Digital-Only Firms Need to Diversify: Communicators indicate that they would most likely select a full-service agency with strong digital skills over a digital-only firm, says a study by RSW/US. Some 68% of marketers rate their likelihood of using a full-service firm with strong digital talents as “very likely.” In comparison, only 39% rate their interest in a digital-only firm as “very likely.” Other data from this survey supports the conclusion, including:
- “Digital firms that also work in traditional media platforms” is the second-most likely choice for marketers looking for digital help—with 59% voting “very likely.”
- Only 33% of marketers stated that digital-only firms would survive long-term when asked to look 3-5 years into the future.
Source: RSW/US