The Hindu Business Line : Traditional ad agencies ill-suited for meeting new marketing needs: Study

Be it the service or manufacturing sectors, organisations can no longer afford to take a laid-back attitude to marketing of products and services. And in keeping pace with the developments, the Chief Marketing Officers (CMOs) of companies too have started to look beyond traditional agencies for innovation in marketing.

A study commissioned by Sapient has revealed that only one in every 10 expects to partner with traditional agencies for their online marketing.

Conducted by Evalueserve and released by Sapient, the study revealed that a majority of the CMOs considered the traditional, large advertising agencies as ill-suited for meeting online marketing needs.

The respondents believed that traditional advertising firms had difficulty thinking beyond traditional print and TV media models, which, according to the respondents, were `no longer effective particularly because consumers are able to access information online and are able to influence one another primarily through digital channels.'

A majority of senior marketing executives, however, showed strong preference for blended firms — firms with roots in technology, with creative and traditional print expertise.

Seismic changes

The study also examined marketers' views on whether traditional firms were equipped to handle the new breed of marketing needs. "Both corporate marketing organisations and agencies are undergoing seismic changes trying to create innovative marketing approaches that deliver real strategic business value," said Mr Gaston Legorburu, Sapient Chief Creative Officer and head of the Experience Marketing practice.

Challenges

"But innovation does not mean snapping some cool digital programmes into a conventional advertising platform.

"Two of the greatest challenges companies are struggling to cope with are in measuring the effectiveness of the marketing spend and operationalising their entire digital strategy. Most agencies and corporate teams are just not equipped to do either yet," he added.

The findings indicate an evolution in the CMO's marketing priorities.

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