The digital marketing industry is set to flourish in 2015. It looks like a bumper year for agencies and consultants as digital marketing becomes more essential than ever for businesses today.
In this new infographic, Constant Contact collated the latest research to examine how agencies in the UK plan to grow in terms of size, budget and services offered during 2015. (Click image to enlarge)
Growth and budget
The UK digital marketing industry is thriving with 77% of companies planning on increasing their digital marketing budgets this year, which will surely have digital marketers up and down the country beaming. Most of this budget is expected to be spent on more technical marketing activities which mainly remain outsourced, such as; SEO, paid search and display advertising.
So, with budgets largely set to increase this year, there is a particular focus on the service du jour: content, which will likely take up 10% of the overall digital spend. It’s no surprise that content marketing will be taking up a large portion of the digital marketer’s budget, what with content-orientated activities kept in-house, including 71% of brands managing email marketing and 70% managing social media themselves.
What services to offer?
Digital marketing agencies in the UK provide a broad spectrum of skills and services ranging from: SEO and social media to web design.
Specialist knowledge of digital marketing is becoming more and more necessary as competition intensifies and shrewd marketers know that they need to offer innovative techniques and strategies. An interesting question agencies need to consider is whether to specialise in one specific area of digital marketing or to become a full-service agency offering multi-channel services. Most agencies probably start as specialists, and then go on to generalise; both have their advantages and disadvantages.
From the perspective of SME’s, budget has to be a key consideration. As Constant Contacts’ Tamsin Fox-Davies explains:
“Small businesses can’t afford the time to manage multiple marketing partners and need a one-stop-shop that they can go to for support.”
However, by just offering certain services do you pigeonhole yourself in what can only be described as an incredibly diverse market?
A solution advocated by our CEO, Luke Brynley-Jones, is to specialise in one specific area of marketing and partner up with other specialist agencies when required:
“We’ve always found that by specialising we can offer the highest quality service. If clients need skills we don’t have in-house, we partner up with other specialist agencies, which works really well.”
Are you a digital marketing consultant or agency? As part of our ‘growing your digital marketing agency’ series we’re hosting a free webinar on May 13th. We’ll be looking at what services you should offer, how to add new services and how to position yourself. You can register here for free.