Today in Forbes: REQ CEO Tripp Donnelly on 2019 Marketing Trends
Forbes published an article written by REQ CEO Tripp Donnelly that illuminates the growing trend of mergers and acquisitions in the digital marketing space--a trend that speaks to the melding of traditional and nontraditional marketing tactics across the industry.
In January 2019, REQ announced its acquisition of acclaimed PR firm SpeakerBox in a move to continue building out our in-house comprehensive PESO model (paid, earned, shared, and owned media). Tripp discusses this strategic deal in conjunction with the growing expectation in the market that working with an agency not only can, but should be a one-stop solution for every marketing need.
“The renowned PESO model is being implemented in its full scope more and more frequently, as agencies seek to best serve and retain clients,” Tripp comments. “Combining strategies like the long-standing credibility of earned media and the customization and scalability of digital advertising platforms produces brand alignment across all channels. Moreover, an integrated approach recognizes the quality of content that today’s marketplace demands.”
The rise of mergers and acquisitions over the last few years motivates the marriage of classic techniques like PR and earned media with newer platforms and technologies. While this was once revered as revolutionary, Tripp notes that it is now inching towards compulsory in the ever-changing, ever-competitive marketing and media landscape.
“Agencies need to balance both the quality and quantity of services they provide, as expansion and consolidation continue to define our industry,” Tripp summarizes. “In 2019, we will undoubtedly continue to see agency growth by mergers and acquisitions, as we aim to identify and implement the perfect mix of solutions and deliver the highest value to our clients.”