Woolley sows seeds of doubt in consultancy industry

By By Amy Kellow | 1 August 2012

Marketing consultant and Trinity P3 principal Darren Woolley has unleashed a stinging indictment on his industry, questioning the digital knowledge of fellow consultancy firms which are meant to be advising clients on this very issue.

Woolley took to the company's website to ask how many marketers actually held a 'working' understanding of online and social media.

Woolley urged clients to “request for [marketing consultants] to demonstrate their understanding of the category they are consulting", and added "...Don’t just take their word for it. Talk is cheap."

He discovered that while 96% of consultancy companies do have a website, their deeper digital knowledge regarding SEO, page and domain authority and meta data was sparse.

A mere 11% had SEO elements invested into their website, with only 17% having an "acceptable on-line authority performance" with their brand name as the only key generator of search results.

Woolley's findings were the result of analysing the participants from last year's AdForum Worldwide Summit in New York, and looked at the companies knowledge concerning blogs, LinkedIn and Twitter.

Only 25% were found to have a business blog, all of whom were relatively inactive users, raising questions about content strategy implementation and company branding. And despite a hefty 96% boasting a LinkedIn profile, one third were deemed "not very social" and had less than 500 connections.

Similarly, despite half owning a Twitter account, few were regular users. Only 18% had a following of 200 or more with 21% having tweeted over 500 times, indicating irregular activity and a fleeting social presence.  

Follow @AdNews on Twitter for breaking stories and campaigns throughout the day.

Have something to say? Send us your comments using the form below or contact the writer at amykellow@yaffa.com.au

Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au

Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.

comments powered by Disqus