What Digital Agencies Should Do Instead of Offering Products

NOTE: I wrote this post almost two months ago, but didn’t publish it for whatever reason. It’s not as timely anymore, but here you go…

This morning I read my umptenth article about digital agencies becoming product development companies. This sudden shift, brought about by the booming tech industry and top digital talent flocking to startups, has brought to question the future of the current agency model.

I actually do not agree with the articles that advocate agencies take a lean startup approach and start building their own products. I think it is smart for agencies to begin offering product development as a service, as more and more brands will look to agencies to build and maintain their digital assets. As pointed out in the Digiday article from this morning, most agencies cannot, or are unwilling to, commit the resources needed to launch a successful technology product.

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