When considering digital marketing services for your business, one decision you will have to make on the way is choosing between a digital marketing agency and consultant (in fact, you most likely clicked on this article to help with that exact decision!).
While both agencies and consultants aim to grow your website’s traffic and revenue, their approach, structure, and relationship with clients differ significantly.
- Digital marketing agencies typically consist of multiple people skilled in different aspects of digital marketing, account managers, developers, admin staff and directors.
- Digital marketing consultants on the other hand are just the person skilled in digital marketing, covering admin duties themselves.
To help you decide between the two, I’ll compare both against seven key factors that are important to businesses deciding between choosing an agency or a consultant:
- Variety of Skills
- Cost-Effectiveness
- Resources
- Adaptability
- Communication
- Personalised Service
- Quality of Work
1. Variety of Skills
Winner: Agency
Digital marketing agencies usually consist of a diverse team that include digital marketing specialists, content creators, digital strategists and web developers.
This mix of expertise positions agencies well for projects that span several digital marketing disciplines.
For businesses requiring an integrated approach, an agency offers the convenience of a consolidated service.
However, for simpler projects focused on a narrow scope, such as just SEO or PPC, this level of resource may be surplus to requirements.
2. Cost-Effectiveness
Winner: Consultant
Although agencies can offer competitive pricing, their fees often reflect the costs of running offices, employing managers, and supporting admin teams.
Consultants, on the other hand, operate with leaner setups. Your investment goes directly into their hands-on expertise, not into funding a larger operation.
For budget-conscious businesses, digital marketing consultants tend to offer better value.
3. Resources
Winner: Agency
With multiple professionals on hand, agencies are usually better equipped for large-scale digital marketing efforts.
They can divide tasks among team members, allowing different elements of your campaign to progress in parallel.
For businesses needing a broader team effort, working with an agency might be more practical.
4. Adaptability
Winner: Consultant
By design, agencies often depend on structured systems and standardised ways of working to coordinate their teams.
Although individual team members might be flexible, updates to your account setup or approach can be slower to roll out.
A consultant, in contrast, can personalise their service and shift direction rapidly when your priorities change.
That responsiveness can be a real asset in the constantly evolving digital space.
For instance, if a new opportunity arises mid-campaign, a consultant can usually respond immediately, while agencies may be delayed by processes and multiple layers of sign-off.
5. Communication
Winner: Consultant
One standout benefit of hiring a consultant is the continuity they offer – you’ll be working with the same person from start to finish.
This removes the hassle of being passed around different team members or adjusting to new faces, which is often the case with agencies.
Consultants provide a more personal touch, offering direct and efficient communication as they’re the ones carrying out the work.
That level of clarity and consistency helps build trust and makes collaboration far smoother.
6. Personal Service
Winner: Consultant
Consultants are often more personally invested in your success, simply because their livelihood depends on it.
They’re not answering to a board or working across dozens of accounts – their attention is fully on your needs.
This often leads to a more attentive and dedicated service.
Where agencies may juggle dozens of clients, a consultant treats your success as their own win.
7. Quality of Work
Winner: Equal
You can receive excellent digital marketing services from both consultants and agencies.
Agencies might offer access to various experts, though this often means parts of the work are given to less experienced team members for development.
Consultants tend to handle everything themselves, offering a more consistent and detail-focused approach.
Final Score
- Agency: 3
- Consultant: 5
Conclusion
Both digital marketing agencies and consultants have their strengths.
While agencies bring extensive resources and a variety of skills, consultants may offer a more cost-effective, adaptable, and personalised approach.
If you’re ready to experience the benefits of working with a digital marketing consultant…read more