I believe the days of the artsy ad agency “demand creators” are numbered.
Why?
Because before the advent of search marketing, ad agency types could ply their wares without having their advertising work be held directly financially accountable for its performance ie, return on investment.
As search marketing has matured and made inroads into the C-Suite, C-Level managers when presented with marketing and advertising AFEs have a new choice – fund advertising that can prove its return on investment or not.
Within five years, unaccountable advertising expenditures will have become the exception not the rule.
@TimCohn | Author Tim Cohn's Blog 