I couldn’t believe that this is a spoof. This is exactly the kind of bull-crap digital agencies peddle that marketers lap up thirstily. I have said before, digital and social media are far too precious to be left in the hands of agencies, marketers and gurus.
I am being a bit unfair here. There are agencies around the world doing some great work in the digital and social media space. There are a few clients, like Nike, who have got digital right. Unfortunately, the vast majority of agencies and clients use digital (and social media), especially in India, as yet another advertising medium. These agencies tout the alleged superiority over broadcast media in a pyrotechnic demonstration of data and metrics. They will have the client heaving with multiple orgasms. Unfortunately, this hard-sell approach almost always comes back to bite them in their arse.
By pitching against broadcast media agencies, they are pitching for the same (limited) marketing $$$. Being at the lowest level of the marketing food-chain, the digital (and social media) agencies get thrown the crumbs. It doesn’t stop with that. The race for the crumbs has turned so vicious amongst these agencies that the digital landscape has become a bloody battlefield with no winners. These agencies are completely undermining the industry. I have written about all this in great lengths here.
There is change in the air. I have been speaking to people within the digital space in India. Some of them have refreshing ideas and will hopefully chart a new course for the industry. It is not going to be easy. But if one is in it for the long haul, there is glory.
PS: BTW, the next biggest con…er…thing keeping agencies and marketers busy is ‘apps’. I am now looking forward to the spoof from BBC Two.