Roles and Responsibilities of an Online Advertising Agency

Presently, the job of advertising in India has become a complex mix of art and science and this is why every organisation is looking to hand this duty over to a professional advertising agency in India. As every company is looking forward to hiring an agency or already has hired one, the advertising industry has grown big and is still growing rapidly. With almost every advertising work being outsourced to these agencies, these agencies are becoming major institutions in the promotion and marketing field.

The relationship between the advertiser and the advertising agency has become a very crucial aspect in advertising management as well. Only when the advertiser and the advertising agency build a working rapport, work in tandem and as partners and collaborate in every step of creating and running an advertising campaign, the campaign can become successful and effective. The collaboration shouldn’t start and end with the advertisement development only but also need to encompass the whole marketing decisions.

This collaboration must extend to the media selection, message delivery, copy creation and theme creation. In other words, every soft side of an ad must be developed by both the advertiser and the advertising agency together. It is important that the advertising agency knows every information about the company which it represents understands the target market and the products, is aware of the competitors and the competition and of course the effectiveness of each advertising channel. In short, the agency should behave as the advertising division of the company and not an external agency. This assimilation alone can bring the desired results.

The agency should also understand the correct vision, mission, objective and marketing goals of the company including how the products are positioned and how they should be positioned, how the distribution and supply chain or the price is affecting this positioning. The agency should also put forward ideas to improve on any or each of these issues.

In the present scenario, only being an expert in advertising is not sufficient for an advertising agency to be successful. It must understand all the aspect of marketing comprehensively. The agency must acquire experts in every field of marketing and not only the advertising experts. Advertising is looked upon as an integral part of holistic marketing. The success which any advertiser or online advertising agency can see depends greatly upon how they are able to address all the relevant issue of marketing and not advertising alone.