Digital Agencies
The whole world may have gone digital but what exactly does that mean? It might mean that a specific industry is embracing web technology to improve the output of their product or help market it better or it might refer to all of the web development, design and marketing companies that have sprung up in response to this huge market demand.
Like any sector, there are companies who focus on one specific niche and others who try to cover it all. Digital agencies have expertise in a few areas including:
Web development:
Anyone who has ever been on a website knows that you can move back and forth between pages, knows that when you click on links they will redirect you to a new page, and knows that if you buy something, the order will be processed and delivered to your home. But how do all of those things happen? It's not web designers who make it happen, nor is it copywriters or IT guys. No it's the web developers who are making it happen. In lamest terms, they build websites and their functionality with code. The more complicated the website, the more advanced the code.
Web design:
Anyone who has ever been online will notice that every website has its own style and design. Some might be very basic and easy-to-follow designs, while others might include moving graphics, information graphics, or embedded film and social tools. From colour, to typography, layout to logos, all design decisions are made by the creative director of the project or agency and executed by designers.
Internet marketing:
Like 'marketing', 'internet marketing' is an umbrella term. In fact it often includes web development and design. Mostly though, internet marketing is what is done once the site is up and running. It consists of the tools and techniques that drive traffic to a website and spread brand awareness. Internet marketing includes one or all of the following:
Search Engine Optimisation: Search Engine Optimisation or SEO is the process of improving the organic ranking of a website. Research is done to determine which keywords a company should be trying to rank for. Articles, press releases and social media content can all be used to improve the organic ranking of a website.
Paid Search: Paid search is characterised by the small advertisements found at the side or top of search engines. These links tend to be much more targeted than a lot of the organic results that come up in search engines and as a result are often preferred by users who are actually looking to buy.
There are many other ways to market a website, product, service or idea online. Generally though, most digital agencies are fairly full-service. The advantage of this is you have one company working on your online brand from start to finish.
About the Author
Adaptive Consultancy is a London-based digital agency specialising in web development, design, ecommerce and internet marketing. Services include search engine optimisation, paid search, email and social media marketing. For more on digital agency visit http://www.adaptiveconsultancy.com/
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