Do Digital Agencies Know Marketing?
10/29/2009 @ 12:35 pmBy: Stephen Beck
Over at i [love] marketing, Ana Andjelic makes some valid and interesting points on the comparison of digital and traditional agencies in her post titled Why Digital Agencies Aren’t Ready to Lead. It’s an interesting issue to consider. With integration and convergence now more or less a no-brainer, you really can’t have a campaign span both traditional and non-traditional channels without providing a consistent experience (can you?).
Ana defines digital agencies as “focusing on experimentation”, spinning their wheels trying to out-create competing agencies by making bigger and more complex digital experiences, while traditional shops “thrive on exploitation”, leveraging their bag of marketing tricks. This equates to more of a typical business model – make it once and sell it over and over again. It’s true, digital shops are terrible at this.
