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 I need?
February 2020

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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.

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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.

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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.

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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

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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.

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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

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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

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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…

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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

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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

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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

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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.

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Boutique - normally refers to an authentic
smaller agency rather than a big powerhouse
with hundreds of employees.
Often specialists.
Glossary

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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.

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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.

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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

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Contact Us
info@digital-clarity.com
+44 (0)1483 338 270
Digital Clarity HQ
Portland House
Guildford,
Surrey.
GU1 3BJ