Opinion

What should you expect from a great digital marketing agency

You can't reverse into a mission and values through marketing. A great marketing agency will not advise or encourage this.

You can't reverse into a mission and values through marketing.

You can't reverse into a mission and values through marketing. A great marketing agency will not advise or encourage this either.

In fact a willingness to stand up to any client, no matter how large or influential, that tries to implement this sort of mission reversal as a strategy is in my humble opinion the hallmark of a great {digital} marketing agency

The organizations that are struggling with this are probably the ones that are thinking about marketing first. The problem for any organization that falls into this camp is that they are guaranteed to reveal themselves as lucrative clients as their only recourse for reversing into a mission via marketing is to spend like crazy.

Not my words hence the eloquence but "the role of marketing is to authentically elevate the mission and purpose of a business and engage people in it, but the purpose needs to be the business." (Rogers, 2018)

This reveals a simple litmus test. Is your mission and purpose clear?

If it isn't, your digital marketing agency (is there any other kind these days?) will be treading water on your behalf and your campaigns will be tied to vanity metrics that lack substance. Your last 3 CMOs will have lasted 18-24 months tops.

Time to reestablish your purpose

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