Marketing Agencies – Potential clients are not laughing

Many typical traditional marketing agencies are not keeping up with the digital space.

Some are starting to see the power and necessity of SEM (Search Engine Marketing), but relatively few embrace “Social Media” (Facebook, Twitter, etc) and “New Media” (blogs, podcasts, and online video).  In fact, many agencies practically laugh at such avenues as just being used by “the kids”.

Interestingly, their clients are not laughing…

A recent survey provided insight into what marketers want from their agencies in the next 12 months.  Here are just some of the findings.

1.  More than one-third of marketers surveyed said they are not confident that their current agency is well-positioned to take their brand through the unchartered waters of online digital marketing and interactive advertising.

2.  Nearly half of the respondents have switched agencies (or plan to in the next 12 months) for one with greater knowledge or have hired an additional digital specialist to handle their interactive campaigns.

3.  90 % agree that to engage consumers with their brand it is increasingly important that their agency uses “pull interactions” such as social media and online communities rather than traditional “push” campaigns.

4.  92 % said it was “somewhat” or “very” important that agency employees use the technologies that they are recommending – such as Facebook, Flickr, wikis, blogs, – in their personal social media mix.

5.  63 % said an agency’s Web 2.0 and social media capabilities are “important/very important” when it comes to agency selection.

Is it just me or is there a pretty strong disconnect here?

Marketing agencies are far and wide not taking digital media seriously enough quickly enough.  Yet, clients and potential clients are clearly wanting them to.

Perhaps this is fundamentally the major difference between old media and new media in general.  TV, Radio, Newspapers, Magazines:  None of them really listen back.  In contrast, blogging, online audio and video all welcome feedback and grow from it.

If you’re working in the digital media, be thankful.  You probably won’t have to go look for work.  It will find you.  There’s plenty of people wanting talented individuals that know Search Marketing, Social Media, and New Media.

If you’re not working with digital media, why not check out our classes to get started?  (You knew that was coming, didn’t you?)

Popularity: 21% [?]