Definition:
A Retainer contract or retention contract, within the world of digital marketing is a type of contract of medium or long duration, being the minimum term 3 months, between a company and a digital marketing or advertising agency, with the particularity that it is concrete to collaborate for a specific period of time instead of working for a project or a specific campaign.
In this way, the contracted agency must carry out all the work that arises from the contracting company during this period of time. However, it is possible to include numerous clauses in this type of contract in relation to the hours worked, maximum number of projects, number of workers used, etc.
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Advantages of a Retainer agreement
It is an agreement that can be very beneficial for both parties, both for the company and for the contracted agency:
- For the company: in the case of the company, stability is ensured during the contract period in terms of collaboration with the agency, so that it can be better coordinated with the agency, that it knows its needs better and both can coordinate better during the duration of the contract.
- For the agency: through this contract a flow of benefits is ensured during the stipulated time of the contract. Working in the medium and long term, agencies know their clients better, the characteristics of their company and ensure that they can better meet their needs, generating better strategies. In the long run it implies better results and this translates into an increase in reputation for the agency.
Frequently asked questions about Retainer
What does Retainer mean in digital marketing?
Retainer refers to the concept described in this glossary entry: Definition: A Retainer contract or retention contract, within the world of digital marketing is a type of contract of medium or long duration, being the minimum term 3 months, between a company and a digital marketing or advertising agency, with the particularity that it is concrete to collaborate for a specific period of time instead of working for a project or a specific campaign. Advantages of a Retainer agr It gives teams a shared vocabulary for analysing digital projects.
When should teams pay attention to Retainer?
Teams should review Retainer when it affects acquisition, measurement, user experience, content, automation or campaign performance. The important step is to connect the definition with a real decision.
How is Retainer used in a digital strategy?
Retainer is used by translating the concept into practical checks: where it appears in the funnel, which data or channel is involved and whether it needs optimisation, monitoring or documentation.
What is a common mistake when interpreting Retainer?
A common mistake is using Retainer too broadly. It is better to verify the context, the tool or the metric involved before making strategic or technical conclusions.