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Being digital alone won't cut it anymore. Digital shops that don't diversify their offerings face the same creeping irrelevance as traditional agencies that give lip service to digital, according to marketing executives polled in a new survey from RSW/US.
More than two-thirds of the 174 marketing executives polled (67 percent) said digital shops need to offer more traditional services to remain relevant, while just a third thought digital-only firms could survive long term.
"The point of differentiation that digital firms have currently in being expert in that space is going to diminish, and we’re going to be left with a lot of agencies that do digital," said Mark Sneider, president of RSW/US, a consultancy in Cincinnati.
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