(1 votes, average: 3 out of 5)
Loading ...Apparently we digital marketing types have a good future. At least that’s what Accenture tells us via their recent survey of 70 advertising, technology, and media industry leaders. But more telling is their view of who is the most likely to suffer because of the evolution and integration of digital technologies into our lives: traditional ad agencies. Via Adverganza, ClickZ, Five Blogs Before Lunch, Pushing Envelope, Think Multicultural.
That’s right. Traditional ad agencies. Forty three percent of the respondents said that these entities would suffer as opposed to 33 for broadcasters.
This shouldn’t be, but it easily could end up being the case. I’ve seen many a mid-size agency here in the DC area treat anything related to the internet - besides building an occasional website - as something from another planet. It may be radioactive so we don’t want to touch it. If we ignore it, it will probably go away.
It isn’t.
You’d figure these agencies would get the drift and evolve. You’d figure that they’d be learning new media inside and out. But apparently, many of them aren’t.
The number one reason that traditioanl agencies are set to struggle is related to media usage. We’re no longer a mass audience. We use media differently. More personal. So the marketing is more personal. And sometimes creating it ourselves.
The two industries most likely to gain? Search marketers and digital ad specialists. Half of the respondents say this will happen within 5 years, 80 percent within ten.
Filed under: Advertising, Digital Marketing, Marketing, Marketing Strategy, New Marketing, New Media, New Media Marketing, New Media Strategy, Old Marketing, Online Advertising, Promotional Strategy, SEM, Web Advertising, Web Strategy
Loading ...
The thing about evolution is that some do not evolve. The thing about advertising and marketing is that those who understand both the client and their audience flourish.