Sapient recently sponsored a national online survey to gain insights into what marketers want from their advertising and marketing agencies in the next 12 months. The survey polled more than 200 chief marketing officers (CMOs) and senior marketing professionals.
Two points can be derived out of this survey:
I. Traditional advertising agencies are now at risk of losing their clients.
II. Agencies should acquire Social Media expertise.
Traditional advertising agencies are now at risk of losing their clients:
1. More than a third of marketers surveyed reveal that they are not confident that their current agency can serve their needs in the online digital marketing and interactive advertising.
2. 45% of the respondents have switched agencies (or plan to switch in the next 12 months) for one with greater digital knowledge or have hired an additional digital specialist to handle their interactive campaigns.
3. 79% of respondents rated “interactive/digital” functions as ‘important/very important.
Agencies should acquire social media expertise:
1. 90% of respondents agree that it is becoming increasingly important that their agency uses ‘pull interactions’ such as social media and online communities rather than traditional ‘push’ campaigns.
2. 94% of respondents expressed interest in leveraging virtual communities (public and private) to understand more about their target audience.
3. 92% of respondents said it was ‘somewhat’ or ‘very’ important that agency employees use the (social media) technologies that they are recommending.
4. 49% of marketers surveyed said that agencies with chief digital officers are more appealing than those without.
5. 63% of marketers surveyed said that an agency’s Web 2.0 and social media capabilities are ‘important/very important’ when it comes to agency selection.
Note: Full survey methodology including the research firm to conduct this research was not revealed by Sapiens.
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