What is the typical full service agency structure and its functions?

[zlyn]

[carsten c]

I am not sure what you mean by "structure", but full service agencies in Internet Marketing cover every aspect of your online marketing needs.

They provide services in search engine marketing (paid search), organic search engine optimization, display advertising (ad buys), performance marketing (referral programs, affiliate programs), email marketing, web analytics, social media, lead generation etc. A one-stop shop so to speak.

The benefit should be that your marketing efforts are aligned across the various marketing channels and methods to leverage each others performance and thus provide the best possible bang for your marketing bucks.

Because you are using one company for virtually everything, it is important that you pick the company wisely and build trust as well as marketing sure that you understand each other correctly, that the agency understands your short-term, mid-term and long-term goals and your priorities.

The strategy must be developed on a client-by-client basis. There is no "one-fits-all" package/solution. Beware of any company that offers you such "great deal/savings package".

The agency should assign somebody specifically to your account, who is your primary contact at the agency and who needs to know about every campaign that is being done. He also coordinates the necessary resources within the agency and will update you about the current activities and results on an ongoing basis.

I guess that might answers the "structure" part.