Aviva Directory » Computers & Internet » Internet » Marketing & Advertising » Full-Service Digital Marketing

The focus of this guide is on full-service digital marketing, and largely includes agencies that offer a full line of digital marketing services, or a combination of services that might include web analytics, search engine optimization, social media marketing, mobile marketing, email marketing, and display advertising.

SEO tasks may include SEO web design, SEO content writing, niche SEO, pay-per-click management, and submission services.

Digital marketing is an umbrella term that includes all of these online activities, intended to promote a company or brand, to drive sales, or to increase traffic to a website. Years ago, digital marketing was concerned mostly with website promotion but, while that remains important today, a large part of a potential customer base accesses the Internet through a smartphone or tablet computer, and many of them participate in social media applications, but rarely visit websites online.

When a business wants to reach all of its potential markets, it will be necessary to employ a full-service digital marketing agency, multiple niche agencies, or accomplish some of the tasks in-house. Any of these choices may be as good as the other. While there is convenience in having one agency handling all of your digital marketing needs, there may also be an advantage in hiring multiple companies who specialize in one or more parts of the job that needs to be done, and a lot of companies prefer to keep some of it in-house, such as their social media interactions, perhaps. The downside to employing multiple agencies is that they rarely speak to one another.

Generally speaking, the roles and purposes of a full-service digital marketing company are to create and strategize an effective advertising and marketing plan for all of a client's products, businesses, or brands, working within the parameters of the client's business objectives and budget. A full-service advertiser also provides graphic design, web design, and website development, although they may outsource some of these tasks to partner companies. The agency should track the progress of a digital marketing campaign, revising strategies as needed, and providing reports to the client. The full-service digital marketing company is generally responsible for media purchasing, and managing web marketing from publishing, page tracking, and web design, with the ultimate goal of attracting targeted visitors to the client's products, and giving them reasons to make a purchase.

When a full-service digital marketing agency outsources some of the tasks, they are responsible for ensuring that these efforts are coordinated with the larger campaign.

The center of attention in this category is on those agencies that do it all, or at least most of the services that are defined as digital marketing.



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