Smaller-Sized PR Agencies Ramp Up Digital Services


PR Agencies Ramp Up Digital Offerings: It is becoming more and more apparent to small- to medium-sized agencies that they need a separate department to handle their digital business, according to Second Wind s 2012 Annual Agency Survey.

Among responding agencies, more than half (63%) have dedicated digital groups while 32% of agencies separate their digital group from the rest of the agency, a 3% bump from last year’s survey. Other study findings include:

  • The percentage of agency revenue deriving from digital projects is projected to increase from 11% in 2011 to 13% in 2012.

  • Despite the growing need for digital services, smaller agencies are slower to hire digital staff, with 51% having one to two employees, 32% having three to four employees and 17% having five to 10 employees.

  • These digital departments encompass services from website development (96%) to email marketing (92%), social media (90%) and banner-ad creation (89%).

  • Ninety-four percent of agencies use Google analytics for digital media tracking and analysis, with the other 6% using DoubleClickMediaPlexOmniture or other online resources.

  • Social media has become an important tactic in digital marketing. Public relations agencies are managing and creating their clients’ Facebook pages (86%), Twitter accounts (66%), blogs (66%) and LinkedIn presences (48%).

  • A growing number of agencies (56%) also monitor and report on client social media activity, with 43% relying on HootSuitePro, 20% using Radian6, and other respondents using a mixture of social media monitoring packages.

Source: Second Wind




Comments Off

avatar

About Bill Miltenberg

Community Editor at PR News.



Deals of the Week

Get $150 Off PR News' Social Media 20/20 Summit

PRN_summit_ads_175x135_ep

This gathering will feature some key influencers and operators in social media, sharing their knowledge and experience in a full day of eye-opening sessions. You will take away practical knowledge to increase the visibility of your brand and expand its reach on social media.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook

book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.