Marketers' Top 10 Wish List for Agencies of the Future

Marketers' Top 10 Wish List for Agencies of the Future

Source: Marketing Vox: Sept 8, 2008

http://www.marketingvox.com/marketers-top-10-wish-list-for-agencies-of-t
he-future-040802/

Greater knowledge of the digital space is at the top of marketers' list
of what they want from their advertising and marketing agencies in the
next 12 months, according to
<http://www.businesswire.com/portal/site/google/?ndmViewId=news_view&new
sId=20080902005147> a Sapient <http://www.sapient.com/> -sponsored
national online survey of some 200 CMOs and other senior marketers,
writes
<http://www.marketingcharts.com/interactive/marketers-top-10-wish-list-f
or-agencies-of-the-future-5904/> MarketingCharts.

More than a quarter of marketers surveyed said half to all their
marketing is done via digital channels, and nearly 40 percent foresee
that in 12 months from half to all their marketing will be done via
digital channels.

The respondents, all of whom are either directly or indirectly
responsible for managing digital marketing budget allocation across
multiple channels, were asked about the top qualities they sought in
their advertising and marketing agencies in the coming year.

Based on the survey results, Sapient Interactive, Sapient's marketing
services group, issued a Top 10 Wish List for Agencies of the Future:

1. Greater knowledge of the digital space

More than one-third of marketers surveyed said they are not confident
that their current agency is well-positioned to take their brand through
the unchartered waters of online digital marketing and interactive
advertising.

Nearly half (45 percent) of the respondents have switched agencies (or
plan to switch in the next 12 months) for one with greater digital
knowledge or have hired an additional digital specialist to handle their
interactive campaigns.

Regarding an agency's area of expertise, 79 percent of respondents rated
"interactive/digital" functions as "important/very important."

2. More use of "pull interactions"

Nine in 10 respondents (90 percent) agree that to engage consumers with
their brand it is increasingly important that their agency uses "pull
interactions" such as social media and online communities rather than
traditional "push" campaigns.

3. Leverage virtual communities

An overwhelming 94 percent of respondents expressed interest in
leveraging virtual communities (public and private) to understand more
about their target audience.

4. Agency executives who use the technology they are recommending

92 percent of respondents said it was "somewhat" or "very" important
that agency employees use the technologies that they are recommending -
such as Facebook, Flickr, wikis, blogs, - in their personal social media
mix.

5. Chief Digital Officers make agencies more appealing

43 percent of marketers surveyed said agencies with chief digital
officers are more appealing than those without.

6. Web 2.0 and social media savvy

63 percent of marketers surveyed said an agency's Web 2.0 and social
media capabilities are "important/very important" when it comes to
agency selection.

7. Agencies that understand consumer behavior

76 percent of respondents deemed this as an "important/very important"
aspect of their agency's online digital marketing and interactive
advertising area of expertise.

8. Demonstrate strategic thinking

77 percent of marketers surveyed ranked strategy/brain trust
capabilities at the top of their agency wish list.

9. Branding and creative capabilities

67 percent of respondents ranked branding at the top of their agency
wish list while 76 percent ranked creative capabilities as
"important/very important."

10. Ability to measure success

65 percent ranked analytics at the top of their agency wish list.

"Marketers want agencies that can deliver on these demands today - not
by 2009 and beyond," said Gaston Legorburu, chief creative officer,
Sapient. "As the interactive channel becomes increasingly important,
only those agencies that can create, manage and measure multi-channel
campaigns will stay relevant and thrive in an uncertain economy."

About the survey: The Agency of the Future Survey is a national survey
designed to provide insight into what marketers want from their agencies
in the next 12 months. Sponsored by Sapient, the survey was conducted
via email and polled more than 200 respondents, all of whom are either
directly or indirectly responsible for managing digital marketing budget
allocation across multiple channels.