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Interactive agencies are one of the many types of advertising agencies available today. They function along the same lines as regular advertising agencies, except their focus is strictly on online ventures. Interactive agencies seek to differentiate themselves from other types by offering their clients a mix of search engine marketing, web design, internet advertising, web site development, internet marketing, e-commerce consulting, and e-business.
Interactive agencies were able to swoop in and grab the lucrative internet market before the more traditional types of advertising agencies had begun to embrace the internet and its vast possibilities. As a result of having the market to themselves for so long, many interactive agencies that were able to offer a wide selection of services were able to grow and expand rapidly. However, due to the ever changing marketing conditions, some of these agencies have had to downsize just as rapidly.
Perhaps the most successful interactive agencies that are still in the market are those agencies that have been able to provide specialized marketing and advertising services for the current digital space. Digital space is simply any electronic channel that is multi-media enabled, and that advertiser’s messages can be heard or seen from. Examples of digital space include kiosks, the internet, DVD’s, CD-ROMs, PSP’s, iPod, mobile phones, etc.
Interactive agencies have done well to specialize the services that they offer clients, and services such as development, programming, creative design, strategy, flash programming, fulfillment reporting, deployment, and management continue to draw potential clients in. These clients are also enticed by interactive agencies’ ability to provide Digital Brand Development, Digital Lead Generation, Rich Media Campaigns, Interactive Marketing and Communications Strategy, Web 2.0 website development and design, Interactive Video brand experiences, email marketing, e-learning tools, content management services, SEM/SEO services, ROI assessment, overall Data Mining, and web application development. Because of this vast array of available services and extras, interactive agencies have been able to stay afloat and even thrive.
They have also recently seen a wave of new interest due to an intense popularity and quick spread of web based community and social networking sites. The creation of communities such as Facebook, MySpace and YouTube have piqued market interest, an as a result, interactive agencies have immediately sprung into action to be among the first to offer corporate and personal community site development to clients. However, it is still too early to predict how interactive agencies will utilize this type of marketing in order to monetize a client’s ROI. At this time, all signs seem to be pointing to online networking as the next incarnation of brand marketing.
Due to this unexpected explosion of social networking, there are new types of companies out there who are providing reputation management. These agencies will be especially important when a client requires online damage control. It only takes one disgruntled customer to cause a great deal of damage to a company’s good reputation through these social networking sites. Because of this, it has become absolutely necessary to address any gossip, negative press, or rumors as soon as they spring up, in order to lessen any potential damage.