BVDW study: Lack of clarity makes it difficult to select digital service providers

For most companies, the selection of suitable digital service providers is a major challenge: the complexity of the market and the excessive similarity of offerings are major hurdles when companies are looking for the right digital service provider, for example for support with specific projects in the areas of affiliate marketing, social media or search engine advertising and optimization, or for advice from full-service digital agencies.

Digital service providers are an integral part of everyday working life in the digital economy: 83% of the digital experts surveyed stated that they work with them at least once a week - 40% even almost daily. However, choosing the right service provider is difficult for two thirds of respondents (64%), and nine out of ten experts (89%) have regretted choosing a digital service provider in retrospect. "There is often a lot of uncertainty," says BVDW Vice President Thorben Fasching. "From the experts' point of view, this is by no means surprising: in many areas, the range of services on offer is huge and it is often difficult to judge from the outside to what extent the various service providers differ and who delivers the expected quality."

For 83 percent, the range is too similar to be able to recognize differences at first glance.

In fact, two thirds of those surveyed (68%) stated that the range of digital service providers is confusing, while 83% believe that the range is too similar to be able to recognize differences at first glance - 86% have the impression that the quality of service providers varies greatly, while 81% would like more guidance when selecting suitable service providers. "For many, subjective criteria such as personal experience and recommendations from the industry are the most important factors here. Reference customers can also be a decision-making aid," explains Fasching and adds: "Anyone looking for a reliable and objective basis for selection should primarily look at certificates or voluntary commitments."

"There can be no such thing as 100 percent security"

Self-commitments - the BVDW offers these in the areas of affiliate marketing, search engine optimization (SEO) and search engine advertising (SEA), among others - provide a transparent insight into the working methods of service providers, who must expect sanctions in the event of deviations. Quality certificates, which the BVDW also awards in the areas of affiliate marketing, SEO and SEA as well as for social media and to full-service digital agencies (Trusted Agency Quality Certificate), provide additional security and guidance. "Certified agencies, which have to undergo a strict BVDW quality certification process, offer a proven, high-quality and transparent way of working," explains Fasching. According to Fasching, there can never be 100% certainty, as the service provider must always fit the customer and the project. "It's all in the mix: Companies should make a pre-selection based on certificates and, at best, make enquiries about the service providers in their environment - soft factors also play an important role here, of course."

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