Agency Trends In the Digital Era: More Than Half of Smaller to Midsize Agencies Have Dedicated Digital Groups, New Second Wind Agency Survey Finds

It is becoming more and more apparent to agencies that they need a separate department to handle their digital business, according to Second Wind‘s 2012 Annual Agency Survey.

Among responding agencies, more than half (63%) have dedicated digital groups; 32 percent of agencies separate their digital group from the rest of the agency, a 3 percent increase from last year’s survey.

"Digital and interactive services are now an essential part of smaller agencies’ service menus," said Tony Mikes, founder and managing director of Second Wind, in a news release. "The complexity of these services requires specific skill sets not innate to traditional agencies. These older agencies have partnered with, bought and merged with interactive specialists; and interactive firms have merged with traditional firms to better supply the marketing experience and creative insights the interactive firms often lack."

"But while digital services may require dedicated personnel, it’s critical for the creative and strategic aspects of agency services to ‘cross over.’ Agencies must fully integrate digital with traditional in planning and creative execution. All tactics need to serve the brand and the ‘big idea.’"

More from the Survey Report

The percentage of agency revenue deriving from digital projects is projected to increase from 12 percent in 2011 to 13 percent in 2012. Despite the growing need for digital services, smaller agencies are slow to hire digital staff, with 51 percent having 1-2 employees, 32 percent having 3-4 employees and just 17 percent having 5-10 employees.

These digital departments encompass services from website development (96%) to email marketing (92%), social media (90%) and banner ad creation (89%). Ninety-four percent of agencies use Google analytics for digital media tracking and analysis, with the other 6 percent using DoubleClick, MediaPlex, Omniture or another resource.

Social media has become an important tactic in digital marketing. Agencies are managing and creating their clients’ Facebook pages (86%), Twitter accounts (66%), blogs (66%) and LinkedIn presences (48%). A growing number of agencies (56%) also monitor and report on client social media activity, with 43 percent relying on HootSuitePro, 20 percent using Radian6, and all respondents using a mix of other social media monitoring packages.

PR Biz Update PR Agency News PR People Marketing Trends
Brand engagement, connected interactions, Customer engagement, customer relationships, David Panek, Forbes Insights, individualized marketing, Marketing, marketing agility, Personalization, Pr, Public relations, Teradata Marketing Applications
Individualized Marketing in Focus: New Research Highlights How Marketing Agility and Brand Engagement Benefit

Teradata Marketing Applications and Forbes Insights recently announced findings from their...

24/7 email access, Accountemps, Bill Driscoll, leadership challenge, leading by example, Marketing, personal time, Pr, Public relations, summertime blues, vacation reluctance, vacation time
Summertime Blues: 41 Percent of Workers Take Fewer Vacation Days to Avoid Returning to More Work, New Study Finds

Despite bluer skies and warmer weather, some workers are feeling a...

brand reputation, Bruce Temkin, Chick-fil-A PR, Customer experience, customer loyalty, Customer service, fast food industry, Marketing, Pr, Public relations, service declines, Subway PR, Temkin Group
Chick-fil-A and Subway Earn Top Customer Experience Ratings for Fast Food Chains in New Temkin Group Rankings

Sonic Drive-In, Dairy Queen And Burger King See Largest YOY Declines ...

Thought Leaders On Deadline
blaming the public, Gary Frisch, lengthy TSA screenings, Marketing, misguided messaging, Pr, PR patdown, Public relations, Swordfish Communications, TSA challenges, TSA issues
PR Patdown: Blaming Travelers for Long Security Lines Shows the TSA Just Doesn’t Get It

By Gary Frisch, Founder and President, Swordfish Communications I don’t use...

communications preferences, four-generation workforce, Lisa Eifert, Marketing, mass notification services, multigenerational communication, multimodal messaging, One Call Now, Pr, Public relations, Send Word Now
Multigenerational Communication: Bridging the Gap Between Today’s Four-Generation Workforce

By Lisa Eifert, Director of Marketing, One Call Now While dissecting...

content creation, Content marketing, content sharing, Inbound marketing, inbound strategy, Marketing, Marketing strategy, MediaMiser, Pr, PR and marketing, PR plan, PR pros, PR strategy, Public relations, SEO, SEO keywords, Social media, traditional PR, Whitney Zelmer
3 Ways to Incorporate Inbound Marketing Into Your PR Strategy

By Whitney Zelmer, Award & Marketing Coordinator, Bulldog Reporter The public...