Despite the slow-going, it's undeniable that digital will continue to become a larger part of marketing efforts. The question that remains right now is who will be the leaders when that time comes -- traditional or digital agencies?
A new survey from Forrester Research found that 46 percent of interactive marketers felt their traditional agencies were not capable of planning and managing interactive campaigns. Only 23 percent felt their agencies were up to snuff, while the remaining marketers were neutral, Adweek reports.
While that should be great news for digital shops, the problem is that most marketers want to work with a single agency, and few marketers are ready to hand the reigns to digital agencies. Only 22 percent of those surveyed felt their digital agency is "ready to lead my brand," while 33 percent said their online partner is simply not ready.
Forrester anticipates that the coming years will lead to a race between agencies, as traditional looks to incorporate more digital elements and interactive shops look to take more control of clients' overall marketing endeavors.
Another problem facing this great digital race is the fractured world of online marketing. Nearly 60 percent of the marketers surveyed relied on two or more interactive agencies, and Forrester expects online to fragment even more, with more boutique shops specializing in certain digital media.
