How can marketing agencies adapt to the online generation?

Theresa Louise D√łnskov

Student thesis: Master thesis


This thesis looks into the generation of people who is raised and lives with the Internet, referred to as the online generation, as well as its effect on how marketing is changing and what implications this means for marketing agencies today. To explore the characteristics of the online generation, as well as the role and structure of the marketing agencies, more qualitative and quantitative interviews with several tweens, as well as various marketing decision makers and advertisers have been conducted and interpreted with a constructivist point of view. The characteristics of the online generation are found to be dominated by the occurrence of Web 2.0 and its intellectual property sharing and social interaction features. These features have lead to a constant urge of being online in social communities, where we connect and micro blog the status of our lives in high speed with dynamic digital merchandises, as well as share content, knowledge and information in evolving Web 2.0 sites and soon to be Web 3.0. The tendencies have changed the way we conduct marketing, which has made companies utilise Web 2.0 by interacting with its consumers by for example creating open innovation and viral marketing, where consumers interact with other consumers in a new online C2C constellation. The online marketing shift is making it hard for marketing agencies in Denmark not to overlap each other, as the consumers are participating in creating their own marketing and it is only web constellations, which are on the rise. The advertising-, media,- and web agencies all want the same clients, but are possessing and lacking each others competences towards fulfilling the assignments for them. They then start overlapping each other and stealing assignments from each other because they are uncertain of their place on the market, which leads to institutional pressures that harms performance and creativity. There are different solutions to this problem and there are pros and cons, if the agencies are to integrate their competences in one house, such as great competitive advantages, but a risk of coming across unspecialised.

EducationsMSocSc in Management of Creative Business Processes , (Graduate Programme) Final Thesis
Publication date2010
Number of pages73