The work that can't be absorbed by in-house staff is often outsourced to agencies and independent contractors. Smaller agencies, by their nature, are in closer contact to senior-level management and so may enjoy an advantage over their larger counterparts in terms of building partnerships. The Internet has, of course, been growing as a more significant advertising medium. Flansburg said that more of his client companies are asking for his agency's assistance and expertise in marketing through the Internet. For banks and many other industries, the Internet marks a new delivery channel.
Businesses know they have to make it a part of their marketing strategy to stay competitive.
And the way the marketplace is being splintered, they're going to need good creative people more than ever. Not only do you have to be creative with what your message says, now, more than ever, you have to be creative with where it's said.