Return on Intention

Now before anyone jumps all over me shouting “Of course you would say that, thats what you do!” consider this, I didn’t start this idea. I caught this idea from Mitch Joel’s blog post DIGITAL MARKETING AGENCIES SHOULD NOT ADJUST CAMPAIGNS FOR THE WEB BUT LEAD THE BRAND STRATEGY. Here is the low down.A recent Forrester Research study, as seen in Advertising Age’s article, To Lead Overall Brand Strategy, Digital Shops Have Much To Do. The premise is that the digital agency is in the best position to lead brand strategy because markets are moving online, but more so because of the wealth of data interactive channels provide. You can read Mitch’s post, and the Ad Age article for more details.Take this information in the back of your mind and then go through the Brand Gap presentation, particularly looking at slide 60 – 65. To me it makes the most sense that with the above thought pattern, your digital agency should be the one sitting in the middle of the chart on slide 60 or 62, instead of a spoke on slide 64.

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