©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Few marketers use digital-only shops, and many feel full-service agencies will win more digital work
As digital becomes more integrated into the larger picture of marketing, marketers are not optimistic about the future of digital-only agencies, with just a third saying these shops can survive in their current form.
RSW/US, a business development firm that works with agencies on lead generation, surveyed marketing decision-makers in March 2011 for “A Client’s Look Ahead at Agencies,” and found that 67% of respondents felt digital agencies need to evolve and offer more traditional services to maintain relevancy. Read more