Six Pixels of Separation - The Podcast
February 28, 2010 8:38 PM

SPOS #192 - Jaffe And Joel #2

Welcome to episode #192 of Six Pixels Of Separation - The Twist Image Podcast. Joseph Jaffe is widely regarded as one of the top Marketing Bloggers (Jaffe Juice) and Podcasters (both Jaffe Juice in audio and Jaffe Juice TV in video). He is the author of three excellent books (Life After The 30-Second Spot, Join The Conversation and the newly minted, Flip The Funnel). Along with that, he is currently one of the chiefs over at the Social Media Marketing agency, Powered. A long time friend (and one of the main inspirations behind the Six Pixels of Separation Blog and Podcast), we've decided to hold monthly conversations, debates and back-and-forths that will dive a little deeper into the Digital Marketing and Social Media landscape. This is our second conversation, and it focuses on the role of traditional marketing agencies and how they stack up against us New Marketing types (and vice-versa). Enjoy the conversation...

Here it is: Six Pixels Of Separation - The Twist Image Podcast - Episode #192 - Host: Mitch Joel.

Please join the conversation by sending in questions, feedback and ways to improve Six Pixels Of Separation. Please let me know what you think or leave an audio comment at: +1 206-666-6056.

Download the Podcast here: Six Pixels Of Separation - The Twist Image Podcast - Episode #192 - Host: Mitch Joel.

By Mitch Joel

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  • Posted by Benin
    Mitch Joel

    Hi Mitch,

    I enjoyed this podcast. Joseph and yourself made some terrific points with respect to traditional vs digital. You are correct in 5 to 10 yrs traditional media, as we know it today, may not be driving the marketing industry in the way that it does today. But here's my perspective on the topic...

    Its not necessarily that digital is all around better than traditional, but it is far better at certain things. These things being providing context, relevance, predictably, accountability, and enhanced metrics that tie actions to sales or specific conversions.

    When the topic of agencies are added to the mix I think it becomes more complicated than traditional versus digital because what we are seeing now is the morphing of both disciplines. Traditional marketers and the traditional agencies that they hire are beginning to speak the language of digital-which is relevance, accountability, and etc. Furthermore, if we look at the composition of the 5 or 6 agency conglomerates it is clear from the recent acquisitions of digital agencies and even online ad networks/servers that they are beginning to "get it".

    The problem is that even in the midst of doing this these organizations are often having to deal with the challenges that come from being so big and disjointed.

    The problem with the digital only agencies is something that I heard one of you guys mention on the podcast, which is that too often digital agencies are still doing the same thing that traditional agencies do which is sell the sizzle in a way that is disconnected from results

    So the ultimate agency of tomorrow, in my opinion, will be neither digital or traditional (sorry for being so "cliche-ish" too) instead they will be media agnostic and will simply speak the language that was introduced to us by the Google's of the world-which again is relevance.

    On a brief and final note one of the digital thought leaders that I believe has done a great deal to advance this conversation is Chris Vollmer.

    Reply
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