Advertising Is In ‘A World Of Hurt’

Report: Advertising Is In ‘A World Of Hurt’

forresterForrester Research believes today’s ad agencies are not well-structured to take on tomorrow’s marketing challenges, needing to move from making messages to establishing community connections. …
Pushing messages would give way to encouraging voluntary engagement, and ongoing conversations would replace time-based campaigns. …Consumers increasingly do not trust marketing messages. Instead, they rely on advice from friends and others in their various communities to make product decisions, while using tech tools to tune out ad messages they deem irrelevant. Digital agencies have gone farther, in Forrester’s estimation, in centering their businesses around "interaction," but it finds them lacking in the branding skills of traditional shops.

Agency v2.0 posts by David Armano on Logic + Emotions Blog

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