Marketers in need of digital agencies or traditional agencies?

A recent study by Forrester Research revealed that because the market is maturing, many marketers are reevaluating their marketing strategies and turning to digital agencies overall to manage their interactive communication initiatives.

However, many are still skeptical about handing over the reigns to a digital agency and instead choose to play a more conservative role while sticking to their traditional agency.

The ’state of interactive agencies’ survey conducted by Forrester, interviewed 100 global interactive marketers and found that only 23% of respondents preferred their traditional brand agency to plan and manage interactive marketing activities.

Most significantly, about 46% did not consider traditional agencies of being capable of handling the interactive work. The rest had no opinion.

According to Forrester, there’s a ‘great race’ between those traditional agencies which are investing in becoming more digital-savvy and digital marketing agencies that don’t want to be seen as just the banner creators and sem marketers.

One thing to keep in mind is that if marketers want to stay ahead of the curve, whether with one or two or more providers, they must shift their marketing efforts online in order to survive in this fast-moving industry we’re living in today.

Emerging media such as mobile and social will also force marketers to change their approach and require an agency that adds more competent capabilities that comply with its client’s interactive needs and requirements.

This entry was posted on Wednesday, December 9th, 2009 at 8:19 pm and is filed under Other Marketing. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.