Agency choices signaling movement toward the digital center
Digital Centered Agencies
Organizations are signaling their subtle moves toward the digital center with their new agency selections. Namely, they are selecting their digital agencies first and asking them to lead the charge as they pursue their ‘09 and forward marketing strategies. According to a recent article in AdAge:
While most clients still seek best-in-class specialists for every discipline, more are showing interest in digital agencies to serve as the lead on integrated communications efforts, consultants said. The uptick is particularly visible among marketers in the retail sector and other product categories where there is opportunity for e-commerce.
Who knew? In fact, part of this can be pinned on the fact that digital is hot right now and talent is mirgrating that way. So as marketers search for the best talent, they are finding it in increasing numbers in the ‘digital first’ agency ranks.
This bodes well for the future of digital. So well, in fact, that Forrester sees this trend growing over the next 5-10 years.
Late last year, Forrester completed a study of several interactive agencies. The report’s author, Brian Haven, argued that interactive shops are closer to the consumer, in a better place to mine the rich insights and data available via the web, and in the right place at the right time to capture consumer behavior changes. Because of those things, interactive shops are poised to be the “foundation for all marketing efforts within the next five to 10 years,” he wrote.
What about you? Are you making decisions based on the ‘digital centricity’ of your agency and marketing partners? If not, should you be?
Gap gradually moving to digital centered for 2009
Gap Flair
In a report in BrandWeek, Gap Inc. reported that it was shifting to a more integrated mix of traditional and non-traditional media, including a movement away from TV for the remainder of the year.
Gap is not planning to run TV ads for the remainder of the fiscal year. It will, however, launch a campaign dubbed “Vote for ____” that targets voters.
They also concluded:
In closing, Gap said it sees a growth opportunity online, particularly e-commerce sites that serve as a marketing venue for its stores. According to the company, its online division grew from $595 million in net sales in 2005 to $903 million in 2007.
Even their e-commerce initiatives serve as drive-to and marketing vehicles for the physical locations. Brilliant (not new, but brilliant).
While Gap Inc. is not immediately shifting to digital centered, putting together a timely campaign that’s focused on an online community and the impending election (when you visit the Vote for page, you can add Flair buttons to your Facebook profile) is a sure-fire way to keep the conversation going in digital.
Seventh Generation Centers on Digital
A growing number of marketers are pursuing digital centered marketing campaigns. Seventh Generation is a household products (cleaners & such) company that’s bringing non-toxic, environmentally friendly products to market. They’re also bringing great digital marketing to their customers.
“One of the reasons we chose digital to be the center point of the campaign is because digital is great at doing a lot of things that some of the more traditional mediums aren’t,” said William Gelner, executive creative director at 180LA. “Young moms watch TV and read magazines, but the one place where they’re really involved and deeply engaged is the Web. Especially through mommy blogs.”
They are a great example of how to use the growing field of digital tools to reach your customers through new media niches.
Read more about their latest efforts in this BrandWeek article: Seventh Generation Demmystifies Cleaning Products
Avenue A – Digital Centered Resources
Avenue A – Razorfish has a page of a few choice resources for companies moving closer to the digital center. I highly recommend the Digital Outlook Report 08 [PDF].
Avenue A - Razorfish: Digital Outlook Report
