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Traditional ad agencies ill suited for New Marketing needs
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A study commissioned by Sapient has revealed that only one in every 10 expects to partner with traditional agencies for their online marketing The respondents believed that traditional advertising firms had difficulty thinking beyond traditional print and TV media models, which, according to the respondents, were `no longer effective particularly because consumers are able to access information online and are able to influence one another primarily through digital channels. A majority of senior marketing executives, however, showed strong preference for blended firms — firms with roots in technology, with creative and traditional print expertise. CMOs now view strategy and innovation as a top factor in hiring a marketing agency.
Fewer than 10 percent of those polled say they seek to partner with large advertising agencies for their online marketing. Instead, the majority show a strong preference for blended firms - those with roots in technology that can also offer creative and traditional print expertise. Even more (68 percent) prefer to work with multiple agencies to derive the benefits of specialization The study revealed that the six most important factors to a CMO when choosing a marketing partner today are (in order of importance to aggregate respondents): Quality of creative content Innovation and strategic value Price/cost Sophisticated analytics and measurement systems. Proficiency in emerging, interactive or digital media Traditional print, offline and media buying services. Sapient surveyed more than 100 CMOs and senior marketers from the US and UK in a range of industries to understand the drivers behind their selection of marketing and advertising agencies.
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where can i find a link to this survey/poll? that is if it is fully public..?