Many brands lean on external resources to scale up their marketing efforts. If you?re starting from square one and trying to decide what kind of marketing partner to choose, the options can be endless and complicated. With the constantly advancing world of marketing technology, platforms, and channels it?s essential to have a partner that can guide you through the changes and help you seize opportunities.?When making this decision, most brands will consider one of two options: a marketing agency or a marketing consultancy.
41% of marketers consider ?Improving Trust between Agencies and Marketers? as a top concern of 2016 and choosing the best partner for your marketing needs is an essential first step to developing this crucial level of trust. Ultimately, you need a partner with capabilities that intimately fit your needs.
So, which will it be? or a marketing consultant? Keep reading to find the differences between the two that will have the most impact on your business.
A marketing agency can be defined as:
?A full-service marketing agency, also known as an integrated marketing agency, is an agency that has the capabilities of handling all aspects of the advertising process. This usually includes strategic planning, creative, production and?in today?s Internet-savvy market? a full-service marketing agency will also typically handle interactive marketing services.?
Pros and cons of working with an agency:?
A consultant can be defined as:
?Consultants are paid to share their expertise and knowledge to help businesses attain goals and solve problems. Consulting is a wide-ranging field with positions in innumerable industries.?
More specifically, a marketing consultant can be defined as:
?A marketing consultant looks at the existing business model and then, using analytical tools, considers the market potential and develops a strategy to achieve larger goals.?.
Pros and cons of working with a consultant:
While there are certainly some similarities between marketing agencies and marketing consultancies, the biggest differences highlighted in the definitions above are strategy?which is traditionally attributed to consultants?and implementation?which is traditionally attributed to agencies.
This strict division between consultancies and agencies is becoming increasingly irrelevant, though. As marketing silos merge and the full funnel experience becomes the most important focus of marketing, so too are consultancies and agencies starting to merge.
The line between agencies and consultants is becoming more and more blurred. Consultancies are pushing into agency space, and agencies are reacting by offering more consultant services.
This change didn?t come about at random?as digital became a top priority for marketers, agencies found themselves with access to data that has allowed them to become more strategic and think like consultants. In other words, agencies have become more than just tactical executors. On top of this, marketing is becoming more a