Is social marketing stuck in ad-agency limbo?

03/29/2010 | Forrester Blog, The

New data suggest that marketers know social is the way forward, but struggle to find ad agencies capable of delivering on the medium's promise. Research from Forrester shows that marketers don't trust traditional agencies to run top-flight social campaigns, but are wary of entrusting their entire marketing program to smaller interactive-marketing specialists. "All of this creates somewhat of an agency purgatory -- where different agencies try and take on each others' roles but no one type of agency is ready to take over," writes Forrester analyst Sean Corcoran.

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