Agencies don’t get it

Usually agencies are pretty good at following client needs but every so often the game changes and creates shifts in the landscape that can be capitalized upon by the smart thinkers and nimble of foot.  We could start a separate blog about agencies failing to change with times but for the sake of brevity let’s focus on something I saw yesterday. The latest report of agency of agency foot dragging is from TNS Media Intelligence/Cymfony  who  polled clients about social media. Quoting directly, “Clients complained that their agencies — creative, media, public relations, design and others — typically treat social channels like blogs as traditional media. In other cases, their ideas are not backed up by practical skills in the area. What’s more, one client pointed out that his agencies have little of their own experience using social networks or video-sharing sites for themselves.”
 

When I look at that paragraph, two things come to mind. The first is that if you are used to making money in a certain way it is generally hard to break that model. You have established modes of thinking and delivery that need to be challenged internally and reconstructed. The second and more pertinent point to this discussion is that there is definitely a disconnect in terms of understanding the pull factor as opposed to the push media that we have all grown up with.   

Marketing has shifted in emphasis from push to pull. In-control consumers demand richer and more relevant experiences, and will choose where, when and how to consumer the media. We call this the Channel of Me where technology has enabled the individual to demand “what I want—when, how and where I want it. “

In this Channel of Me

·         Every search is a consumer directing media content.

·         Every online experience is an example of a consumer seeking relevance and value.

·         Offline DVRs are tools enabling consumers to ignore media content selectively.

·         Online RSS feeds, podcasts and iPods: give  consumers control. 

And social networking behavior forces change not only in how businesses communicate but in how they behave. There is no alternative to being inclusive, open and honest.  Social networking forces redefinition of the consumer value proposition. There is a new dimension in which value is created by users and amplified by collaboration among consumers in the use of a product or service. Social networking forces brands to include the consumer throughout their value chain, not simply at the end of the distribution line. 

So you can see why people are having a hard time adapting. As a final note, it is not fair to put the blame squarely with the agencies. Many client organizations are also not structured to include the consumer or have not thought through how social media can be utilized across all divisions – from PR to customer service.