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
Most digital marketing agencies operate with a wide-ranging team, incorporating digital marketing analysts, developers, strategists and creatives.
This structure supports their ability to handle integrated marketing campaigns across various disciplines.
For companies in search of a robust, all-encompassing solution, agencies offer real value.
However, when only one or two core services are needed, such as SEO or PPC, a consultant might be better suited.
2. Cost-Effectiveness
Winner: Consultant
Whilst agencies can pitch competitive prices, those numbers often include the expense of physical offices, administrative staff, and middle management.
Consultants tend to operate independently. That means your money goes directly towards their expertise, not business overheads.
For many, this makes digital marketing consultants the more cost-effective solution.
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
With multiple teams to coordinate, agencies often lean on standard operating procedures to keep things running smoothly.
While the individuals you deal with may be flexible, the broader team might take time to adjust to changes in direction.
Consultants offer a more fluid experience. They can shape their work around your needs and change tack as required.
That sort of adaptability is invaluable when digital trends shift rapidly.
If, mid-project, you decide to revise your digital marketing approach, a consultant is generally quicker to implement changes than an agency working through layers of process.
5. Communication
Winner: Consultant
A major perk of working with a consultant is having a single, reliable contact handling your digital marketing from day one.
It spares you the common agency challenge of shifting account managers or disruptions caused by team turnover.
With a consultant, you’re talking directly to the expert – not going through layers of staff.
This kind of open, direct communication leads to quicker decisions and a stronger working dynamic.
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
High-quality digital marketing can come from either an agency or a consultant.
Agencies might offer a wider skillset across teams, but this can sometimes result in work being passed to junior members for training.
Consultants typically do the work themselves, ensuring everything is handled with care and consistency.
Final Score
- Agency: 3
- Consultant: 5
Conclusion
Both Supermarket 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 Supermarket digital marketing consultant…read more