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Selecting a digital marketing agency
Research showing marketer's preferences on the best approach for selecting a marketing agency for digital marketing capabilities.
Research summary of of US Chief Marketing Officers (CMOs) views:
The Top Six Marketing Buyer Values
- 52% believe that traditional, large advertising agencies are ill-suited to meet online marketing needs
- 49% of survey respondents believe that traditional advertising firms have difficulty thinking beyond traditional print and TV media models, which no longer are effective ways of engaging consumers who now get their information and influence one another primarily through digital channels.
- Fewer than 10% seek to partner with
large advertising agencies for their online marketing. Instead, the
majority of senior marketing executives show a strong preference for
blended firms - firms with roots in technology that can also offer
creative and traditional print expertise.
- 68% prefer to work with multiple agencies, in order to derive the benefits of specialization.
The Top Six Marketing Buyer Values
The six most important factors to a CMO when choosing a marketing partner today are (in order of importance to aggregate respondents):
1. Quality of Creative Content
2. Innovation and Strategic Value
3. Price/Cost
4. Sophisticated Analytics and Measurement Systems
5. Proficiency in Emerging, Interactive or Digital Media
6. Traditional Print, Offline and Media Buying Services
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