A new survey from Sapient shows that CMOs and other senior marketers are looking anxiously for help from their marketing and advertising agencies with almost all things digital. (Thanks to Marketing Charts for the pointer.)
The survey asked more than 200 marketing execs what they want from their agencies over the next year, and "greater knowledge of the digital space" topped the wish list. Just as important, the top ten on the wish list was rife with digital concerns, including leveraging online communities, more savvy in social media, and, interestingly, evidence that the agencies themselves are using the social media (Facebook, Flickr, etc.) that they recommend to their clients.
Here's the whole list:
- Greater knowledge of the 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
- Web 2.0 and social media savvy
- Agencies that understand consumer behavior
- Demonstrate strategic thinking
- Branding and creative capabilities
- Ability to measure success
For now, according to Sapient, many marketers are looking to change agencies. This is great news if you're an agency with legitimate skills at the cutting edge -- although the frustration marketing leaders have with current agencies suggests this is easier said than proved.
It's not just a question of the agencies, though. Marketing leaders need to find more skilled in-house staff as well. And they need to get more up to speed themselves, if only to make sure they're choosing the right agency and managing them effectively.
Ultimately, we all need to find even more time to keep up with the accelerating pace of change in digital tools and tactics. That's not easy when we're already stretched to the max. But I can't see another way. Can you?
Comments