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CMOs Seek Niche Agencies for Contemporary Marketing

More than half of CMOs are dissatisfied with traditional, large advertising agencies' abilities to meet their contemporary and online marketing needs, according to a December 2006 study commissioned by Sapient. As the traditional media model evolves, CMOs are responding by shifting their ad dollars to blended and niche shops; only one in 10 CMOs indicate that they expect to partner with traditional ad agencies for their online marketing needs.

According to the study, the two biggest challenges for marketers today are measuring the effectiveness of marketing spend and operationalizing their entire digital strategy. When it comes to assessing the offerings of a potential marketing partner, CMOs look for (in order):

* 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

Learn more (Sapient)
Learn more (Jaffe Juice)

Posted by WOMMA Editor on February 23, 2007 9:01 AM

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