here was my response
The agency of the future…ramblings by Jared Roy
Live and breathe digital integration. Interactive marketing changes daily. The key is to evaluate and understand how these changes fit, if at all, within an integrated marketing plan. Agencies that will fail will be those that jump on the latest trends without objectives and strategies behind them.
Every person at the agency is wired. From the front desk staff to the janitor. If you are going to talk the talk, you need to walk the walk 24/7. Every employee at the agency has a smartphone and a flip video and is creating digital content.
If you work for the agency of the future you are social. It is important that all agency employees be active within social media and new marketing tools.
From Interruption to Engagement. The agency of the future understands that we need to move from interruption marketing to engagement marketing. Push marketing needs to be replaced with pull marketing.
Have the pulse of any and all online communities and consumers. Do you know what is being said about your clients and their competitors? How about your prospects? The agency of the future has the pulse of the online world and can tell you what the sentiment, context and volume of conversations are.
Strategy and smart thinking vs. shinny objects. Just because it looks cool, doesn’t mean it is going to drive ROI. Smart agencies do work based on a solid set of objectives and strategies and let the fly by night agencies work on shiny objects.
Analytics and measurability: The agency of the future tests and measures everything they do. If you are not able to track everything you are doing from a marketing perspective, you are wasting your money.
Specialists are dead: everyone at the agency should be able to do everyone else’s job. True integrated marketing means that everyone at the agency knows how all the marketing mix works together.
You are a partner: you are not a vendor, you are considered part of the client’s team.
