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, by nature, typically have a broad team of experts including digital marketing specialists, developers, account strategists, copywriters and more.
This diversity allows agencies to handle projects requiring multiple skill sets across teams.
For businesses needing a wide range of services, an agency can provide a one-stop solution.
However, this breadth of skills may not always be necessary for projects requiring only 1-2 skill sets (e.g. SEO/PPC).
2. Cost-Effectiveness
Winner: Consultant
Although agencies can offer competitive pricing, but that usually includes the burden of office rent, team managers, and administrative support.
Consultants work differently. There’s no organisational padding – just direct access to their professional insight.
Consultants are often the wiser financial choice in digital marketing.
3. Resources
Winner: Agency
Agencies typically have the manpower to take on bigger projects.
They’re able to assign different team members to specific campaign tasks at the same time.
For companies that need a broader resource base, an agency may be the preferred option.
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
Having one consistent contact is one of the big advantages of choosing a consultant.
Agencies often rotate staff or assign different managers, which can disrupt progress and communication.
With a consultant, you get direct updates from the expert actually carrying out the work.
This straightforward setup makes for faster responses and a closer working relationship.
6. Personal Service
Winner: Consultant
Digital marketing consultants have a personal stake in your success, as their reputation and income rely directly on the results they deliver and your satisfaction.
Unlike agencies, where responsibilities are often spread across teams and overseen by senior management, consultants are focused solely on you.
This usually results in a higher level of care and commitment.
While an agency might view you as just another account, a consultant sees your growth as a direct measure of their own performance.
7. Quality of Work
Winner: Equal
Agencies and consultants alike can deliver impressive digital marketing outcomes.
Agencies may provide access to specialist teams, although that structure can involve delegating work to junior staff members for development.
With consultants, the same person typically oversees all aspects of your digital marketing, offering a hands-on and consistent approach.
Final Score
- Agency: 3
- Consultant: 5
Conclusion
Both Spa 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 Spa digital marketing consultant…read more