Our blog

Wild Abandon with Perfect Precision

While agency life will often demand a fast-paced working style, sometimes it's important to set aside a few more minutes to prevent typos and ensure a stronger finished product.

Morgan Hughley

When Likes Disappear

While eliminating the Like feature on social media may be a step in the right direction for everyday individual use, companies will now need to reevaluate their social media marketing plans.

Morgan Hughley

Boston Conferences Every Marketer Needs to Attend

When immersed in client work and glued to a desk for long periods of time, it’s possible to become stuck in a pattern of delivering projects that may meet client expectations, but lack the true innovation needed to push the work to the next level. Sometimes it’s not only beneficial to step away from the office for a moment but absolutely necessary in order to refresh the mind and deliver better ideas. Conferences and tradeshows are great opportunities to leave your desk for a few days while still remaining engaged with the marketing world.

Morgan Hughley

The Multitasking Myth (Part One)

I can’t multitask. Well… neither can you.

Dan Zarzycki

Access Your Data Archive

It’s no surprise that the real conglomerate of our personal data is Google. But did you know you can download the data archive? Learn how to access your data.

Morgan Hughley

Influence the Right Way

Companies are relying more and more on influencers to spearhead conversations with their audiences in order to spark interest in their brands. However, in order for an influencer marketing campaign to be successful, it has to be planned out correctly.

Morgan Hughley

How to Go Off the Grid for Two Weeks. For Real.

In modern agency life, it seems impossible to take a vacation without taking work with you, but it can be done. Here’s how I did it.

Meghan Gardner

Flexbox

As a back-end developer, it can be hard to style a web page. CSS is not very intuitive and around every corner there’s a “gotcha.” Flexbox is a fairly new CSS technology that once mastered, can be much easier to use.

Dan Sudenfield

How to (Successfully) Lead Your First Tech Meetup

There are a number of reasons you might want to start a technology meetup. In order to narrow the focus a bit, we’re going to approach this from the standpoint that you work for (or run) a company that is interested in the idea of hosting a meetup.

Brendan Butts

How Do You Fix a $75,000 Mistake?

As a new marketing manager for a practice group within a consulting firm, I had a lot to learn. And a few of those things, I had to learn the hard way, like making an error that cost the company many tens of thousands of dollars.

Meghan Gardner

The Digital Agency is Dead. Long Live the Digital Agency.

As I was listening to Drew McLellan’s podcast, Build a Better Agency, on the top agency trends of 2018, I was struck by one of his predictions.

As someone who has spent the last decade working for different flavors of digital departments and digital first organizations, I was initially taken aback by the statement. After all, digital is where all the action is, how could digital not be prioritized like it has for so long?

However, it dawned on me that Drew is absolutely correct. Ten to fifteen years ago, digital expertise could be leveraged as a differentiator at both the business level and the individual level. Digital fluency in the form of soft skills like participation and interest in the space or harder skills like technical and coding expertise was harder to come by. It was a weakness that needed to be addressed.

That said, the need for the digital specialist either as an employee or a specialty consultancy has eroded. As digital life becomes normal life and as audiences continue to fragment, businesses of all kinds are no longer searching for the digital specialist, they are searching for the marketing specialist who knows how to run and execute a fully integrated campaign that moves audiences to action, regardless of one's own channel preferences (look no further than the resurgence of direct mail as proof point).

Interestingly, we see this trend reflected elsewhere. Take a look at search demand for the term “digital agencies” from 2004-present. We see that search volume rose steadily through the early aughts and the 2010s before spiking in 2016 (likely due to a slew of acquisitions during that period).

Since then, it’s dropped considerably. In the last year alone search demand has dropped off from its peak levels to roughly a quarter of what it once was which would represent a volume not seen since 2015.

However, if you compare search demand for “digital agencies” with broader terms like “marketing agencies”, we don’t see quite the same drop off. In fact, it could be argued that we see a slight uptick as searches for “digital agencies” decline.

To be clear, I’m not saying that the need for digital marketing services is going away. It isn’t. That part of the business is as strong as ever. Where I agree with Drew is in the idea that clients are no longer searching for help with isolated digital projects; they are searching for help with marketing projects or solutions to business problems that may or may not require digital solutions. Those firms who can position themselves as solving problems in a channel agnostic manner will be in a much stronger place long term.

navigate_before navigate_next
Home Approach Focus Case Studies People Careers Blog Contact