Direct Line Blog

Marketers, agencies at odds over how to engage consumers

Share this article:
While marketers are increasingly looking to engage consumers, agencies often fall short of being able to provide the skills necessary to accomplish this, according to a new report from Forrester Research called The Connected Agency. Some of the trends noted by report include: the talent and processes in creative and media agencies are still focused on delivering work with large audiences and large budgets; as new media grows, requiring agility and speed, agencies aren’t always up to the challenge; digital agencies have started to compete and win traditional work, however the wins stand out as the exception to the rule; new specialist agencies are emerging with a focus on word-of-mouth marketing, and marketers are increasingly looking to new advisors, such as consultancies like McKinsey & Company and Accenture or technology vendors like Unica and Interwove, to fill skills gaps at traditional agencies.

According to the report , approximately 55% of marketers think their agency is well-equipped to help with Internet advertising while 95% of agency executives believe they have a handle on these skills.

For more on how marketers and agencies are navigating these waters, check out this article.
Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

Getting Email Out of the Friend Zone

Getting Email Out of the Friend Zone

It may not be the sexiest channel, but it is the most reliable.

Get Ready, New iPhones Change the Game for Marketers

Get Ready, New iPhones Change the Game for ...

Apple's new gadgets not only feed consumers' insatiable desire for video content, but also cast the spotlight on mobile marketers.

The Dawn of Digital Détente?

The Dawn of Digital Détente?

As the Postal Service gets more digital, Silicon Valley gets more analog. Perhaps it's time for a summit meeting.