What Is A Digital Marketing Agency?
A digital marketing agency develops and executes marketing strategies on a variety of digital channels based on online user behavior data and analytics.
These channels include:
- Search engines
- Paid advertising or pay-per-click (PPC)
- Social media platforms
- and more
Unlike traditional marketing and advertising companies, they focus on producing measurable results like:
- On-site conversions
- Rankings on search engine results pages (SERPS)
- PPC lead generation
- Social media engagement
- Social-media-generated traffic and conversions
- and more
Digital marketing agencies are often confused with digital agencies.
While digital agencies typically do provide digital marketing services, they tend to specialize in all things digital and, therefore, also provide web, app and software design and development in addition to other services that grow businesses online.
What Services Do Top Digital Marketing Companies Provide?
Digital marketing companies offer services as varied as the digital channels they specialize in.
To answer this question, let’s take one step back and look at the engagement models, i.e. the how these companies deliver their services.
- Partnerships: Digital marketing outsourcing is one of the most common engagement models. Two-thirds of B2B companies outsource online marketing to professional agencies to be able to focus their in-house resources on revenue-generating work.
- Projects: These are one-time or other short-term engagements where a business outsources a particular campaign, strategy or another time-bound task to a specialized agency.
As for the services themselves, the top digital marketing companies often combine a number of techniques to promote your brand across channels and drive online business growth.
Some of these efforts include:
Internet Marketing & Advertising
Digital marketing agencies in the US manage marketing and advertising across a wide variety of platforms. These tactics can include:
- Retargeting and remarketing
- Paid search
- Paid media
- Pay-per-click advertising
- Native advertising
- And more
These initiatives can be executed on many platforms, including:
- Other publications
- And more
Content & Social Media Marketing
Multimedia content and social media are steadily replacing outdated traditional advertising tactics, such as radio spots and expensive TV ads.
Top digital marketing agencies can conceptualize, create and publish all sorts of content, such as:
- Blog posts
- Brand videos
- Social media posts and content
- User-generated content campaigns
- Digital newsletters
- And more
According to Content Marketing Institute, 91% of B2B organizations use content marketing to attract and retain their audiences.
And the tasks they outsource the most include:
- Content creation (47%)
- Content promotion/distribution (23%)
- Content marketing measurement (11%)
- Content marketing strategy (9%)
Search Engine Optimization
Online marketing also encompasses search engine optimization (SEO).
This robust initiative is the act of optimizing your web design and corresponding content to
rank higher on relevant search results.
There are three types of SEO that you need to focus on for a well-rounded organic search strategy:
- Technical SEO
- On-page SEO
- Off-page SEO
Unsurprisingly, most companies optimize for Google since it dominates the search engine market and in May 2020 it maintained 92% of the total market share.
However, the engine uses more than 200 factors to rank websites.
And while some of them are clearer than others, top digital marketing companies have both enough experience and data to develop effective SEO strategies that will increase your website traffic organically.
Additional Digital Marketing Services
There is a near-endless list of campaigns that can be implemented to grow your business.
Additional digital marketing services include:
- Email marketing
- Marketing automation
- Affiliate marketing
- Data and analytics
- Inbound marketing
- Digital public relations
- Conversion rate optimization
- And more
Digital Marketing Company vs. Digital Advertising Agency
The fields of online marketing and digital advertising tend to overlap often and to a degree that makes it difficult to set any clear boundaries between them.
You can view digital advertising, and – with it – the services a digital advertising agency provides to their clients, as the development and delivery of advertising campaigns for online audiences.
As such, digital advertising marries data and tech with creativity.
Some of the services that would fall within the scope of digital advertising are:
- Display ads: Data analysis, data-based campaign conceptualization, design, deployment, performance tracking and optimization
- Social ads: Similarly to display ads, digital advertising agencies devise social media campaigns based on the target audience behavior
- PPC and other forms of paid ads including social
In reality, most digital marketing agencies in the USA will include these advertising services in their offering.
Online marketing is usually viewed as a broader strategy that ties all the digital branding, lead generation and customer relationship building initiatives under its wing.
So, these agencies develop expertise in a few particular branches of online marketing. Some even develop industry-specific expertise.
As a result, these companies’ offerings will differ and the right outsourcing partner will specialize in just the type of services you need.
How Much Do Digital Marketing Agencies Charge For Their Services?
Top digital marketing companies usually price their services based on hourly rates. In the US, the hourly rates for digital marketing agency services range between $100 and $175.
However, if you choose to…