B to B Magazine recently published an article titled Relationship Troubles. The article discusses how economic challenges and the emergence of new media technologies have impacted traditional client-agency relationships.
I have found the last few years in marketing to be facinating. The emergence of search marketing and social media have impacted AEC marketing significantly. Overall, firms have been very slow to embrace new media technology. As the article points out, agencies are quick to outsource new media. This has been reinforced as firms specialized by offering SEO, SEM and social media services.
Fifteen years ago, I worked with one full service agency for everything. However, today not many firms have full service capabilities in-house. This creates more challenges for marketers in the AEC industry, as we must manage our marketing communications programs through multiple firms.
As the lines between advertising, marketing, social media, and PR continue to blur, so will our relationships with agencies.
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