MORE
  8. 8. 8 •When Choosing: –Awards –Menus –The ‘Big Idea’ –Bake-offs •When Managing: –Auto-Pilot / Cruise Control –Lack of Goals DON’TS TRY TO AVOID THESE TRAPS
  9. 9. 9 –Not Meeting Goals –Coasting –Too Comfortable •What do you do? –Review –RFP (or not) HOW DO YOU KNOW… …when it’s time?
  10. 10. 10 •Like a Marriage •Outsource non-core skills •Beware the shiny cat toy •No bake-offs, please •Fail Fast! SUMMARY Choosing (and managing) a Digital Agency
  11. 11. Thank You Dave Roth VP Marketing realtor.com dave.roth@move.com @daverothsays

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