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January 13, 2006
Are you "Experienced?" Again?
According to an article in Bulldog Reporter's online newsletter, Sapient, a "business organization specializing in customer relationships, technology and operations" (in other words, an IT consultant), announced that it has acquired an integrated marketing/advertising agency called Planning Group International.
So, adding to the throngs of lawyers, accounting firms, management consulting firms and industry analysts who now claim to offer branding, marketing and communications services in addition to their core offerings, we now have IT consultants trying to get into the game. Sapient is creating a new business unit called "Experience Marketing." Gag. I mean, come on, what marketing ISN'T based on experience?
Okay, enough cynicism. Basically what's happening here is that IT consultants like Sapient are coming around to the conclusion that their customers buy technology services based on fulfilling a business need, and that business need often emanates from marketing. Haven't we been here before? Unless Sapient can talk the language of the marketer, they'll forever be relegated to installing servers and slinging code. A reasonable strategy, but is acquiring an ad agency the right approach, or instead would it be better to improve the marketing and business savvy of its core consultants? I guess time will tell. What's your opinion?
Matt Kucharski
Posted by Matt Kucharski at January 13, 2006 6:45 AM