Evaluation Methods

Our main objective is to assist enterprises in leveraging the latest strategies and innovative technologies in online marketing. It is no secret that online marketing is a fast growing competitive industry with standards and strategies consistently changing. The methodology created for the process of researching and evaluating online marketing agencies involves numerous strategies for identifying the agencies most consistent in producing effective campaigns.

Analysis

The analysts which we employ to assist us during the evaluation process are experts within their respective fields allowing them to produce a unique perspective of determining value for enterprises within the industry. Time is spent analyzing the types of reports generated by competing online marketing agencies, the impact the solutions have had on the overall performance of a given enterprise, and the strategies and processes employed. While in many cases it can become difficult to determine the direct influence online marketing services have on a client’s bottom line, our analysts spend time observing various industry trends and growth of businesses employing online marketing in order to craft an understanding of which factors most influence growth.

Evaluation Criteria

Our internal research team has crafted a set of evaluation criteria specific to the type of service being compared between competing online marketing agencies. While many agencies have a different approach to the same problem our research team has identified strong factors which tie different service providers in terms of performance. Each set of evaluation criteria consists of five areas of evaluation which are deemed to be critical to the performance of an online marketing campaign. These five areas of evaluation are used to benchmark and compare the overall skill, depth of knowledge, and strategy of competing online marketing agencies as a metric for comparison.

Awards & Recognition

Online marketing agencies are often vocal about their accomplishments and achievements. There are a large number of competitions and awards based on contributions made from online marketing agencies for the better of the community. Our research team remains apprised of the latest awards achieved by competing agencies in addition to their contribution to the community as a whole. The most case studies, whitepapers, training sessions, and awards an online marketing company is involved the greater a case can be made for the online marketing agency in being a leader within their respective industry.

Activity

A common indicator identified as a characteristic of a leading search marketing agency involves their activity within industry events and conferences. We spend time attending and contributing to a large number of online marketing conferences affording us the opportunity to get connected with agencies which choose to participate in conferences and industry activities. Our research team inspects the agencies that contribute to events through the form of speakers, training sessions, and attendance in addition to which agencies contribute a booth or an advertising presence at various conferences and events.

Warning Factors

We understand the concerns enterprises face when attempting to select a reputable online marketing agency. Our research team, in a combined effort from our industry analysts, has identified various warning signs associated with troublesome or turbulent web marketing vendors. During our evaluation process, we search for various warning signs which may indicate a vendor’s inability to produce consistent results for the clients. Many of these warning signs may include a pattern of laying off sections of the workforce, decreasing advertising spend, and decreased acquisition of clients over a period of time. We certainly take great pains to identify and confirm the existence of warning factors in order to determine the overall effect the factor will have on a vendor’s placement within the rankings.

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