What is a digital agency?

This question is often asked of us. Either at events or private invitations. Usually out of ignorance of the advertising industry. But often also from circles of people who have internalized the "old" advertising world or simply know too little about modern technologies and trends.

This is exactly where the approach of a digital agency comes in.

A digital agency is a company that specializes in the development, implementation, and optimization of digital strategies and solutions for other businesses or organizations. It combines competencies from various disciplines such as web design, online marketing, app development, social media, content creation, and digital transformation. Digital agencies are a central partner in today's business world for companies that want to successfully position and further develop their brand, products, or services in the digital space.

In the following, I will explain in detail what a digital agency is, what it is needed for, and why it plays a crucial role in the modern business world. Also feel free to check out the article "Digital Strategy Consulting and AI", where the impact of AI is explored in more detail.

What is a Digital Agency?

A digital agency (also referred to as an internet agency or online agency) is a service provider that specializes in the conception, design, technical implementation, and support of digital communication and business processes. Unlike traditional advertising agencies, digital agencies focus on digital media and technologies. Their range of services extends from creating websites, e-commerce platforms, and mobile apps to implementing digital marketing campaigns (e.g., SEO, SEA, email marketing, overall performance marketing, or social media marketing) and digitizing internal processes.

Digital communication today is no longer limited to a website but encompasses a variety of channels and formats – from search engines to social networks and messenger apps to digital platforms. A digital agency helps to master this diversity and use it effectively.

A Digital Agency Looks at the Company from the Outside...

... just like a traditional advertising agency has always done. This external perspective is extremely important. This is why so-called in-house agencies often fail. I do not want to condemn this; it can indeed make sense under certain conditions. But what is the main reason one needs an agency?

The Agency is not part of the client but analyzes them from the market perspective...

... and this view only works if one is not part of the company. When you are integrated into its processes, use the same canteen, internalize the same values, etc., then exactly what is needed to remain critical and reflective is lacking.

What is a Digital Agency Needed For?

1. Development of Digital Products Companies need professional digital solutions – from responsive websites to mobile apps to complex web applications. A digital agency ensures that these products are functional, user-friendly, aesthetically pleasing, and technically up to date.

2. Digital Brand Management Brand management increasingly takes place in the digital space. A digital agency helps companies position their brand consistently across all digital channels – be it through corporate design, social media communication, or content marketing.

3. Online Marketing & Visibility Without targeted measures in online marketing, visibility in the digital space is hardly possible. Digital agencies develop and manage campaigns for search engine advertising (Google Ads), search engine optimization (SEO), influencer marketing, display advertising, and more.

4. Strategic Consulting & Digital Transformation Digital agencies provide companies with strategic advice on how to leverage digital technologies to optimize processes, expand business models, or enter new markets. In times of digital transformation, they often serve as impulse generators and enablers for innovation.

5. Data Analysis & Optimization Data plays a central role in the digital realm. Digital agencies help analyze user data, define KPIs, and build strategies on that basis – e.g., through A/B testing, conversion optimization, or the use of web analytics tools like Google Analytics.

6. Support & Technical Assistance After the development of a digital product, the work does not end. Digital agencies provide long-term support, maintenance, and further development. They take care of hosting, updates, security, and support.

Why Are Digital Agencies Important?

1. Expertise and Specialization The digital world is complex and constantly changing. A digital agency brings the necessary expertise and current technical as well as creative skills to sustainably support companies. They employ experts from areas such as web development, UX/UI design, online marketing, content creation, and IT security.

2. Time and Resource Savings Many companies do not have their own internal teams with digital expertise. A digital agency enables efficient project implementation without the company needing to hire personnel or conduct lengthy training. This saves time, money, and nerves.

3. Access to New Technologies and Trends Digital agencies are often pioneers when it comes to new digital trends or tools. They can evaluate and implement new technologies such as AI, automation, voice interfaces, or augmented reality early on and profitably.

4. Measurable Results Digital marketing is more measurable compared to traditional measures. Agencies use tracking and analysis tools to substantiate the success of their campaigns and continuously optimize them. This allows companies to benefit from data-driven decisions.

5. Customized Solutions Every organization has different needs. A good digital agency does not offer standard solutions but develops tailored concepts that align with the client's goals, target groups, and resources.

6. Holistic Approach Digital agencies think interconnectedly. They combine design, technology, strategy, and communication into a comprehensive digital presence. This results in a consistent brand image and effective customer engagement across all digital channels.

Exemplary Services of a Digital Agency

• Digital Consulting Strategic support in digitization, platform selection, and technology transfer.

• Web Design & Development Design and technical implementation of modern, responsive websites.

• E-commerce Solutions Building and maintaining online shops on platforms like Shopify, WooCommerce, or Magento.

• App Development Development of native or hybrid apps for iOS and Android.

• UI/UX Design Optimization of user experiences (User Experience) and user interfaces (User Interface).

• SEO & SEA Measures to improve visibility in search engines (Google, Bing, etc.).

• Social Media Marketing Creation and management of social media strategies and advertising campaigns.

• Content Marketing Development of editorial content (text, video, graphics) to attract and retain customers.

• Performance Marketing. Targeted advertising campaigns focused on measurable results (e.g., leads, sales, clicks).

Who is a Digital Agency Relevant For?

• Start-ups needing a professional digital presence quickly

• Medium-sized Enterprises looking to grow or reposition themselves

• Large Corporations outsourcing parts of their digital communications

• Authorities and Public Institutions wanting to implement digital citizen services

• NGOs wanting to effectively represent their concerns online

Conclusion

Digital agencies are indispensable partners for companies wanting to survive and grow in the digital age. They not only assist in the implementation of technical projects but also act as strategic sparring partners, creative impulse generators, and reliable executors. In a world where digital visibility and customer interaction determine success or failure, working with a digital agency is often a crucial step towards competitiveness and innovation.