Bob Garfield

SXSW hot topic: Can digital agencies become AORs?

iMedia uncovered many amazing insights at this year's SXSW, but one of the biggest was the fact that marketers are re-thinking what digital actually means. Here's the story.

Every marketer knows that digital touches everything, but what is less thought about is how much mobile also does (or should) touch every facet of a brands strategy. Screens and devices are the new way digital is incorporated into users every day lives. At SXSW 2014, the idea that the word "digital" has become a marketing synonym for "mobile" was solidified. Mobile is everything today, just as the internet was everything in the early 2000s. We are moving away from a world where we see a distinction between the two, and this year's SXSW was simmering in the thought leadership discussion around the declaration that your brand needs to think of a digital strategy as a mobile one.

Deep Focus CEO Ian Schafer gave an exclusive interview to iMedia's Bethany Simpson about why this theory has become reality. He also answers several hot topic questions on digital agencies becoming agencies of record, and the issues arising from the prevalence of display advertising investment despite a world of overwhelming mobile usage.

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