Blog: What to Look for in a Marketing Agency

It goes without saying for a business to reach its objectives in an increasingly fragmented commercial landscape, it must have access to the most comprehensive, innovative and data-driven marketing solutions. And, for those businesses without the resources to manage an in-house marketing team, this means pairing with the best agency to help navigate this landscape, deliver results, and achieve success.

However, with so many digital marketing agencies out there, it can be hard to discern which one will be the perfect fit. You want to work with a digital marketing company that can tailor its approach to the needs of your business. You want an agency that will work closely with your team to meet the business goals that matter to you. You want an agency that can offer services in the digital world as well as the physical. In short, you want JMF Group.

From our fabrication facilities in Newcastle upon Tyne, JMF have spent 40 years providing a range of traditional and digital marketing services. From print collateral to design and promotion, our team helps ambitious brands reach their target audience through the ad spots that matter to them. And, with our in-house team of creative professionals, we help brands create compelling content that speaks to new and existing customers alike.

We pride ourselves on our ability to support the marketing efforts of a whole range of clients and external agencies. And we’ve seen first hand that those who see the most success are those who understand that marketing is about much more than just clicks and ad impressions – it’s about crafting strategies to reach specific audiences in precise ways.

To that end, we decided to put together a blog post to examine what to look for (and what to avoid) when looking for a marketing agency or advertising partner. By the end of this blog, you should have a much better understanding of the kind of agency that can best support your marketing efforts.

Traditional vs. Digital Marketing

Since the advent and widespread adoption of digital technologies, marketing has commonly been divided into two camps: traditional marketing and digital marketing. In turn, marketing companies began selling themselves based on their specialisms, adopting labels which defined them as traditional agencies or digital agencies.

Traditional Agency

Broadly speaking, traditional agencies focus on the advertising and marketing avenues that existed prior to the digital revolution. This includes OOH (out-of-home) advertising – such as billboards and transit shelters – and TV, radio, and non-digital media.

Digital Agency

Digital marketing agencies focus on the opportunities available to businesses through digital channels, such as websites and apps, search engines (like Google and Bing), content marketing platforms (such as YouTube and Instagram), social media networks (Facebook, LinkedIn, Twitter etc.), and other online video services.

Full-Service Agency

As the lines between online and offline become increasingly blurred, the best marketing agencies have combined their traditional and digital offerings to create full-service solutions. Full-service marketing agencies combine the best of both worlds, creating tailored marketing plans that encompass all aspects of a brand’s communication strategy.

The main benefit of this approach can be boiled down to a single word: integration. By integrating all aspects of a business’ marketing campaign, a full-service agency can maximise the returns on its investments. This means stronger lead generation, increased brand awareness, and – ultimately – more customers.

Traditional Marketing Services

Media Planning

Media planning is the process of identifying and scheduling the most effective ad placements for a brand’s message. This includes looking at audience demographics, psychographics, and influencers to determine which channels will bring in the highest ROI.

Furthermore, a media planning team can make sure your campaigns adhere to strict brand guidelines and industry regulations, and establish KPIs that ensure your campaigns are on track.

Media Buying

Media buying is the process of purchasing ad space and making sure your campaigns are seen by the right people, at the right time. This includes booking and negotiating with media owners, such as TV stations, radio networks, newspapers, magazines, and websites – all while keeping an eye on budgets.

Working with an established agency is vital for media buying, as its collective buying power can result in significant discounts, allowing businesses to stretch their marketing budget further.

Digital Marketing

PPC Marketing

PPC marketing (pay-per-click) most commonly takes the form of paid search (such as Google Ads and Bing Ads), as well as ads served across shopping platforms (including Amazon and Google Shopping).

The best digital marketing agencies prioritise data analytics and insight-driven work, helping brands to reach consumers across desktop and mobile apps without going over budget.

Social Media Marketing

A paid social team runs social media advertising campaigns that are targeted, creative and designed to reach the right audience.

At the same time, they should provide social media management solutions that engage customers across the widest range of social platforms. This cross-platform approach means your marketing and management services are tailored specifically to the nuances of your audiences on each of your social media channels.


SEO (search engine optimization) is the process of improving a website’s visibility in organic search results. By improving positioning across the most valuable user searches, your company should see more qualified website traffic without the high fees associated with paid search.

A good digital marketing agency should also be a great SEO agency, helping you increase organic traffic through technical analysis and content creation. Relying on existing paid media business insights and unique keyword analysis techniques, SEO company specialists make sure that your website has the best opportunity to rank in the most valuable search engine results.

Web Development

Web development services cover a range of solutions, from website design to content management systems.

Your website is its window to the world – that means your digital marketing agency based in London needs to be just as effective at targeting customers in New York or Tokyo. Whether this means web design or conversion rate optimisation, look for a team that can craft and maintain a bespoke website that is tailored to the needs and goals of your business.

Email Marketing

Email marketing remains a powerful tool for businesses, and is still the most effective way to reach out to customers.

Digital marketing agencies should provide email marketing services and create campaigns that will engage your subscribers with relevant and timely content. This often means using a range of strategies, including segmentation and automation, to help ensure that you get the best possible return on investment.

Creative Services

Even the most reputable award-winning agency is only as good as its creative. That’s why top digital marketing agencies have in-house creative and content marketing specialists to achieve success for every marketing strategy they implement.

Content Marketing

Your creative agency should offer a wide range of content marketing services, from video production to graphic design and copywriting. You want a team of specialists who can collaborate on your projects to create engaging and effective content that will help you achieve your goals.

A strong video production company team consists of a individuals that each have their own specialties. Meanwhile, a great graphic design team will put human creativity at the fore, creating stunning visuals that will capture the attention of your target market.

Web Design

Whether you’re building a new website or updating your existing one, web design services provide a comprehensive range of solutions to ensure your website looks professional and functions perfectly.

You should look for digital marketing agencies that use the most cutting-edge technology and the latest industry trends to create responsive websites that are easy to navigate, visually stunning, and optimised for SEO. They should collaborate closely with you during all stages of development, from concept to launch, to ensure your website meets all of your requirements.

Strategic Services

The success of a marketing campaign is wholly dependent on having a clear strategy in place. Your marketing agency should offer strategic services that help you define your goals, measure performance and create effective methodologies for achieving results.

By employing a team of experienced strategists, you know you’re getting a wide range of knowledge across various industries, with valuable insights into the latest trends, consumer behaviour and technology to ensure your physical and digital strategies are always one step ahead of the competition.

They should work with you to understand your business, its goals and its objectives in order to create effective digital marketing strategies that will deliver the best possible results. With their help, you can be confident that your digital marketing strategy is purpose-built to deliver the greatest possible impact.

In Summary: Marketing Agencies 101

When you’re looking for the right agency to partner with, there are certain criteria that you should look out for.

It’s important to choose an agency that is well-versed in all aspects of physical and digital marketing, from SEO and PPC to web design and email marketing. They should also offer creative solutions, such as content creation and video production.

Meanwhile, you want to make sure your marketing team is driven by data, with the ability to develop strategies that both targets your existing client list and attracts new customers.

Finally, look for a team that is dedicated to providing you with the best possible service, ensuring your business goals and objectives are always met. You want a dedicated marketing manager that you can contact at any time – not just when it’s convenient for them.

By taking these considerations into account, you can rest assured that the marketing agency you choose will be able to create and execute effective strategies that will help your business reach its goals. With the right partner by your side, you’ll have all the resources and expertise necessary to take your business to the next level.

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