
Nielsen data for May (the most recent I could find) shows the

Today’s eMarketer article refers to the same Sapient study reported on by Marketing Charts on September 5. They quoted

What are the CMOs looking for from agencies? The article has a top 10 list, all worth considering. I’ll list just the top 4:
1. Greater knowledge of the digital space
2. More use of “pull interactions”
3. Leverage virtual communities
4. Agency executives who use the technology they are recommending
All this makes perfect sense, and agencies clearly have a major role to play in helping their clients navigate the choppy waters of new media, made even more difficult by economic conditions. Agencies have been struggling to service their clients in newest media and technologies (think direct and database marketing, for example) for as long as I can remember. And that will undoubtedly continue.
But it’s not enough to place the entire burden on agencies. Marketers have to understand the issues; they have to ask the right questions; they have to demand objectives and metrics that encompass the new media environment. Look at item #4 above; they want executives of their agencies to be users of the technology.
Marketers have to follow their own advice. I keep saying there is simply no substitute for using the media, trying out the technology for yourself. But marketing managers can go a step further.
I wonder how many marketing departments have any kind of a coordinated approach to who needs to follow which disciplines, newsletters, webcasts; who needs to spend some time on Facebook or MySpace or in relevant virtual worlds. None of us are going to learn to deal with the new media environment by staying in our comfortable traditional media cocoons.
More on that tomorrow.
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.