For a very long time communication agencies and the media owners/ organizations have been key for marketers looking to reach out and connect with customers – both current and potential.
In the new world no one need to rely on The Straits Times and on CNN to be able to reach out to the world. They can do it for free with Facebook, Twitter or their blog. Marketers are also realizing that they can connect ( sometimes more effectively and genuinely) in their own words without relying on an army or copywriters and art directors to create the ‘message’.
The implications are that both the media and the communication agencies are more vulnerable and dispensable than they ever were. Will they adapt. Early signs are better for agencies than for the media!
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