The Digital Divide Narrows
As the Internet becomes central to corporate marketing plans, and as dollars continue to shift from traditional media, a new breed of agency becomes indispensable.
A colleague shared a recent Forrester Report with me that couldn't have been more on point...
In a nutshell, Forrester Research found that traditional ad agencies were unprepared to understand the changing ways that consumers use media and technology. Their research uncovered some telling statistics which showcased the shift that's occuring.
The metric that resonated most was that 95% of the agencies surveyed felt that they were well positioned to adapt to changes in Internet advertising...while only 45% of clients agreed!
Online and offline cannot be siloed. They must be integrated. I don't need to tell you which one will soon be driving the other.
