My new test for evaluating a digital agency

by Rita Nguyen

During my days at EA I used to get agencies reaching out to me on a weekly basis to ask for meetings where they could pitch their expertise.

One of the first questions I used to ask was, what’s your Twitter handle? It was amazing to me how many of these digital shops didn’t have their own Twitter accounts but claimed they could grow my considerable communities exponentially. There was one notable meeting where a social media agency was claiming they could get me up to 5k followers (!), ignoring the fact that I already had over 60k followers by that point. Clearly they did their homework 🙂

For those of us who build product, it’s called eating your own dogfood. Meaning you do what you want to charge others for, which these agencies clearly were not doing. They were dismissed out of hand.

Nowadays, Twitter is much more common and isn’t much of a test so I’ve got a new one. In two minutes you can see if your digital agency/partner knows what they are doing or if they are full of hooey.

Mobile site
This seems like such a no brainer. Everyone in the world has been talking about the importance of mobile for a number of years now. Everyone knows you need a mobile strategy and everyone is scrambling to create apps and have a mobile presence. And yet, it seems to me like everyone in Vietnam is ignoring the lowest hanging fruit. Your mobile website.

I did a quick search of the biggest ‘digital agencies’ in Vietnam and not one of them has a site that is mobile friendly! One of my favorite digital agencies from my EA days is Mekanism.com. Check out their site from a mobile browser and you will see that it’s streamlined for this platform. Now take a moment to look at the mobile site of whatever partner you are trusting with your digital campaign. See?

Forget apps for now
There’s been a lot of discussions and arguments in whether or not you need to build a native app. While I think every company is different and needs to decide that based on a deeper analysis of the business, there’s absolutely no reason why your current website isn’t mobile friendly. If the site is built properly in the first place (from the back end) then it’s a minor investment to make sure that your site is rendering properly on a mobile browser. And I don’t just mean that the site loads. Make sure that the links and navigation are clickable, the content is readable and site is easy to navigate.

Check your stats
If you have an analytics tool like Google Analytics, you can quickly check to see how much of your traffic is and was coming from a mobile browser. I would place money that the trend is swinging upwards, and rather rapidly. This is the right investment! Stop distracting yourself with whether it not you need an app yet.

Controlled customer journey
One of the reasons I’m so passionate about mobile sites is that, unlike an app, you can manage the consumer real time, the same way you would with your website. Hell, you can mostly use the same tools to ensure optimization!

It’s time to start asking yourself if you are making the right investments in your online marketing initiatives…and if you have the right partners to take you into the new digital era.

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