Tony K
Posts 3
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Is it fair to say that agencies should stick with their core competency?
Can a 'full-service' agency truly provide quality across all offerings? Is terming yourself a digital strategist and then delivering across all digital specialisms any different?
It's natural that businesses want to expand their offering in order to increase revenue but are they in danger of providing an inferior service in some areas and then diluting their brand perception in respect of their core service?
Is a search agency that employs a few web developers going to be as good as a specialist web design agency? Or would you pay a web build agency to manage your search needs because they've hired a search team but have not developed the proprietary search tools that a specialist agency would use?
Obviously, a broader offering allows a client one point of contact and an ability to build a strategy where where different aspects of your digital marketing complement one another.
Maybe it is easier for a global agency with huge budgets to be able to expand their offering horizontally through acquisition but shouldn't all but the largest players stick with their specialist subject? In a world where customers are looking for true specialists is this the right approach?
I'm undecided - holistic approach to deliver a joined-up digital strategy to clients or specialists sitting in silos. What do people think?
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