A digital agency is something that existed in a limited capacity several years ago. The demand for such services wasn’t as high as it is today.

Once digital agencies began to spring up in mass throughout the Internet, an increasing number of websites started to make use of tools such as CRMs.

Social media didn’t exist in the same capacity as it does now, and Google was beginning in its early stages.

Everything was new and the landscape that we know today was still very much in a formative stage.

With the rapid advancement of technology, our online environment is in constant motion, and what is now considered ground-breaking will soon be obsolete in the next five to ten years.

As we look at our current landscape in regards to digital agencies, these are five key roles that will continue to evolve with future trends.

Search Engine Experts

SERP is a vast, complicated, and multi-faceted field of study. A paid search expert is key to the mix of things, but they will boast vastly different skillsets to a search strategist or a content creator.

Search is a complicated field, but when done right, it can drive and generate vast amounts of free traffic.

It is also easy to measure the results to find out what’s working and what’s not.

Simply type a phrase like ‘SEO services Melbourne’ into Google and see what comes up. Whoever is on top of the organic search list is probably the agency that you should be contacting.


The advertising game is vastly different from what it once was. It was previously built around relationships and sales calls. Now it is an automated exchange with supply-side and buy-side experts setting rates and managing audiences and inventory.

It is done through a process called real-time bidding or programmatic advertising, which, in simple terms, is a real-time market place that matches the available inventory with the best paying advertisements.

It is highly technical and is run and operated by talented traders who will optimize campaigns to ensure excellent click through rates and the best possible return on investment.

Community Managers

These are the people who look after your audience, particularly on social media channels. For a long-time, social media was very much a one-way street.

Big corporations controlled all the major channels, and they engaged with their audience in a one-to-many manner.

But that all changed with the rise of social media and platforms like Facebook and Twitter. Suddenly everyone had a voice and the ability to interact in the way they saw fit.

This means that brands that operate in the digital space need to be able to respond to their fans and critics promptly. This is a job that is ongoing, and which demands constant attention. It is where community managers come in; in short, they are the people to whom you have outsourced your brand voice.        

Traffic Manager

There is a lot on the go at any given time at an agency, and somebody needs to make sure that everything is happening as it should be and that all the resources are being used effectively. While a project manager looks after specific projects, a traffic manager ensures that the workflow of the whole operation is as it should be. 

Our digital landscape is in constant motion. Those who fail to adapt to change often are left behind.

Those who not only adapt to the winds of change but also think ahead are the ones who will always succeed in the online game.