Generational and philosophical change
Agencies that embrace the Thirdway are usually the first generation of experienced professionals who grew up using the Internet. They take a fresh approach, and did not grow up depending on broadcast and interrupt advertising.
Many traditional marketers are so ensconced in the details of what the best creative Ad idea is that they are blissfully unaware that the goalposts have moved and the landscape has changed under their feet.
The next generation of practitioners come with no preconceptions of ‘how it should be done’, nor were they scared off by the somewhat traumatic birth of online technologies. (This poor start gave the old guard the perfect excuse “New fangled approaches never work – they come and they go”)
Some practitioners are descendants of the cave painters or toolmakers, who realising the limitations of the old way are looking for a better way of getting results.
This is not to say that pre- or early web marketing experience is irrelevant. Far from it. No matter who you are, approaches to web communications must be grounded in sound marketing principles.
Traditional marketing knowledge is essential. But by the same token, pre-web marketing knowledge without a thorough understanding of the latest online tools and approaches will severely limit your range and capabilities.
The price of ignorance is that you look in the wrong place for solutions with the wrong eyes. You risk paying too much for re- developed or outdated technology, when you could be utilising platforms that and approaches that are significantly more effective, and are likely to cost less.
Philosophical change is a decision to move away from the two traditional web approaches. It’s a recognition that effective Internet marketing and communication must be delivered by more than the traditional cave painter and toolmaker approaches.