Trend with digital agencies: more strategy than developing web services

From full service to specialization

In 2014, two out of three digital agencies called themselves 'full service'. The 2015 study shows that this is declining; more agencies see themselves as a specialist (41% compared to 26% last year). Digital agencies indicate that the main reason is that they must specialize in order to be able to achieve the required quality in the various disciplines.

Trends in outsourcing and growth barriers

The 2014 study already revealed that recruiting qualified personnel is the biggest obstacle to growth. This year even more digital agencies indicate this as the main obstacle to growth. The second obstacle for digital agencies is being able to manage growth.
No less than 20% of the digital agencies surveyed (N = 116) indicate that web development will no longer be done in-house in 2015. It is striking that, for example, design/creation is done more by the digital agencies themselves than the actual development of websites. The fact that digital agencies have difficulty finding qualified staff and managing growth may contribute to this.

Positioning and full-filling digital agencies

Digital agencies indicate (compared to last year) to specialize more and to be less full service. Hosting parties appear to play an important role in delivering on the promises of digital agencies. The three most important fulfillment partners who indicate digital agencies are hosting providers (45%), followed by online marketing agencies (31%) and software developers (30%).

Details research report

Managed hosting provider  True examines the dynamic digital agency landscape in the Netherlands every year. The most recent developments are mapped out, focusing on the relationship between clients, partners, and digital agencies. Of the 117 respondents, 85% were part of the management/management team.

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