Digital marketing is thriving during the recession. Clients are switching agencies based on digital marketing knowledge. Traditional agencies need to be competent at digital marketing now.
Forrester’s recent projections of interactive marketing spend through 2014 show social media increasing at an average of 34% year over year.
A national survey provides insight into what marketers want from their agencies. The Agency of the Future Survey, sponsored by Sapient. Though this survey was conducted just over a year ago, it is a perceptual look back as well as a look forward and still has relevance for agencies today.
The survey polled more than 200 chief marketing officers (CMOs) and senior marketing professionals, all of whom are either directly or indirectly responsible for managing digital marketing budget allocation across multiple channels.
Based on the survey results, Sapient, created aTop 10 Wish List for Agencies of the Future:
- A greater knowledge of digital space
- More use of “pull interactions”
- Leverage virtual communities
- Agency executives using the technology they are recommending
- Chief Digital Officers make agencies more appealing
- Social media savvy
- Agencies that understand consumer behavior
- Demonstrate strategic thinking
- Branding and creative capabilities
- Ability to measure success
Tim Williams, author of Take A Stand For Your Brand, encourages agency execs to assure their personal relevance in the marketing communications industry. He writes,
“Increasingly clients are turning to agencies not only for help but for thought leadership in digital marketing, and only the most progressive agencies are in a position to deliver it. Agency principals recognize the urgency and importance of the shift to digital, but are personally unprepared for the change.”
Tim suggests a solution to the problem: Create a self-study program that provides a fast track understanding of digital marketing and adapting your agency to the new digital landscape.
He says, “Think about the digitally-talented people you know and you’ll realize most of them are self-taught. They took an interest in digital and learned it on their own. You can do the same, especially because everything you need to know about digital is online, and most of it is free at sites ranging from the Interactive Advertising Bureau (IAB) to ClickZ.”
Additional “digital” related articles that may be of interest:
- Survey: 2010 Digital Marketing Outlook
- Ad Agencies: Don’t Turn Your Back on Digital
- Digital Agency Uses Social Media for New Business
- Is Your Ad Agency Prepared for the Magnitude of Digital Growth?
- Survey: Most Audiences to Get Information from Mobile Devices
- New Advertising Study: Digital Savvy Consumer Emerging Quicker Than Expected
- Creating an iPhone App for Your Ad Agency’s Blog
- Ad Agencies in “The Great Race” for New Business
- IBM Study: The end of advertising as we know it
- New Study: When it comes to advertising experience matters
- 16 Risks Small-to Mid-size Ad Agencies Can’t Afford to Take
- Survey: A Client’s Perspective on Ad Agencies
- Study: Change, Challenges and Call to Action to Ad Agencies
- AdAge’s Top 100 Media Companies – the rise of digital