Interactive vs. Marketing Agency. How to Choose the Best Agency?
Posted: Tue Jan 21, 2025 8:53 am
What is the difference between an interactive agency and a marketing agency?
Here are the main areas of activity of these agencies:
Marketing (advertising) agency
branding, i.e. building brand awareness,
public relations,
advertising in print media,
advertising on radio, television and other media,
outdoor advertising: in the form of billboards, panels, display cases, advertising balloons, window displays, advertisements on cars and buses, etc.,
distribution of brochures, leaflets and booklets,
creating stands and exhibition spaces,
marketing consulting,
direct marketing.
Interactive agency
website design,
promoting your brand online,
designing e-commerce and B2B stores,
e-marketing and internet consulting,
preparation and management of advertising campaigns, e.g. Google Ads (AdWords), Facebook Ads,
website audit ( including UX audit ),
hosting,
website positioning ( SEO ),
running social media campaigns ( Facebook and Instagram Ads ),
managing profiles on social media,
and many other activities on the Internet.
The differences between an interactive and marketing agency are theoretically very clear
Although the above comparison may suggest that there is a huge gulf between interactive and marketing agencies, in practice this division is not always as pronounced. Often, companies that present themselves as interactive agencies also provide services of typical marketing agencies - and vice versa.
To answer the question asked at the very beginning, when looking for a website design, we are more likely to use the services of an interactive agency .
I will add a short comparison. Among other things, I used the Google Trends tool, which we iran telemarketing data wrote about in the article on free tools useful for positioning . I also took into account the phrase "advertising agency" .
Comparison of the three phrases discussed in the "Keyword Plan" tool in Google Ads. As you can see, the biggest competition is in the case of "marketing agency" . Data is from July/August 2021.
Marketing agency Wroclaw
As you can see in the graphic below from Google Trends, the advertising agency still reigns supreme over the interactive and marketing agencies when it comes to search frequency. However, it is hard not to notice that it is losing its advantage year after year.
Interactive agency Wroclaw
Click on the photo to enlarge it
Application
When promoting your company, you should balance your activities both online (which is the domain of interactive agencies ) and traditionally (which is usually handled by marketing agencies ). Combining different channels of communication guarantees the company financial security. The pandemic has clearly shown that the market can change completely almost overnight. The way we acquired customers just a few days ago may suddenly become impossible to implement (for example - the inability to receive guests in restaurants).
Using multiple channels of reach sometimes brings synergy effects . For example, Google Ads advertising increases brand recognition, which will increase the effectiveness of the banner campaign, as well as positioning in search results.
That is why it is worth considering cooperation with an agency that will be able to acquire clients for us both offline (a typical marketing agency) and online (an interactive agency).
How to choose the best marketing or interactive agency?
Once you have decided what type of agency you want to work with, it's time to choose one.
Below I describe 7 steps that lead to lasting and effective cooperation with a marketing/interactive agency . In each of them I have indicated what to pay special attention to.
Step 1. Choose a few agencies
Marketing agency Wroclaw
This step is an attempt to select several agencies from among which we will choose those with whose representatives we will arrange talks, meetings and negotiations.
We do this in different ways:
Recommendation – our friends use or have used and are happy. This is a very effective method and immediately puts this agency at the front of the pack.
We search online – we are usually only interested in agencies from the TOP 10, although there are also clients who check many more potential business partners. On the one hand, this is the right step, because choosing from a larger number can be much more accurate, although then the selection process takes much longer. On the other hand, if they themselves cannot be at the top of organic search, can they do it with me?
We will be found and approached by the agency ourselves – various types of targeted ads on social networking sites, Google or other search network partners.
Once we have identified the right marketing and/or interactive agencies, let’s take a few minutes to get to know them:
Visit their website – if it is clear, neat, legible, transparent, loads quickly and displays well on various devices, it is an undoubted advantage and proof that they can do it for you too.
Pay attention to projects – don’t limit yourself to your industry (although similar projects would be welcome) and take a look at others as well, drawing inspiration from every possible source.
Read reviews about the company and customer references – this can also give you a lot to think about. Other satisfied customers can help you make the right decision. Some potential customers contact our current customers, asking directly how the cooperation is going.
Success stories (case studies) – look for descriptions of companies for which a given agency brought obvious growth.
Pay attention to the transparency of the agency – do they provide contact numbers, company details, whether they have a permanent office, what staff they have, pay attention to the company's history.
Familiarize yourself with the offer (see website) – do they provide exactly the services you need?
Step 2. Contact the agency
Choosing a Marketing Agency
This step is the first contact with an interactive/marketing agency.
A lot depends on it. It happens through different channels, because each of us has our own favorite way of contacting.
What to look for during your first contact with an agency:
Did they respond to email quickly?
Is chat not just a gimmick on the website, but an actual communication tool?
Did you wait long for someone to pick up the phone? If they didn't pick up, did they call you back?
Did you immediately find a competent and decisive person?
Was the conversation and word choice understandable?
Were they ready for a face-to-face meeting at your headquarters?
Step 3. Talks with an interactive/marketing agency. A particularly important step!
Interactive agency
It's about getting to know your expectations.
Here, a lot depends on you, because openness, clearly defined expectations and a belief in what you really need will allow the interactive agency to create an offer for exactly what you need.
Find time for a meeting! Let them get to know you! Give the marketing agency a chance to prove itself! Even if you don't know exactly what you need, at such a meeting the agency representatives should give you ideas, point you in the right direction and explain in simple words what they could do for you.
If you don't have time or for some reason don't want to meet, consider alternative forms of meetings, especially in these difficult times: online meetings, various briefs and forms that allow the marketing agency to obtain the information necessary to prepare a quote.
Step 4. Offer from the agency
Marketing agency
Features of a good offer:
Waiting time – time is money , so a long wait for an offer certainly does not reflect well on the interactive agency.
Appearance – it's not important, but it shows that someone worked hard to present something to you in an interesting way. The days of WORD are gone.
Transparency and readability – you should understand what is included in the offer and what it implies.
Amounts – it is difficult to refer to this unequivocally. Some clients state in advance how much they have and demand that services be adjusted to this, while others adjust their budget to the activities. Regardless of which group you represent, I will quote my favorite motto: “Quality is remembered much longer than price.” I respect this both as a service provider and as a recipient.
Here are the main areas of activity of these agencies:
Marketing (advertising) agency
branding, i.e. building brand awareness,
public relations,
advertising in print media,
advertising on radio, television and other media,
outdoor advertising: in the form of billboards, panels, display cases, advertising balloons, window displays, advertisements on cars and buses, etc.,
distribution of brochures, leaflets and booklets,
creating stands and exhibition spaces,
marketing consulting,
direct marketing.
Interactive agency
website design,
promoting your brand online,
designing e-commerce and B2B stores,
e-marketing and internet consulting,
preparation and management of advertising campaigns, e.g. Google Ads (AdWords), Facebook Ads,
website audit ( including UX audit ),
hosting,
website positioning ( SEO ),
running social media campaigns ( Facebook and Instagram Ads ),
managing profiles on social media,
and many other activities on the Internet.
The differences between an interactive and marketing agency are theoretically very clear
Although the above comparison may suggest that there is a huge gulf between interactive and marketing agencies, in practice this division is not always as pronounced. Often, companies that present themselves as interactive agencies also provide services of typical marketing agencies - and vice versa.
To answer the question asked at the very beginning, when looking for a website design, we are more likely to use the services of an interactive agency .
I will add a short comparison. Among other things, I used the Google Trends tool, which we iran telemarketing data wrote about in the article on free tools useful for positioning . I also took into account the phrase "advertising agency" .
Comparison of the three phrases discussed in the "Keyword Plan" tool in Google Ads. As you can see, the biggest competition is in the case of "marketing agency" . Data is from July/August 2021.
Marketing agency Wroclaw
As you can see in the graphic below from Google Trends, the advertising agency still reigns supreme over the interactive and marketing agencies when it comes to search frequency. However, it is hard not to notice that it is losing its advantage year after year.
Interactive agency Wroclaw
Click on the photo to enlarge it
Application
When promoting your company, you should balance your activities both online (which is the domain of interactive agencies ) and traditionally (which is usually handled by marketing agencies ). Combining different channels of communication guarantees the company financial security. The pandemic has clearly shown that the market can change completely almost overnight. The way we acquired customers just a few days ago may suddenly become impossible to implement (for example - the inability to receive guests in restaurants).
Using multiple channels of reach sometimes brings synergy effects . For example, Google Ads advertising increases brand recognition, which will increase the effectiveness of the banner campaign, as well as positioning in search results.
That is why it is worth considering cooperation with an agency that will be able to acquire clients for us both offline (a typical marketing agency) and online (an interactive agency).
How to choose the best marketing or interactive agency?
Once you have decided what type of agency you want to work with, it's time to choose one.
Below I describe 7 steps that lead to lasting and effective cooperation with a marketing/interactive agency . In each of them I have indicated what to pay special attention to.
Step 1. Choose a few agencies
Marketing agency Wroclaw
This step is an attempt to select several agencies from among which we will choose those with whose representatives we will arrange talks, meetings and negotiations.
We do this in different ways:
Recommendation – our friends use or have used and are happy. This is a very effective method and immediately puts this agency at the front of the pack.
We search online – we are usually only interested in agencies from the TOP 10, although there are also clients who check many more potential business partners. On the one hand, this is the right step, because choosing from a larger number can be much more accurate, although then the selection process takes much longer. On the other hand, if they themselves cannot be at the top of organic search, can they do it with me?
We will be found and approached by the agency ourselves – various types of targeted ads on social networking sites, Google or other search network partners.
Once we have identified the right marketing and/or interactive agencies, let’s take a few minutes to get to know them:
Visit their website – if it is clear, neat, legible, transparent, loads quickly and displays well on various devices, it is an undoubted advantage and proof that they can do it for you too.
Pay attention to projects – don’t limit yourself to your industry (although similar projects would be welcome) and take a look at others as well, drawing inspiration from every possible source.
Read reviews about the company and customer references – this can also give you a lot to think about. Other satisfied customers can help you make the right decision. Some potential customers contact our current customers, asking directly how the cooperation is going.
Success stories (case studies) – look for descriptions of companies for which a given agency brought obvious growth.
Pay attention to the transparency of the agency – do they provide contact numbers, company details, whether they have a permanent office, what staff they have, pay attention to the company's history.
Familiarize yourself with the offer (see website) – do they provide exactly the services you need?
Step 2. Contact the agency
Choosing a Marketing Agency
This step is the first contact with an interactive/marketing agency.
A lot depends on it. It happens through different channels, because each of us has our own favorite way of contacting.
What to look for during your first contact with an agency:
Did they respond to email quickly?
Is chat not just a gimmick on the website, but an actual communication tool?
Did you wait long for someone to pick up the phone? If they didn't pick up, did they call you back?
Did you immediately find a competent and decisive person?
Was the conversation and word choice understandable?
Were they ready for a face-to-face meeting at your headquarters?
Step 3. Talks with an interactive/marketing agency. A particularly important step!
Interactive agency
It's about getting to know your expectations.
Here, a lot depends on you, because openness, clearly defined expectations and a belief in what you really need will allow the interactive agency to create an offer for exactly what you need.
Find time for a meeting! Let them get to know you! Give the marketing agency a chance to prove itself! Even if you don't know exactly what you need, at such a meeting the agency representatives should give you ideas, point you in the right direction and explain in simple words what they could do for you.
If you don't have time or for some reason don't want to meet, consider alternative forms of meetings, especially in these difficult times: online meetings, various briefs and forms that allow the marketing agency to obtain the information necessary to prepare a quote.
Step 4. Offer from the agency
Marketing agency
Features of a good offer:
Waiting time – time is money , so a long wait for an offer certainly does not reflect well on the interactive agency.
Appearance – it's not important, but it shows that someone worked hard to present something to you in an interesting way. The days of WORD are gone.
Transparency and readability – you should understand what is included in the offer and what it implies.
Amounts – it is difficult to refer to this unequivocally. Some clients state in advance how much they have and demand that services be adjusted to this, while others adjust their budget to the activities. Regardless of which group you represent, I will quote my favorite motto: “Quality is remembered much longer than price.” I respect this both as a service provider and as a recipient.