I hear this question get asked a lot at various shows, groups, and in work environments. I used to hear this question asked when I worked at a large ad agency myself. These days I am working in the world of search engine marketing, so by the time a client reaches me, they are already well aware that the Internet is not just another “channel” they should be considering.
I recently read a great post over on the newly launched ideasonideas which got me thinking about how large advertisers handle this very question.
I agree with much of what the article says, and think the problem lies within the initial “split” that occurred in the late 90′s and early 00′s when big ad agencies developed Interactive Departments that had little or nothing to do with the bulk of the planning and advertising that went on.
The question for this century, or at least 2008, should be:
What is your Marketing strategy?
This should encompass ALL FORMS OF MEDIA AND ADVERTISING.
There no longer is any such thing as having an offline strategy and an online strategy.
These two groups are now more connected then ever. Doubt it? Try to find me one single advertiser that does not have ANY listings on the web or has zero listings come up on a search engine.
Offline advertising influences online communities, interactions, and even behaviors. By not monitoring these sources you are missing out on a large discussion of your brand and or company.
It appears the folks at ideasonideas “get” this synergy – but I agree that it is difficult to explain it to the “rest of the world” (read: big advertising agencies).
The advertising agency model of the future is a hybrid of what exists today.
There is no way to predict what the future advertising agencies look like, but there certainly are parts that exist today that are not going anywhere;
1. integrated account teams that understand all media
2. Planning across all departments
3. Allowing TWO WAY communication to happen as part of the message
4. Accountability and metrics will remain paramount
5. Change will continue
Those are just a few of my thoughts of what will continue, but I know there will be more. Number 5 above highlights the most important issue that all marketers, even those in the hip interactive agencies, must recognize and always remember to look at things from a different angle sometimes.
March 5th, 2008 at 7:18 am
Eric, I agree thoroughly. The issue is that many people up top *still* don't understand that the online and offline stuff need to be in sync. They like to create something brand new for the web, when if the idea can be great for both platforms from the start you get all kinds of great synergy.
I think everyone will catch on eventually…those who do soonest will win.
March 5th, 2008 at 9:18 am
Eric, I agree thoroughly. The issue is that many people up top *still* don't understand that the online and offline stuff need to be in sync. They like to create something brand new for the web, when if the idea can be great for both platforms from the start you get all kinds of great synergy.
I think everyone will catch on eventually…those who do soonest will win.
March 5th, 2008 at 1:38 pm
Hi,
Very good and interesting article and it's renewed my interest in the possibility of
internet marketing.The Internet is such a huge part of our world and though marketing has been around for decades, Internet Marketing seems to be difficult for some to break into. There are many approaches one could use. Thanks.
March 5th, 2008 at 3:38 pm
Hi,
Very good and interesting article and it's renewed my interest in the possibility of
internet marketing.The Internet is such a huge part of our world and though marketing has been around for decades, Internet Marketing seems to be difficult for some to break into. There are many approaches one could use. Thanks.
March 8th, 2008 at 9:29 am
Nice read. In mobile I hear “what should our mobile strategy be?” all of the time. The answer is/should be, mobile should only be a part of the overall strategy… if it fits. Everyone is trying to jump into mobile bc it is a buzzword and brass wants to be “cutting edge”… People are going to get burned as we will have to deal with the mobile bubble bust… Let's learn from our mistakes, people.
March 8th, 2008 at 11:29 am
Nice read. In mobile I hear “what should our mobile strategy be?” all of the time. The answer is/should be, mobile should only be a part of the overall strategy… if it fits. Everyone is trying to jump into mobile bc it is a buzzword and brass wants to be “cutting edge”… People are going to get burned as we will have to deal with the mobile bubble bust… Let's learn from our mistakes, people.
March 9th, 2008 at 2:36 pm
Let's hope that this catches on soon – users will be much happier and companies will have a more congruent message.
March 9th, 2008 at 2:38 pm
History repeats itself. Hindsight is 20/20. Two completely intersecting cliches that seem to be the status quo for advertisers. I think the problem is that there is no shared knowledge of campaigns so people make the same mistakes once they reach “VP” levels and hire and execute against their mobile strategies. If only they COULD learn from their own and others mistakes…
March 9th, 2008 at 4:36 pm
Let's hope that this catches on soon – users will be much happier and companies will have a more congruent message.
March 9th, 2008 at 4:38 pm
History repeats itself. Hindsight is 20/20. Two completely intersecting cliches that seem to be the status quo for advertisers. I think the problem is that there is no shared knowledge of campaigns so people make the same mistakes once they reach “VP” levels and hire and execute against their mobile strategies. If only they COULD learn from their own and others mistakes…
March 21st, 2008 at 4:29 pm
I just stumbled upon this blog and it reminded me of a group that had a similar discussion and offers some great insight into how ad agencies need to shift. Here is the group discussion: http://www.gooruze.com/groups/25/blog/100645/
There is a perfect synergy between both of our posts.
March 21st, 2008 at 6:29 pm
I just stumbled upon this blog and it reminded me of a group that had a similar discussion and offers some great insight into how ad agencies need to shift. Here is the group discussion: http://www.gooruze.com/groups/25/blog/100645/
There is a perfect synergy between both of our posts.
March 21st, 2008 at 11:29 pm
I just stumbled upon this blog and it reminded me of a group that had a similar discussion and offers some great insight into how ad agencies need to shift. Here is the group discussion: http://www.gooruze.com/groups/25/blog/100645/
There is a perfect synergy between both of our posts.