Marketers Make it Clear: The Future is NOW!

Digital-Only Firms need to diversify quicker than first believed

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Oct 10, 2011, 11:18 ET

CINCINNATI, Oct. 10, 2011 /PRNewswire/ -- In the latest RSW/US & RSW/AgencySearch survey, "Agency & Client Perspective on Topics Related to Agency New Business", marketers state that if they had a digital marketing need TODAY, they would be most likely to select a full service agency with strong digital skills over a digital-only firm.

68% of marketers surveyed rated "very likely" their likelihood of using a full service firm with strong digital talents versus only 39% of marketers rating "very likely" their interest in a digital-only firm.

A survey commissioned by RSW/US earlier this year asked marketers to look 3-5 years out and think about how likely they believed digital-only firms would survive. Only 33% stated that digital-only firms would survive long-term. So while this earlier survey suggested that the move away from digital-only firms would someday take hold, the current survey indicates that the shift appears to be upon us today.

It's clear that if digital firms are to survive, they need to offer more than just digital. In the most recent survey, marketers rated "digital firms that also work in traditional media platforms" as their second most likely choice if looking for digital help - with 59% of marketers suggesting they would be "very likely" to use this type of agency. So it appears that adding more traditional media offerings will clearly make digital firms more attractive (and more sustainable) longer-term.

"Since starting our business six years ago, we have seen the advertising business change considerably," Mark Sneider, Owner/President of RSW/US & RSW/AgencySearch states. He continues, "The coming of digital, mobile and social are all fantastic things, but at the end of the day are just different media that present new and exciting opportunities for marketers to interface with consumers on different levels - from the very general, to the very personal. Treating digital in a vacuum isn't very forward looking."

About RSW/US

RSW/US is a full service, business development agency that helps marketing service firms (exclusively) find and win new business. RSW/AgencySearch is a search firm that helps marketers find better agencies at no cost to them. More information about RSW/US can be accessed at: www.rswus.com or by contacting Lee McKnight, Jr. at mailto:[email protected]. More information about RSW/AgencySearch can be accessed at: www.rswagencysearch.com or by contacting Mark Sneider directly at mailto:[email protected].

Contact: Mark Sneider
Phone: 513-559-3101
Email: [email protected]

SOURCE RSW/US