Retainer
In digital marketing a retainer is a fee-based business arrangement where a client pays an agency or consultant in advance for a defined scope of services over a specified period typically monthly. This model establishes an ongoing professional relationship with guaranteed service availability rather than project-based work.
Retainer agreements usually outline specific deliverables resource allocation and performance expectations. Common structures include hourly-based retainers (reserving a set number of work hours) results-based retainers (focused on achieving defined outcomes) and service-based retainers (covering specific recurring services).
For clients retainers offer benefits including consistent access to marketing expertise predictable budgeting priority service and the development of institutional knowledge about their business. For agencies retainers provide stable revenue forecasting improved resource planning and the ability to develop deeper client relationships.
Effective retainer relationships typically include regular reporting clear communication channels periodic strategic reviews and flexibility to adjust priorities within the agreed scope. This arrangement works best for ongoing marketing needs that require continuous attention rather than one-time projects.
Michael Smith
-