An Introduction to Digital Agencies

The evolution of modern business is reflected in the growth of digital agencies. The concept of a digital agency, being relatively young, is clouded, vague, and varying. The term is generally used to describe an agency to which a business (the client) outsources the work of designing, developing, maintaining, and promoting its website.

Of course, you could find a digital pr agency which only provides the design and development services, but more often than not they describe themselves as a 'full-service digital agency,' which means they offer the whole package.

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Where a digital agency is employed to promote and manage a brand's online strategy, as in most cases, it is often compared (favorably or otherwise) to traditional agencies.

The term traditional agency simply means advertising agencies using more traditional channels and media, such as television and print, in place of the internet. It is sometimes thought that digital agencies, which are by their very nature young and constantly evolving, lack the knowledge and experience of traditional agencies.

This assertion is totally wrong: whilst it is true that digital agencies don't have the decades of experience that traditional agencies boast, the industry in which they specialize is so new that nobody has experience in it!

Furthermore, although it is a mistake to believe that all principles of traditional marketing and advertising can simply be applied to digital marketing, it should be remembered that many of the most successful digital marketers and advertisers came from traditional agencies bringing with them much experience.

Whilst these people understand traditional advertising and marketing techniques, they do not seek to shape the internet to fit these approaches: they seek to shape their approaches to fit the internet and the consumer.

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