Forrester Research on Future of Agencies


	Forrester Research on Future of Agencies

kenekaplan

2-9-2008 10:46 PM

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kenekaplan says:

Here's my blog post http://kenekaplan.wordpress.com/2008/02/10/connected-agencies-corporate-marketing-change-agents/

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/739e8a0b-3d9b-45f0-860b-6d1303bc9c87/3681EFFA-14F0-4B0D-8159-F70BC3121257/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://www.forrester.com/Research/Document/0,7211,43875,00.html" href="http://www.forrester.com/Research/Document/0,7211,43875,00.html" style="font-size: 11px;">www.forrester.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.forrester.com/Research/Document/0,7211,43875,00.html"><SPAN class="research_title">The Connected Agency</SPAN>
<SPAN class="research_info">Marketers: Partner With An Agency That Listens Instead Of Shouts</SPAN>
<SPAN class="body_text">by 
<A href="http://www.forrester.com/ER/Research/List/Analyst/Personal/1,2237,1773,00.html">Mary Beth Kemp</A>, <A href="http://www.forrester.com/ER/Research/List/Analyst/Personal/1,2237,1135,00.html">Peter Kim</A>
</SPAN></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.forrester.com/Research/Document/0,7211,43875,00.html">
	Today's agencies fail to help marketers engage with consumers, who, as a result, are becoming less brand-loyal and more trusting of each other.</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.forrester.com/Research/Document/0,7211,43875,00.html"><B>A new definition of "mass media" is emerging. </B>Content Creators comprise 13% of the US adult online population and 11% of online Europeans.<SPAN class="extraleadingb">(<A href="#endnote8">see endnote 8</A>)<A name="reference8"></A></SPAN> Communities can now find and consume media that speaks directly to niche interests, published by other community members. The new mass media is made up of a collection of communities. While many consumers are involved, each individual community is small, fragmenting the market further. As more consumers become involved in Social Computing, these platforms will grow and eclipse today's mainstream media.</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.forrester.com/Research/Document/0,7211,43875,00.html">New players compensate for left-brain deficiencies.</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.forrester.com/Research/Document/0,7211,43875,00.html">Pull dominates push; quality trumps quantity.</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.forrester.com/Research/Document/0,7211,43875,00.html">Creative talent resides inside and outside the firm</blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.forrester.com/Research/Document/0,7211,43875,00.html">The agency promotes the community</blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/3681EFFA-14F0-4B0D-8159-F70BC3121257/blog/" title="blog or email this clip"><img src="http://content7.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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