{Insert Agency Value Here} (again)

With the interactive marketing news release this week that MySpace has started their own “do-it-yourself-interactive-media” platform, and Google’s subsequent Beta of the Display Ad Builder Tool, it’s right about now that agencies are doing one of two things: Saying it won’t change them, or reassuring their clients of their value and that these tools are not needed.

Chances are though – most of them aren’t getting into the applications and trying to figure out if it’s an actual tool they can use and master in order to save their clients some time and money. If you’re one of those people who IS interested – take a look at the product tutorial below.

But why is it that agencies are constantly shunning the new tools that make it easier for advertisers? Have you not learned anything by Google Ad Words (apparently not as most of them don’t even use it themselves). If we’ve learned anything at all, it’s to embrace Google and it’s technology, and then apply marketing principles to it to make it better and meet client objectives. Yes there are 100’s of tools that help you to optimize your campaigns and manage your bids, but in the long run, the success of the campaign still comes down the agency’s ability to apply sound marketing principles and execute strategic plan objectives flawlessly – regardless of whether you use a new tool by Google or your charge your client 10 times that amount by doing it the old-fashioned way. In this economy, don’t you at least owe it to your client to know all of the tools available to you?