As businesses prepare for 2025, marketing strategies are under scrutiny, with executives demanding greater return on investment (ROI) and clearer value from their agencies.
But according to Christian Amato, President of CMA, the key to success lies in reframing the client-agency relationship as a partnership and adopting a fiscally savvy approach to marketing.
“Today, marketing isn’t just a cost—it’s an investment,” Amato says. “Businesses and associations need to prioritize strategies that better align with their goals, maximize efficiency and truly resonate with their audience.”
With rising expectations for transparency, measurable outcomes and innovative approaches, marketing agencies must deliver more than tactics, he adds—they need to act as extensions of their clients’ teams.
Amato sheds light on how businesses can make smarter decisions and achieve meaningful results in the year ahead.
Think of Marketing as an Investment, Not a Cost
“Marketing is often viewed as a cost instead of an investment,” Amato says. “But would you skip investing in technology or infrastructure? Marketing works the same way. It’s an essential tool for driving growth.”
The mindset shift from “cost” to “investment” can transform how businesses and organizations allocate their resources. Amato says that cutting marketing budgets indiscriminately can backfire, particularly if you don’t evaluate the effectiveness of your campaigns.
Understand Your Audience to Maximize ROI
Amato says digital remains the dominant player in the marketing space, but success ultimately hinges on understanding your audience.
“Digital gives you the best bang for your buck, but it’s critical to know where your audience is digesting their data,” Amato says. For some brands, he says, LinkedIn may outperform TikTok, while others might benefit from direct mail or even QR code campaigns, which have seen a resurgence since the pandemic.
“If your audience isn’t engaging, it’s not just about clicks or impressions,” he says. “You must dissect why. Did your campaign lack a clear final step? Was the landing page messaging consistent and optimized? Your ROI will be zero if your audience does not take meaningful action.”
Prioritize Transparency and Analytics
Transparency is a growing expectation in client-agency relationships. “Clients want to see exactly where their dollars go. They want data, analytics and clear insights into performance,” Amato says.
Agencies that embrace transparency and offer tools for measurement are better positioned to deliver value. “Marketing is about A/B testing—it’s trial and error,” Amato adds. “The responsibility lies with the agency to educate clients, stay transparent and adjust strategies based on real-time data.”
Choose a Marketing Partner, Not Just a Vendor
Yet one of the most significant factors in achieving ROI—perhaps the greatest—is finding an agency that acts as a true partner.
“When you hire an agency, you’re outsourcing a department, not just a task,” Amato says. “A good agency should feel like an extension of your team, helping you craft budgets, evaluate platforms and adjust strategies. They should be invested in your success as if it were their own business.”
Amato says a partnership approach ensures access to diverse perspectives and expertise that one in-house hire can’t match. “An agency brings multiple viewpoints, creativity and strategies—not just one like a single in-house hire would. That collaborative dynamic can make all the difference.”
Key Questions to Ask Before Hiring a Marketing Agency
Before selecting an agency, Amato says organizations should consider the critical questions to evaluate their suitability as a long-term partner:
- Do they provide detailed insights and transparency? Ensure they offer regular reporting and actionable data.
- How will they align with your business goals? Look for an agency willing to help craft and justify your marketing budget.
- Are they proactive about exploring new platforms and trends? The marketing landscape is evolving rapidly—your agency should, too.
- Will they treat your business as their own? The agency’s leadership should be accessible and invested in your success.
ROI Beyond Dollars
To Amato, ROI goes beyond dollars and cents. ROI is about forging emotional connections, building loyalty and driving meaningful growth.
“The right marketing agency doesn’t just sell your product. They tell your story in a way that truly resonates and endures,” he says.
In 2025, marketing success will hinge on choosing a true partner—an agency that values collaboration, transparency and a shared commitment to your goals. “With the right partnership, businesses and organizations can confidently step into the new year ready to achieve sustainable growth together,” Amato says.
To learn more about how CMA can be that partner, reach out to Amato today.