An interactive shop does pretty much what a traditional agency does, right? Hardly. The Internet is a special animal. So what is it about it that makes traditional agencies squirm?
Have you ever wondered if "agency" is the wrong word to associate with interactive firms?
According to Dictionary.com, an ad agency is "an agency that designs advertisement to call public attention to its clients." But at an interactive shop, it's not just about drawing attention, it's also about designing for utility, functionality, features, relationships, user experience, and loyalty -- which means clients come with a lot more business objectives than just increasing brand awareness.
Basically, everyone could know about your Web site, but if users go there and find out for themselves that it sucks, they hate you (whereas, before, they just didn't know you). Now you've wasted money and you look like a fool. And if you've got a traditional-agency mindset, that'll scare the living daylights out of you.
Here are the Internet facts of life that make traditional agencies squirm:
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Kate Eberhardt, is presently Account Planner at imc2 based out of Dallas. Prior to that, Kate worked as an Account Planner at Publicis.
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