The Agency of the Future

I think most people would agree that in marketing, we are in an age of specialization. There are agencies for offline advertising, direct response, online, social, media, creative, web 2.0, etc. There is a tremendous opportunity for a new breed of agency, built on a new financial model, to look at Marketing holistically and determine how to use what tactic, at what time, with what message to best engage the consumer. (Some agencies do exist that subscribe to my theory, but they are still of smaller scale.)

Imagine, as a client, writing a brand strategy or a creative brief for a new campaign and seeing all the ways to engage consumers at once; off line and online advertising to drive awareness, DR advertising to drive sales, social networking to give consumers the ability to discuss, and search for all of the above. And of course, a measurement plan that tracks it all as one effort. It might be a dream, but it is becoming more and more possible.

More on this to come, but it was on my mind. I am interested in any comments from people on the topic.

Social Networking: Is it a strategy a tactic, a buzzword or a desert topping?

So much is made out of social media, social networking, social this and social that lately that its tough to get away from it.

The evolution of tools that allow companies to speak directly to their consumers and allows their consumers to speak to each other is incredible. As a marketing person, its like a dream to be able to ask a consumer about something and get an immediate reaction. Not only does it help to optimize marketing, promotional, customer service and product development, but it allows the consumers to feel more intimately involved with the process. Thus (and I love that word) creating evangelism, the holy grail of marketing.

All that being said, should you have a social networking strategy, or a brand strategy of which social networking is a tactic? My opinion? Everything should come out of a brand strategy. Social networking is very valuable when placed with in the right brand context. Social networking for social networking sake has failed many times.

Take a look at your brand and determine the types of communications and vehicles that reenforce your brand's promise and more importantly, the consumer's expectation of your brand. A handmade luxury automaker doesn't make sense on Facebook!

Just one man's opinion.

Another topic for a future post

LOVE in the time of layoffs -- or, how to survive a marriage when you are home all the time in a small house!

Future Topics for Posts

• Social Networking -- A cool tactic, but exactly that, a tactic
• Over thinking it all
• What should we use, what should we watch, and what should we run from
• What is the next phase of marketing, and is it marketing?
• The Web, advertising medium, or a medium not for advertising (want fries with that?)
• Business vs. the consumer
• Short term vs long term
  

What would a marketing blog be without my resume?

So here it is. I was laid off in December 2008 (3 weeks ago) and am now searching for an even better marketing position than I had. I specialize in interactive marketing, customer engagement, travel and loyalty although I am open to all verticals, clients and agencies.

This blog is a shameless plug to publish my random thoughts on marketing, to make Google like me, and to help me find a new job and see if I can stimulate thought!