Lets get right to it. I think the concept of an interactive shop has a shelf life. Somewhere between 3-5 years is my bet. The reality is all advertising will run on technology eventually, and eventually is unfolding right now. The new CMO, and his or her whole crew will know how to market across channels. Every single product manager, every analyst, the media guy even the janitor on the marketing floor understands you have to use more than direct mail to do the job now. Yes, I said the marketing floor because there will not be an “interactive department”. That would be a silly concept, it would be like saying the folks on this side use email, and the other side of the floor still uses paper and a fax machine for everything. This new marketing floor will need an agency partner. It can’t be a one-dimensional interactive shop, and it certainly wont be the “two martini lunch” Madison Avenue shop of old. It will look like something new.
« Why Focus Groups Suck! (by Ron Shamah) | Main | Can we still manufacture emotion? »
Will Interactive Agencies Survive?
TrackBack
TrackBack URL for this entry:
http://65.181.178.94/cgi-sys/cgiwrap/gaston/managed-mt/mt-tb.cgi/25
Search
About
This page contains a single entry from the blog posted on September 5, 2007 5:22 AM.
The previous post in this blog was Why Focus Groups Suck! (by Ron Shamah).
The next post in this blog is Can we still manufacture emotion?.
Many more can be found on the main index page or by looking through the archives.
Comments (2)
I agree the idea that the traditional Agency as we know it will evolve to be able to include and deliver across a more robust marketing mix. It’s happening now. But not everyone will be able to create, or want to create marketing platforms for multiple channels. There will always be boutiques and specialized shops that focus on interactive. Just as there are ones that focus on PR, events, direct mail, etc. There will also be marketers who will use a “best-in-breed philosophy rather than looking to consolidate into one agency.
Posted by matthew123![[TypeKey Profile Page]](http://cmorants.org/nav-commenters.gif)
|
September 5, 2007 3:40 PM
Posted on September 5, 2007 15:40
Assuming that the world -- and interactive agencies -- was populated by peeps who actually GET the space, then 3-5 might be right.
However, seeing as it's been nearly a decade of full-fledged Hot Online Action, and people in large Fortune 5 eBusiness departments are still heard asking questions such as, "What is a link?" (Oh, how I wish I were joking), my guess is that interactive agencies'll be around for at least another 8-10.
Y'know. To account for the slow people.
Posted by ANP | October 22, 2007 10:32 PM
Posted on October 22, 2007 22:32