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Three Minute Happiness

The Digital Divide.  

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News just in from the United States of America. According to Forrester research about 95% of traditional agencies think they are well equipped to handle the internet. The trouble is only 45% of marketers agree.

Maths is not my strong point but that seems like quite a large gap. And let's be honest our American friends 'get it' much more than we do. What does anyone think the numbers might be over here?

Published Mar 21 2007, 09:17 AM by James Cooper

Comments

by Nathan McDonald
March 23, 2007 11:37 AM
 
It depends a little on what you mean by 'handle the internet'. Probably 80% of traditional agencies here think they are equipped, and in reality most of them are probably well placed to make some banners that look like their print campaigns, and some websites that are brochureware for their TV campaigns. Come to think of it, that's what some clients seem to want. There are some exceptions emerging, and it will change over time, but I think the gap between 'doing digital' and actually 'being digital' is more like the 50% figure Forrester came up with in the US.
 
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