Agencies the Jig is Up
Bottom line: Most advertising agencies don’t know how to generate qualified leads. I want more ad agencies in the B2B lead generation business. To do this would require an agency to change their mindset. It’s thinking of marketing as a conversation (that is valuable to the customer) not as a campaign (more on that later).
Agencies are on the ropes but this isn’t new. Many mediums have been declared in trouble such as the newspaper when radio started – radio when television launched etc.
They are all still here of course but have a more fragmented share of customers. Agencies will need to get used having a smaller share of the marketing pie as well. In 2004 it is predicted that lead generation will remain a top priority for business leaders.
When will advertisers figure out that how many eyeballs see your message doesn’t matter? IMHO – What matters most is that the right eyes see, the right ears hear and the right people experience who your brand really is and what you can do for them. Connecting with people and being consistent. Walking the talk. I read an article that I really enjoyed.
“The old ad game, long played by one set of rules, is just about over. A new rulebook is needed, one that agencies can take a lead role in shaping—provided they change the way they operate.” Game Over: New Rules for Advertising by Stephen Shaw