The race is on for agencies to build their digital assets. Get it right and PR firms will grow faster than they have in decades. Get it wrong and they’ll have a struggle on their hands. So as agency heads look at their talent base and their potential new hires, they have a tough question to answer. Do they hire experienced marketing professionals who have some digital skills or the typically younger, more digitally literate who have only limited experience? Sadly for the more experienced group, the answer appears to be that agencies are trending towards hiring younger digerati, rather than grey hairs. This in turn is reshaping agency structures, product offerings, and pricing. To twist an old saying, we are who we hire. With agencies moving from a classic pyramid model towards something that looks more like a coat hanger, the opportunities for today’s experienced professionals are becoming fewer by the day. Is this fair? Probably not but this drive to hire younger, cheaper talent is in part the result of another force, not just digital. Client procurement departments have acted like sand paper on PR budgets for years and have increasingly made it more desirable to hire doers over strategists.
Most agencies are racing to build a ‘new’agency on top of their existing one. While they do need some experience to prevent the thing from collapsing in heap, what they need most is staff that can get on and ‘do’ at a price point that makes the investments the agencies are making viable. This effectively forces agencies to hire lower cost staff. These of course tend to be kids from college who have no real experience but can tell you anything you want to know about Facebook and Twitter. For this generation, SEO is a form of grammer and html was a choice alongside Spanish and French at school. Given a brand is now defined by the size and strength of its social network, it’s hardly surprising that many agencies will value these skills over someone who has known the editors at a business publication for a decade.
So is it all doom and gloom for us oldies? Far from it. We can start and build these new agencies, they do after all need some adult supervision. We can also explore the boundaries of owned, earned and paid media. These are the places where real value lies and where experience can really come to the fore. But we cannot assume that because we have decades of experience that our futures are secure. We have to bring something of value to the transition to digital. Identifying what this is is crucial and could yet save the careers of many. We are in an era of marketing where the value of experience is trending downward. In years to come that will of course change as digital becomes the norm but for now the digital natives are set to become the new leaders. That may not be what people want to hear but our industry is, like many, Darwinian. In our case the fittest are the digerati.
We all have our favorite way of getting a point of view across. This includes the structure of our arguments and the channels we prefer. Yet if the digital revolution has taught us anything it’s that people want to consume content and conversations through their favorite channels, not the ones we may prefer. So it concerns me that so many social media gurus are almost exclusively using Facebook and Twitter to help drive interaction with customers. My fear isn’t that these are the wrong channels but rather that we are in danger of simply replacing an old set of channels (traditional media) with a new and arguably narrow set (social media). In other words we are moving from people that were good at getting news media to get our news out, to people that are good at tweeting. There is surely a lot more to digital than this? Done right digital is about creating channel agnostic content and by engaging with the customer through their preferred channel (rather than ours). By driving people to Facebook and Twitter we are being sensible in that a lot of people are hanging out in these places BUT we are missing a huge opportunity that digital creates and that is to be where the customer wants to have a dialog, rather than insisting they play on our pitch. Some will argue that brands have simply followed customers to these places. That is only partly true. Much of the growth of Facebook and Twitter is because brands have adopted these sites. My message to you is not that you abandon Facebook et al but rather that you shouldn’t assume that these channels are the starting point. Digital is without doubt the biggest opportunity our industry has seen in decades. Let’s not waste it.