Fragmenting Marketing? Digital vs. Social Media Agencies

Last November I wrote a post in response to a debate that’s been happening about “traditional” agencies and “digital” agencies in terms of what kind of an agency is best positioned to be a lead agency. In it, I questioned if we were on the verge of further marketing fragmentation with the onset of specialized social media marketing agencies.

Triggered by a recent Ad Week article that featured the acquisition of Joseph Jaffe’s CRAYON by Austin-based Powered with the goal to become the “lead social media agency” for clients, Mitch Joel (of Montreal’s Twist Image) debated Joseph Jaffe on his Six Pixels of Separation of Podcast.

SPOS_187_-_Social_Media_Agency_Jaffe

Boiled down:

• Joseph Jaffe’s stance: Social is its own category like digital became its own category.
• Mitch Joel’s stance: All media is social media…Agencies must evolve to where customers are engaging – there isn’t a need for another vertical agency.

It’s a debate worth listening to as both Joseph and Mitch bring up compelling points. And my perspective remains as I originally posted: The one thing that is certain, is that advances in technology will continue to change how people consume and interact with media (and brands). So whether or not a given and specific agency has the capabilities to deliver an effective marketing strategy (given the ever-changing landscape) is what’s up for debate -- there will always be "new media."

And if you’re craving more about the future of agencies and live in the Boston area, be sure to check out the MITX/Forrester roundtable on Thursday, February 25th.

Comments

[Ian McGonnigal]

Hi Mike,

Interesting thinking. To further complicate the debate, perhaps experiential agencies should be the lead... Why? because it is the only place where an audience can truly engage with a brand and see eye-to-eye. Sure digital and social media are effective at facilitating conversations, but face-to-face experience is truly what builds relationships based on trust.

Actually I think the real answer lies somewhere between experiential and digital... where true audience engagement happens. Traditional agencies which employ a one-way, broadcast approach are slowly dying.

[Mike Proulx]

You've demonstrated just how fragmented it can get, Ian and, yet, another dimension to the specialized agency model (put PR in there too). Ultimately, big brands (unless they want an administrative/management headache) must appoint a Lead Agency who will then coordinate with/pull in any specialized agencies/vendors to fill any gaps in its ability/scope to execute on the given brand's business and marketing objectives.

Really appreciate your comment!