Less than half of marketers say agency specialization is gaining in importance

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Cincinnati—While 77% of marketers said agency specialization in a business sector is important, only 47% of marketers said specialization is more important than it was three years ago, according to a survey by RSW/US, an outsourced lead generation and business development agency. In comparison, 62% of agencies said specialization is more important that it was three years ago, according to the report. The report, “2013 RSW/US Agency-Marketer National Survey,” was based on an online survey of 124 senior-level marketers and 130 agency principals, conducted in January. According to the report, 60% of marketers said 50% or less of an agency's business needs to be concentrated on a specific business sector in order for the agency to be considered a specialist. Some of the factors cited by marketers in response to why agency specialization is not as important as it was three to four years ago include the following: Advertising methods are changing too rapidly; strategy should cross specialties; and not having specialization adds a different perspective to the business.
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