CMOs to agencies: adapt or die


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The CMO Council released their latest report on client/agency effectiveness this week. (You can download a free executive summary from that link, or spring $199 for the full report.)

Out of the myriad of survey-driven stats from 6,000 corporate marketers across a wide range of major brands, one figure stands out as particularly striking: only 9% of senior marketers believe traditional ad agencies are doing a good job of evolving and extending their service capabilities in the digital age.

When 91% of your customers think you’re a dinosaur, that can’t be good.

Only 9% of marketers think traditional agencies are evolving

From the CMO Council’s press release:

“There’s an underlying level of frustration among senior corporate marketers worldwide when it comes to agency contributions to business value creation, strategic thinking, and digital marketing development,” noted Donovan Neale-May, executive director of the CMO Council, whose members control more than $300 billion in aggregated marketing spend each year. “Our members report quite a bit of switching of digital marketing resources, as well as a view that big, global agencies don’t have a truly integrated offering and capacity to execute in an effective, localized way in emerging markets.

So what are marketers doing about this dissatisfaction?

  • 49% are planning to change or consolidate agency rosters within the next 12 months (another 15% are considering it)
  • 48% are hiring specialized digital marketing solution and service providers to implement new social, mobile, and interactive strategies
  • 47% plan to build internal capabilities and use incumbent agency services less
  • 45% are bringing in outside consultants to help set up and structure digital programs

Ring. Ring. “Hello, managing director, it’s Charles Darwin on line 1.”

Republished with author's permission from original post.

Scott Brinker
Scott Brinker is the president & CTO of ion interactive, a leading provider of post-click marketing software and services. He writes the Conversion Science column on Search Engine Land and frequently speaks at industry events such as SMX, Pubcon and Search Insider Summit. He chairs the marketing track at the Semantic Technology Conference. He also writes a blog on marketing technology, Chief Marketing Technologist.


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