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Rough Seas Ahead? Digital shops ride the waves of uncertainty

Posted by Mort Greenberg on October 19, 2008

Article Source: http://www.adweek.com

Article Link: http://www.adweek.com/aw/content_display/news/digital/e3ie08aadb553c2ade9d24ae2ea45ce6bf6

Article Author: Brian Morrissey 

Like all shops, digital agencies are focused on solidifying client relationships in tough times. The focus on driving business results will only grow in a downturn. Unproven tactics — think viral videos with views as the only success measure — are passe. What’s in is unsexy stuff like customer-relationship management. This will tend to favor not only direct-response agencies, but digital shops that can prove their programs are more than just entertaining experiences.

The good news, however, is that unlike the dot-com era, when agencies grew fat on venture-fueled startup clients and the Internet was unproven, digital is here to stay. “Digital has proven itself,” said Kokich. “When the market crashed in 2001, a lot of traditional companies said we don’t have to worry about that. That’s not happening. Every brand knows that digital is an important part of their marketing mix.”

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