Back in the 70's and 80's, the modeling industry was controlled by agents, scouts and head hunters. It was simple. An agent would see a beautiful or unique man or woman walking down the street or they would employ the hottest new celebrity and the rest was modeling history. Nowadays, in order to be a successful modeling agency, an efficient internet marketing strategy is necessary.
Agency's now have lots of competition. With the rise of the internet, it appears that makeshift modeling agencies have popped up everywhere promising to do the same things that the big wigs do. It's as easy as creating a profile. Any aspiring model can log on to one of the several modeling sites, upload pictures and potentially be solicited for a job. This way of selecting models can't possibly always be trusted.
In this instance a model is hired based on a look found in the picture uploaded to onemodelplace.com, modelmayhem.com, modelnetwork.com and a plethora of other sites that are prominent on the web. What happens 9 times out of 10 is that model is then requested for a job only to show up on set looking completely different than the pictures that were uploaded to the site. A reputable modeling agency with a physical location could not possibly book an event for one of the models that it represents and get away with the actual model looking completely different than his/her pictures.
For reputable modeling agencies out there it is hard to show just how official you are when search results place the "anyone can join" agencies at the top of the results page. Why are these sites getting the most attention, you wonder? Due to their effective internet marketing campaigns and user generated content.
In order to hold any relevance in today's market an efficient internet marketing campaign must be employed.