The CMO (Chief Marketing Officer) Council released the results of a study conducted among 250 of their members. More than half of these senior marketers think that their agencies are not up to speed with providing and integrating digital marketing services into the mix. Only 9% thought traditional agencies were doing a good job of embracing digital.
“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,” said Donovan Neale-May, executive director of the CMO Council, in a statement. “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.”
The survey attributes this lack in the agencies to five causes:
- Lack of an agreed-upon set of analytics and metrics that defines success and failure;
- Limited knowledge and comprehension of the client’s business;
- Lack of value-added strategic thinking;
- Pricing and budgeting issues;
- Integration of marketing plans and services
Marketsmith has observed this frustration among our clients. In this omni-channel world, no marketer can afford to ignore any medium for customer touchpoints. For that reason, we focus on strategic assessment which helps our clients create and execute integrated multichannel marketing initiatives that build off each other, increasing Brand interaction with the customer and building loyalty. Our programs are all tied to metrics which measure their success and allow for fine tuning to increase performance. We have proprietary analyses and reporting formats which allow our clients to gain insight into their customers’ omni-channel paths to purchase. We work closely with both Brands and agencies to improve outcomes.
As the CMO study noted, “marketing expenditures are under incredible pressure in today’s business environment.” It is critical that marketing programs deliver quantifiable returns on their spend. Call us to see how we can grow your bottom line.
Source: 1
Carina Pologruto
VP, Client Services
Marketsmith, Inc.
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