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The growth of the internet means digital advertising is now increasingly used by businesses of all sizes.
But it is particularly challenging building an agency that is focused on SME clients.
All agencies operate in a competitive landscape, where despite key strengths and differentiation points, everyone broadly does the same job.
We offer similar services to clients, we have common skillsets, etc - so what makes an agency successful?
We asked The Agency Collective to speak to 12 agency owners, founders and directors about what essential traits an agency must have in order to be successful and build long and mutually beneficial relationships with their clients.
Research from both Econsultancy and other sources consistently shows that marketing spend on digital in the UK continues to grow.
With companies looking to provide the best experiences for their customers and fend off the competition, agencies have been pivotal in driving continuing success in this sector.
The total fee income reported by the top 100 agencies this year is £1.48bn, 23% higher than the fee income reported last year by those in the Top 100.
It's official - Econsultancy's Top 100 Digital Agencies report is now open for 2014 entries.
With the fee income from last year's agencies reaching a whopping £1.18bn, it will be interesting to see how the industry has developed within the last 12 months.
Here is a checklist you can hold against your agency’s ‘about us’ section. Don't worry, it is equal parts 'do' and 'don't'.
Make sure you weed out examples of the latter and add in some of the former and your copy should improve. This list is solely about the content of your copywriting, the words you choose, not the formatting or style.
If you wonder why I’m qualified to create such a checklist, I can only cite my personal and professional interests in writing. I haven’t worked for many clients or won any awards but I have doggedly scrolled through many agency websites.
I must say that my favourite, in the end, was e3, which forgoes an 'about us' section altogether, opting instead for a little piece of copy on the homepage.
However, there are lots of great 'about us' pages out there, and even some of the 'don'ts' I have gathered work well in context. That means having a great copywriter on your team is essential.
Towards the end of last year, I started a series of posts digging into the mechanics of PPC agency pricing models.
The aim? To help buyers make more informed decisions when it comes to choosing a model that’s right for their business, whilst hopefully leading to some healthy debate amongst buyers and sellers alike.
If you haven’t already, check out the overview of percentage of spend and pay on performance models. And if you have, thank you for sticking with me. Here we go with the final post in the series, a look at fixed fee models.
Following on from my last article exploring ‘percentage of spend’, I now turn my attention to ‘performance based’ agency models.
In essence, any paid search program should be performance based i.e. the agency and client should agree the strategy, objectives and KPIs, of which the agency will then be measured against.
The distinction in this instance is when the remuneration of the agency is directly linked to the financial performance of the paid search campaign.
My last post covering the mechanics that underpin programmatic media provoked some interesting questions.
In particular, the following comment...
This week, we’ve been singing the praises of Colston Hall’s new website (it’s a concert hall in Bristol, England).
We’re not going to gush any more, but we thought our readership might be interested to hear from agency and client, as to the process of redesign. What were the hopes, fears, successes, failures? How did the tender process go down? What happens next?
Content marketing is now a £1bn industry, so say the CMA.
But what exactly is it that marks a good content agency out from the growing crowds? Is it any more than being able to create something cool that cuts through the clutter?
The other day I was talking with some of my industry peers about how ‘content marketing’ has become a magnet for all kinds of different marketing outfits: PR, video production, digital, SEO and social media.
And yet, it’s the agencies with print publishing backgrounds that have found themselves at the forefront of content marketing.
Before we start, thanks for the feedback on my first instalment on programmatic media, this was much appreciated and forms a useful basis for this next piece.
This post covers the mechanisms that underpin programmatic, and attempts to portray the varying perspectives of those involved.
Peter Wallace is Head of Performance at Total Media, a London-based media buying agency. I asked him a few questions to explain more about his role, focusing on a typical working day.