clipped from www.forrester.com

The Connected Agency Marketers: Partner With An Agency That Listens Instead Of Shouts by Mary Beth Kemp, Peter Kim

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.

A new definition of "mass media" is emerging. Content Creators comprise 13% of the US adult online population and 11% of online Europeans.(see endnote 8) 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.

New players compensate for left-brain deficiencies.

Pull dominates push; quality trumps quantity.

Creative talent resides inside and outside the firm

The agency promotes the community