According to a Sapient study (self-serving alert), a little over 50% of CMO's believe that "traditional, large advertising agencies are ill-suited to meet online marketing needs"
In addition, 49% of respondents revealed that "traditional advertising firms have difficulty thinking beyond traditional print and TV media models"
According to the study, less than 10% of the sample looked to partner with large agencies for their online marketing. Seems low to me, but if true is a breath of fresh air that all the "one-stop-shop-bullshit" isn't resonating (nor should it)
The research reflects the two biggest challenges facing marketers today:
- Measuring the effectiveness of marketing spend
- Operationalizing their entire digital strategy
Finally, the study reveals a 6-point checklist when it comes to evaluating a potential marketing partner: (in order)
- Quality of Creative Content
- Innovation and Strategic Value
- Price/Cost
- Sophisticated Analytics and Measurement Systems
- Proficiency in Emerging, Interactive or Digital Media
- Traditional Print, Offline and Media Buying Services
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