Monday, July 20, 2009
Publicity Smorgasborg
4:58 AM | 
Posted by
Juan Carlos |
For a few years now there has been a significant difference between "regular" publicity agencies and "online" publicity agencies. When you go visit one of the traditional agencies you will notice that they even separate their online media divisions as if they were some kind of freaky beings.
The big problem arising on this industry shift is that printed demand is dying and making competition very fierce among dinosaur agencies that have resisted change. These extintion-bound agencies have resisted change for far too long. Like the traditional engineering firms that drafted blueprints using pen and ruler they will dissapear because they are hanging on to a dying art.
I have seen clients pay $60,000 dollars for a media campaign that was based on bus stops; these people waited for months until their campaign was released. One of these clients was for an up-scale restaurant in Puerto Rico, where prices for a 2 person dinner experience is around $120.00. The restaurant closed 6 months later and I wonder if they had spent $30,000 on Google Adwords and SEO if they still would be around.
"Internet users are not playing with the internet anymore"- according to an internet publicity agent in Puerto Rico - "This is not an experimental media; it is killing printed media in effectiveness every day." Effective agencies should present a combined approach of online-offline mix to campaign offerings when they present to clients. The money-toting clients are online; while the homeless go to sleep watching the 60K ad at the bus stop wishing they could afford the $120.00 meal.
The big problem arising on this industry shift is that printed demand is dying and making competition very fierce among dinosaur agencies that have resisted change. These extintion-bound agencies have resisted change for far too long. Like the traditional engineering firms that drafted blueprints using pen and ruler they will dissapear because they are hanging on to a dying art.
I have seen clients pay $60,000 dollars for a media campaign that was based on bus stops; these people waited for months until their campaign was released. One of these clients was for an up-scale restaurant in Puerto Rico, where prices for a 2 person dinner experience is around $120.00. The restaurant closed 6 months later and I wonder if they had spent $30,000 on Google Adwords and SEO if they still would be around.
"Internet users are not playing with the internet anymore"- according to an internet publicity agent in Puerto Rico - "This is not an experimental media; it is killing printed media in effectiveness every day." Effective agencies should present a combined approach of online-offline mix to campaign offerings when they present to clients. The money-toting clients are online; while the homeless go to sleep watching the 60K ad at the bus stop wishing they could afford the $120.00 meal.
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