Marketers in need of digital agencies or traditional agencies?
Posted by Manuela Barreto @ December 9th, 2009 in Other Marketing
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.
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December 9th, 2009
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Shane
December 10th, 2009
Great article, it really is one of those things thats going to take some time before the big brands grow the confidence to move on to a complete digital agency. The advantage to using one of the large digital agency is that they are able to develop and implement the complete digital strategy to the requirements of the brand and there isn’t wasted time making sure that all the messages out there are all in sync.