In more bad news for the advertising agency industry, a new study confirmed that over 50% of the Chief Marketing Officers of companies believe that traditional, big advertising agencies aren't made to handle their online marketing campaigns.
About half of those surveyed said that in their view the traditional advertising agencies have problems in thinking outside of the print and TV models they've worked primarily with in the past. They are looking for those that know how to work with the reality that consumers are increasingly using digital channels to get their information.
O
ne painful result of the study showed that less than 10% of those surveyed would look to traditional agencies for their online marketing. Instead they are looking for companies that have strong technology bases that are also able to offer expertise in traditional print markets. Almost 70% work with more than one agency to tap into the specialtiation they represent.
According to the study, here are the six crucial factors that are looked for when considering a marketing partner, in order of priority:
Quality of Creative Content
Innovation and Strategic ValuePrice/Cost
Sophisticated Analytics and Measurement Systems
Proficiency in Emerging, Interactive or Digital Media
Traditional Print, Offline and Media Buying Services
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