Today’s guest post is written by Paul Roetzer. 

Hybrid agencies will come to rule the marketing services world.

These emerging firms are tech savvy, offer integrated services, hire and retain versatile talent, and profit from diversified revenue streams.

They also build scalable infrastructures that enable them to readily adapt their business models and services to changes in technology, consumer behavior, and market demand.

Meanwhile, traditional agencies — PR, SEO, advertising, web, and content — that are resistant to change will struggle to remain relevant. They are slowed down by legacy systems that make it increasingly difficult to evolve and compete as clients seek more innovative strategies and services.

Unless traditionalists make dramatic adjustments, they run the risk of quickly becoming obsolete.  (more…)