Yesterday, I published a blog post at iMediaConnection's blog and I hope you'll check it out: The Modern Agency Still Sells, Right?
I am particularly proud of this piece because it has the potential to jolt agency employees out of their social media fascination. I contend that some agencies are losing their focus in the web 2.0 world.
They've forgotten to work for the sale.
The initial idea for my post came from Phil Johnson's Ad Age article, Agencies Should Be Defined by What They Know, Not What They Make. I was alarmed by the focus on marketing agency knowledge, rather than a focus on creating something (ads, copy, even social media opportunities) to fulfill a client's business objectives.
From my post:
Clients aren’t comforted by what you know. They’d rather see how you turn that into sales.
Agencies that use social media, then foster loyalty and trust, and then turn that into sales – those agencies will triumph. But agencies that dabble in social media without even considering ROI or sales…think Pets.com 2.0.
Marketers and advertisers who consider sales not lofty enough of a goal would do well to remember David Ogilvy’s number one obiter dictum from Confessions of an Advertising Man:
“We sell – or else.”
What do you think? Am I off base to warn agencies about their potential social media amnesia? Has the role of the agency really moved from selling in a web 2.0 world?
Check out the the post and feel free to leave a comment below.