Digital agency – what is it and what does it do?

A digital agency primarily deals with the planning and execution of online marketing activities, which may consist of brand building, search engine advertising, public relations, creating marketing communications, optimizing online campaigns or data analytics.Digital agency tasks may include:

• web development, i.e. web design, mobile design and data automation
• design, i.e. designing advertising creations for media needs
• conducting advertising campaigns, covering both consumer b2C and b2b sectors
• designing brand strategy, communication strategy and marketing strategy
• SEO, i.e. search engine positioning
• social media and influencer marketing, i.e. social media marketing
• content marketing including content, graphics, infographics and animation
• public relations activities
• marketing of mobile applications
• web analytics, crucial in e-commerce
• UX audits and analysis, with the goal of increasing sales
• usability tests to enhance user experience

Digital interactive agency vs. creative agency – how to choose a digital agency?

In the sea of digital agency offers, it is easy to get lost, and many entrepreneurs who do not have experience in digital marketing do not know which cooperation partner to choose. At some point, every entrepreneur, e-commerce business and B2B company will face this choice. Do I hire a creative agency or a digital agency? Or maybe an interactive agency or marketing company? Often, when looking for an answer to the question of which company to choose, entrepreneurs choose to look at various types of marketing agency rankings for SEO, PPC advertising or social media activities. However, the ranking of marketing agencies alone is not everything – often more important than numbers and ranking positions is the approach of a given digital agency, its experience in your industry or the uniqueness of the service and its ability to customize it to your individual needs.

A digital marketing agency (digital agency, marketing agency) usually offers a full range of marketing services in the online sphere. It handles marketing consulting and provides creative, strategic and technical development of marketing products and services. In other words, a digital marketing agency provides you with the widest range of services regarding your brand’s online presence.

On the other hand, a creative agency can be seen as a team that creates all the content and visual elements of your brand. These include elements such as logos, creatives, communication strategy, full visual identity, videos. Typically, creative agencies are brand experts who create all the graphic and visual designs that later define the product. Creative agencies usually no longer deal with the execution of advertising campaigns, do not offer SEO campaigns and data analytics.

Advertising agency vs. marketing agency – similarities and differences

As part of our comprehensive digital agency offering, we would like to highlight the differences and similarities between an advertising agency and a marketing agency, in order to make it easier for our clients to choose the services best suited to their needs.

Advertising agency vs. marketing agency – similarities:

Both an advertising agency and a marketing agency focus on promoting your brand, products or services. Both aim to increase your company’s visibility, build brand awareness and engage potential customers. They offer creative solutions to help differentiate your brand from the competition, using a variety of communication tools and channels.

Marketing agency vs. advertising agency – scope of services

Advertising agency mainly focuses on creating and distributing advertising materials, such as ads on social media, television, radio or print. Their main task is to attract attention to the brand through attractive and memorable advertising campaigns. A marketing agency, on the other hand, offers a wider range of services, including marketing strategies, market research, SEO, content marketing, whisper marketing, as well as planning and implementing marketing campaigns. These activities are aimed not only at promotion, but also at building long-term relationships with clients and understanding their needs.

Advertising versus marketing agencies – strategy of activities

A marketing agency works to develop a comprehensive marketing strategy that is tailored to the client’s business goals. It focuses on market analysis, audience segmentation and effective outreach through various channels. The advertising agency, working within the framework of this strategy, focuses on creative and impactful advertising messages that are designed to immediately increase interest in the offer.

Digital marketing agency from Warsaw

When you choose to work with our digital agency from Warsaw, you benefit from experience in both advertising and marketing in the broadest sense. Our marketing services are comprehensive – from strategy to creation to implementation and analysis of the effects. As a result, you get not only eye-catching ads, but also well-thought-out marketing strategies that build the value of your brand in the long run. Our team of specialists in various fields ensures that every aspect of your online presence is consistent and tailored to the needs of your business and the expectations of your customers. With us, your brand will become more recognizable and your customer relationships will become stronger and more engaged.

What goals does an e-commerce agency accomplish?

An e-commerce agency is an external team that works with your company to achieve set goals, such as increasing conversion rates, increasing sales volume, maintaining ROAS metrics, etc. Digital agencies for stores often achieve this by strategically leveraging creative, technology and marketing services.

Typically, 360 marketing agencies for e-commerce businesses operate on a full service model. This means that they offer strategic, creative, marketing and technology services under one roof. Thus, the activities of an e-commerce agency can consist of acquiring new users, preparing special campaigns, optimizing content for SEO, testing different shopping cart options, or maintaining social media accounts.

There are currently about 250,00 companies selling online in Poland, of which just over 50,000 have been registered with the Polish Chamber of Commerce from the beginning as an online store. This is a huge potential to fill for agencies specializing in e-commerce marketing. An e-commerce agency is one type of business within a digital agency.

Content marketing agency – examples of advertising campaigns

A content marketing agency deals with creating distinctive content not only in the online space, but also offline. It is important to find out who our potential customers are when creating a campaign strategy. A well-defined target group is the basis of digital marketing activities, including content marketing.

In today’s world, campaigns must stimulate our emotions, hit (sometimes deeply hidden) needs of potential customers, such as, for example, a sense of belonging, the need for self-acceptance and others. It is not uncommon that gaining valuable information about the product itself, such as the composition or return policy, will be as important as the message, philosophy and values of the brand. If our advertising makes the recipient feel better, at least for a moment, the same effect will later be produced in them by our product.

A perfect example is the campaign 'Be yourself with Sprite. The season of haters is underway’, which, with its inclusive language, can perfectly hit the needs of people struggling with a sense of difference.

Allegro is also doing a great job of touching the emotional strings of its audience, as exemplified by the viral Christmas ads 'What’s most important’ and 'What are you looking for at Christmas’.

Social media advertising agency

Social media advertising agency is a digital marketing agency that aims to achieve its goals with the help of social media. There are said to be 27 million Poles who are the target audience for social media campaigns. Therefore, this is a huge potential to be developed, which a digital agency can take advantage of by sharing its knowledge with the client. The expectations of social media audiences are getting higher and higher, and in the flood of information, campaigns require an increasingly thoughtful strategy on the part of your company.

What can we do in such realities? It’s worth weighing all the pros and cons and deciding whether, instead of managing accounts ourselves, it’s better to have a professional digital agency handle our Facebook, YouTube platform, Instagram, TikTok, Linkedin or Twitter activities, so that each of our online advertising influences the engagement of a pre-selected target audience.

Do digital agencies only deal with online marketing?”

By its very definition, online marketing mainly involves advertising activities. However, a comprehensive digital agency can go beyond planning and optimizing broadcast channels. A good creative team of a digital marketing agency will help arrange corporate identity issues in the creatives, prepare the design of mailings, and even prepare the design of the website.

A comprehensive digital marketing agency will also help with measuring results by supporting the implementation of tracking codes. All these aspects, the creatives, the website and the measurability of the activities are as important as the advertising activities themselves. Without them, advertising campaigns may not reach their full effectiveness. Therefore, it is worthwhile to target such a digital agency that is able to handle the business comprehensively, especially when there are no specialists on the client’s side for these duties.

SEO Agency and SEO

SEO stands for Search Engine Optimization. An agency with this specialization deals with optimizing websites on the web for search engines. The positioning of sites is aimed at ranking them high in search engine results.

Page optimization is usually preceded by an SEO audit, which is a check of a site’s structure, linking, content and source code. This process involves the use of caloric key phrases, with caloric in this case meaning a high number of searches.

An extremely important role in SEO is played by Link Building, whose task is to acquire external links to our website. These links can be on blogs, social networks or online forums. Often SEO agencies are also digital agencies and, in addition to SEO, they offer content marketing services, SXO, implement PPC campaigns or are a social media advertising agency.

Local SEO

If you are a business owner who wants to attract more customers from the local area, you should optimize your website for local SEO. Implementing a few basic optimization elements will positively affect your site’s position in the search engine, increase traffic to your site and raise the visibility of your business in the area which will translate into higher revenue.

Where to start Local SEO with a digital agency?

The first step in Local SEO efforts should be a thorough analysis in terms of key phrases, competitors’ actions and the current market situation. It is also important that the basic on-page SEO elements are already properly optimized. It’s also a good idea to take local character into account, such as by using localization in content or acquiring links from local websites and business directories. Local digital agencies, for example, can take care of their image so that they are ranked among marketing agencies in the area.

E-mail marketing and affiliate networks

E-mail marketing is an excellent way to reach segments of interest by using publisher bases. At the same time, it is worth remembering that the providers of such solutions are not only small profiled bases, but also entire websites, including verticals, which have many thematic sections, allowing us to effectively reach our potential customers. Billing, depending on the offer, can take the form of a fixed, one-time fee, but also billing per click, so we can have a real impact on how many people land on the landing page within our planned budget.

An affiliate network is a particularly interesting choice when we have an e-commerce business and want to gain scale through the actions of individual customers. Thanks to this, the most dedicated customers can simultaneously advertise their favorite products of selected companies, achieving financial benefits from this, reaching their friends, audience, readers with the message. Thanks to the variety of products within affiliate networks, the content with such advertising can take an interesting form, for example, a presenter.

Targeting methods in digital marketing

Methods of targeting online marketing we have many, ranging from targeting ads according to demographics (age, gender, country, city, region, etc.), through behavioral targeting, i.e. targeting customers who have specific needs and buying habits, to contextual targeting – ranks audiences according to their interests.

In different advertising systems, we can find other targeting methods – this is, for example, targeting on the list of customers you have, and we can also include remarketing, i.e. returning with an ad to recipients who have already had contact with it. A digital agency is able to plan effective methods of reaching a specific profile of the target customer.

How to measure the effects of digital marketing?

The main goal of our marketing efforts is to increase the profits of the company – sometimes this means an increase in sales, sometimes an increase in the number of leads or other measurable indicators. It is important to set a goal at the beginning, the achievement of which will mean success for us in our marketing efforts, and work towards it. And let’s not forget about indicators that are not so easily convertible into numbers (brand awareness, awareness of the offer, brand attributes, or the consumer’s attitude to the brand), but which have a huge impact on the final results.

Agencies 360 – what range of marketing do they offer?

Agencies 360 marketing deal with nothing less than 360 marketing (from English – 360 Degree Marketing). This means that a 360 agency are specialists who are tasked with making your company visible across multiple channels, using both new technologies and traditional advertising methods such as radio, television or flyers and billboards. Most commonly, 360 digital agencies carry out activities in the following marketing channels:

• social media activities (social media marketing);
• direct marketing;
• website maintenance and search engine advertising activities (SEO (search engine optimization) and SEM (search engine marketing) and
• online advertising campaigns, carried out through platforms such as Google Ads, or Facebook Ads.

Agency of this type therefore offers comprehensive coverage of all of a client’s digital marketing and advertising needs, as well as taking care of their social media visibility.

Branding Awareness in Online Marketing

Brand awareness, is, most broadly, the brand image that is formed in the minds of consumers. We want it to be positive and lasting. Such that a consumer, having a specific need, will immediately associate a brand that will help him satisfy that need.

Branding awareness itself can be tedious and time-consuming, but in the long run, in a way, customers will come to us on their own – guided by familiarity and trust in a particular brand. A digital agency also covers the planning and measurement of brand awareness activities.

Performance marketing campaigns with a digital agency

Performance marketing, or so-called performance marketing or Ads campaigns, is a type of online advertising model focused on achieving a desired, pre-determined effect in the form of specific audience activities – this could be, for example, filling out a form on a website, or generating sales. Performance marketing campaigns are a type of activity that will work great for any online store. Performance marketing is the last stage of the sales funnel, which we should use in case we already have a conversion path built preceding it. This is because the cpurpose of performance marketing campaigns is not to build a brand image, but to translate an already developed image into the desired actions of the audience.

Digital 360 agency or marketing agency?

Choosing a 360-degree digital agency instead of a regular marketing agency can bring a number of benefits, due to its specialization and the wide range of services offered in the area of online marketing. Here are some of the benefits associated with such a choice:

• Service versatility – a 360 degree digital agency offers a full range of online marketing services, including digital strategy, web design, content marketing, social media advertising, Google Ads campaigns, email marketing, SEO (search engine optimization), etc. This allows the client to benefit from a comprehensive service, which can lead to a synergy of activities and better results.
• Specialization in digital marketing – 360-degree digital agencies usually have specialized teams that are trained and experienced in the field of online marketing. Their knowledge and skills in digital tools, new trends and online platforms allow them to effectively implement online strategies and optimize campaigns for results.
• Adaptation to the changing market environment – the world is constantly changing, and digital marketing agencies are able to respond quickly to these changes and adapt marketing strategies to new trends, search engine algorithms and internet user preferences.
• Performance Measurement – in the field of online marketing, there are many tools to measure the effectiveness of campaigns, making it possible to accurately track return on investment (ROI) and analyze results. 360-degree digital agencies often offer advanced reporting and data analysis, which allows clients to better understand the effectiveness of their marketing efforts and make more informed decisions.

Individualized approach to the client – a good 360-degree digital agency will have a flexible approach to the client’s needs and tailors its services to the specific business goals and industry of the client. This allows for better results that are more in line with the expectations and needs of the company.

How much does digital marketing cost?

The cost of digital marketing can vary dramatically depending on the scope of activities or the tools and channels used to conduct it. The cheapest solution is to conduct all marketing activities on your own, but this involves many difficulties and challenges, as it is difficult to specialize in many branches of digital marketing at once. Another, more popular solution, is to use the services of a digital agency, which conducts all or part of online marketing. Then, we still have to add the cost of the agency’s service to the advertising budget, but we avoid the risk that our activities will be ineffective, as could happen if we act alone.

What are the benefits of digital marketing?

The benefits of digital marketing projects carried out by advertising agencies are many, but not all of them are visible at first glance, such as in the case of sales. One of the biggest advantages of conducting one’s marketing activities via the Internet is the speed of action and measurable effects, which we observe as soon as the campaign is launched. We get data on ad impressions, clicks, page hits and user behavior. This is information we can use to improve our business model. Another very important advantage is the ability to display ads to precisely defined audiences. This ensures that our ads are seen by people who are actually interested in our products or services. What KPIs can we track in digital projects implemented by an advertising agency? For SEO, these include, for example, visibility, free traffic to the site and conversion. For Ads campaigns on Google, these will be CTR, number and average value of conversions, cost per conversion, etc.

How many marketing agencies are there in Poland?

Every year, countless companies and businesses appear on the market, and thus – potential new clients for marketing agencies. This, in turn, means that the demand for the services of marketing professionals (including those involved in digital marketing) continues to grow. It’s no wonder, then, that there are more and more marketing agencies in Poland every day. According to BNF data, their number in 2022 is 41,739 businesses, being their direct competitors in the market. We rush to help you place this number on the scale! For example, there are about 25,500 active businesses registered as architectural offices, and farms – more than a million.

Average earnings in marketing agencies

Does marketing and marketing jobs pay? The earnings that employees of marketing agencies can count on are strictly dependent on the positions they hold in the business structure. According to data collected by the editors of the Wirtualnemedia portal, the highest salaries, with an average of 14 thousand zlotys in 2019, are paid to account directors and account managers in this industry. The next salaries we find among the data collected in this ranking, ordered by their average amount, go to digital media managers (12 thousand zlotys), senior strategy planners (11.5 thousand zlotys), senior copywriters (11.2 thousand zlotys) and SEM (6.5 thousand zlotys) and SEO (6.3 thousand zlotys) specialists. The highest hourly rate, with an average of PLN 400, is associated with director positions such as client director, creative director and client service director.

What does a Digital Marketing Manager do?

Digital Marketing Manager (digital marketing manager) is responsible for managing the company’s online marketing strategy and coordinating brand promotion activities in the digital space. The main areas of activity and responsibilities of the digital marketing manager include:

• Building marketing strategy – The Digital Marketing Manager develops and implements the online marketing strategy, taking into account the company’s business goals, market characteristics and customer preferences and behavior. Collaborates with other departments, such as sales, production or IT, to ensure that marketing activities are consistent with the company’s overall strategy.
• Creation of advertising campaigns and their optimization – The Digital Marketing Manager manages the planning, implementation and monitoring of online advertising campaigns, including ads on Google Ads, social media platforms, affiliate networks, etc. He optimizes advertising budgets, selects appropriate promotion channels and conducts analysis of campaign results to optimize their effectiveness.
• Implementing SEO and SEM campaigns – ensures search engine optimization (SEO) of the website, taking care of appropriate keywords, content and site structure. In addition, it can manage paid search engine advertising (SEM) campaigns, such as Google Ads, to increase brand visibility in search results.
• Coordinate the creation and distribution of valuable online content, such as blog articles, e-books, infographics, videos, etc. Ensuring consistency in brand communications and providing content that engages and educates target customers.
• Manage the brand’s presence on social media platforms by scheduling and publishing content, responding to customer comments and feedback, monitoring data analytics, and running advertising campaigns on Facebook, Instagram, LinkedIn and other platforms.
• Implementing email marketing campaigns – plans and implements email marketing strategy, creating personalized email campaigns, segmenting subscriber lists and monitoring performance metrics such as open, click-through and conversion rates.
• Analyzing and reporting – regularly analyzes the results of marketing activities, tracks KPIs (Key Performance Indicators) such as website traffic, conversions, customer engagement metrics, etc. Prepares reports, on the basis of which it identifies areas for improvement and proposes strategies to optimize marketing activities.

Examples of digital campaigns – marketing that works and is memorable

What campaigns of Polish brands in recent years have stood out and become memorable for the audience? Let’s check out the most interesting digital marketing campaigns of 2023.

Spadiora and AI in digital marketing

Spadiora is a socially engaged brand that is famous for producing silk scarves (although it also offers hair accessories, clothing and accessories). In 2023, it set its sights on using AI in one of its digital campaigns. She decided to use well-known works of art for the promotion and combine them with images of the brand’s owner, her family members and the scarves, which are already iconic among fashion lovers.

Digital campaigns with and for pets

The Naked Dog with OLX digital campaign has been activating pet lovers for years and has become almost iconic. Many users look forward to the opportunity to click, which translates into funds to purchase food for four-legged charges of shelters, which users choose on social media. In December 2023, the action took place for the 16th time, and its rules are simple – every year in the run-up to Christmas the service launches a special page. To support the shelter, just go to nakarmpsa.olx.pl , select a specific dog and click. Each click fills a virtual bone, and a full bone means donating 20 kg of food for a specific shelter. As a result of the 2023 campaign, 2,600 kg of food was collected, and many of the charges found a new home. This example shows that frequently positive emotions in digital marketing campaigns yield much better results than stories that evoke sadness or grief. The campaign by Lukasz Litewko of the Left was similarly positively received, with posters featuring dogs from a Sosnowiec shelter looking for a home of their own.

Go to the polls or they’ll vote you out – social digital campaigns in 2023

In 2023, for the first time ever, we saw such a large number of digital campaigns encouraging participation in parliamentary elections. Many of them were aimed at women (e.g., the Voice of Women Initiative with its „It’s Your Choice” pro-frequency campaign or the Women for Elections campaign, whose faces included presenter and journalist Agnieszka Wozniak-Starak, actress, known for her character Michalina Wislocka, Magdalena Boczarska and restaurateur Magda Gessler. The effect of digital social campaigns exceeded the wildest expectations, and a record 74 percent of eligible voters took part in the election.

The phenomenon of Barbie in digital campaigns

The release of the Barbie movie in 2023 also resonated online. The nostalgia and charm of a brand familiar to many of us from our childhood were phenomenally exploited in digital marketing campaigns. Influencers were eager to write about the film, and well-known brands were also part of the trend. Uber brought out a special pink car (Cadillac) on the streets of Warsaw, clothing brands released collections inspired by the film, and a special overlay appeared on Google during searches related to Barbie.

Digital agency – marketing services wherever you are!

Distance is of no importance to us and is not an obstacle – our advertising agency performs services for clients from Świebodzin, Łódź and many other cities throughout Poland. We offer comprehensive digital services that enable brands to effectively reach their audiences, regardless of where they operate. As a modern marketing agency, we specialize in creating and implementing marketing campaigns tailored to the individual needs and business goals of our clients, ensuring maximum visibility and engagement in the digital world.

Our services include digital marketing strategies, design and implementation of social media advertising campaigns, Google Ads, and display campaigns that reach a wide range of potential customers. We also provide content marketing, creating engaging content that builds relationships with audiences and positions the brand as a leader in its industry.

Through advanced targeting and personalization, our campaigns are extremely effective in reaching precise audiences, whether your company operates locally in Lodz, Swiebodzin, Warsaw, fulfills orders nationwide or globally. We use analytics data to optimize your campaigns in real time, allowing you to maximize ROI and achieve the best possible results.

Our digital agency in Warsaw is not only about digital services, but also about partnership and consulting in every aspect of your online presence. We help you identify the most effective channels and tactics that fit your business goals, offering solutions that translate into real successes. With us, your brand will gain a new dimension and reach your audience wherever they are.

Summary – how to choose a digital agency?

When choosing a digital agency, it’s worth considering issues such as:

• Our resources – do we have specialists who have the experience and ability to prepare advertising creations, a website, or do we need this to be included in the offer?
• Experience and feedback – it’s worth asking the digital agency about previous success stories, examples of successful online campaigns
• Scaling of services and long-term plans – we may not have a need for all the services that a 360 agency offers at the time of launching, but if we already have a long-term plan that includes additional services (such as content marketing or seo activities), it’s worth including in the selection an agency that will be able to serve us more comprehensively over time and tailor the offer to our needs.

Digital agency 2025 – trends

According to the SmartInsight report, still 42% of companies do not have a clearly defined digital strategy. This is definitely a positive outlook for digital agencies to offer such a service. The same survey also asked whether Generative AI meets the expectations of company representatives. Surprisingly, it turned out that about half of those surveyed had not used GenAI at all. On the other hand, only 15% of companies subscribe to paid AI tools. A 2025 trend worth noting is the so-called „Zero Click Marketing.” It turns out that almost 60% of Google searches do not end up going to a landing page. Part of that traffic is a repeat search, and part is a complete abandonment of the tab. This leads to the conclusion that branding, branding, PR or content activities will be much more valuable, especially since social networks, where a lot of traffic flows, block the use of external links. Adding to this Perplexity-type solutions, traffic from search engines alone will be declining in 2025.

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