Social Media Can End Traditional Agencies’ Bastion
I fear I’m painting a picture in the dark alleys of traditional versus new media hallways. But this can be the status quo 20XX.
All these time, while I was galloping from one news article/blog post to another about why, where and how social media and how its enabling a new genre of relationships between the companies and customers, I find it more fitting that the relationship between the traditional agencies and clients (companies) will sooner or later end (if not re-modelled) since the former’s business model depends on satisfying the clients and the laters’ on generating more & more returns from each dollar spent; and satisfying the client means enabling better, effective and value-added communication to its audience who are weary about consuming the traditional format in the first place.
A time will come when internet, ubiquitous connectivity and all other neo channels will enable far better interaction [which we try to metricize in terms of "engagement" as of now] between companies and target market than it has for the past many decades. It’s imminent that “product will be the advertisement and customer the ad agency” – that’s the ideal situation. More so, I also think that pure-play, faceless advertising is sheer failure – sometimes even online advertisements. [Yeah, online advertising is not the end game- it never was though! Whatever may be the format.]
What was needed all these while was a potion which makes more buck for buck for clients, especially in trying times that we were or are right now. And social media provides that tool; most of the times, except for those horrendous examples where few took the so-called social media route and just interrupted their audience till they get totally alienated. Something on similar lines with performance being the keyword was discussed here and my comments here.
So, marketing, advertising, customer service even or something which directly interfaces a company with its customers cannot be left undone without proper evaluation at this point of time. We are now entering a time where customers are smart ass, witty and know it all since internet makes everything transparent and decouples media from traditional norms. Damn, the whole media arena is getting revamped as we speak and so are our customers.
So its time to put on our thinking hat and use this new medium that presents us with whole lot of euphoria and excitement than just dumbly alienate it saying – it doesn’t work with us. But if you’re one of those who have been reading and keeping abreast with whatever is happening in the realm of media, then you sure know what you are talking about.
And as I started saying, I’m painting a picture in dark alleys, after the case presented here with my pitty anecdotes, I don’t think it’s the same case anymore!
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June 9th, 2009 at
Hey, nice post, very well written. You should post more about this.
June 17th, 2009 at
Online media will certainly kill traditional agencies. Only bigger players will be left, smaller ones will die.
July 9th, 2009 at
Hi Sampad,
Was catching up on my reading this evening and you blog is always on my must read list, especially when am pressed for time. Kudos & Thanks.
This post caught my attention cuz its something that i spend a lot of time thinking about, sometimes out of choice, but mostly due to the curiosity of people around me to know more about social media & its effect on trad media businesses in general.
While I completely agree on the broader argument here, and sure the way ahead is interactive digital media formats (that's a generalization for the lack of a better term), but the truth maybe that in India there may be quite an evolution curve.
We still cannot claim a single media outlet, digital or trad, which is all pervasive, given our geographical & cultural diversity. The argument currently made for digital media is that the active users are urban, with high disposable income, in a particular age group and make informed choices, which makes it highly relevant for certain category of products, brand & by extension companies & organizations.
While, i will let go of the general rants on infrastructure and adaptability that I keep hearing, there is an element of perspective which needs to be considered when we as marketers make a statement about the potential of digital media. Often, I am confronted with the fact that it still remains a "potential" and the time line for it to translate to "mass media" in India, is anybody's guess.
Also, technology adoption to create mass market still remains a mystery.
Herein lies the thorn so as to speak. The stakes are high and yet I have so often seen, and as argued by you in your earlier posts, a general formulaic approach to all social media strategies. I am not even sure to call it a strategy, but the correct term would be social media execution.
This, I feel, is counter productive to the passion with which social web participants have evangelized and convinced businesses and individuals to open up, listen and engage.
But, I firmly believe that there is hope still. I say this cuz while generally trawling through mails pouring in my inbox, I saw an update from my very senior colleague saying " … is now following you on Twitter!"
Cheers
Hemant
July 9th, 2009 at
As always I appreciate your comments. And the case you presented here is quite enriching thinking from a different perspective. Infact, thats the beauty of social web which presents different point of view in a single platter. And as you said, there is still hope, even I'm sitting on that. BTW, liked the last sentence
September 5th, 2009 at
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