Advertising agencies need to focus on multiplatform endeavors
Although digital is an evolving landscape that can enhance a multitude of industries, there is a need to keep sight of other platforms.
A recent article from eMarketer discusses the attitudes of US marketers toward digital ad agencies.
RSW/US is the business development firm that surveyed marketing professionals about their opinions of digital ad agencies. This survey entitled “A Client’s Look Ahead at Agencies” was released on April 25th, 2011.
According to the survey, 67% of US marketers believe that digital only agencies need to offer traditional services as well, in order to remain relevant. The other 33% of respondents believe “digital only” agencies can survive without evolving to incorporate other services.
Out of the marketers surveyed, 25% are currently using digital only agencies. In the 2009-2010 survey, 28% were using digital only agencies. As the data shows, US marketers are already experiencing a loss of interest in using digital only agencies.
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The report also showed that within the next three to five years, 50% of marketers believe full-service firms, offering more than just digital services, will retain more assignments. Out of the remaining respondents, 28% believe digital only firms will receive more overall work.
The article from eMarketer continued to discuss the influencing factors cited in the survey. When deciding upon agencies, the top three deciding factors included: “agency/specialty type”, “timely approach by an agency” and “advice or recommendation from a marketer”.
These factors seem to be applicable to both full-service and digital only agencies, even though a majority of marketers were not optimistic about digital only agencies.
The need for full-service agencies
For publishers, multiplatform publishing is successful in utilizing evergreen, legacy content. Offering this content through many platforms allows audience members to access it in whichever method they prefer.
Since print and physical products and in-person events are still popular with consumers, full-service agencies are needed to produce and market these items and experiences.
For more on this topic, take a look at the article from eMarketer.
