Digital Agencies Highlight Disconnect in Local Marketing Priorities

In a recent survey of nearly 300 digital agencies, a mismatch emerged between the services offered and what agencies perceive as client demand. Agencies commonly offer web design, social media marketing, and SEO, but client demand also includes email marketing and brand marketing-services not prioritized by many agencies. This gap raises questions about how well agencies understand their clients' evolving needs, particularly in small business marketing.
Small businesses also show a surprising lack of attention to crucial tools like Google Business Profiles (GBP) and review management. Despite the importance of local search and reputation management, only a quarter of businesses actively manage their profiles, a disconnect made more mysterious given that business owners frequently use Google for their own research. The data suggests a broader education gap around how these digital tools influence visibility and growth, with many small businesses over-relying on social media while underestimating the value of search and reputation management.
The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, and the implications for local businesses and national brands.
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