If digital is the way of the future, should marketers be using digital agencies to develop their strategies for this channel? The logic might sound appealing but marketers don’t believe that exclusively digital agencies are the way to go. The new data from RSW/US explains why.
To understand the significance of digital, RSW analysts point out in their new survey that about half of marketers now allocate 50% of their budgets to a mix of social and digital programs. What hasn’t changed so quickly is how many marketers use digital-only agencies. Currently, about 27% of marketers do, up from 25% last year.
It appears that leading-edge marketers are the strongest proponents and users of digital-only agencies. For most other marketers, the outlook for the next 3–5 years is that agencies will evolve to offer both digital and traditional services. Overall about 47% of marketers say the full-service agency model is most likely to ‘win’. Part of this attitude stems from marketers who no longer panic at the thought of digital. More marketers believe they understand the world of digital and don’t need the advice of a niche expert agency.
Here are the top digital services that marketers want from their agencies:
- Web development 87%
- Online advertising 74%
- Social/digital media buying/planning 55%
- Mobile marketing 43%
- Video production 43%
One of the biggest challenges going forward in the client-agency relationship centers on agency ability to manage social media programs for clients. Some of the biggest problems agencies encounter include legal concerns (45%), control concerns (55%) and concerns about time needed to maintain this effort 59% (read cost to maintain). Agencies that can effectively address these client concerns stand a bigger chance of winning new business.[Source: Changes in Social/Digital Media. RSWUS.com. Web. June 2012. Web. 2 Jul. 2012]