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What type of digital agency do you need? February 2020


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Are you looking for an agency or a consultancy? Do you know the difference between a digital agency, media agency and digital consultancy? There are so many different types, how do you decide which is right for you?
On the face of it, the term ‘digital marketing agency’ can sound like just what you are looking for. But you’ll find it’s not quite as simple as that.

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What type of digital agency do you need? February 2020

  1. 1. 1 What type of digital agency do I need? February 2020
  2. 2. 2 For those unsure of what type of agency you need, or whether to choose a “digital marketing agency” or “digital marketing consultancy”, this presentation should help you decide what the right solution is for you.
  3. 3. 3 Digital Consultant Often one or two people with a core specialism and experience in the market. Tends to work for themselves, with a few direct clients.
  4. 4. 4 Digital Media Agency Often referred as a media buying agency. They plan and buy your advertising directly with the ad platforms, often making a commission on the budget.
  5. 5. 5 Can be many things. Often website designers or a creative shop, as the title does not include ‘marketing’. However, could mean they manage all digital aspects of the business. Digital Agency
  6. 6. 6 Digital Marketing Agencies We have broken these down into 3 types. There can be very different digital marketing agencies and its important you understand why.
  7. 7. 7 Digital Marketing Agency #1 Created for low budgets Budgets - From £100 to £5,000 per month A simple process to manage a large volume of client accounts Ideal if you are a local business with a limited investment
  8. 8. 8 Work with some known brands, often middle tier clients, normally expect to pay over £2,000 per month in fees Manage your ad campaigns across multiple platforms; PPC, SEO, display, social media, PR and website build Recommend improvements Digital Marketing Agency #2
  9. 9. 9 Digital Marketing Agency #3 Big agency working with big brands Experience can mean high fees (although you may be allocated junior account managers) Manage campaigns across PPC, SEO, social media, display, affiliates and often offer website design, conversion optimisation etc…
  10. 10. 10 Digital Marketing Consultancy Often seen as a digital marketing trusted advisor May question your current approach in order to drive success Can range wildly in price but can be a good step towards change and business growth
  11. 11. 11 Digital consultancies will look wider than the marketing role This could encompass business connectivity, digital infrastructure, digital communication internally and externally. They can however still cover digital marketing advice Digital Consultancy
  12. 12. 12 Marketing Agency A wider offering of online and offline marketing, PR, Events, TV, Radio, Direct Mail, and Digital Based on this digital becomes one small piece of the puzzle and depending on the agency, the focus can vary drastically to play to their experience and strengths
  13. 13. 13 Glossary Digital innovators - could have multiple meanings but should encompass ‘ahead of the curve’ strategies for anything digital e.g. the website, infrastructure of online ecommerce, apps, marketing online.
  14. 14. 14 Boutique - normally refers to an authentic smaller agency rather than a big powerhouse with hundreds of employees. Often specialists. Glossary
  15. 15. 15 Glossary Independent - similar to boutique in some ways but also suggests that they are not part of a media group. With so many acquisitions and mergers in the industry it can be hard to tell sometimes if they are truly independent.
  16. 16. 16 Glossary Full service - claims to offer everything from planning, designing and building a website as well as all the back end workings. A full combination of all media channels e.g. email, display, search, social, SMS, PR, content, etc.. Will buy and plan all your media.
  17. 17. 17 White label - companies who work behind the scenes at a lower rate whilst another company marks up and fronts the deal. Can be a good way to get a higher level account management for an overall lower cost. Glossary
  18. 18. 18 Contact Us +44 (0)1483 338 270 Digital Clarity HQ Portland House Guildford, Surrey. GU1 3BJ