What Marketers Want: A Top Ten List
Over 200 chief marketing officers and senior marketing professionals recently took part in a survey that uncovers the real wants and needs of marketers. "The Agency of the Future Survey," sponsored by Sapient, offers ad agencies a top-ten wish list of those involved with their company's marketing budgets, and with this information, agencies may be able to better meet the needs of their clients. One of the top requests among those surveyed was for agencies to have greater knowledge of the digital world. The lack thereof has led to major actions on the part of marketers: 45% of respondents have switched agencies (or will in the next year) or hired a separate digital professional to handle interactive campaigns. The importance of being tech-savvy popped up again throughout the list, with marketers citing social media, Web 2.0, and virtual communities as necessary marketing tools. "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." Click here to read the entire wish list-Can your agency check off each item on the list when it comes to your services?