The longer you are around, the more things really do seem to come full circle. Early on in my advertising career this little thing called the “internet” came along and basically shook up the marketing world as we knew it. All the nerds and geeks we had grown up with were now taking over the world with their binary codes and the rest of us in print were left to figure out how to stay relevant in a digital world. Interactive Agencies started popping up and it wasnt unlikely that a client had both a “traditional and an interactive” agency on retainer (and yes, they were called interactive, not digital since the executions were basically websites and banner ads – nothing fancy had come along yet).
Fast forward to today – with the world literally digital, and the rumors of print’s death always swirling around… and then viola’… this article comes across my computer screen (see below)… Digital Shops: Diversify or Die! I dont think any article title I have ever read had as much meaning. The context – there is no US and THEM, it’s a WE world now and multi-channel marketing is the only option to truly succeed out there. You cant just do one thing, in this case Digital Advertising, even if you are the best at it.
So as the pendulum swings back and forth its still seems the middle is the BEST place to be. This is where Traditional Media: PRINT (TV, Radio etc) meets New Media: DIGITAL (Web, Mobile, Social etc) and form a perfect Full-Service Multi-Channel union!
Marketers to Digital Shops: Diversify or Die
‘We’re digital’ no longer compelling By Andrew McMains
Being digital alone won’t cut it anymore. Digital shops that don’t diversify their offerings face the same creeping irrelevance as traditional agencies that give lip service to digital, according to marketing executives polled in a new survey from RSW/US.
More than two-thirds of the 174 marketing executives polled (67 percent) said digital shops need to offer more traditional services to remain relevant, while just a third thought digital-only firms could survive long term.
“The point of differentiation that digital firms have currently in being expert in that space is going to diminish, and we’re going to be left with a lot of agencies that do digital,” said Mark Sneider, president of RSW/US, a consultancy in Cincinnati. “There are going to be fewer and fewer clients looking for digital-only firms.”
Continues at: RSW/US Survey Finds That Digital-Only Shops Must Diversify to Stay Relevant | Adweek.
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