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' PR Measurement Conference

 prmeasurement2015-dc-175x135

Join us on April 20, 2015, for PR News’ essential PR Measurement Conference at the National Press Club in D.C., and learn how tie PR metrics to measurable business outcomes.

Use code “150off” at checkout to save $150 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

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.