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BizReport : Advertising archives : September 09, 2008

Agencies: Marketers want more from you

Marketers may be turning to advertising agencies in droves to make the most of every advertising dollar but according to a recent survey, sponsored by Sapient, marketers aren't getting everything they want. The survey found that marketers want more, especially in the digital space, from their agency contacts.

by Kristina Knight

Researchers polled more tan 200 Chief Marketing or Senior Marketing officers to achieve the survey results.

More than 25% of respondents said they expected ad agencies to help their brands achieve better results in the digital space. Respondent also admitted that they have changed agencies (45%) in the past because the agency underperformed for them. Marketers also admitted that interactive/digital marketing efforts were "important/very important" to them moving in to the new year.

Marketers also want better leverage in virtual communities (94%). Most feel this will help them better understand their online audience better. 92% of respondents said agency executives should be fluent in the technology they are recommending be used in campaigns.

Finally, marketers want better control and understanding of social media. Marketers want pull interactions (90%) in their social campaigns rather than push interactions. 63% of respondents report that Web 2.0/Social media savvy was important not just for their campaigns but that it was important for the agencies to have a good grasp on these concepts.

"Marketers want an agency that can deliver on these demands today - not by 2009 and beyond," said Gaston Legorburu, Chief Creative Officer of Sapient. "…Only those agency that can create, manage and measure multi-channel campaigns will stay relevant and thrive in an uncertain economy."

Tags: advertising agencies, marketing trends, online advertising, online marketing

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