16% of digital marketing agencies promote themselves via online advertising

UK digital marketers prefer to use their knowledge and time to attract clients, rather than spend money on marketing.

Our recent research report into how UK digital marketing agencies promote themselves makes for fascinating reading (unless you sell online advertising).

We recently published the findings of our research into how small UK digital marketing agencies and consultants promote themselves. You can download the full report here.

What is abundantly clear from the feedback we received from over 130 digital agencies is that digital marketers prefer to use their knowledge and time to attract clients, rather than spend money on marketing.

Just 16% of digital agencies spend money on online advertising and only 25% are prepared to dig into their pockets for Pay-Per-Click (PPC). While PPC is far from dead this seems to be strong evidence that there are smarter ways to generate leads.

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Dr Dave Chaffey, Founder of digital marketing blog Smart Insights has expressed surprise at this finding, saying: “I’m surprised how few consultants invest in PPC. There are only so many all-important local slots in search results – and Adwords enables such specific targeting” adding with a knowing smile, “but then, with the cost of Adwords, I’m not surprised at all”.

According to our research, the top four marketing activities that digital marketing agencies engage in are: content marketing, social media, SEO and email. While SEO and email are certainly popular activities with 66% and 64%, respectively, of marketers engaging with them, the hand’s down winners of our survey were content marketing (71%) and social media marketing (86%).
Other questions in our survey explored what marketing agencies spend their marketing budgets on, where they plan to invest in the coming year, where they seek new information about marketing and how frequently they refer to different media sources. For full summary, see the Marketing Consultants: Digital Marketing Report 2015.

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