Is ‘Agency’ a dirty word?

The last two weeks has seen some big trips to London, and in turn a few hours of thought and discussion. This week I began to think about how in recent years there has been a gradual abandonment of the term "agency" by many marketing professionals. This shift has been propelled, intriguingly, by those very individuals who once thrived within digital marketing agencies but have since departed to establish their own ventures. The question naturally arises: why has the once-revered term become tainted?

I believe the answer lies in the collective experiences of these industry insiders, and for many, the traditional agency model has lost its appeal.? In my many chats with agencies and their leaders, they feel an ‘agency often becomes bogged down by bureaucracy, rigid hierarchies, and interestingly, most report a disconnect from genuine client needs. As they transitioned from agency employees to independent entrepreneurs, these individuals sought to redefine their marketing approach. They yearned for greater autonomy, flexibility, and authenticity in their client relationships.

Of course, from disillusionment and freedom comes change. These new entrepreneurs sought to break free from the constraints of traditional agency culture bringing with them a paradigm where collaboration, innovation, and client-centricity reign supreme. Often the term ‘disruptor’ is bandied around way too often, but in these last few years, I have seen a real disruption within the digital marketing scene because of this change.

The toxicity surrounding the term ‘agency’ isn’t just semantic, it symbolises a deeper cultural shift that sends a message to those who refuse to conform to outdated norms and seek to forge a more meaningful, authentic connection with their clients.

Platforms & Trends

The Rise of Loyalty Programs Continues

Recent research by Hall & Partners highlights the growing importance of loyalty programs, particularly among young adults aged 18 to 24. With over half considering rewards programs essential during crises, loyalty rewards have seen a significant surge in importance for UK consumers. Source - MarketingTechNews

Has the Digital PR Bubble Burst?

In recent weeks, numerous Digital PR professionals have found themselves out of work as agencies make cuts. Digital PR has been riding a wave of popularity over the past year, largely thanks to the impressive success stories of agencies like Rise at Seven. This digitally savvy agency has made a name for itself by focusing on building links through Digital PR and Brand Experiences.

However, what we're witnessing now could be a faltering interest from clients, coupled with unrealistic expectations from agency owners regarding the impact of digital PR on their businesses. The irony lies in the fact that, as an SEO professional, the need for collaboration with digital PR experts is growing ever more vital. In an era where Google prioritises authenticity and expertise, digital PR emerges as a powerful tool for demonstrating these qualities

GA4 Changes Conversions to Key Events – Why?

Google Analytics 4 (GA4) transition from 'conversion' to 'key events' terminology has sparked confusion among marketers. While promising streamlined reporting and improved audience targeting, concerns linger regarding clarity and interpretation. Beatrice Alabaster's article for The Drum Network explores these changes and their implications for marketers. Source - The Drum

Decoding Google's Search Generative Experience

While Google SGE is still tentatively rolling out in the UK, we are getting some great data on what this landscape looks like. SE Ranking has uncovered key findings regarding the frequency of SGE responses, text length, linking patterns, niche variations, ad presence, and more. Understand how SGE snippets reshape search results and impact website traffic, along with implications for SEO strategies and content creation. Source - SE Ranking

Stay Ahead of the Curve!

If you have any news or tips related to digital marketing and technology, I would be interested in hearing from you.

As the digital landscape evolves, so will our content. Be sure to catch the next issue of "3 Minute Thrive" coming your way next week. We'll be bringing you more concise and impactful insights to help you navigate the ever-changing world of digital business. Stay informed, stay connected.