Forrester Research just published a report titled "The Forrester Wave™: US Digital Agencies — Mobile Marketing Strategy And Execution, Q1 2012." The report's Executive Summary states, "In Forrester's 37-criteria evaluation of US digital agencies with mobile marketing services, we identified the nine significant agencies in this category and researched, analyzed, and scored them. This report details our findings about how each agency measures up and plots where they stand in relation to each other, to help interactive marketers select the right partner for their mobile marketing efforts."
While the report's goal is to help marketers weed out and select an agency for their mobile marketing activity, what I find more telling is the fact that, of the nine agencies featured in the report, only four have a true mobile website/platform. (Note: I Googled each agency on my mobile phone and touched on the company's link in the search results to determine if there was, in fact, a mobile site.)
Here's the breakdown:
AKQA - No
iCrossing - Yes
Ogilvy - No (frankly, I don't know what to make of their website)
Possible Worldwide - Yes
Razorfish - Yes
Rosetta - No
SapientNitro - No
TribalDDB - No
VML - Yes
My question to Forrester, how can an agency be considered one of the best if they themselves don't even have a mobile presence? My question to each of the non-mobile agencies listed above, how can you advise, create and develop on behalf of your client if you yourself don't have a mobile presence? Do you not believe in what you market and sell?
Over the past couple of months, I have come across a number of digital, interactive, mobile, call them what you will, agencies and many of them fail to have their own mobile website. Shouldn't this be some sort of tip off?
I welcome any comments or explanations from the five non-mobile agencies listed above, and thank you in advance for writing.