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Advertisers have online and mobile marketing fever, but agencies aren’t necessarily writing the prescription.
Although marketers are using both channels significantly more than three years ago, agencies have seen a much smaller bump in these types of assignments, according to a new poll from consulting firm RSW/US.
Mobile marketing was near the bottom of advertisers’ digital activity in 2009 but now ranks near the top, the poll found. In contrast, mobile assignments still hover near the bottom of all digital work agencies receive.
So, what gives? Well, advertisers once unfamiliar and hesitant in the digital space have grown comfortable and are probably doing more digital marketing themselves, according to Mark Sneider, president of RSW/US.
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