Digital Net Agency (DNA) is a young marketing company in Dallas, but growth by acquisition is in its DNA.
Aaron Baker, a veteran marketer, founded the company in June with a 15-member team, most of which he worked with at a New York agency. Now he has acquired Plaid Skirt Marketing, based in Raleigh, NC, to add branding and social media to DNA's search-centric focus.
“Search is in our DNA, social and branding is in Plaid Skirt Marketing's DNA,” says Baker. “This is a business move that just makes sense; advertisers are increasingly looking for full-service, digital marketing solutions and innovative ways to engage social media outlets and, with this acquisition, DNA completes the digital marketing equation for current and future clients.”
Baker expects to announce a second acquisition in another few weeks, this time of a firm that focuses on affiliate marketing, which serves to drive customers to websites. It's all part of DNA's business model of performance-based marketing, in which clients pay only for measurable results and the agency shares the risk. Performance-based marketing, Baker says, is “the holy grail” and DNA's fast-growing client portfolio, up to 60 with 57 of them new since DNA's founding, is proof.
Central Pennsylvania is fertile ground for DNA, he adds, because of the large amount of e-commerce in the region. But technology makes it possible to work for remote clients as well; more than 50% of the firm's clients are on the west coast.
DNA is looking for expanded office space in downtown Wilkes-Barre and has an outpost in New York.
Source: Aaron Baker, Digital Net Agency
Writer: Elise Vider