Interactive marketers need agency partners with a wide range of experience across the span of digital media, channels, and tools. But managing an increasingly large roster with a growing diversity of agency partners isn't working.
As digital marketing becomes mainstream, Forrester sees a significant change coming in how interactive agencies focus their skills and capabilities to deliver greater value to marketers. We already see them transcending their technology roots and maturing in their perspective on how to best use the tools, technologies, and capabilities to help marketers build their brands and businesses.
This webinar reviews the trends Forrester has found and describes a new framework that marketers can use to identify, evaluate, and select the right agency partners to achieve their key goals.
- The New Normal: Marketing Is Just Plain Complicated
- "Digital" Is Part Of The Problem
- The Agency Landscape Evolves From Channels To Marketing Needs
- Four New Agency Types Will Emerge
Vendors mentioned: Digitas, Draftfcb, Euro RSCG, iCrossing, iProspect, Meredith Xcelerated Marketing, Razorfish, and SapientNitro.