Many senior marketers search for an agency starts exactly where you might expect, by searching.
Agency Spotter, which helps connect agencies and buyers have analysed their search traffic to reveal just what marketers are searching for when they are looking for an agency.
The results can be used to help agencies adapt their offering. The data reveals the services that were being searched for the most and the change over time.
Advertising, digital strategy, social media, as well as marketing strategy and mobile marketing stayed top consistently from 2014 to the first half of 2016. Searches for these terms didn't change much at all over this period, suggesting longevity of the needs for these services.
Branding, design strategy, eCommerce and communication design searches declined heavily over the period. Interest in user experience and email marketing also declined, as well as gaming.
Innovation, PR and analytics took a dive in 2015 but searches increased again in 2016.
Strategy, advertising, social media and mobile services are consistently required, however branding is in decline.
By Robert Jones
Robert Jones is a specialist in CRO, UX Research, insight and digital Marketing. He is CRO Analyst at Enjoy Digital. He has a Psychology Masters of Research, has run large digital marketing campaigns to build research panels and worked in insight roles for Vision Critical, ASDA and WhatUsersDo. He also managed all of Smart Insights member resources and published several guides including "How to conduct Persona Research" as well as contributing over 100 blog posts to the Smart Insights blog. When he isn’t working on marketing campaigns he is most likely eating authentic Italian food or planning his next short trip. You can connect with Robert on LinkedIn or follow him on Twitter.
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