Walmart’s Digital Review - scary thoughts
December 3, 2008
independent Resource, Publicis Groupe’s Digitas, Interpublic Group of Cos.’ MRM, R/GA, Microsoft’s Razorfish are in the running. R/GA has a hard time keeping their own site up much less Walmart’s
RGA’s Finest Work!
Then you have Microsoft’s Razorfish, a company that has 4% market share in search (and the majority of that is from IE 6 browsers that people don’t know how to change to Google) will show people what not to do with search? This same company is betting the farm on Linux based Yahoo! to save them online?
Publicis Groupe’s Digitas? These people have been bleeding money like no tomorrow.
Someone needs to review the reviewer there… because this is not the setup that Walmart is going to need. None of these companies are well known for their Social Media or SEO skill-set… this is so much in the wrong direction it’s not even funny.
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7 Responses to “Walmart’s Digital Review - scary thoughts”
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Sorry Founder, but what did you expect from WalMart? Do you really believe that WaMart really knows what it needs in the digital sphere? and do you really believe these digital agencies involved have any ideas on what to do? They are nothing but a digital version of the traditional agencies, big and dumb. They have the name and, as such, no matter where the company winds up, it will be a “safe” choice.
I was expecting something more from a company that has a budget like Walmart… “safe” is a term that I would say is subjective.
ranking well in Google is a “safe” bet that it would increase ROI ….
Sorry, but size of budget should not have a direct effect in knowing what to do with the budget. I could have $100M, but if I don’t know, I don’t know. Maybe someone did not do his/her homework properly and evaluate what agency is best suited to implement a digital program. Again, going to the “known” agencies and ultimately choosing one that has a reputation, it’s a safe bet for WalMart.
That in my opinion is the root of the problem… safe bets are what lead to the mess we have now in the industry.
I agree with you on the safe bets opinion, btw.
Wal Mart is essentially a company that has been detrimental the U.S. economy and to towns across the nation. Those low low prices come with enormous socialized costs. if they choose to work with agencies that have yet to even begin the process of understanding social media, all the better. I would be delighted to learn that their advertising efforts were becoming increasingly less relevant.
As to safe bets, it seems to me that most large agencies, digital and otherwise, have had nearly 15 years to dial in to not just the Internet, but to its ever-changing and developing dynamics. I suspect its safe to say, that they are simply not going to get it. Since there are plenty of large behind-the-times companies to advertise for, these agencies will maintain their visibility even as the relevance of their work declines. There are a growing number of non-traditional shops who are dialed in beyond belief. As their PR grows, expect to hear more about them and less about the clumsy big boys.
Agencies would be well served to clarify their position in the digital space, supported by true competency, skill set and an alliance of partners for both breadth and depth of services. Business results for other clients will support their claim and increase credibility. Agency principals should go to school on the topic.
Eventually the client community will know better what it is asking for by way of digital strategy, scope and required resources. The agencies that have a vision, know themselves well, and behave true to form without over stretching will rise to the top very quickly.
Never has an understanding of self been more important.