SAN JOSE, CA –Today, Marketers are looking way beyond traditional advertising methods and agencies to drive marketing performance and handle colossal data, digital migration, channel fragmentation and a more diverse consumer base across different cultures.
According to recent strategic report from Chief Marketing Officer (CMO) Council and Ebiquity entitled "The Path Forward: Marketing's Outlook Into The Digital Future"—suggests that as budgets increase to fund digital marketing campaigns and more personalized customer engagement, marketers now need additional expertise in data analytics, content creation and channel proliferation to improve ROI.
The research conducted by the council with 276 marketers in the first half of the year reveals that, the focus is now on finding high-performance marketing partners with specific knowledge and business acumen. 83 percent of clients surveyed are looking for unique skill sets and specialized capabilities not available with most ad agencies or media buying firms.
The three essential areas that received negative reviews in survey are: managing the data explosion, analyzing colossal amount of data in order to create more customized experiences and overcoming financial restraint and demonstrating ROI.
Liz Miller, Senior Vice President of Marketing for the CMO Council explains, "What this brings to the surface is an even more heightened need to get the highest levels of performance and output—not just from the marketing organization, but also from the external agencies and marketing performance partners employed by the organization."
Nick Manning, Chief Strategy Officer for Ebiquity, a marketing analytics specialist says, "Marketing is at a crossroads, and now is the time for agency partners to work even harder to meet the expectation for performance and creativity." He continues, "This has created an interesting phenomenon of global marketers placing their old agency accounts up for review—calling everything from performance to contract structure into question.”