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:

  1. Variety of Skills
  2. Cost-Effectiveness
  3. Resources
  4. Adaptability
  5. Communication
  6. Personalised Service
  7. 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 allows them to collaborate effectively on cross-functional projects.

For brands looking for a single provider to cover a wide array of needs, agencies can be a natural fit.

Nonetheless, when the task at hand is relatively narrow, like SEO or PPC, this broader capacity may not be essential.

2. Cost-Effectiveness

Winner: Consultant

Agency rates can be competitive, but they usually reflect the costs of offices, managers, and support staff.

Consultants usually avoid these layers. What you’re paying for is their time, their skill, and nothing more.

That’s why digital marketing consultants are often more affordable overall.

3. Resources

Winner: Agency

Agencies are generally well-suited to manage larger projects thanks to their access to a wider team.

They’re able to assign different people to various parts of your digital marketing campaign at the same time.

If your business needs input from several individuals all at once, an agency could be the right fit.

4. Adaptability

Winner: Consultant

Agencies naturally use set systems and workflows to manage the many people and projects under their care.

This often makes change slower, even when individuals within the team are keen to move quickly.

Consultants don’t have the same restrictions. They can flex their approach easily and respond to your business as it evolves.

That speed of response is often key in today’s fast-paced digital environment.

For example, if your goals shift unexpectedly, a consultant can make adjustments rapidly, while an agency might be tied up in internal coordination.

5. Communication

Winner: Consultant

One of the most valued aspects of working with a consultant is the consistency they provide through a single point of contact.

It avoids the all-too-common agency scenario of switching account managers or navigating high staff turnover.

With a consultant, you’re in direct contact with the person who knows your project inside out.

This clear line of communication builds efficiency, trust, and a stronger long-term partnership.

6. Personal Service

Winner: Consultant

With digital marketing consultants, you often get a deeper level of commitment – their business thrives on results and happy clients.

Agencies, by contrast, typically work within larger structures where client focus can be diluted by internal priorities.

Consultants, working independently, are driven to deliver great outcomes.

For them, your success directly reflects on their own – which often leads to a more dedicated partnership.

7. Quality of Work

Winner: Equal

Both options – agencies and consultants – are capable of delivering quality digital marketing.

Agencies may have the benefit of larger teams, though this can also mean tasks are passed around and handled by less experienced staff.

With consultants, you get a single, dedicated professional managing the entire process with close attention to detail.

Final Score

  • Agency: 3
  • Consultant: 5

Conclusion

Both White Label 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 White Label digital marketing consultant…read more