TRENDS 2008

The Connected Agency

I‘ve often wondered why companies continue to crank out traditional campaigns without regard for the Web. Or why they believe that they can "port" a traditional campaign to their Web site and think it will suffice.

The Web is no longer an archive, an afterthought, or an online brochure. In reality, your site is a unique communication and brand experience—the most incredible opportunity to position your company, personalize your products, and persuade potential customers. It‘s your flagship store, your premier showroom, and your meeting to create a deeper and lasting conversation with your customers rolled into one. With the speed of technology and changing audience expectations, your company can‘t afford to be without a top-tier interactive partner. But you can‘t truly connect with customers if your digital agency doesn‘t grasp the full power of being connected.

How do you define top-tier? Look for a connected agency that has the strategic capabilities to provide insights into your customers. An agency deep with brand experts, who understand how to bring the emotional connection and promise of the brand online. A creative team that knows how to engage and interact with your audience with motion, sound, video, and interactive content. Web strategists who embed the latest personal marketing concepts, such as Web 2.0 and word of mouth marketing, into your sites. Information architects and usability engineers who prioritize content and create the "one-click-away" experience. A development team with the acumen to build an online experience that loads fast and works flawlessly on every platform. Media strategists to drive traffic to your site by leveraging online communities, targeted plans, and compelling offers. An agency to track your leads and investments with a dashboard in real time to optimize the results and partner with you for years to come.

You need an interactive agency like Garrigan Lyman.

—Tim Garrigan, Principal