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What web-based strategies help agencies achieve growth?

Demmie Hicks: No growth strategy is more important than emerging in the dialogue of the marketplace. Create a blog, which allows agencies to push the thinking out and invite commentary back in. Social media adds fuel to this conversation: First, by amplifying what an agency has to share, then by sparking others to share, too. The question is, where does this dialogue lead? In the intermediate term, it elevates the position and reputation of the agency; a business that has something to say and inspires others to communicate is seen as a contributor of value. In the long term, it prepares the agency for what mega-investor John Doerr calls the coming “third wave” of the Internet–a new model “that’s all about people and places and relationships.” Agencies that fail to prepare for change or even fail to stay current will find themselves left behind.

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