Digital Marketing Agency Pricing Survey from Credo (updated 2019): Demographics

Demographics


The demographics of the firms who responded to the survey are important to cover so that one can understand how pricing differs based on location and size of company.

The 2019 survey had 271 qualified respondents. The synopsis of the findings in this section, and how you should mentally filter the data presented throughout the rest of this study, is:

  • 62% of respondents were agencies and 38% were solo practitioners (“consultants”).
  • 55.72% are US-based, and the top 6 locations comprise 84.5% of all respondents. This study is very US-focused with a secondary on UK and Europe.
  • 79.7% of all respondents have 5+ years of digital marketing experience.
  • 43.7% of agency respondents have 10+ years of experience, and 76.05% of agency respondents have 5+.
  • 52.88% of consultant responses have 10+ years of experience, and 85.58% have 5+ years of experience.
It is important to note that other pricing surveys are more focused on freelancers (solo practitioners with fewer years of experience than consultants who focus on “services” for client) across the world. While this is great for a global view, it is unfair to senior consultants and expert firms in the United States and other countries with a higher cost of living. Thus, our survey is more focused on these countries.

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Size of company breakdown

Of these 271, this is the breakdown by size of company:

And the raw data:

Company Size Count % of total
1 104 38.38%
2-5 70 25.83%
5-10 24 8.86%
11-20 20 7.38%
21-50 28 10.33%
51+ 25 9.23%

As one can see, 38.38% of total respondents are solo practitioners, which at Credo we call “consultants”.

This means that 61.62% of the respondents are 2+ people, which at Credo we call “agencies”.

Company location breakdown

Credo is (purposefully) very United States centric, so the location of respondents was also very US-centric. Here is the breakdown visually:

Here is the raw data:

Country Count Percentage of total
United States 151 55.72%
United Kingdom 44 16.24%
Canada 14 5.17%
India 11 4.06%
Spain 5 1.85%
Europe 4 1.48%
United States, United Kingdom 4 1.48%
Australia 3 1.11%
Netherlands 3 1.11%
Argentina 2 0.74%
France 2 0.74%
Germany 2 0.74%
Kosovo 2 0.74%
Romania 2 0.74%
Brazil 1 0.37%
Canada, United Kingdom 1 0.37%
Denmark 1 0.37%
Denmark, Europe 1 0.37%
Digital Nomad 1 0.37%
EU 1 0.37%
Ireland 1 0.37%
Israel 1 0.37%
Italy 1 0.37%
Mexico 1 0.37%
New Zealand 1 0.37%
Norway 1 0.37%
Panama 1 0.37%
Peru 1 0.37%
Philippines 1 0.37%
Portugal 1 0.37%
South Africa 1 0.37%
Sweden 1 0.37%
United Kingdom, Ireland 1 0.37%
United States, Canada 1 0.37%
United States, Canada, United Kingdom 1 0.37%
United States, United Kingdom, Bulgaria 1 0.37%

As one can see, 55.27% of respondents are US-only based.

When we expand the locations to the top 6 locations, we see that 84.5% of respondents are in just those 6 locations (including the generic “Europe” entry).

Thus, the data in this survey should be viewed as “rates for US and European countries” primarily with a heavy emphasis on the United States.

Years doing digital marketing

Another important area to discover is how many years the agencies or consultants who responded have worked in digital marketing. The answers to this question we asked are a bit nebulous as some have told me that they put “the number of years they’ve been in business” while others answered it as “the cumulative numbers of years of experience between everyone at the company”.

That said, these numbers still are important to see and the vast majority answered it as either “number of years in business” when at an agency and “number of years working in digital marketing” as a consultant. Thus, we have divided up the data by both the aggregate data and then also by size of company (agency or consultant).

Here are the years of experience of all respondents, by percentage of the total:

And the raw data:

All
Years of experience Count % of respondents
Less than 1 3 1.11%
1-3 20 7.38%
3-5 32 11.81%
5-10 88 32.47%
10+ 128 47.23%

Agency years of experience

Here are the years of experience for agencies, as a percentage of all agencies who responded:

And the raw data:

Agency
Number of years (agency) Count % of respondents
Less than 1 2 1.20%
1-3 16 9.58%
3-5 22 13.17%
5-10 54 32.34%
10+ 73 43.71%

Consultant years of experience

Here are the years of experience for the solo consultant respondents, as a percentage of all consultants who responded:

And the raw data:

Consultant
Number of years (consultant) Count % of respondents
Less than 1 1 0.96%
1-3 4 3.85%
3-5 10 9.62%
5-10 34 32.69%
10+ 55 52.88%

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