Come to think of it, I probably shouldn't shout too loudly. This article from Media Post explains that
The web and related digital technologies are exposing major weaknesses in traditional agency skill sets, according to a study released yesterday by Forrester Research.This trend, the study finds, is working in favor of specialist digital shops, which marketers are increasingly calling upon to fill skill gaps.
The most shocking numbers? The fact that just 21% of marketers would recommend the agency they themselves hired, and 76% of them don't measure the ROI for that relationship.
Hat tip to Robin Fray Carey via the Social Media Collective.
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