As brands increasingly embrace the digital arena to communicate and interact with their markets, those providing the digital platforms and shaping the communication need to work together to provide brands with an effective experience.
Overall the online communication model for brands isn’t firing on all cylinders, far from it. The presence of third-party brands is often an afterthought in the design of online experiences (Google being the exception, most of the time) and their communication has often been relegated to the sidelines.
In an attempt to correct the situation, advertising agencies and Internet companies are coming together to build the models and harness the potential for online advertising as shown by Google’s Eric Schmidt and Microsoft’s Steven Ballmer both attending their first Cannes Lions, The New York Times reported.
“With consumers spending more and more time online, analysts say Internet companies and ad agencies have no choice but to work together to develop ways to make money from digital media.”
“There was an air of inevitability about it, because of the model not really working yet, and there’s so much content that will be dependent on it working,” digital marketing commentator Paul Kemp-Robertson told the newspaper.
Read here for more on what technology companies and ad agencies are doing to work together.