Inspiration Curation

But what about “so-called digital” agencies who only do “online marketing campaigns” (read: Flash microsite).

My guess is that these agencies will also suffer. Why? Forrester analyst Shar VanBoskirk goes onto say that overall, marketing budgets will decrease due to increased efficiencies, and that freed dollars will go "into investments like innovation, research, customer service, customer experiences, and marketing-specific technology and IT staff."

Can you traditional or “so-called digital,” agency capable of doing this work? My guess is, no. Advertising agencies are set up to do only one thing: marketing. And marketing, itself, has changed.

Once the only public-facing voice of an organization, marketing is now joined by product development, customer service and many other groups as organizations become more transparent in reaction to consumer demands.

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In a world where marketing is the only public facing department, working with an advertising agency makes total sense. Develop a big idea, build a campaign, and you’re done. But in a world where your entire organization is public facing and everything you do is transparent, creating and sustaining conversations and digital experiences that support them is vital.

And that’s where traditional and "so-called digital" agencies fall down. Traditional and “so-called digital” agencies are very good at raising awareness and talking at people, but they do not understand the complexity of building digital experiences. You just can’t build a transparent, authentic dialog on a microsite.

via @eunmac