Craig Wilson

Has marketing entered the specialist era?

Is now the time for new kind of communications business that connects marketing specialists with corporate marketers? Its been obvious for a while now that the generalist media era is coming to an end. No longer do a handful of large media outlets determine our news and entertainment the way they did during the last century. Increasingly we are turning to a multitude of specialist media providers to satisfy our many needs. Media consumption is splintering so rapidly that its difficult to keep track of the vast array of options available to us.

One hangover from the generalist media era is the full-service agency. Whilst “everything under one roof” may have been feasible when there were only a handful of media options, in 2010, with a ridiculous number of feasible marketing options available….Free to Air TV, Subscription TV, Radio, Digital radio, Press, online press, outdoor, SEO, SEM, social media, inbound marketing, micro sites etc…. its seems ludicrous to believe that one shop can do it all.

We all know its nearly impossible to be good at everything. We’ve all heard the saying: “Jack of all trades, master of none”. Yet so many agencies are having trouble accepting the fact that it’s time to let go of the whole pie and begin specialising in certain ingredients instead.

A few days ago Marc Andreesen advised the old media to “burn the boats”. In particular he was referring to the print media who have been attempting to straddle print and online for the last decade. Andressen feels that these guys need to commit to one or the other, ideally burning their original platform to wholeheartedly embrace their digital futures. Unfortunately too many of these organisations are finding it impossible to let go of their old business model, and perhaps they can’t.

Likewise, agencies seem reluctant to burn their full service boat. Its served them well for a long time and the glory days weren’t that long ago.

But the writing is on the wall. Marketers understand that the world has changed and want to be presented with the best options. They’re increasingly sceptical of anyone who tells them they have all the best people under one roof ready to provide solutions to all their marketing needs.

Is it realistic to believe that the agency who delivers killer TV creative can also nail the SEO component? Or the SEM strategy? Or craft an effective social media plan?

Marketers know they need specialists to assist in each area. And the areas of specialisation are becoming narrower, not wider.

The biggest challenge they now face is where to find all these specialists. The full service agency made it easy. One shop, one account manager. If this is no longer viable then how does the poor marketer sift through the plethora of “experts” to assemble their new dream team?

The answer may lay with another specialist. The connector. The connector is essentially a marketing consultant who understands the broad needs of the client and then introduces the best specialists for each aspect of the job. The connector works with a wide range of specialists, understanding where each of them fit in the bigger picture.

The best analogy is your family doctor. In many ways your doctor is the connector. He can offer quick advice on the general problems but refers you to  range of specialists for the more technical stuff. The doctor is often then the collector of the specialist reports and communicates them back to the patient / customer.

You trust your GP to refer you to the appropriate specialist, say an orthopedic surgeon, but you’d be very concerned if he suddenly offered to do that knee reconstruction himself.

Likewise, marketers should be wary of the generalist agency who claims to be able to address all their requirements.

What do you think, have we entered the specialist era or is there still a strong argument for full service agencies? Will we witness the rise of the marketing “connectors”?


Posted by Mal Chia, 15 March 2010

I have noticed a definite trend towards specialist marketers. After campaigns that deliver very little ROI, clients are realising that their ad agency may not be best suited to manage their digital presence or anything else. Sure, while some still prefer to have one or two trusted relationships with agencies, there is a shifting preference from the majority to working with experts in any given field who are experienced and have a track record of delivering tangible results whether it's mobile, SEM, social media, etc.

The idea of a marketing connector is a powerful one especially if they can truly be an independent consultant who works solely in the best interests of their clients.


Craig Wilson Sticky Advertising Craig Wilson
Company: Sticky Advertising
Position: Managing Director
Craig is managing director of Sticky, a digitally-focused agency based in Newcastle, Australia. Sticky helps corporate marketers implement INBOUND MARKETING strategies to get found online, attract new prospects and turn traffic into sales. This includes SEO, social media and conversion strategies Read Craig's full bio

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